In this day and age, it’s hard to see a return on income for most marketing efforts, with many becoming obsolete over the years. However, paid search or PPC remains popular as it’s relatively easy to direct your advertising money and track the results.
Pay-per-click (PPC) advertising is a form of advertising where the business owner pays a certain fee every time their ad is clicked. Basically put, you are purchasing site visits based on the keywords you pick.
On search engines like Google, PPC ads appear either above, right of or below the results of organic searches. These ads appear based on the keyword you input on the search box.
What are the Benefits of PPC Advertising?
There are many benefits to using PPC campaigns which include:
-Your ad only appears when a potential customer makes a query on the search engine using your chosen keyword.
-You only pay when the searcher clicks on the ad
-The ad appears specifically to those searching for the products, services, or information that you provide.
-You have the freedom to target customers locally, nationwide, or internationally.
-You have total control over the campaign’s budget
-Most of the search engines that offer PPC campaigns have simple instructions that walk you through the process. They also have detailed analytics that provides information on consumer behavior.
Pay-Per-Click Tips for the Novice Marketers
While PPC advertising campaigns are known to be extremely effective, many people tend to struggle with poor campaign marketing, which results in wasted advertising money and less than desirable results. That being said, here are some tips from a PPC agency based in London to help you run an effective PPC campaign.
- Determine Your Goals
As every wise marketer, you need to think about your marketing goals before you embark on a campaign. What do you want to accomplish with your campaign? What do you want visitors to do once they get to your site? How much are these actions worth? Answering these questions is vital to determining precisely measure the success of your PPC.
- Pick Your Keywords Carefully
When it comes to determining what keywords to use, you have an array of options. You can pick the ones your competitors are using, but you will have to pay more in order to get the top spots. Alternatively, you can take the creative route and create other keywords, including long-tail ones in order to reach your target audience. All you have to do is get in your audience’s shoes and create alternative keywords. What words do they use to reach you? Your site’s analysis is another good source of this information, especially for organic keywords.
To prevent people from clicking on your PPC ad when it is not relevant, refrain from using broad match keywords. In addition, it is advisable to use negative keywords in order to reduce irrelevant clicks. For instance, if you sell t-shorts but do not sell kid’s t-shirts, then add the negative keyword ‘’Kid’s t-shirts’’ to avoid the ad appearing on the search engines as people search for that keyword/product. This will help prevent wasting money on PPC by becoming more efficient.
- Direct Visitors on the Right Landing Page
Most, if not all of us have clicked an ad, to only be directed to a site that has nothing to what you expected, and as a result, had to do additional research. Well, this is more common than most marketers think. It’s frustrating to potential customers and will only cost you money if your bounce rate is high. So, if you are marketing a product or service, ensure the ad directs people there, instead of a homepage or catalog.
- Monitor Your PPC Campaign on the Regular
Checking your campaign’s analytics is just as important as tweaking it as needed. You need to see whether the ad (given the money you’ve invested) is giving results. If it’s bringing the desired results, then it’s time to adjust, perhaps by updating the keywords, updating the target audience, or increasing the amount spent on the ad for a short time in order to outbid the competitors.
PPC remains to be one of the go-to marketing strategies that don’t call for much as long as you know who to target, have the right budget, and can outbid your competitors when it’s needed. With these tips, we hope you will be in a position to run a successful and profitable PPC campaign. Do not hesitate to reach out if you need help. Our marketing experts have been in the industry for years and will help you create, optimize and manage a PPC campaign that matches your needs. So, get started with a free quote or call us to request more information.