How to Manage Pay Per Click – 10 Tips
Pay per click marketing strategy can be very effective when driving traffic to a website but only if used effectively. Too many businesses often find themselves making mistakes that eventually undermine campaigns. PPC marketing may sound like an easy to do task but beginners often create campaigns that yield to very little action since they target the wrong audience, use the wrong keywords, and lack content. So, the following are tips to help you manage the PPC advertising campaign and have a successful outcome.
Avoid Using “Broad Match” Keywords
One common mistake made is setting all keywords as broad match rather than choosing specific keyword match types. This technique makes one’s ad appear for many similar phrases that relate to the keyword you put up. An example of a broad match could be “display ideas” which could bring in a range of varieties from baby shower ideas to birthday party ideas which render it irrelevant to potential clients. Avoid wasting your resources on irrelevant clicks by focusing on exact match keywords.
Creating A Compelling Ad Copy
Your ad needs to remain sustainable hence should be capable of grabbing the attention of a visitor performing a search. It should be noted, that just because your ads rank top and have high bids, doesn’t mean that it will receive clicks automatically.
Use Of Negative Keywords
Little known to PPC advertisers, use of negative keywords allows one to specify where an ad should not appear. In our example “birthday party ideas” the words could be put up as negative keywords to help get rid of irrelevant ads.
Partition Search From Content Ad Placements
Search placements encompass PPC ads appearing in search results by potential clients. On the other hand, content placement entails on sites that show PPC as spam within their pages. Most PPC beginners choose both the content and search placements when setting up their original campaigns and usually use similar and the same keywords, payment, and content for every click.
However, certain queries and websites that alert your content placement can be ideally different from what yields positive outcome on the search placement. Having the same ads on both content and search network could lead to a misuse of money in terms of irrelevancy. Customizing takes more time and effort but its far more effective to tailor the keywords for each network.
Maximize Target Ad Campaigns
Another common mistake PPC advertisers do is have broad target campaigns. Make use of the features in PPC accounts that enables you to narrow down to who sees the ads. You could do that by setting ads for multiple countries each separated, regional focus and even running the ads during the day when most clients are up and about.
Matching Ads To Landing Pages
Sending a visitor to an irrelevant landing page results in low ad scores while still disrupting the sales process. Eventually, you are likely to pay more for each click and receive a low score and exposure. Matching the ads to landing pages with a small number or keywords makes the process relevant.
Test Ad Copy
Most PPC forums allow one to put up separate tests that keep interchanging various ads for every one of your targeted keywords. You could adjust the settings so that the ads will be displayed randomly and eventually determine the ad that results in the most clicks.
Follow Up On Your Return On Investment
You need to follow up on which clicks are actually resulting in sales. This helps to efficiently handle PPC campaigns and boost your return on investment. You could link your PPC account to google analytics to follow up with visitors that surfed through the websites and the exact visits that lead to actual sales.
Use Of Ad Extensions
Ad extensions allow one to add useful information such as address, site links and phone numbers that normally encourage visitors to click to your ad and further make it easier for the visitor to link to you directly. Callouts allow one to include additional text giving you the ability to add information about services and products that are on sale.
Introduce Extensive Headlines And Text Ad
This design entices marketing on ads, attracting more potential visitors. With more space, one is free to write a captivating text on the product or service. It includes an extensive 80 character product description field, gap for display URL and a two 30 letter headline fields.
All these tips together with the money you invest into PPC advertising will help you get close to the desired outcome you want. Remember that the process of a successful campaign requires attention and effort too. If you don’t have time to handle the campaign properly you might want to consider having a PPC management firm. Check us out at ppchire.com to have your PPC advertisement management while you devote your time and effort into running your business.