So first off, what are Pay-Per-Click (PPC) advertisements?
On a basic level, they are the ads you see at the top and along the side of your search engine results. They are sponsored links. And with PPC marketing, you as an advertiser are paying for an actual result or a click.
If someone sees your ad but doesn’t interact with it, you don’t pay. You only pay if someone actually clicks on the ad. Essentially, it’s a way of buying visits to your site.
PPC advertising plays an important role in your online marketing campaign because it yields a high return on investment (ROI). It also gives you instant-targeted traffic and brands your company while showcasing what it is you have to offer consumers. For new websites, Pay-Per-Click is especially useful because of the immediate traffic it brings in, the brand awareness that it can create, and that can help generate sales within just weeks.
Here are some tips to help break down the process and make a strategic PPC campaign possible.
Keywords, Keywords, Keywords!
The foundation of any PPC search engine marketing campaign is the keywords. Keywords are single words, or strings of words, that represent the content of a web page and how people ask for web content. They are what people type into a search engine bar when searching for a product or service.
So how do you as an advertiser want to utilize these words? You should incorporate them into body text in a way that is always subtle and natural.
Keyword research helps marketers understand how their target markets describe their products and ask for more information. So from here, marketers are able to use these exact words and phrases to describe their page content to both humans and search engines alike.
These are different types of keywords used for different functions:
- Negative keywords – allow you to choose words that won’t trigger your ad. For example, if you are selling anything “new” that is also being sold online “used”, you can place the word “used” on your negative list to only target customers looking for new items. When used correctly this can help skim down your clickers to serious buyers.
- Dynamic keywords – allow you to create relevant ad copy by putting the exact phrase searched into your ad. Someone is more likely to click on a link if it’s the exact term they searched for.
- Long-tail keywords – are three-to-four-word phrases that are specific to your product. This works because in most cases, the more specific the search, the more likely the person searching is ready to make a purchase. For example, someone who’s looking for a coat might search “coats” and then have it narrowed down to “knee-length brown coat” when they are ready to buy.
If you are selling insurance in Louisville you don’t want someone in California clicking on your page. Google, Microsoft, and Yahoo all offer geo-location features so users can target their markets based on IP addresses and geo-specific keywords.
Present an offer
With so much competition, you’ll have to differentiate your ad. Do you offer free shipping? Are you running a sale? Use terms like “Free Download” to draw customers in. You can offer value and then capitalize on it with a call-to-action.
Test it out
Proper testing and analysis are required for a solid Pay-Per-Click campaign. Metrics allow for a better understanding of your campaign and results. So use A/B tests to find out what works.
Use time targeting
Analyze your test results to find out when your ads are at their highest conversion rate. Restrict ad impressions during the hours that aren’t bringing in many sales.
Create a landing page
A homepage isn’t a landing page; so don’t send targeted customers to a non-targeted homepage. Create a basic landing page so unrelated content doesn’t confuse people.
Know your Google Quality Score
This score determines the ranking of your AdWords account and helps determine where your ads will place on a search page. Continue to provide quality ads so you don’t have an unexpected drop on the page.
It’s ok to feel a bit overwhelmed, that’s what digital advertising partners are for! At Mediaura, we understand that Pay-Per-Click Marketing can be a crucial part of an online marketing campaign and our experts will be able to arm you with the appropriate keywords that your business should be associated with.
We Can Help
At Mediaura we know what an effective Pay-Per-Click marketing campaign can do for your business. We work closely with representatives from companies such as Google, to develop strategic and compelling PPC campaigns. Our clients often remark at what a difference it makes to their online sales and inquiries. Our award-winning team is able to handle every aspect of the process, from creating the campaign, managing its performance, to content creation and much more.