Pay-per-click (PPC) marketing is a version of digital, internet marketing that is designed to drive traffic to your website.
At its core, PPC marketing gives you the ability to buy visits to your website instead of earning visits organically. What makes PPC marketing a little different than other forms of advertising, is that you only pay when the ad is clicked on, not just when it is seen, hence the term pay-per-click.
When discussing PPC marketing, you probably think of the ads that you have seen while conducting searches on Google or Bing. You have probably heard of Google AdWords, Google’s PPC platform. Search engines give you the ability to buy ad space, via sponsored links, at the top of results when a consumer searches for a term or keyword related to your products or services. When done correctly, PPC marketing can pay huge dividends.
Below, we offer a few quick tips about how to do your PPC correctly.
1) Avoid using broad match keywords.
In Google AdWords, they give you five choices to determine when your ad will appear.
- exact match
- phrase match
- modified broad match
- broad match
- and negative keywords
If you select to use “broad match,” your ROI will take a dip as you will start getting clicks from people who weren’t really searching for what you offer. Another way to boost your ROI is to utilize negative keywords. Selecting negative keywords will ensure your ad does not appear when certain words are mentioned.
2) Create optimized landing pages.
Taking people from your PPC ad to your home page will not maximize your conversion rate. If you want to maximize results, you need to create landing pages that are specific to what the user was searching for. By creating landing pages, you will see an increase in conversion and ROI.
3) Make sure your strategy includes mobile.
It’s no secret that mobile search is just as important, if not more important, than desktop searches. In 2016, it was projected that half of all PPC clicks occurred on mobile devices.
4) Always retarget your visitors.
No matter how good your offer or landing page, you will always have a segment of potential customers who leave your site without converting to a customer. To maximize conversions, make sure you are retargeting this traffic. Retargeting is when you place a cookie, also known as a pixel, on your webpage that will allow you to stay in front of your potential customers as they continue surfing the web.
Need more help on your PPC marketing? Feel free to contact Creativedge Marketing today.