Many organizations are marketing their products and services online. If you have a business website, PPC advertising can be an effective way to get visitors and make sales. This type of advertising will not only draw in the attention of your target audience, but will increase your conversions. Knowing this, how do you implement PPC marketing so that it’s profitable? There is no real secret to it. It is not about a single trick, but rather having tactical expertise and comprehensive knowledge in this type of advertising. In other words, it is more than choosing and bidding on keywords. Let’s take a look at how you can create and run a PPC advertising campaign the right way.
Have an Objective
The first thing you need is an objective. What are you looking to achieve? Are you simply trying to drive targeted traffic to your site or are you trying to make sales? Maybe you are looking to gain subscribers to your newsletter. You need to be clear and focused on exactly why you are marketing in the first place since this will ultimately help you choose relevant keywords and craft up persuasive ads.
Keyword Research and Selection
When beginning a PPC campaign, you will need to:
- Choose relevant keywords and keyword phrases to your business
- Choose keywords that indicate high purchase intent or are inventory related
- Research both global and local frequency and costs
- Create multiple campaigns and organize them around different keyword themes
Create Compelling Offers in 95 Characters
Why should your viewers buy your products or services? This is something you need to really weigh in your mind so you can come up with a strong value proposition. Give your viewers more value than your competitors. You only have 95 characters to come up with a compelling enough offer to reach your audience and captivate them enough to click on your ads. Inside these 95 characters you have a headline that is 25 characters long and a couple description lines that are 35 characters long so it is important that you are clear and very concise in your ad copy.
Mix in Organic Search Marketing
To be more effective with your online advertising, you should combine your PPC advertising campaigns with a little bit of organic search marketing as well. Combining both SEO and PPC can help you dominate the top search results in Google with both paid ads and organic results. When consumers are doing a search and see that a brand dominates both areas, they will most likely see that brand as an industry leader and might be more inclined to click through. By combining the two, you will cover both areas since some customers trust organic results and others paid results.
To Go Mobile or Not
Last, if you do not have a mobile website that is transactional, solid mobile assets or a good enough reason for customers to do a local search (i.e. you own a local business), you might want to exclude mobile devices. Yes, mobile browsing is growing exponentially these days, but it is really about running intelligent and efficient PPC advertising ads.