PPC marketing is a great way to generate qualified leads for your business, but it’s not as simple as just picking a few keywords and throwing some ads up on Google. If you want to get the most out of PPC, you need to research widely and put in the time. While PPC marketing requires a significant investment, it can pay off if done correctly. There are various strategies you can use when implementing PPC marketing. Here are five of the most essential ones.
Experiment With Different Keywords
One of the best ways to figure out what words your target audience is using during their searches for a product or service like yours is by experimenting with different keywords. You can do this in Google Adwords and then narrow it down based on which ones are getting you the most traffic from paying customers.
A PPC company can help you find what words your audience is using to find things online. This process can take a little time, but it’s worth the effort. For example, if you’re in the business of selling vinyl records from your home, you would try different keywords like “vinyl record player” or “best turntable for beginners.”
Test Out Different Ad Copy and See What Works Best
Every PPC campaign needs to be tested out. Ensure you’re running at least two different ad copy sets for each keyword and see which one converts better. This way, you can focus on the one that is working best. Ad copy is the most important aspect of a PPC campaign, so getting it right is imperative.
A/B split testing is a great way to find the best ad copy out of two different options. You could also A/B test your website landing pages against each other, or you can even do this for individual ads. This will help you determine which one is more effective and make adjustments accordingly. The key here is testing and more testing.
Use a CTA That Will Encourage People To Click on Your Ads
PPC marketing can be an effective way to generate leads, and the most important aspect of this process is what you write in your ad. You want your ads to stand out from all the other options on a search engine so that people will click them over others. One great way to do this is by including CTAs – calls to action – that will encourage people to click on your ads.
Your CTA will need to entice people to click on your ad, and this can be done in a variety of ways. You might have an offer for something valuable that they will receive when they click the link, or you could say “click here” so it is clear what action should be taken next. You also need to ensure that the CTA is relevant to the content in your ad.
Ensure Your Landing Page Is Relevant to Your Ads
Most people tend to focus on ad copy when it comes to PPC marketing. However, you should also work towards creating a landing page that is relevant and engaging for your potential customers. It’s important not just because this will help with conversions but also because Google considers whether or not there is duplicate content in your ads/landing page when it’s deciding how valuable your site is.
Take your time to make sure the copy on your landing page is relevant to what you advertise. Potential customers need to be able to connect the two in order for them to feel satisfied with their purchase. Use the same language and images that you have in your ad copy. If possible, use the keywords from your PPC campaign’s ads on the landing page for increased relevance and more conversions.
Keep Track of How Well Each Campaign Does
Finally, but most importantly, you need to know how well each campaign is doing. You’ll want to check this every week or two with a report about impressions and conversions for your ads. Once you have these numbers in hand, it’s much easier to decide whether an ad is worth the cost of running it if it isn’t performing as well as you had hoped.
You may also want to boost the budget for a campaign that is performing well but could be doing better with more exposure and clicks. This way, you’ll be better informed about which campaigns to keep running and which ones might need a little tweaking.