Cherry-picking the best searchers using PPC multipliers
From month to month, I plan to share and discuss with you inside pay-per-click advertising (PPC) tips and tricks to help you save money on your PPC spend while increasing the quality of your PPC traffic and leads.
This month, I’ll help you understand how to use a simple feature called a PPC multiplier to cherry-pick the cream of the crop for most qualified searchers clicking through to your website and converting to a sale (hopefully a repeat customer too!).
If you’re in the dark on using PPC multipliers, then this article is going to help your PPC efforts across the board, avoid the most common PPC mistakes.
You’ll see a night and day difference in your PPC campaign and ad performance in all aspects.
However, if you’re familiar with PPC multipliers, then this article will serve you well as a reminder and gauge to use when managing your PPC campaigns and ads.
So, let’s get started…
A quick overview of PPC multipliers
Many businesses using PPC as their instant water faucet to capturing more customers for their sales and marketing funnel often underutilize PPC bid multipliers when setting and managing their PPC campaigns and ads.
Most times, these businesses are attempting to rank their ad in the top 1-3 spots and drive as much traffic to website in hopes of more traffic leading to more conversions.
But it’s safe to say that increased PPC traffic doesn’t always reward businesses with more sales conversions.
However, the most optimized PPC campaigns and ads take full advantage of multipliers.
Think of a multiplier as a way to throttle traffic much like a faucet valve increases or decreases the water flow passing through. In most PPC ad networks, advertisers are afforded a couple of multiplier features such a day, time or device to name a few.
Before betting the entire PPC house, start with a small bathroom
Based on industry and PPC pricing for the respect industry, one of tips I suggest to first-time PPC users is to setup a $300-$500 PPC budget to run a simple test with.
Or allocate a budget or spend number that you won’t mind losing or miss from your budget. You could select to use a $50 a day spending limit, but this is as low as I recommend.
Next, setup 4 unique ads with keywords and run your ads for nearly a week or even two weeks, if you can allocate a larger spending budget for testing. Set your end date and daily add limits to not exceed your spending goal, and walk away.
Yes, this is the only time that I will ever tell you to set it and forget it, but it’s only because we are practicing and not in the game for real! Ok, let’s move forward.
Our goal for this PPC test is to gather as much data as we can to accurately and precisely plan how you’ll use multipliers.
Over your 7 to 14 day spread of data, you’ll want to review and identify the days, hours, device types, and locations of your most qualified leads searching for your set keywords.
Remember to not just focus on the increased PPC traffic to your website. Get granular and truly understand how much of the traffic converted to sales for each campaign and ad during this test.
Again, this is only a test for you to gather your PPC bearings before stepping into the PPC game for real.
And please be grateful for any and all conversions you receive during your test period. 🙂
No more practice, it’s time for the real PPC game
Now that you have your practice data, we’ll use this data to setup your game-time PPC campaigns and ads.
Again, this is a basic PPC campaign and ad, and there are more advanced features that we are not going to cover in this example. So, please keep that in mind as you perform the following:
- First thing first, find your best practice days and setup your campaign and ads to run on those days.
- Next, find the best practice hours and set campaigns and ads accordingly*.
- Then, do the same for the various device types, choosing the best device types where you were able to capture the most business at the lowest or most affordable PPC rate. You also may set location limits should your business warrant it.
You’re not finished though because it’s time for the important part: setting the PPC bid multipliers.
Since you have identified the days, hours, and device types, now you can adjust your bids by increasing the percentage for the selected days, hours, device types, and location should your PPC network allow you to do so.
As the bid percentage decreases or increases for each multiplier type, you are instructing the PPC network to adjust your overall bid using the base bid multiplied by the set percentage.
This decrease or increase also controls the position of your ad and how much you pay for leads that click through to your website.
That said, here’s an idea you could also try (hint, hint): run ads on non optimal days, hours, and devices, and set their bid multipliers to negative percentages.
Remember, the bid multiplier is like a throttle, so as you go up you can also go down to limit the pricing and display of your campaigns and ads.
*Note: One thing to keep in mind when setting your days and hours is aligning your business days and hours you’re open to the PPC days and hours if your PPC campaigns and ads instruct the visitor to call, email or perform an action that requires immediate response on your business’ behalf. This is why PPC multipliers are a great feature for businesses that desire to capture more local business at an affordable PPC spend.
Why you should use PPC bid multipliers
Although this was a somewhat simple explanation and use of PPC bid multipliers, this example should be enough to get you started using PPC bid multipliers for your own PPC campaigns and ads.
Again, there are many other advanced PPC features and settings to discover and review, but the basic bid modifiers will save you time and money while bringing you closer to qualified searchers in need of the products and services your business offers.