Stop Dead-End Leads From Eating Into Your PPC Profit

Pay Per click Ads

Who likes paying out money for nothing in return? Any business owner who raises their hand when asked that question should perhaps consider a new career. For those of us who like profits and want more of them, this doesn't work for us at all.

That's why it is important to be aware of the dead-end leads that could be draining your Pay Per Click (PPC) profits.

Dead-End Leads in PPC

Dead-End leads are clicks your ads generate from non-quality leads. In other words, a dead-end lead is when someone who has no interest in, or need for, what you offer clicks on your ad. They cost you money and give you nothing in return.

Here's an Example:

Recently, I had my own run-in with a dead-end lead. We discovered that we had paid for a click from a Google user who searched for "How to Get on McDonald's Mailing List." This person typed that into Google hoping to sign up for promotions and coupons for McDonald's menu items. My company, PostcardMania, sells targeted mailing lists for small businesses to use with their direct mail campaigns. Because our hungry friend used the words "mailing list", our ad appeared in the search results. Why he or she chose to click on our ad is a little perplexing. I guess my PPC specialists are just that good.

Now that you know what dead-end leads are, and the danger they present to your return on investment, let's talk about how to eliminate them and maximize your PPC profits...

Use Negative Keywords to Keep Non-Quality Leads Away From Your Ads

Pay Per Click marketing targets prospects using keywords, but there are two kinds of keywords:

1. Positive Keywords: These are the keywords quality prospects are using to find the products or services you offer. For my marketing company, positive keywords are phrases like, "targeted mailing lists", "postcard marketing", "small business website design", "PPC Management", etc.

When a prospect uses these keywords, our ads are shown in their search results, so these quality prospects can see that we offer the very thing they are seeking.

2. Negative Keywords: These are the keywords non-quality prospects are using that may be somehow related to your business. These keywords could possibly show your ad to the searcher, because the keywords seem relevant. However, they aren't really, and this only opens up the possibility of attracting a click from a dead-end lead.

Google allows you to designate keywords as either positive or negative keywords. You can find both the same way, by using the Google Keyword Tool. Just type in some keyword phrases about your industry, products or services, then find ones that will be good for both purposes.

Making effective use of negative keywords seals up your PPC marketing from dead-end leads that will eat into your profit.

Use Analytics to Track Which Campaigns and Strategies Are Generating SALES (Not Just Clicks)

Keeping out profit-killers doesn't mean you're maximizing your PPC profits (although it REALLY helps). You also have to use Google Analytics to track the performance of your ads and see which ones are leading to actual revenue, not just clicks or leads.

Google Analytics tracks the performance of your campaigns across dozens of metrics, so you can see exactly what each ad is bringing to the table. You can see which keyword strategies, or which ad designs, are leading to real revenue for your company, so you can steer your PPC marketing where there is money to be made.

Tracking and adjusting your PPC efforts will help you maximize revenue. Negative keywords keep away wasted spending. The result is your profits soaring.

For more advice on maximizing your PPC efforts, call us at 1-866-826-0877. We'd love to help you!

Joy Gendusa is the Founder and CEO of PostcardMania, a fully-integrated marketing firm specializing in direct mail. She used postcards to grow PostcardMania from just a phone and computer to a $22million enterprise in less than a decade.