It’s often challenging to see the ROI of different marketing efforts. However, with a PPC (pay-per-click) campaign, also called paid search, it’s another story. You can direct your advertising dollars and track the results achieved.
PPC is an advertising method where you pay a fee each time someone clicks on one of your ads. Essentially, you are purchasing visits to your website based on the keywords you choose.
In search engine results pages – SERPS – PPC ads appear above, below, or to the right of organic search results (this placement depends on the search engine used). The ads show up based on the keyword typed into the search box.
Benefits Offered by PPC Ad Campaigns
Some of the top reasons you should consider investing in PPC campaigns include:
- Your ad shows up when someone types your selected keyword into the search box.
- You control your budget.
- When someone clicks the ad, you pay.
- You can target customers globally, nationally, or locally.
- The ad displays to those who are searching for what you offer.
Yahoo, Bing, and Google all provide PPC campaign options with simple instructions. Some other tips that will help you get your first PPC campaign started can be found here.
Determine Your Goals
Before starting a PPC campaign, determine your business goals. What do you want to accomplish? What actions do you want people to take once they arrive at your website? How much are these actions worth to your business?
You can measure your PPC campaigns’ success by answering these questions.
Choose Keywords Carefully
You have several options when choosing keywords. You can select the same ones used by the competition, which means you pay more to compete with others to reach the top spots. You can also get more creative and come up with different keywords, which include long-tail keywords to reach searchers.
Be sure to think like your customers. What are they looking for? You can also look at your website analytics to see what organic keywords visitors are using to arrive at your site.
Using negative keywords is also beneficial, which will help to reduce irrelevant clicks. Doing this can help you save money.
Send Visitors to the Right Landing Page
Have you ever clicked on an ad to be taken to a website page that had nothing to do with what was advertised? If so, you probably had to do even more searching to find what you wanted. This happens more often than you think. It is very frustrating to customers and can cause you since it will increase your bounce rate.
If you are advertising a service or product, make sure the ad takes the person directly to the service or product page, instead of a catalog or home page.
Get Help with Your PPC Efforts
When it comes to PPC ads, there are several factors to consider. It is a good idea to hire professionals to get the best results from your campaigns.