One of the hardest aspects of online advertising is switching a failing campaign – one that’s failing to make a profit, or simply breaking even – into a profitable advertising campaign that generates leads, sales, or enquiries at a great return on investment.
It’s hard, but it’s far from impossible. If you’re struggling to achieve profitability on Adwords or another advertising platform, don’t call it quits. Apply these three easy strategies and enjoy profitable advertising that earns you money for years to come.
Adjust your bids to reduce traffic and increase your margin
Not all campaigns need a mountain of traffic. If you’re failing to generate profitable leads at your current CPC, try reducing your bid to capture a smaller but far more profitable share of your market. Often, a small adjustment to your CPC bid is all it takes to turn a losing campaign into a winner.
Switch from CPC to CPM bidding, or vice versa
Have you got a campaign that’s achieving great clickthrough rates but can’t seem to convert clicks to sales? If you’re bidding using CPC, you could be spending far more than you need to. Switch your high-CTR, low conversion campaigns to CPM bidding for an immediate profitability boost.
On the other hand, if your campaign is generating leads but failing to achieve a high clickthrough rate, consider switching to CPC-based bidding instead of CPM. Not all campaigns can achieve a high clickthrough rate, but good converters don’t need to when they’re priced on a CPC basic.
Optimize your landing page to convert more visitors into customers
Not all landing pages are made equal. If you’re attracting attention – and clicks – but failing to turn any visitors into customers, you should adjust your PPC landing page to better serve your visitors. Often small changes to your headline, your content, or your page’s design can drastically improve its conversion rate and profitability.
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