The below is a simple guide to Pay Per Click advertising. We feel you should always include Pay Per Click in any marketing strategy, here’s a little model to help you on the correct path. Apologies Its a little longer than first envisaged, but the points made are necessary.
Before venturing into PPC, you must realise that “Mobile first” is here! Its no longer the future. Targeting the mobile audience has become the preference of any business. The emergence of smart mobile phones has changed the face of digital marketing, whether it is SEO, PPC, or Website Design. All our strategies are built by keeping the mobile audience at the forefront of our campaigns.
A simple guide to Pay Per Click advertising.
Pay Per Click Services usually delivers the quickest results, and if it is performed correctly, it can substantially improve your business with regards revenues. Alas, if PPC is not done accurately, it can have a negative impact on your business.
Negative Keywords are not negative.
Negative keywords list will help your PPC account and reduce unnecessary ad spending, ensuring you reach the most interested and relevant buyers, and maximise return on investment.
As an example, if you are a business that doesn’t offer anything for free, then you should including the word “Free” in your negative keywords. By doing this, it will make sure your business will not be visible in the search engine results.
Use Call Only Campaigns and increase CTR by 10%.
Using call extensions in PPC will increase Click-through-rate by up to 10%. Just by simply adding your business phone numbers to a PPC campaign allows and encourages customers to contact businesses instantly. If you use this extension correctly, a ‘Call’ button will appear on your PPC ad.
The increased use of call extensions/call only campaigns have been massive in the advent of smartphones. Call only ads encourage potential customers to call your business directly. Call only campaigns can offer tremendous results for any PPC campaign.
Schedule AdWords: To Find Maximum Potential Buyers.
With a little help from Google AdWords, you can catch your customers at any time of the day or night. This always offers improved performance of any PPC campaign, you can narrow down your busy times or quiet times by hourly slots of every day of the week. In short, you choose when you advertise to your potential customers.
Using PPC during peak times will help potential customers find your products much easier as it is a great way to showcase your ads whenever a customer searches online.
Focus on Local Customers.
Again, smartphones have drastically increased the search for the local information. Therefore, focusing on local customers/businesses can give you the edge on business benefits.
Create a PPC campaign to target your local area, city, and County. Focusing on local customers reduces your costs and helps you to target maximum potential customers in your local area.
The majority of local searches via smartphones are more likely to get conversions. Our advice would be to focus on local customers if you want your profits to increase.
Always use Ad Extensions.
The use of ad extensions in PPC campaign not only to increase quality scores but it also helps click-through rates. Please do not skip over ad extensions or use irrelevant extensions, If you do, you are in danger of losing out on clicks.
There are many types of extension are available such as site-link extension, phone extension, location extension, review extension and product extension.
Ad extensions also enable you to provide your potential audience different options. It also helps to attain a higher PPC conversion rate. But, only when used correctly.
Check Your Quality Scores.
Regular monitoring of quality scores help you in determining whether your keywords are making any difference? Google rates the quality of your keywords on a scale of one to ten, with ten being the best score.
Use of ad extensions increases quality scores of your keywords. So, try different ad extensions that you think is relevant to use for your PPC campaign.
Further, in Google Analytics, you can go to “columns,” click on “attributes,” then click “quality score” to check the effectiveness of your used keywords. If you find your keywords are not performing, then you can change it. Google Analytics offers you an excellent way to get crucial insights for your existing keywords. Further, it saves money and time by allowing you to remove additional search terms.
Use Long Tail Keywords: To Save Money
Google provides four search types namely “exact,” “phrase,” “broad match,” and “broad match modifier.”
Try to identify your customers’ behaviours, what they often say about your product and then create a list of long keywords. They are comparatively less expensive than direct matches.
Optimize your Landing Page for High Conversion
Optimization of a landing page is crucial for the success of PPC campaign. A landing page must contain quality information along with relevant keywords that explain how the products or services you offer can solve the problems of people.
Landing page loading speed is also a vital factor because if your page is taking to long to load, there’s a good chance the customer will not wait around. Anything over 3 seconds needs to be improved. You can use Google Page Speed to find out your page speeds click here.
PPC is an essential technique of digital marketing that needs extra attention. Otherwise, all your efforts may end up in a disaster, and it will be a complete waste of time and money. Keep the points in mind that we explained above and you can create a win-win situation for your business.