64 percent of people click on Google ads when they're searching for an item to buy online. In fact, pay-per-click visitors are also 50 percent more likely to purchase a product or service than organic website visitors. With odds like those, it's no wonder that businesses are honing their digital marketing strategies.
Pay-per-click advertising (PPC) is a lead generation tactic that can turn clicks into customers. Build a PPC campaign that increases web visits, sales, and reaches people you never dreamed of reaching.
First thing's first: what is a PPC campaign?
A pay-per-click ad campaign is a paid result on search engines, like Google. When you search for something on Google, the top two results are usually a paid advertisement, marked with a yellow "Ad" symbol.
Using Google Adwords, businesses can find incredible success with their PPC ads and campaigns. It's also a great reinforcement for your social media marketing campaigns.
However, in order to make money with pay-per-click your strategy needs to be flexible, creative, and backed with results.
To refine your PPC strategy, start with these categories to ensure you cover all of your bases.
What do you want to achieve with these campaigns? Do you want to increase your sales, generate leads? Defining your goals, in the beginning, will help your team create the best ads to achieve them.
Picking a search engine will bring you to the next steps to create your ad accounts.
Once your goals are defined, it's time to properly set up the campaign and write your ads.
Now, let's talk strategy!
The most important part of a successful PPC campaign is the keywords. Keyword research is a must-have if you want to reach your customers. After all, keywords are how your customer will find your ads.
This includes using negative keywords, too! For example, if you sell hard copy calendars, you don't want your ad to show up for "online calendars". Pick relevant keywords and remember to do your research.
You will need to determine your bids for different keywords, as well, and select a daily, or monthly, budget in AdWords or Bing Ads. Track the keywords success and be prepared to do some adjusting.
Last, but certainly not least, your ads need to be concise, creative, and intriguing. This is where a lot of marketers have trouble. Experiment with eye-catching headlines that stay within guidelines.
The headline is the most important piece of the puzzle, so feel free to experiment to find out what works, what doesn't, and how you can adjust your copy in the future.
Now that you have everything set up, it's time to make the most of your PPC campaign. Pay-per-click is unique since it is always changing! What works today may not necessarily work a couple months ago. There's a reason why many companies outsource their digital marketing to other companies.
If you think you pay-per-click campaigns and social media marketing could use a makeover, contact us by filling out our convenient form. Our team has been helping businesses reach their desired audience and turn those clicks into customers!
Jason is a jack of all trades as he has experience as a web developer, account manager and marketing coordinator. He graduated from American International College with a Masters of Business Administration in 2012. Jason dabbles in just about everything from designing websites to creating high converting email marketing campaigns. He has experience working with Adobe Creative Suite, Google Analytics and DiVinci Resolve. Outside of work, you can find Jason outdoors, skiing, or hanging out with his German Shepherd, Remi.