Click here. Seems easy enough doesn’t it? But there’s more to Pay-Per-Click advertising that meets the eye. For a PPC campaign to be truly effective, you need to be building your initial PPC strategies the right way. It’s a critical process that requires a lot of thought, a lot of research and targeted content.
Carefully crafted content and campaign creation go hand in hand when it comes to increasing your overall PPC conversion rate. It doesn’t stop there though; you need to dig deep to determine what targeted traffic will actually help to produce the best results for your PPC campaign. Here’s a few tips to get you started.
1. Review Your Keywords and Phrases
Targeting the right keywords and phrases is one of the most important steps to a successful PPC campaign – they’re the heart and soul of your campaign. So think outside the box with your keyword research; whilst some keywords may seem obviously relevant to your business it doesn’t necessarily mean that it’s relevant to the user intent too. For example, if you had a dog training business dog training, dog behaviour and dog discipline would all appear to be relevant keywords. At closer glance though, some of these keywords could simply be informational queries. More closely targeted keywords would be teaching dog discipline or dog behaviour training.
By reviewing your keywords and phrases, you’ll have a better directed PPC campaign. It can also be a great idea to create a ‘negative keyword’ list. This way, you can segment keywords and phrases that aren’t converting, producing or triggering ads that they shouldn’t you can add them to the negative list. By creating a negative keyword list you’ll waste less of your paid search campaign budget.
2. Write Super Clickable Call-to-Actions
Content is the driving force between call-to-actions that people want to click on, to ones that are simply ignored. Many PPC ads are the same tired and boring calls to action so it’s important to make your campaign stand out with content that are emotional, compelling and actionable.
Be specific with your calls to action and really nut out what it is you want your readers to do. Do you want them to sign up to your newsletter? Go to the landing page? Download an e-book? Once you have clearly visualised the reader’s path, you can funnel the most qualified leads down that conversion path.
PPC campaigns that make use of carefully crafted content become more clickable. The more you appeal to your potential customers’ desire, the more effective your campaign will be. Create ad copy that has a consistent message to your website, is compelling and specifically targeted to make a direct ask of your reader. The right keywords will play an important role in constructing this content so choose your words carefully.
3. Know Exactly Who You Are Targeting
No online marketing campaign will work without determining your exact target audience first. To effectively loop into the conversion side of your PPC campaign, you need to be 100% sure you know exactly who you are targeting. A rough idea doesn’t cut it, you need to do you research and be absolutely precise.
Without a well-defined target market for your PPC campaign it’s really not worth spending the time, money and resources on it. It’ll help your content creation for the campaign to perform at its peak and significantly boost those conversation rates to a much healthier level.
4. Leverage Mobile and Tablet Devices More
Mobile spending is constantly on the rise so it pays to ensure your PPC campaign caters to this target market too. In 2013 EMarketer indicated that mobile spend increased by 105% and since then, stats have shown a healthy growth in the use of mobile ads with nearly $95 billion revenues.
It makes sense then, that if your PPC campaigns aren’t utilising smartphone and tablet devices more you’re missing out on a huge audience of potential customers. Mobile ads tend to perform better from a conversion point of view than computer campaigns so if it’s in the right context of the market and industry – leverage it.
5. Test Your Ads
There’s no accurate predictions as to what ad will perform better than others, the only way you can be really sure is to test your ad first – especially if you’re new at PPC campaigns. There’s too many variations and predictions that can’t be made without properly testing the performance of two different ads first and comparing how people respond to both. Once you have clear winner, you can repeat the testing process again with a few subtle changes and see which one does better again. Then you’re good to go!