PPC is a stunning way to get your website off the ground. However, there are many different PPC strategies that companies implement in an attempt to achieve success. The best combination of these methods takes time, know-how, and patience to fine-tune.
This article will begin with a PPC definition and then introduce three ways you can maximize your online presence by participating in paid search programs. Before you begin running PPC campaigns for your company, it’s important to understand what they are all about first! Here goes.
What is Paid Search?
Paid search is just as it sounds – advertisers pay each time someone clicks on their link or ad on either Google Adwords or Bing Ads, depending upon who they are targeting.
Offer: If you have a brick-and-mortar business, you can pay to have your ad show up when people are searching for a “dentist in Chicago.” When someone clicks on your link, they will be taken to your website where they might fill out a form or make a purchase. You’ll get charged every time someone clicks on an ad that is relevant to what the user is looking for at that very moment in time.
Why spend money getting traffic from multiple sources when you only need one? Advertising online could be just the thing you need to finally reach all of those would-be customers who are lost when it comes to finding your product or service. Be smart about PPC by leveraging these three strategies:
Research Your Audience
Before you implement your PPC campaign, it is crucial to know the type of people who are likely to engage with your products or services. This research will help you create ads that appeal to your prospective users and increase the likelihood of them clicking on an ad. Once they click through to your website, what do they see? Is it relevant? Are they engaged? Are they more or less likely to follow through with an action like purchasing a product or filling out a form at this point (assuming that was your goal). The better you can answer these questions, the more likely you are to hit upon success when marketing online. Understanding how someone found you initially via PPC is also important because it will help you determine what your main strategy should be moving forward. For example, if someone found you through a PPC campaign and then navigated to your website via organic search, chances are good that they were looking for something specific, so it might be worth reinvesting in a paid search campaign to re-engage them. The same goes for those who come from social media or other means – knowing how they discovered you will help you gauge whether or not that channel is still working effectively for you.
Keep an Eye on What’s Working (and What’s Not)
Once you’ve set up your first PPC campaign and implemented some basic rules such as budget and optimization settings, the work isn’t over yet! It will take time and effort to properly fine-tune your campaign. To get the most out of PPC, it is crucial that you keep an eye on what is and isn’t working for you. For example – which ad copy has been generating cost per click (CPC) at a lower amount than others? If you’ve tested multiple ads and one’s CPC is higher than another, chances are good that the ad might be underperforming and could benefit from a revision or replacement. Do keywords expand or shrink your target demographic? Are they converting into leads that lead to sales etc.? Another tactic you can use to measure success is tracking those who come from specific sources such as social media or paid search campaigns against those who find your website via organic means. Is there a difference in buying behavior between the two? If so, what is it? What are they looking for when they click on organic results vs. paid ads?
Think Beyond Your Keyword List
Don’t mistake keywords for opportunities to engage with your audience. There are countless ways that you can get creative when running PPC campaigns, but sometimes businesses suffer from a scarcity mindset when it comes to planning out their strategy. This often keeps them from ever getting started in the first place! When using the Google Adwords platform specifically, there is an assortment of ad extensions you can take advantage of at no extra cost (e.g., site link extensions, callouts, etc.) By leveraging these options and other ad formats like display URLs or creating dynamic search ads that pull in real-time data (like time of day, weather, etc.) you can take PPC to the next level.
So there you have it – three strategies for maximizing your performance when it comes to paid advertising campaigns…
By keeping an eye on what’s working and fine-tuning your approach over time, you should see continued success with your campaign moving forward. Don’t let this opportunity pass you by! Anyone who is struggling to get started with PPC should consider investing in a cost-per-click management agency like Fathom. We can help coach, guide, and implement successful strategies that will meet or exceed budget expectations using tried and true tactics while taking full advantage of new features Google Adwords has to offer.
So, what’s next? Keep doing what you’re doing and monitoring results. If something is working well, stick with it; if there are areas that need improvement, make the necessary changes. Don’t forget to also take advantage of new features as they become available. And finally, don’t hesitate to reach out for help if you need it – Yoru Marketing is here to serve as your Google Ads ecommerce agency!