Your company may or may not have engaged in pay per click (PPC) marketing campaign. Your marketing department may be familiar with PPC marketing and aware of how it helps small to mid-sized companies compete with larger corporations. You probably are aware that PPC ads are bid on and the highest bidder gets priority and placement on the first or second search engine results page. Your company may have dedicated a significant amount of resources to craft a PPC campaign, but do they know how to optimize the PPC ads?
There is more to PPC than just bidding; here are five things you may not know about PPC.
If your PPC ads are not optimized for PPC ads you are already behind most of the companies you will be competing with for search engine ad space. Studies show that smartphones make up over 90% of traffic for PPC ads. In order to tap into all that mobile device traffic, you must have PPC advertisements optimized for smartphones and tablets.
If you optimize your PPC ads, you will drive more traffic for your website. If you are still writing your PPC ads just for PCs or laptops versions, you are losing a significant amount of traffic to those who do. Remember to make sure your website is also optimized for mobile devices, if someone clicks your ad and then your site does not load right onto their phone, you can be sure they will bounce.
It’s All in the Number
Studies have shown that just above half of the people who click on a PPC ad, would rather call your company than go to your website. This fact means it is crucial to include your company’s phone number visible in your PCC ad and easily clickable so they can call with one action. It may seem old school to place emphasis on your company’s phone number, but remember people have become accustomed to using a search engine on their smartphone and simply clicking on the phone number to call.
Build Your Brand
A well written PPC ad with a strong call to action will not only drive customers to your website to find out information on the goods or services your company offers, but it is also an opportunity to build your brand. Make sure your website is in line with your style branding guide and expresses the core of your company. Even if customers don’t make a purchase the money spent in your PPC ad won’t go to waste because they are more aware of your brand and will foster future brand loyalty.
Testing is Key
To be truly successful in your PPC ad campaign, you need to test keywords. By using different keywords in different ads, you can find which ones have the most favorable results and which don’t. Run multiple ads for a few days or weeks. Once you have found the keywords that are driving clicks, compose more ads using combinations of keywords to refine your PPC ads until you have found the ideal formula to increase your click-through rate.
PPC Helps SEO
What is effective for PPC usually is effective for SEO. By discovering which PPC ads bring about the most conversions, you will get a good impression of how to craft title tags, meta descriptions and page content for your site pages which you want to rank organically. The upside of using PPC ads to test page attributes is how swiftly the results come. You will know right away what is useful and what is not, while organically testing titles and meta tags may take more time.
Following these simple tips may help you to see better results in your PPC campaign.