One of the most effective ways to market your business online is through a PPC (pay per click) campaign. You can get your business in front of the people who are already searching for your product or service. If done correctly PPC campaigns can dramatically change your volume of business, but if you don’t know what you are doing you can bleed money. So you need to do this before you launch your next PPC campaign if you want it to be successful.
For the sake of demonstration, let’s assume that you own a local business and are looking to bring more customers through the door. You will start your campaign with extensive keyword research and use keywords that convey buyer intent and have the best chance of converting those that click on your ad into actual customers. But that isn’t all here are some other things you need to make your campaign successful.
- Use Geographical modifiers: Your PPC campaigns, especially if you’re using the Google Ads platform allow you modify your ads according to geography making your results more relevant, it saves you money and gives you a better chance of conversion.
- Use Negative Keywords: Honing in on buyer intent keywords is a good start but you still want to do as much as possible to filter your ads so they get in front of the right people. Negative keywords can help you do that. Here is a tutorial on how to use negative keywords.
Creating a PPC campaign is useless without tracking your results. You need to know which keywords are proving profitable, the click through rates, and what is working. A good PPC campaign is one that is constantly getting tweaked so you can maximize your results. Ideally you want to find that sweet spot between lowest cost of keywords and highest conversions.
Effective Landing Pages
Having the best managed PPC campaign in the world won’t help you if your landing page is terrible. Once a potential customer clicks on your ad they need to land on a page that is built to convert. It needs to be visually appealing, have well written content along with a strong call to action.
Implement these steps to maximize the return of your PPC campaigns and be prepared to tweak as necessary. A well put together PPC campaign can drive sales unlike any other medium in digital marketing, but it needs to be done right.