Are Dead-End Leads Ruining Your Pay Per Click ROI?
1. Keep Out Dead-End Leads With Negative Keywords
PPC uses keywords to identify quality prospects based on what they are searching for. The terms you want Google to target for you are called "positive" keywords, because they target the prospects you want to see your ads. These prospects are likely to be interested in what you offer, so showing them your ad means a good chance of generating revenue or at least a hot lead.
Negative keywords, on the other hand, are meant to do the opposite. They tell Google to keep your ads away from these keywords at all costs. These are generally keywords that are related to your business in some way, but are used by non-quality prospects, who are not interested in buying from you. Look at our McDonald's example. He was searching for a mailing list. It just was not the kind of mailing list we offer, and it was to be used for a very different purpose.
So the trick is to find out what keywords are related to your business, but used by non-quality prospects. I never would have thought "McDonald's" would be one of ours, but it was! Then, once you have identified these terms, set them as negative keywords for your PPC campaigns. This keeps those dead-ends leads away from your ads. That means whenever you pay for a click, it's for a quality prospect (and a revenue opportunity).
2. Use Analytics and Tracking to Find Your Best Revenue Sources
Blocking off the dead-end leads is the first step, but simply avoiding a dead-end is not the same as driving in the right direction. It's an important step to protect your ROI, but you also need to continually move your ad campaigns toward the best sources of revenue. Analytics and tracking technology helps you do that.