If you are trying to increase traffic to your company’s website, one of the most effective tools you can use is pay per click (PPC) advertisements. Paying for ads on the most visited websites like Google, Facebook, Instagram, and Bing can increase your brand visibility and drive traffic to your site. But are you really getting the most return on investment out of every click? If you don’t have a clear plan on how you are going to spend your PPC dollars, then you will not have the kind of success that you potentially could. You need a PPC strategy that works.
Here are some ways that you can create a PPC strategy that will bring results.
Define Objectives of Your PPC Strategy
Having a clear and defined goal will help to keep you on course with your PPC strategy. Being organized and focused will pay dividends with your strategy. Some examples of a PPC campaign’s goal are:
- Increased website traffic.
- Boost e-commerce sales.
- Build Brand Awareness.
If your goals are identical to the first to on the above list, placing PPC ads on a search engine would be the logical choice, but if it is the last goal to build brand awareness, Instagram, Facebook or Twitter might make more sense. Rank your goals in order of importance so that you best know where to allocate your funds.
If you have dealt with search engine optimization (SEO), then you are aware of how crucial keywords are to its success. The same principle applies to PPC.
A component of game theory is to put yourself in someone else’s shoes; this has been used by the intelligence community to major corporations. The idea is to try and get inside someone’s mind and apply it to a project. You need to try and think of what keywords your customers are using when they do a search relevant to your product. Create a list of keywords that someone who needs your product might use in a search. Be sure to check how the keywords are performing regularly. If a keyword is not drawing many clicks, then remove it and replace it with another keyword.
In removing underperforming keywords, you will be developing effective keywords that will improve your PPC strategy. This practice will be especially beneficial with Google’s ads in bringing about both higher visibility and rankings.
If you know about SEO, then you know that the practice of keyword stuffing will bring negative results from search engines which will penalize you; in a slightly different way, it also applies to PPC, packing so many keywords into an ad that it makes little sense it will confuse and discourage customers. As a rule of thumb, don’t use over 15 keywords in your PPC ad to avoid an ad that does not entice a potential customer because it is unreadable.
Content is King in a PPC Strategy
In keeping with readability, make sure that you write a clean, error-free copy in 70 words or less. This can prove challenging at times, but it is key to your ad being clicked on by those who view it. Again, try and get into the mind of the customer and write an appealing advertisement that gets right to the point. Explain how your product can solve a problem and improve their life without overselling what it can do.
Pay attention to your Quality Score when you are assessing your PPC strategy. Keeping track of the Quality Score will aid you in understanding your ad’s relevance to keywords and landing pages.
Here are the factors Google uses in its quality score –
- Expected Click Through Rate (CTR)
- Ad Relevancy
- Landing Page Experience.
There are also factors that go into the quality score — factors such as the ad’s geographical and historical performance.
Be sure that you carefully watch the Quality Score as it will assist you to figure out problems quickly and rectify them. If your ad has a high-Quality Score, it means a lower Cost per Click (CPC), lower overall bid estimates, and better ad rank.
When you use these tips as a guideline, your PPC strategy should be a winning one.