Pay Per Click advertising is a great way to boost your business. After all, it’s one of the most effective ways to get more traffic and convert that traffic into leads and sales. But like any other form of advertising, if you don’t know how to do it properly, there’s a good chance that you won’t see much of an ROI from it.
Although many people have tried pay per click advertising with Google AdWords, many advertisers find it unproductive and ineffectual. However, this is not because PPC doesn’t work – rather, their campaigns fail because they’re flawed from the get-go. If you want your PPC campaign to succeed, here are three keys to making it work. One: Understand What You’re Selling – Before You Start Your PPC Campaign.
This is the most important step in creating a successful PPC campaign. If you don’t know what your product or service is, how can you expect others to know? If you’re selling an item with multiple uses, like a drill that can be used for woodworking or metalwork, then focus on one key use first and build from there.
In this article, we’ll identify three methods that will help you maximize the effectiveness of your pay per click advertising campaigns. A company can turn a failed campaign into the most valuable aspect of its marketing program. Of course, a poorly executed pay-per-click campaign can waste time and money. So make sure to engage the services of an experienced PPC management company – if necessary – to ensure that your campaign is on track.
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1) Be Organized
Consider, for example, a surgeon promoting her bariatric surgery program. She knows that patients use many different terms to describe the surgeries she performs: “gastric bypass,” “lap band,” etc. However, creating a campaign that bundles these search terms together under one ad will likely produce poor results. Because successful PPC advertising involves tailoring ads to search terms.
Because of this, if a user enters the term “bariatric surgery” into Google and an ad appears with the headline “Gastric Bypass,” he or she is more likely to skip it until finding an ad where those two words appear together in the headline.
To address the problem of low click-through rates, advertisers need to create multiple ad groups. For example, it makes sense to have a bariatric surgery ad group, a weight loss surgery ad group and so on. The advertiser will need to create an appropriate set of keywords for each ad group. It takes a lot of time and effort to write with this level of detail. The advice is essential for creating an effective PPC campaign, but some companies may not feel comfortable giving it or using it.
2) Make Banner Advertising Work for You.
Although most people think of pay-per-click advertising as Google AdWords, paid search includes a wide range of advertising options—including banner ads. These “ads,” sometimes called “banner ads,” are graphical or animated advertisements that appear at the top of a website or embedded in its content.
Many people assume that these ads are sold to the website by its proprietor. However, most often these ads appear on sites that have been rented by Google or other pay-per-click advertising companies. Ads are then displayed to users based on the keywords that the advertiser has identified as relevant for his or her product or service.
For example, an ad for weight loss surgery may serve users visiting a site dedicated to diet and nutrition. Banner ads tend to get fewer clicks than text-based ones. But that doesn’t mean they’re without their uses. Banner ads can be seen by a wide audience of people at no charge to the advertiser. Remember that the only way advertisers make money from pay per click ads is when users actually click on them. So if an ad is seen by thousands of users and no one clicks on it, the advertiser does not have to pay for those views. Despite the low cost of banner ads, thousands of prospective customers see them every day.
3) Monitor your campaign, make changes if necessary, and maintain it regularly.
Effective pay per click (PPC) advertising programs can become ineffective when their target audiences change. The competitive environment is constantly changing, as new advertisers enter the arena and existing ones change their bids. Website content can also influence relevance and quality scores of ads—all factors that affect how much (or little) you get paid for each click on an ad’s link.<
To implement an effective PPC program, closely monitor and frequently modify your campaign. Consider the keywords with the most clicks, and raise your bid for those ones. Keep an eye on keywords that are irrelevant to the product or service being advertised. You can use negative keywords to target users who are unlikely to purchase your products and services—and you won’t pay for clicks from these users.
The bottom line is that pay-per-click advertising campaigns are dynamic and require constant attention. Because of this, many advertisers rely on professional agencies to maintain their PPC accounts. If you hire an agency to manage your PPC campaign, make sure the agency pays close attention to it and keeps up with necessary changes.
If you have tried pay per click advertising, e.g. Google AdWords, and felt like the effort wasn’t worth it—perhaps because of low conversion rates or high costs—you should consider whether your execution was lacking as well as looking at other variables such as market saturation for your keywords. Pay per click advertising is a highly effective way to advertise your business, but you need to follow three secrets if you want it to be efficient.
So, in summary, phone call tracking can be a very effective way to find out WHAT your customers want from you and WHERE they want it. That’s valuable information! This is why we suggest that as you’re creating ads for pay per click campaigns, you include a call tracking number AS WELL as the actual URL for your website. Ideally, you will want to track both . . . and you MIGHT even want to do some A/B split testing with them at different points of your campaign.