PPC (pay-per-click) advertising is an online marketing model that can help your business receive more organic traffic. Some common mistakes can hold your campaigns back from reaching their true potential, but you can make PPC work for you. To get the most out of your PPC advertisements and earn the ROI you’ve always dreamed of, use these 8 best practices.
A PPC monitoring tool can help you evaluate and improve the performance of your ads and marketing campaigns by setting goals related to search engine optimization. To track business growth through pay-per-click monitoring, you should use a tool that monitors metrics like:
By tracking your metrics, you can use the other PPC advertising practices discussed in this article more effectively. It’s easier to improve your ROI when you can see your pain points.
Feel free to use keywords that are common in your niche, but don’t rely on them for your traffic. A three-to-four word phrase that’s specific to your product will entice more paying customers. For example, “black high heel boots” will receive more clicks than “high heels” or “boots.” Their lack of popularity decreases competition, your SEO ranking, and the cost you’ll pay per click.
Negative keywords are words and phrases that don’t trigger your ad. This function is often underutilized because it seems unwise to block out a whole customer base from potentially clicking and seeing your products. However, if you do remove keywords from the list, you can separate on-lookers from serious buyers more effectively, which saves you money per click.
Whether you have a local business or not, you’ll have more luck attracting customers who feel they’re being spoken to directly. If you sell stationery out of California, but you have an online shop, have separate ads that speak to Californians, and another for other states. If you have a custom landing page based on a user's IP address, you can target those markets easier.
If a customer clicks and finds they’re in the wrong place, or they’ll have to spend time finding your product, they’ll leave your site. Create a landing page designated to your product and have your ad link directly to where your ad says they’ll land to keep your visitors and earn that sale.
Use a CTA (call-to-action) in all of your PPC ads because it entices people to click and browse your selection. A CTA that separates you from the competition will win you a click more often than not. If you’re offering value with free shipping or a discount, your customers will want to learn more. Encourage your searchers to act by letting them know what they can expect.
An A/B test is a user experience research method that consists of a randomized experiment of two variants. By issuing this test, you can compare two versions of an ad to see which one is more effective. You can save time and money by gathering data on what your customers prefer.