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3 Steps To Understanding Whether Or Not PPC Will Work For Your Business

3 Steps To Understanding Whether Or Not PPC Will Work For Your Business

Pay-per-click advertising (PPC) can be one of the best ways to create a revenue stream for your business. However, it might not fit every business model or make sense for your budget. Rather than dismiss PPC due to uncertainty, it’s a better idea to conduct research and run the numbers to see if a campaign can possibly return a healthy investment.

Here are the three steps you should follow to figure out whether or not PPC can work for you and your business:

Step 1: Research Your Keywords and Estimated Costs

The first step is to conduct some keyword research for your targeted keywords. To do this, you want to create an account with Adwords and use Google’s Keywords Planner Tool. You want to start broad with your search and then dig deeper into more specific keywords. Then you will want to group your keyword list into related categories and export it to organize your work and get a better idea of what kinds of keywords you want to target.

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Many business owners make the mistake of starting with a popular keyword for their business and assume that they can’t make it work due to the high suggested bidding costs. In reality, you really have to take the time to try to get a good list of different keywords to get a better idea of what you can afford to pay for the traffic.

After you’ve collected a decent list of keywords. You will want to figure out if you can generate a positive revenue stream with PPC. If you’re selling a product, you will want to get an idea of what kind of numbers you need to make a profit. For example, if you’re selling a $100 product and you’re paying $1 per click, you need to make a sale at a 1% conversion rate to break even.

If you’re selling a service, you should get your figures by looking at the cost-per-lead. Let’s say that one in a hundred leads convert into a new client. If you’re paying $1 a click and getting 10 leads per 100 clicks, you are basically paying $10 a lead. If your average cost-per-lead for advertising is typically higher, or if you know you have a high value per lead, then it makes sense to continue advertising.

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Step 2: Get Your Numbers and Tracking on Point

The next step is to set up tracking for your campaign. You need to integrate the tracking to your landing page so that you can get the conversion rate for your leads or sales. You can do this with your Google Analytics account or go with a third-party service provider. At this point, you want to be very specific about your numbers to get a realistic idea of how your campaign is going to break down.

If you’re selling a product, you have to figure out how much of that product generates a profit after the manufacturing costs. Then, you have to add in all the other costs, like credit card processing fees, shipping, and other fees, to get the profit margin before any advertising expenses. From there, you need to deduct your PPC advertising costs (a projected 100 clicks is a good starting ground) from that balance to see how much you can possibly make from your campaign.

When coming up with your numbers, it’s good to start with a figure of a 3% conversion rate. That is a reasonable conversion rate for a new PPC campaign. If you want to get even more clarity, you can integrate your average cross-sell and upsell campaigns to see what the overall profit will be.

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Step 3: Focus on the Long-Term

The initial cost for any new marketing channel is high. That’s why you need to take into consideration that your costs should drop after a few months. You should also be able to optimize your campaign for better targeting and landing pages to increase your conversion rate. You can either learn to do that through the Google support forums or consult a PPC company or expert to do the heavy lifting (many offer free consulting minutes so take advantage of them).

There are also many things you can do to fine-tune your campaigns. For example, you can target the time and days where conversion rates are higher or use negative keywords to eliminate clicks from unwanted searches. Adding all these factors into your calculation will give you a better idea of whether or not PPC is worth it for your business in the long run.

Unfortunately, many business owners give up due to being too short-sighted or a lack of instantaneous results. You have to remember that PPC is a long process that can really pay off if you make the commitment to adjusting and improving on a consistent basis.

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Featured photo credit: Ethinos via ethinos.com

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Last Updated on January 21, 2020

How to Increase Work Productivity: 9 Ground Rules

How to Increase Work Productivity: 9 Ground Rules

We all have those days when completing our assigned tasks seems beyond reach. With the temptation of social media, mobile games, and the internet in general—not to mention the constant bustle of people in the office—it’s easy to fall prey to disruptions and distractions at work.

So, what can we do about it? How to be productive at work?

While we don’t have a foolproof system that can completely eliminate disturbances and diversions, we do have 9 ground rules that can be applied to help give your productivity levels a boost.

Keep reading to find out our tips on work productivity.

What Does It Mean to Be Productive?

How to be productive at work?” is the age-old question plaguing employees and employers alike around the world. Regardless of where you work and what you do, everyone is always looking for new ways to be more efficient and effective.

But what does being productive actually entail?

Completing more tasks on your list or working longer hours doesn’t necessarily mean you’re being more productive. It just means you’re more busy, and productivity shouldn’t be confused with busyness.

Productivity means achieving effective results in as short amount of time as possible, leaving you with more time to enjoy freely.

It involves working smarter, not harder. It means refining processes, speeding up workflows, and reducing the chances of interruptions.

Productivity is best achieved when looking at your current way of working, identifying the bottlenecks, flaws, and hindrances, and then finding ways to improve.

9 Ground Rules on How to Be Productive at Work

1. Avoid Multitasking

Multitasking can give the impression that more tasks can be accomplished as you’re doing multiple things at once. However, the opposite is true.

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Research has shown that attempting to do several things at the same time takes a toll on productivity and that shifting between tasks can cost up to 40 percent of someone’s time.[1] That’s because your focus and concentration is constantly hindered due to having to switch between tasks.

If you have a lot of tasks on your plate, determine your priorities and allocate enough time for each task. That way you can work on what’s urgent first and have enough time to complete the rest of your tasks.

2. Turn off Notifications

According to a Gallup poll, more than 50 percent of US smartphone owners admit to checking their phones a few times an hour.[2]

Switching off your phone—or at least your notifications—during work hours is a good way to prevent you from checking your phone all the time.

The same applies to your computer. If you have the privilege of accessing social media on your work desktop, switch off the notifications on there.

Another good tip is to logout from your social media accounts. Therefore when you feel the urge to check it, you might be swayed because your page isn’t so easily accessible.

3. Manage Interruptions

There are certain disruptions in the office that are unavoidable such as your manager requesting a quick meeting or your colleague asking for assistance. In order to deal with this, your best approach is to know how to handle interruptions like a pro.

Be proactive and inform the people around you of your need to focus. Turn your status on as “busy/unavailable” on your work chat app.

If you’re on a deadline, let your colleagues know that you need to concentrate and would really appreciate not being interrupted for the moment, or even work from home if that’s a feasible option for you.

By anticipating and having a plan in place to manage them, this will minimize your chances of being affected by interruptions.

4. Eat the Frog

Mark Twain once famously said that:

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“if it’s your job to eat a frog, it’s best to do it first thing in the morning. And if it’s your job to eat two frogs, it’s best to eat the biggest one first.”

What this basically means is that you should get your biggest, most urgent task out of the way first.

We all have that big, important task that we don’t want to do but know we have to do because it holds the biggest consequence if we don’t complete it.

Eat the frog is a productivity technique that encourages you to do your most important, most undesirable task first. Completing this particular task before anything else will give you a huge sense of accomplishment. It will set the ball rolling for the rest of the day and motivate you to eagerly complete your other tasks.

5. Cut Down on Meetings

Meetings can use up a lot of time, which is time that can be used to do something useful.

You have to wait for everyone to arrive, then after the pleasantries are out of the way, you can finally get stuck into it. And sometimes, it may take a whole hour to iron out one single issue.

The alternative? Don’t arrange a meeting at all. You’ll be surprised at how many things can be resolved through an email or a quick phone call.

But that doesn’t mean you should eliminate meetings altogether. There are certain circumstances where face-to-face discussions and negotiations are still necessary. Just make sure you weigh up the options prior.

If it’s just information sharing, you’re probably better off sending an email; but if brainstorming or in-depth discussion is required, then an in-person meeting would be best.

6. Utilize Tools

Having the right tools to work with is crucial as you’re only really as good as the resources you have at your disposal. Not only will you be able to complete tasks as efficiently as possible, but they can streamline processes. Said processes are essential to a business as they manage tasks, keep employees connected, and hold important data.

If you’re the manager or business owner, ensure your team has the right tools in place.

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And if you’re an employee and think the tools you currently have to work with aren’t quite up to par, let your manager know. A good team leader understands the significance of having the right tools and how it can impact employee productivity.

Some examples of tools that could be used:

Communication
  • Slack for team chat and collaboration.
  • Samepage for video conference software.
  • Zendesk for customer service engagement.
Task Management
  • Zenkit for task and project collaboration.
  • Wunderlist for listing your to-do’s.
  • Wekan for an open source option.
Database Management
Time Tracking
  • Clockify for a free tracker.
  • TMetric for workspace integrations.
  • TimeCamp for attendance and productivity monitoring.

You can also take a look at these Top 10 Productivity Tools to Help You Achieve 10x More in Less Time.

7. Declutter and Organize

Having a disorganized and cluttered workspace can limit your ability to focus. According to researchers, physical clutter can negatively impact your ability to concentrate and take in information.[3] Which is why keeping your work environment well ordered and clutter-free is important.

Ensure you have your own system of organization so you know what to do when the paperwork starts to pile up.

Being organized will also ensure that you know where to find the appropriate stationery, tools, or documents when you need it. A US study reveals that the average worker can waste up to one week a year looking for misplaced items.[4]

Here’s a useful guide to help you declutter and organize: How to Declutter Your Life and Reduce Stress (The Ultimate Guide)

8. Take Breaks

Taking regular breaks is essential for maintaining productivity at work. Working in front of a computer can lead to a sedentary lifestyle which can place you at a higher risk of heart disease, diabetes, and obesity. Even a 30 second microbreak can increase your productivity levels up to 30 percent.

As well as your physical health, breaks are also crucial for your mental and emotional wellbeing. That’s because your brain is like a muscle, the more it works without a break, the easier it is for it to get worn out.

Ensuring you actually take your breaks can prevent you from suffering from decision fatigue. It can also help boost creativity.

Take a look at this article and learn why you should start scheduling time for breaks: The Importance of Scheduling Downtime

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9. Drink Water

Although we know we should, it’s easy to forget to drink enough water during the working day.

Many of us turn to tea or coffee for the caffeine hit to keep us going. However, like taking breaks, drinking water is essential for maintaining productivity levels at work. It’s simple and effective.

Not drinking enough water can lead to dehydration and also headaches, tiredness, and weight gain.

A good tip to avoid dehydration is to keep a water bottle at your desk as it can serve as a reminder to constantly drink water.

If you find the taste of water a little bland, add some fruit such as cucumber or lemon to give it a better taste.

You can also get more ideas on how to drink more water here: How to Drink More Water (and Why You Should)

The Bottom Line

The preceding 9 ground rules on work productivity aren’t the be-all, end-all. You and the company you work for may have other tips on how productivity is best increased and maintained.

After all, it’s something that can be perceived differently depending on the exact job and work environment.

In saying that, however, the 9 ground rules serve as a good foundation for anyone finding themselves succumbing to disruption and distraction, and are looking for ways to overcome them.

A good tip to keep in mind is that change doesn’t happen overnight. Start small and be consistent. If you slip up, just dust yourself off and try again.

Developing habits happens gradually, so as long as you keep up with it, you’ll soon start to notice the changes you’ve been making and eventually enjoy the fruits of your labor.

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Featured photo credit: Cathryn Lavery via unsplash.com

Reference

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