Traditional marketing is out and online marketing is in! Online marketing is taking the world by storm with its effective advertising and instant consumer connections. One particular tactic that has been growing in popularity is pay per click (PPC) advertising.
When done correctly, PPC strategies can generate faster profits and a higher rate of lead generation than you would see with traditional marketing. In other words, less time and money but more success for your business!
Unfortunately, a lot of your PPC advertising’s success is embedded in the way in which you set up your ad. This isn’t a one-step process either. It requires a lot of planning, research, and careful execution to really generate the most desirable results. The good news is that we’re here to help and we have 3 PPC strategies that are just waiting to turn your online advertising into a profit.
What is PPC and How Does it Work?
Pay per click is a tool for you to use in order to promote your business in the online space. Just as you have Facebook ads, search platforms such as Google and Bing allow you to promote your content in a similar way too. Marketers take preference to this advertising strategy due to the fact that you’re only paying for the ad space once a user has clicked on your listing.
PPC advertising is a common occurrence in today’s world wide web. In fact, you have probably come into contact with a few along the way without even realising it.
We did a search for sofa companies in Australia and this was the first result we got on Google:
See the “Ad” symbol? That Google Ad is most likely run off of a PPC model. You see, the goal of a PPC ad is to have a potential customer view the ad and click through to your landing page. For this to work, you have to look at your keywords. Keywords help ads make sure that they’re being targeted to the right people in order to bring your the best results and providing an adequate user experience.
Once your ad has caught a user’s attention, they will hopefully click through to your landing page. This is when you will start being billed for your ad and it’s here that you should start seeing some customer engagement on your page. Just don’t forget to optimise your landing page to get users to take action on your page once they get there!
Now that we know the basics to PPC advertising, let’s unpack which strategies are best to start bringing in profitable results.
The Best PPC Strategies to Try Now:
Do Your Keyword Research
Knowing which keyword to target your ad for isn’t just good business sense but it helps you stay ahead of your competitors too. Keywords are at the centre of PPC advertising, especially when it comes to Google Ads.
There are a number of ways for you to do your keyword research. Some business may make use of Google’s built-in tools to make their strategic guesses but we’d recommend going a bit deeper in your analysis. Investigating search volumes, keyword difficulties, and the cost-per-click value will give you better insight into how well your keyword is performing.
You will also get a better understanding of the type of reach you can expect to see. If your keyword is generating little search volumes, your ad most likely won’t be getting a lot of exposure and you won’t see any results.
Then there’s your competitor research. Now, you wouldn’t open a business without scanning the market first, would you? The same is with your PPC ad. Doing your keyword research will give you better insights into your competitor’s marketing strategies. As a result, you will have a more comprehensive grasp of how you can optimise your own marketing strategies accordingly.
Correct Your Audience Targeting
An important component of PPC is your audience targeting. Having the wrong target audience means that your ad could fall flat in its results and won’t bring in the sales you’d expect to see. So, what can you do to stop this from happening?
For starters, be strategic with your keywords. In fact, turning on Google’s exact match feature may be in your best interest here. Google Ads will switch to its broad match functionality as a default but what Google may see as a related term may not actually be relevant to your ad at all. Forcing Google to show your ad for a specific keyword group means that you have a better chance of getting active impressions and therefore more click-throughs.
Next, look at speaking to your local audience by turning on geo-targeting. Geo-targeting makes sure that your ads are being seen by people in a particular city or within a chosen radius range. If geo-targeting isn’t enabled, Google will assume that your ad is suited for nationwide exposure and could make your ad’s content contradict itself.
If your ad attracts the wrong type of customer, you’ll be paying for a lot of clicks without seeing any results.
Track Your Ad’s Conversion
Tracking your ad’s conversion is a great way to see what’s working on your content and what needs improving. You will also be able to see where exactly your audience is in their buyer’s journey and how you can start leveraging this information for your next marketing campaign. Regrettably, this strategy may only really make an impact for your next ad, but it’s an important step to take for your business’ overall success.
When you start tracking your ad’s conversions, you will start to see which CTAs and which content drove the most click-throughs and actions taken on your page. Perhaps your previous ad’s “shop now” CTA didn’t work as well as “limited offer only”. You may even determine that it’s your landing page’s content that’s holding your back. With these metrics, you will able to craft the perfect ad for your audience!
By utilising these PPC strategies, you won’t only be tracking how much money you’re spending. It may create the opposite effect with more value for money clicks and higher conversion volumes.