PPC is one of the best methods you can use to expose your brand to interested consumers. With this strategy, you bid on a keyword that your target audience type into search engines so that a related ad is displayed. This helps draw attention to your advertising website. For example, a horse trainer can bid on ‘horse training’ so that whenever someone searches on that, the search engine will display the horse trainer’s ad.
There are several things that determine where the ad will be displayed. They include:
- Relevance of the ad to the searched keyword
- Relevance of the ad to the landing page it sends searchers
- Relevance of the ad to other ads in the ad group
- CTR (Click through rate)
- Historical performance of that account
Simply put, a successful Pay-per-Click campaign requires that you use highly relevant ads as well as ad groups. You also need to use a range of keywords in order to capture the broad audience. With that being said, your PPC results will only be as effective as the marketing strategy you use. You have to keep improving your campaigns if you want continuous growth and profits.
There are a couple of things you can do to improve the efficacy of your PPC campaigns. They include the following:
- Understand PPC advertising
The mistake most marketers make is assuming that Pay-per-Click is good for them and so they invest in the option blindly. There is more to PPC than just having the sponsored links. To start with, the option is highly competitive. You will be competing against other marketers. It is how relevant your ad is that will determine whether you will emerge on top or not.
You will part with your money only if someone clicks on the advert. However, your links being clicked don’t mean you will get automatic revenue. You may have more clicks but no change in your revenue. It all depends on how good the landing page is. Is it effective in encouraging visitors to do business with you?
Take time to understand how PPC advertising works. The option may not even be right for you.
Long before you pick the appropriate keywords for your ad; it is imperative that you take some time to understand your audience. It is by knowing what your audiences are after that you will be able to pick the best keywords. If you are in healthcare, are you targeting other medical professionals or just the patients? The answer to this will help refine your campaign accordingly.
There are so many search engines out there and you probably have not heard of most of them. To invest your money wisely in PPC, you need to pick the most commonly used search engines by your target audience. Google is definitely the most popular search engine. Having your ads featured here will give you more interest.
To get started with Google, you only need to sign up with Google AdWords. Set up an account and follow the instruction on creating the PPC campaign. If you are targeting only the locals, don’t forget to limit your advert by the geographical location. This ensures that the ad appears more to the audiences within your region.
For your ads to appear along with search results, the ad must contain keywords that reflect what potential customers search when looking for products or services. It is important to be as specific as possible when picking your keywords. Focus more on the long-tail keywords since they are more specific. Use everyday language to pick keywords.
If unmonitored, PPC campaigns can get out of hand. Therefore, before you launch your campaign, make sure that you have a budget which stipulates how much you are ready to spend on keywords and phrases. The cost of PPC varies depending on the competitiveness of the keywords and potential return on investment.
- Create persuasive adverts
It’s one thing to get your ads featured and another thing for people to click on them. However, what people do once they open the landing page is what matters the most. To start with, add persuasive information that compels potential customers to click on your ad. Second, you need to make sure that the landing page is persuasive enough to compel the visitor to take the required action.
The worst mistake you can make in Pay-per-Click advertising is linking to a page that is completely irrelevant to the ad. This may tarnish your online reputation with your ads risking being termed as spam. Your ads must redirect to the appropriate page. That page should then make it easy for the visitor to take the required action. This may be subscribing to a service, making a sales inquiry or buying something.
If your plan is to sell something, make sure the landing page has images, descriptions, prices, the shipping costs and the ‘checkout’ button. Do not forget to provide your visitors with a mean to contact you.
- Have a top-notch mobile strategy
More than 50% of Internet users search for information using their smartphones and other mobile devices. To reach out to this group, you need to develop a mobile strategy that is top-notch. Mobile conversions come during periods of commute when on a bus, train or when stuck in traffic. This is also a lot of conversion during lunch-time. Simply put, mobile is big and it is your duty to tap into that traffic.
Make sure you have mobile preferred ads. If you don’t do this, your desktop ads will pop up on mobile. Needless to say, desktop ads are not friendly on mobile. They may be an obstruction. You PPC landing pages must also be mobile friendly.
There is a lot more you need to learn about PPC. It is only by continuously learning and improving your ads and strategies that you will be able to keep growing. The best thing is that if you don’t have a lot of time for PPC marketing, you can always outsource the service to professionals.