How to Lower PPC Churn Rates

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It’s a pay-to-play world. From social media to Google Ads , companies invest thousands of dollars a month into paid ads. However, there’s a lurking metric you might not be tracking: your PPC churn rate. When it comes to paid ads, most marketers and business owners track metrics like click-through rate (CTR), quality score, and cost per click (CPC). While those are important metrics, they tell only part of the story. If your PPC conversion rates are high, but your overall revenue isn’t, the issue might not be your ad. It might be that your customers aren’t sticking around. What is the elusive PPC churn rate, and, more importantly, why should you care? What Is PPC Churn Rate? Your PPC churn rate is the number of people who convert via paid ads but don’t hang around. They might buy or subscribe to your product or service from a paid ad and then decide to end the relationship. It’s similar to a standard churn rate in that it tracks the number of customers who convert but then leave your company. However, your PPC churn rate looks specifically at the customers who convert from your paid ads from platforms like Google Ads. Why You Should Care About Your PPC Churn Rate Most PPC metrics tell you how well your ads convince people to buy. For example, CPC tells you how much you spend to get one person to click on your ad. Conversion rates tell you how often people actually purchase from your paid ads. Those critical metrics let you know if your ad and landing page match, if your targeting is on track, or how well your copy speaks to your audience. There’s also a lot those metrics don’t tell you. For example, how well does your onboarding process work? Do your ads focus on the features customers care about the most? Are customers disappointed with your product or service? Let’s look at a (fictitious) example to see why PPC churn rates matter. I’m looking for a grammar tool, so I type in “grammar help.” The first ad is for Grammarly, and it says it will help me eliminate mistakes and find the right words. Say I decide to purchase based on that ad. However, a few weeks down the road I find the tool didn’t quite meet my expectations. Maybe it didn’t work as well as I had hoped, was …

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The Complete Guide to Client Onboarding and Retention

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You’ve signed a new client—congratulations. Now it’s time to start the client onboarding process and welcome the new client into the fold. This is the point where many companies drop the ball. After all, you already made the sale. Now you can relax and get to work. Right? Not so fast. Client onboarding is the first step to creating a long-term relationship with a new client. Do it right, and you’ll have a customer for life. Get it wrong, and you risk losing a sale and leaving a bad impression. If you want to retain customers, you need the right onboarding system. Before digging into how to create an onboarding system, let’s talk about why the process is crucial to your overall business success. How Does a Smooth Onboarding System Help Retain Customers? The onboarding process sets the stage for your entire relationship. When done well, your client will feel …

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How to Make Evergreen PPC Ads

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Marketers often create PPC ads based on the latest trends and one-time deals, but these aren’t the only types of paid ads you can create. Evergreen PPC ads are a must-have addition to your marketing arsenal. Unlike a seasonal ad, they can run throughout the year, even without edits or updates. Plus, they guarantee your paid ads can generate leads every day with minimal effort on your part. Below are tips for creating timeless campaigns that could become an important part of your marketing strategy. Trending Topic vs Evergreen PPC Ads First, let’s cover the difference between an evergreen ad and a non-evergreen ad. PPC ads that aren’t evergreen mostly relate to trends or temporary campaigns. They might include new information, new tools, or recent trends to make consumers stop and stare. Imagine an ad promoting clothes for the winter season or a cosmetics brand sharing products related to a …

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4 PPC Tools to Automate Your Ad Campaigns

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The field of ppc (pay-per-click) is constantly evolving. If you use tools that automate some of the ad campaign processes, your campaigns may become more efficient and effective. Pay-per-click automation tools allow marketers to automate some tasks by using third-party applications. These tools can save you time, improve campaign performance, and reduce wasted ad spends. Rather than spending your time hovering over dozens of campaigns, you can focus on tasks like pinpointing areas for business growth, increasing audience engagement, and exploring new ad types that will benefit your sales funnels. That isn’t to say automation is the key to the future, nor are we all going to be replaced by machines. Paid ad campaigns might always need humans to power them, but you can at least catch a break from constant campaign monitoring . To start this off, let’s take a deeper dive into what PPC automation is. What Is …

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How to Develop a Winning Digital Marketing Strategy in 4 Easy Steps

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According to Smart Insights , 45 percent of companies don’t have a clearly defined digital marketing strategy; 17 percent of companies have a digital marketing strategy in place, but it’s separate from their marketing plan. This means 62 percent of companies are unprepared. They don’t have the strategy, tactics, or tools they need to market their business well. The bad news is that marketers waste 37 to 95 percent of their marketing budget. This is really common, but it doesn’t have to be; if you have the right digital marketing strategy in place, growing your business is easier. If you’re feeling unprepared, don’t worry. Today we’re going to cover the important ins and outs of creating a winning digital marketing strategy. Why You Need a Digital Marketing Strategy Your digital marketing strategy gives your company direction. With a plan in place, you’ll have the details you need to help your …

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How to Choose The Right Ecommerce Agency

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As an industry, ecommerce is expected to grow at a minimum of 6.3 percent per year. According to Statista , user penetration will be 82.2 percent by 2024, up from 77.3 percent in 2020. The retail apocalypse and a worldwide pandemic have boosted ecommerce growth. This is good news for ecommerce companies; it’s great news for ecommerce companies with an agency that’s ready to take advantage of this growth. Here’s what you need to choose the right ecommerce agency. Know Your Goals and Desired Outcomes With ecommerce, the goals and desired outcomes are pretty straightforward. You need to sell products to make money. Your agency’s approach should be geared toward direct response marketing. You send customers a relevant message that’s designed to get them to do something — learn, subscribe, follow, or buy. Here are a few simple goals you can use as a starting point with your agency. Increase …

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PPC Consulting

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You have developed a killer website and drafted an effective marketing strategy to generate leads and drive sales. So what next? Considering paid advertising offers a 200% ROI , it’s a no-brainer that your marketing strategy should incorporate the same . “But I have no idea where to start with Google ads – in fact, I don’t know where to begin at all!” Well, even if that’s the case, you still have nothing to worry about. You can hire a PPC consultant who can enhance your paid advertising campaigns by offering a unique set of skills coupled with experience and expertise. Choosing the right consultant, however, can be challenging if you don’t know what to look for in a PPC expert, which is where we come in. Our team at Neil Patel Digital has created this handy guide to help you find the best PPC consultant for your business – …

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How to Create Local Services Ads

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Did you know roughly a third of U.S. shoppers check out local business listings online daily? To me, this means there’s a real opportunity to grow your business if you find a way to quickly and reliably connect with the best leads. How do you achieve this? By creating a Local Services Ad. Let’s dive in and explore why these ads are such an invaluable tool for finding customers and building your brand. What Are Local Services Ads? Local Services Ads connect you to local customers searching for the services you offer, whether you’re a tradesperson or small business owner. They’re pay-per-lead rather than pay-per-click , meaning you only pay if someone contacts you through the ad. Using these ads means you’re Google guaranteed ; if someone’s unhappy with your work, Google refunds the cost. Ads “rank” based on the number of positive reviews and customers served. Here’s an example. …

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How to Use Vanity URLs for Paid Ads

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You’ve probably heard the popular 70s song, “You’re so vain, you probably think this URL is about you…don’t you, don’t you?” OK, Carly Simon probably wasn’t singing about vanity URLs. While they aren’t as catchy as that song, vanity web addresses are something you need to be paying attention to, especially when it comes to paid ads. Whether you aren’t sure what the heck a vanity URL is or are just trying to figure out how to use them, you are in the right place. Here’s what you need to know to leverage them to increase clicks and drive conversions for your paid ads. What is a Vanity URL, and How Are They Used for Paid Ad Campaigns? A vanity URL is a custom URL that is pronounceable, branded, or otherwise memorable. They might contain a keyword that you are optimizing for, a brand or product name, or any other …

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How to Promote Your Podcast Through Paid Ads

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Growing a podcast is a challenge. There are 1.75 million podcasts in the world and more than 43 million episodes. There’s a lot of competition, but podcast consumption has also increased exponentially. Thirty-seven percent of US adults have listened to podcasts, a three-fold increase compared to the last ten years. Podcast listeners also tune in to an average of seven different shows per week, and 80 percent listen to the entire or most of each episode. The podcast industry has a bright future. Both the number of podcasts and podcast listeners have spiked. One of the most effective ways to promote your podcast audience is using paid ads. Here’s how to do it. Why Should You Create a Paid Ad to Promote Your Podcast? Paid ads provide a fast and effective way to promote podcasts and increase brand awareness. Unlike content marketing, which takes a ton of time, paid ads …

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How to Use Customer Journey Mapping for PPC Campaigns

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People might think PPC is all about having a huge budget to play with, but I’m here to tell you that’s not entirely true. Yes, your PPC campaigns can be expensive if you haven’t mapped out your ads to the buyer’s journey. However, when you combine PPC with customer journey mapping, you effectively guide your potential customers through all the phases to make a sale. It helps you tighten your funnel and prevent leaks along the way, which can translate to more sales and less money spent on ineffective PPC ads. By the end of this post, you’ll know how to align your PPC campaigns to your customer journey map and which KPIs to look for to measure your success. What Is Customer Journey Mapping? A customer journey map is a visualization of every step a prospect takes to complete your business’s desired action. With PPC campaigns, the action is …

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