The first page in a search engine’s search result is considered valuable real estate by digital marketers. Being there means your business has a better chance of attracting traffic, which could result in sales and conversions. The quickest and most effective way to achieve that is through PPC (pay-per-click) marketing.
More than 45% of small businesses use PPC—chances are, your competitors are using PPC as well. And if they aren’t, it’s high time you use this type of marketing technique. With PPC marketing, your business will potentially appear above 'organic’ search results.
Running a PPC campaign, however, can be a double-edged sword. An improperly-run PPC campaign could cost you money and valuable time.However, a well-planned PPC campaign would mean reaching a wider audience and more potential online clients.
What Is PPC?
Pay-per-click advertising refers to a digital marketing model where advertisers pay every time someone clicks on their ad. These advertisements are typically shown on various search engine platforms.
You may also consider running a brand awareness campaign.However, unlike Search Engine Optimization (SEO), PPC gives much quicker results.Your ads can appear within a day. When users click on your ad,they’d instantly reach your website’s landing page.
You’ll have a greater chance of turning a visitor into a paying client once they’re on your website.With PPC marketing, you can also select various ad styles and build campaign-specific goals. You can achieve these goals by employing PPC services that provide versatile approaches in emphasizing brand awareness in your campaign, boosting traffic, and increasing conversions.
With that short introduction out of the way, it’s time to learn more about PPC and how it works to grow your business.Beloware a few suggestions on how you can run an effective PPC advertising campaign
1. Optimize Your Site For Mobile Phones
The first thing you have to do is make sure your site is optimized for smartphones. After all, more customers today do Google searches on their phones.To reach these users, make sure your site’s landing page not only looks good on smaller screens but works well too.
Google has a tool you can use to test if your page is optimized for mobile devices. Also, don’t forget to check your page’s load speed. A slow-loading page will make visitors leave in a heartbeat, costing you potential sales.
2. Include Negative Keywords
Your PPC campaign advertisements can sometimes appear for searches not connected to your business. And yes, you’d still have to pay for those searches.You should review your search queries every couple of days or so, and convert irrelevant searches into negative keywords. Having a list of negative keywords will help you cut costs.
3. Know Your Target Audience
Research your target audience first before starting your first PPC campaign. Group your audience into smaller segments—having an overly broad audience won’t do you any good. You can then tailor an ad campaign for each of the segments.It’s estimated that about half of a site’s PPC visitors are more likely to purchase than organic visitors.
To attract potential customers, you must use targeting settings. First-time marketers would typically use keyword targeting, which is a mistake. To increase conversions and reduce wasted advertising, you can adjust your ad to cater to specific targets. A shotgun approach to advertising would be a waste.
If your ad didn’t work for paying customers the first time, remarketing advertisements encourage these customers to give your site another shot. Remarketing ads also create another opportunity to entice previous visitors to become paying customers.Be sure to have a remarketing list as you start your first ad campaign. You can begin utilizing remarketing ads to boost conversions once your list increases.
5. Employ Ad Extensions
Use ad extensions to avoid creating a cookie-cutter campaign and make yours unique and more noticeable. An ad campaign that stands out can generate more clicks. The more clicks, the more chances of conversions. Thus, make your campaign stand out by employing ad extensions.
6. Study And Adjust
Before doing anything, ensure that you have reviewed the data to be utilized first. Find out which campaigns are paying off, and which campaigns are not reaching their target audience. After analyzing the data,you can then make the necessary adjustments to your campaign. Make certain your PPC campaigns are optimized and advantageous to the improvement of your ROI (return of investment).
At this point, it would be best to build your business using PPC in digital marketing. A properly run marketing campaign can reach more customers, boost your conversion rate, and grow your business.
Use this guide as a starting point to improve your online campaign using PPC. If you want to learn more, you can gather more reads and study on the matter. This way, you can make the most out of this tested and proven online marketing model.