Pay-per-click (PPC) marketing is not only a good way to increase awareness of your brand and boost targeted traffic and sales, but the fact that host sites are paid for helping you to advertise could make it a lot easier for you to get the placement you seek. However, PPC ads are not a sure thing. As with any type of marketing, you need to do your homework to determine the best strategies for making a PPC campaign work for you. If you fail to create targeted options that appeal to consumers and you don’t take the time to place them appropriately, you won’t get the return you seek. So here are just a few tips that should help you to get all your ducks in a row and create an effective PPC campaign.
- Select quality keywords. These days you have to be pretty careful to avoid raising the ire of Google’s SEO algorithms, and keywords are a major consideration. Whereas you might have made your advertising copy rich with keywords in the past, you may now have to temper your desire to cram in as much as possible. Of course, this really only serves to force you to use quality keywords (and phrases) that have the best chance of bringing in consumers. And you’ll probably find that increasing quality on this front, rather than quantity, delivers better overall results for your business.
- Geo-targeting. The demographic you’re catering to could make a big difference in the effectiveness of your campaign. For example, you wouldn’t necessarily want to push PPC content for fertility treatments on sites that cater to a retirement demographic – you’d focus on venues that attract young and middle-aged adults. And whether you’re a locally-run business looking to reach out to nearby consumers or you want to target a specific region where your products or services appear to be in high demand, you should definitely make a big push to provide PPC content to the geographic areas that are most likely to deliver on click-thru and ultimately, sales.
- Consider your landing page. It can sometimes be tricky to figure out where people should land when they click a link that leads back to you, but the general rule of thumb is that they should arrive at whatever page is most closely associated with the keyword that caught their attention. If a prospective customer is looking for yoga pants, they should go to the page that sells yoga pants rather than your home page, for example. This is another reason why it’s important to choose specific keywords.
- Don’t neglect the negative list. The main benefit of a PPC campaign is that it has the potential to drive targeted traffic to your site. But you don’t want people showing up in search of associated wares that you don’t actually carry. For example, you might sell yoga clothing but not accessories like mats, straps, or blocks. So you want to make sure that your negative keyword list includes these so that consumers will be aware of what you offer and what you don’t.