4 Tips on Reaching PPC Success
No matter what kind of business you are in, whether you’re offering goods or services – your marketing goals are built on the same foundation. You have something to offer potential customers, you want to stand out amongst competitors, and you want them to choose your products or services. As there are multiple platforms to accomplish these goals, when it comes to building your online presence, Pay-Per-Click (PPC) marketing is a big one.
PPC is a paid marketing method, in which you can use a tool such as Google Ads to create PPC campaigns. Essentially, you are paying to have your ad pop up on the search engine results page, instead of earning a spot organically through Search Engine Optimization (SEO). The result is that users will click on your sponsored ad – but it’ll cost you with each click. So, what leads you to PPC success?
Your Quality Score
It’s a combination of elements which make a successful PPC marketing campaign. While you are bidding on relevant keywords to ensure your ads pop up, the extent of how much you pay has to do with your ad ranking. Your ad rank has to do with your past performance in choosing relevant and quality keywords, conversion-friendly landing pages, and your target audience selection. If you’ve had successful campaigns in the past, you could lower your ad spend. If you’re not considering improving your ad ranking – expect to pay upwards of 400% more per click.
Choosing relevant keywords requires research. A broad match keyword is too generic. You need to consider who your target audience is, what kinds of keywords they would use, and how they would word their search inquiry. You must also consider negative keywords. Negative keywords are the best filtering tool to use when you don’t want certain audiences selecting your sponsored ad. If you know your ad is not related to a certain industry or certain keywords could be misconstrued as relevant – making a negative keyword list should rectify this. This way, you’re not paying for users to click through to your site when they shouldn’t be there.
Your Landing Page
Your sponsored ads should be making users’ lives easier, not harder. Your quality score will improve if users click on your ad, stay there, and make a purchase. You need to think about convenience. Your landing page should be optimized by using uncomplicated designs, clear copy, and a visible Call to Action (CTA). If you want users to purchase your goods or services, you need to create a clear path, ultimately getting you the conversions you desire.
It is important that you revisit your campaigns and see which keywords or phrases are bringing users to your site. Another great thing about Google Ads is you can test campaigns against each other, allowing for a realistic comparison. A/B Testing can show you the variations and combinations of your ads which are more effective, bringing you more conversions. Continue to bid on relevant keywords, add negative keywords, and re-evaluate your target demographic.
When optimized, PPC campaigns could be a great marketing tool for your business. If you are looking to increase your website traffic – contact the professionals at Kraus Marketing. We specialize in integrated digital marketing strategies that include responsive websites, comprehensive branding, social media marketing, SEO & PPC, and everything in between.