Pay per click advertising is a common part of any search engine optimization campaign and involves buying links that appear on the results of a search engine page, like Google. Due to the fact that there is always a cost involved in pay per click marketing campaigns, it is important to weigh the advantages and disadvantages of a PPC marketing campaign and determine when to involve a pay per click management company.
Other search engine optimization techniques and methods do not involve a high cost (if any at all), so they tend to be far more commonplace.
Some of the benefits of pay per click marketing are that you can get results incredibly quickly, and you can target people geographically, so you can expand your business? reach with very little effort. If you are thinking of starting a pay per click marketing campaign for your business, here are a few tips and techniques to get make sure you get the most out of your campaign.
1. Include a Relevant CTA
In order to make sure that you?re getting the most out of your pay per click campaign, make sure that your advertisements have a relevant call to action. Encourage people to click on your ad by being very straightforward with your offers, so that people are never left wondering what you have to offer in a stream of very similar advertisements.
2. Send Visitors Somewhere
Following on from your relevant call to action, you should make sure that your visitors end up where they should be. If they click on your call to action, don?t just take them to an irrelevant page on your website, make sure that they get to exactly where you said they would. If you offered them something for free, the link should take them directly to the free product, or at least instructions of how to get it, and not to your ?contact? page. If you don?t follow through on your promise in your advertisement, visitors will leave your website, as you haven?t given them what they came for. If you deliver on your promise, visitors are more likely to trust you and want to navigate around your website, since they will be impressed with you.
3. Track Your Campaign
Do not just set up a pay per click marketing campaign and walk away. Make sure that you analyze the data from your campaign and try to determine what has been successful and what hasn?t. When you have figured out what is not working, replace those ads with something different and then analyze those results. Staying on top of your data is key in ensuring that you are running a successful pay per click marketing campaign, and a successful business in general.
4. Use Specific Keywords
Make sure that you do some research into keywords, before you start your pay per click marketing campaign. It is very easy to select irrelevant keywords, and then you?ve just wasted your time on the campaign. Also, take into account that people often spell words wrong when typing into a search engine, so you?ll need to cover off misspellings as well.
5. Choose Your Tone Carefully
Writing advertising copy is a tricky business. Make sure that you?re speaking in the appropriate tone for your target. If your target doesn?t feel like you know them, they will not click through, as they will not believe your company has something they would buy.
6. Timing is Everything
Consider the cycle of your pay per click marketing campaign. Think about what phase of the cycle your target is in, and make sure you target your keywords appropriately. If your business is a real estate company, think about whether your target is at the initial search phase of their process, or if they are looking for a mortgage and then select your keywords appropriately.
7. Everybody Is Different
Since all people are different, your ads should be too. Try different keywords and copy on your ads that target different types of buyers, to find out what people like the most. You may find that ads including price points work best, or not. That?s what testing is all about.
8. Think Of Negative Keywords As Well
Selecting negative keywords ensures that you can select where your ad should not go, making sure that your advertisement does not end up on a search engine where it is irrelevant.
9. Don?t Always Trust Keyword Generators
While keyword generators can be helpful at times, there?s nothing better than getting a real live person involved. Take the time to think of your own keywords, since you know the most about your business.
10. Know Your Geography
Since you know the area that your business serves, make sure that your ads are location-based, because you don?t want to be wasting time on visitors who cannot access your products because you don?t ship to their location. It?s a waste of time for your visitors and a waste of money for you.