As a business or enterprise owner, you probably feel the pressure to stand out in an increasingly competitive market. The answer is simple: digital marketing! And there is one particular type of online marketing that can bring amazing results for your brand and business: Pay-Per-Click advertising.
With many small businesses on a tight budget, paid marketing is visible as an unaffordable advertising strategy. But it doesn’t necessarily have to be that way! Implementing a successful paid marketing campaign doesn’t always mean splurging on cost-per-click or other forms of PPC (pay-per-click) advertising. Today we’re looking at how to get the most out of your business advertising budget by focusing on high-quality and low-cost PPC strategies.
No matter how well you prepare and execute your advertising campaign, there will always be situations that you will need to improvise and optimize accordingly. This article is about some of the typical “what-ifs” you may encounter and how you can devise your way out of them through your inventive ability to showcase PPC campaigns.
Future Possibilities of PPC strategies
What exactly is the secret of making your website more attractive? How do you go from a site with low-quality content to one with great content? With traffic coming in, you better know how to attract people.
Here are some things all successful PPC marketers should do without fail:
Understand Your Opportunities
Before investing too much in an ad campaign, try running it for just a few days and see how it goes. Are there any traps you fall into that could potentially cost you money? If so, try to avoid them. AdWords is brutal, and many small mistakes can cost you big time (and usually money). Finding out what your efforts will measure up against will give you enough leverage to turn projects into resources for your business.
Not many people realize this, but Google requires that you have a high customer satisfaction score before they advertise on your website. Your conversion rate will tell you whether you are meeting these criteria or not. A high conversion rate indicates that your advertising has effectively got your prospective customers to reach your page.
Ad extensions are worth it- Make each click count
Ad extensions are the online equivalent of a snowball fight. The same approach is instrumental in creating a lead or addressing other people in your target audience. Ad extensions are a tricky business. Advertisers and publishers have to be careful with their bids and target users who will pay attention. Additionally, publishers who choose for an extended period to be in the top local results may also lose potential revenue.
The secret is to make each click count. The more you click, the more you increase the attractiveness of your ad, and the more people will see it.
Focus on optimization of landing pages
Optimize your landing page by adding autofill boxes with crucial terms and optional validation for clicks. Add CTAs (call-to-actions) to direct visitors to contact you or make them consider your offer.
Optimize the content based on how presentation and display occur, using meta descriptions, keywords, and images to let search engines know what value each item provides.
Use calls to action for standard sections of the site like Gallery, FAQs, Contact Us, Pricing & Reviews.
Bookmark them, so they are up-to-date and easily accessible via the Internet. Use citable sources so relevant content is available for search engines to index, which, in turn, delivers more relevant results.
Know your numbers and when to go big
Adwords is a two-step process: you create a keyword phrase, and then you bid for it. The advertiser bids for the first half of the ad, and you figure out how much to spend. Two variables determine how much you spend and for how long. Questions like how long you keep the lead (for building clicks) and how much longer you want the audience to stay on your site become relevant.
One of the most important things to do before starting an Adwords campaign is determining the budget and timing. By knowing your goals and estimating costs, you can ensure that spending money doesn’t contribute to more waste.
For instance, if you only want to be paid $100 for your ad, it will be more effective to spend $500 than $1000 on it. Another reason is that knowing how much compensation you will receive for each click, you know if you’re getting along with the client productively.
Push to your limit and know your conversion rate
Do you know the difference between display and search network ad spending? The answer might surprise you. Display network ads are cheaper and more accessible for small businesses to set up than other types of ad spending. Search network ads are more expensive until you get up into the higher budgets for search network advertisers.
If you have a huge budget and you are the kind of person that just can’t let anything get by, then display network campaigns might be right for you. On the other hand, if you’re starting with a small budget that will only pay for things when done, you should probably go with search network campaigns.
Advertisers tend to think like businesses because they want to populate their sites with as much relevant information as possible for potential customers. They may be willing to spend more on how much attention they get from Google searches vs. displaying their company’s information on other sites.
In fact, it’s often better to focus your spending on search network campaigns. Display network ads address the needs of most consumers, while search network advertising targets a more specific audience.
One of the significant reasons why PPC advertising is considered one of the most successful forms of online advertising is the long-term bonuses associated with it. Increasingly, businesses are turning to pay-per-click advertising because they have seen the value in reaching out to a new customer. Hence, please make a note to hire a PPC expert to engage with the customers over a long-term relationship – whether it’s through email, social media, phone calls, or text messages.