A Great SEO Tool: The PPC Campaign
Easy, efficient and exciting. Three words that best describe PPC (pay-per-click) campaigns. What other SEO marketing tool offers you the most reliable way to get customers? Traditional ads (print, radio, and TV) have a limited shelf life. You front the money for them, and you can’t easily monitor the ROI. You can’t even control the budget for them because something invariably goes wrong (e.g. prolonged schedule). With a PPC campaign, you are in control because you set the budget and you can create the ad inexpensively. It’s one thing to create the campaign, but the ultimate goal is to convert visitors to customers, and you want a lot of conversions (a high conversion rate). PPC campaigns are easy to create, and the results are exciting.
Ways to Improve your Conversion Rate
For our money, having the best value is very appealing. This is why a PPC campaign is perfect for those on a budget or creating a campaign for the first time.
- Ads & Landing Page – You want your ad to complement your landing page. Customers expect the landing page to be a larger version of the ad, otherwise, you will confuse them. On top of that, you’ve now lost a sale.
- Test, Test, Test! Just like location, location, location, testing is a major factor in what works for the customer. It’s not a one-and-done deal, either. You should continuously test your ad to a small sample of your audience ensure that you are getting the best results, such as running A/B/C testing.
- Filter Negative Words – We want to get rid of negativity in our lives; same goes for negative keywords. These words have no relevance to your product or service but have a chance of being affiliated with your product or service. Because of this, you want to filter them out. They greatly impact your PPC campaign because your ad could show up when negative keywords are used. Remember, you are paying for each click, and the wrong click costs you money. It also takes away quality traffic. For example, you are selling plumbing supplies, but you do not sell toilets or bathtubs. You can filter out the words “toilets” and “bathtubs.”
- Different Devices – By now, you would think that marketers have picked up on the fact that people use each of their devices differently. They haven’t. For example, you don’t use your laptop the same way you use your smartphone. You must optimize your devices. Google understood this and created device-level bidding in AdWords. This gives marketers greater control over their ads.
- Put Offers in your Ads – Nothing catches a consumer’s eye more than an offer or discount. This includes using the right words in your ad, such as sale, bestseller, great deal and new. Don’t forget to emphasize the sale period by using words like limited-time offer and act now. You can take advantage of Google’s “promotional extensions” this way.
- Increase the Clicks – You can increase the number of clicks for your ad by focusing on the audience and the right ad placement. Again, testing is a must!
- Remarketing – This means increasing the frequency and the number of places where your ad appears. The goal is to lure those who visited your site and then left back to your site again. You want to convert them from visitors to customers. You should repeatedly show your ad on any website that accepts the Google Display Network. Remarketing reminds people to purchase your product or service while increasing your brand awareness.
Take your Internet Marketing to the Next Level
Now that SEO is here to stay, you should include PPC campaigns in your digital marketing plan. PPC campaigns offer control and flexibility. And it’s exciting to see them in action.