More than half of the businesses, be it small or large, use PPC (Pay Per Click). Any Pay-Per-Click agency would offer you offer the best PPC strategies to boost the growth of your business.
PPC helps you reach the potential audience that are the perfect customers for your brand. It marks the presence of your business on the internet and increases its brand awareness.
A PPC strategy will work well for your brand if you plan it the right way. Without a proper plan, things might not go as planned.
An improper PPC campaign management will only lead to a loss of effort, money, and time, most importantly. Before you indulge your business in the world of PPC, you must have complete knowledge about what it is and how it works.
What is PPC?
To use PPC to the utmost, you will first need to understand what PPC is all about.
PPC is a type of online advertising for your brand where you will be paying every time a person clicks on your ad. Hence the name, ‘Pay Per Click’. The PPC ads can appear on different platforms, Google’s search pages, websites, etc.
When a person clicks on your ads, the visitor lands on the landing page of your website. That is where you get the chance of turning the visitor into a potential customer of your brand.
A pay-per-click agency can help you design a particular PPC campaign for your brand according to your goals and objectives. Here are a few tips that can help you in successfully using PPC for your business.
Know Your Target
Try to learn as much as you can about your target audience before starting with your PPC campaign.
If your target audience covers different categories of people, try to break them into different buyer personas. Work and create a targeted ad on each of the persona.
The PPC visitors are generally the organic leads that will more likely take action. If you want to convert the consumers or visitors to become your customers, try to reach them with targeted ads.
Sometimes marketers focus and target only the keywords. Managing your PPC campaign this way might not bring satisfactory results.
Try to adjust your targeting and cover all the aspects that can increase your conversions and give you the worth of money spent on each ad instead.
Ad Copy
The way you communicate with your audience matters a lot when it comes to PPC marketing. You should have the best copywriters capable of creating the best-optimized copy that too in just a few characters.
Copy for the PPC campaign needs to be short, direct and yet creative at the same time. Let us take an example of an ad copy for health insurance.
You must not talk about the customer service of your company in the ad copy.
Write about what you are advertising that is the health insurance policy. If possible, try adding a Call to Action (CTA) when writing an ad copy. It is a must in marketing.
A pay-per-click agency will provide you with the most dedicated copywriters that will create an attractive ad copy for your PPC campaign. Ask them to make an ad copy for your brand that makes you stand different from your competitors. Avoid overdoing the ad copy as it would look like spam.
Keyword Research
Keyword research is a complex and time-consuming step. But it is one of the most crucial parts of PPC management. Your PPC campaign will entirely depend on the keywords you choose.
Try to regularly refine and grow your keywords using a variety of tools available. That is why we would advise you to keep reviewing your keywords and do keyword research.
Doing the keyword research only once at the beginning of the PPC campaign will make you miss many long-tail, low-cost keywords that might drive a lot of traffic and positive leads to your website.
Your PPC keywords should be:
- Relevant – You will surely not want to pay for the traffic that is not of any use for your business. That is why you need to find relevant keywords and lead to high PPC click-through rates and eventually more profits.
- Exhaustive – Try including not only the most searched keywords in your niche but also the long-tail keywords. The long-tail keywords are more specific and less common. These keywords drive the majority of the traffic to your website.
Make sure your site works on the phone
Try making your website mobile optimized. A large number of people search on Google using their smartphones. That is why your landing page must be able to open clearly on the small screen of their mobile phones.
It makes you reach a maximum number of people. A lot of online tools like Google’s mobile-friendly tool can help you in knowing if your landing page works well on mobile phones or not.
You must regularly check the loading speed of pages on your website. The visitor might leave your site if your website works or loads slowly. That would lead to a loss of conversions and leads.
Performance analysis
Most marketers do not review their PPC campaign’s performance.
They get to know the results only when the campaign gets over. That is why you must keep reviewing and analyzing your data regularly.
It will help you learn about what strategy is failing and which one is successful in generating more and more leads.
The regular analysis allows you to make improvements and adjustments to the campaign to achieve the desired gets. It helps in improving the ROI (rate of investment).
A successful PPC campaign includes lots of experimentation. Test your PPC strategy and try finding out the keywords that perform the best, the headlines that generate the most clicks and the ads that bring the most traffic.
Conclusion
PPC campaign management is very complex and thus be handled only by professionals. Without expert help and knowledge, PPC can get very difficult and might not help you the way you expected.