Are you frustrated and tired of advertising campaigns that produce little to no return on investment? Pay-Per-Click (PPC) advertising may be the solution for your business. Also known as paid advertising, PPC advertising is a form of inbound digital marketing strategy that matches searcher intent with relevant ads to meet consumer needs.
With PPC, advertisers only pay when someone clicks on their ad, making it a cost-effective way to drive website traffic and generate leads.
In spite of the fact that 45% of small businesses advertise online, PPC advertising campaigns are still an underestimated and underused strategy.
However, just like any other form of marketing, there are specific principles that must be followed to ensure success. In this article, we will discuss five strategies of PPC advertising that can help you create engaging ads and boost your return on investment.
1. Choose the Right Budget for Your Ad Goals
There are a number of factors to consider when setting a budget for your PPC advertising campaigns. Your overall marketing goals will play a role in determining how much you should spend on PPC, as well as the specific objectives of your individual campaigns. If you're new to PPC advertising, it's important to start small and gradually increase your budget as you become more comfortable with the platform and see results.
Take a look at your overall marketing budget and allocate a percentage to PPC advertising. This can be anywhere from 5-20% of your total budget, depending on your goals and other marketing initiatives. Once you have a general idea of how much you're willing to spend, you can start setting budgets for individual campaigns.
2. Research Keywords and Negative Matching
Keywords and negative matching are essential parts of any PPC advertising campaign. When researching your keywords, remember to use both short-tail and long-tail keywords to cover all the bases. You'll want to optimize for the most commonly used search terms related to your product or service, as well as target narrower searches that may have a higher conversion rate.
Negative matching allows you to exclude keywords which may lead to irrelevant traffic, helping you fine-tune your campaigns and improve your ROI.
3. Take Advantage of Audience Targeting Feature
The audience targeting feature on many PPC advertising networks like Google Ads is a great way to reach potential customers who are interested in your product or service. You can choose from a variety of criteria to narrow down the list of people you want to target, including age, interests, location and behaviors.
Audience targeting also makes it easier to set up Remarketing campaigns which allow you to reach out to website visitors at the right moment and with the right message.
Not sure who your ideal audience is for your business? Read this article on 8 Key Steps to Create a Great Persona Profile.
4. Optimize Keywords, Ad Copy and Landing Pages for Maximum Conversions
Keywords, ad copy, and landing pages are the three fundamental pieces of a PPC campaign. Always make sure these three pieces relate to each other to ensure your campaign is relevant to searcher intent.
Keywords: Keywords are the cornerstone of paid search advertising. They describe what people are searching for and the questions they are asking.
Ads: Optimizing your PPC advertising for maximum conversions is an effective way to boost your ROI. Focus on crafting ad text that speaks directly to the needs and interests of potential customers, as well as provides clear, actionable next steps like a call-to-action (CTA).
Landing pages: Make sure that your landing pages are also optimized with high-quality visuals and up-to-date content to ensure visitors have a great experience regardless of where they enter your website.
5. Monitor, Analyze and Adapt PPC Advertising Campaigns for Best Results
To ensure that your PPC advertising campaigns are as successful as possible, it is important to continually monitor, analyze and adjust them based on the data collected. Regularly review the results of your campaigns and look for areas where you can improve by adjusting the keywords you target or modifying the ad creative.
Keep in mind that even small changes can have a major impact, so stay proactive and make adjustments as soon as necessary.
Digital marketing key performance indicators like cost per click (CPC), impressions, click-through rate (CTR) conversion rate and quality score can help you determine if the PPC advertising campaign is performing well or needs to be adjusted. Use these metrics to gain insights into your customer's behavior and interests and make changes accordingly.
Cost-per-click (CPC): As you can imagine, higher bids equate to better ad placement. CPC is the amount an advertiser pays for each click on your ad.
Impressions: Impressions are the number of times your ad is seen by someone. To achieve a good click-through rate, you need to make sure that your ad is highly visible and relevant to the target audience. Click-Through Rate (CTR): CTR is one of the most important metrics in terms of PPC advertising campaigns, as it indicates how successful your ads are at driving visitors to your website. If a person clicks on an ad, they’re likely to be interested in what you have to offer. Make sure that your ads are optimized for high CTRs. Conversion Rate: A conversion rate measures how many people complete a desired action after clicking on an ad - like making a purchase or signing up for a newsletter. You can track this metric using analytics software or through tracking codes on your website. Improving the conversion rate requires careful optimization of all aspects of an ad campaign, from keywords and copywriting to landing page design and user experience.
Quality Score: Quality score is an important metric for PPC advertising campaigns, as it affects how much you pay for each click. Quality score is based on a number of factors, including the relevance and quality of your ads, landing pages and keywords. Improving your quality score can result in better ad placement at lower costs. By regularly monitoring these KPIs and making necessary changes to optimize campaign performance, you will ensure that your PPC advertising campaigns deliver maximum results for minimum spend.
If you are not seeing the results you had hoped for in your PPC advertising campaigns, consider running A/B tests to compare different ad creative, headlines, calls-to-action and other components. This will help you determine which elements of your PPC campaigns are most effective.
In conclusion, PPC advertising is a powerful tool for promoting your business and increasing your return on investment. It can also fill in the gaps where your organic SEO lacks. When done right, PPC can earn you quality leads which could mean a massive ROI for your PPC efforts.
We have outlined five basic strategies that can be used to maximize the effectiveness of your campaigns. Implementing these strategies will help you get more out of each dollar you spend and increase the visibility of your brand online.
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