Volume versus Value of PPC Conversions
Conversions make or break a PPC (Pay-Per-Click) campaign and, for most advertisers, it is what PPC is all about. Although PPC can be good for brand building (i.e. with content network campaigns and banner/image ads), the ultimate aim for a company’s PPC campaign is conversions, whether that be an online sale, a submitted quotation form, a registration or a telephone enquiry. There is nothing more important than seeing the numbers you want to see in the ‘conversions’, ‘conversion rate’ and ‘cost per conversion’ columns of the campaign summary. For instance, if the profit margin for a product you sell is £20, the moment your cost per conversion creeps above the £20 mark, your PPC advertising ceases to be cost-effective.
As PPC Account Managers, we live and die by our conversion rate. But the one thing that keeps us awake at night with a cold sweat is the perpetual struggle between volume of conversions and cost per conversion. If you obey the steadfast laws of PPC, then a high number of conversions and low cost per conversion (or CPA) do not go hand-in-hand. A high volume of conversions come from capturing a great deal of traffic, all of which must be paid for by the click. It also comes from tolerating ad groups with high cost per conversion values, as they chip in with a substantial chunk of conversions when you look at the bigger picture. Pausing these ad groups may bring the CPA down, but it will also bring the number of conversions you get down.
The most obvious question, therefore, is how do you get the volumes of sales, completed forms, registrations, phone calls etc without your CPA spiralling out of control? Rest assured, there is a way and it can be done! Indeed, here at Click Consult, we do it all the time. But if you want the holy grail of PPC advertising – aka a campaign that generates a vast number of conversions without a ridiculously high CPA – then you’re going to have to give us a conversion yourself! Call 0845 205 0292 or complete our quick enquiry form on the left and ask us “How do I get a high number of conversions and a low cost per conversion?”
