You have probably seen those ads on top of the results page each time you search on Google?
Those are Pay-Per-Click ads or PPC. You’ll find them on Google search results and on different websites throughout the internet. These are tools you can use to drive traffic to your site and raise sales and enquiry rates.
As a matter of fact, people who click on PPC ads are more likely to purchase something. Their rate of conversion is 50% higher than those who landed on sites through organic searches.
PPC marketing is different from digital and SEO marketing because you have to pay for it. You don’t rely on organic methods to bring customers to your site.
A little confused or uncertain how it works? Not sure if it’s the method you should utilize for your business?
Read on to discover more and it all begins with understanding the nature of PPC ads:
What Is PPC Marketing?
Pay-Per-Click marketing works exactly as it sounds: you place marketing ads on websites and pay the host every time a visitor clicks on the ad. Through that ad, the visitor lands on one of your pages. The objective is for visitors to hit one of your goals, which could be any of the following:
- Making a purchase
- Signing up for newsletters
- Paid membership registration
- Engaging or sharing content
Of course, PPC marketing can go wrong in many ways. With the wrong strategy, you could end up spending money but not getting conversions. People might click those ads but not find what they need so they’ll bounce out before you can profit.
Strategy #1: The Perfect Landing Pages
One important step to avoid that problem is to have the perfect landing page.
These are pages that visitors reach after clicking on a PPC ad. This is the first page they’ll reach so it has to deliver on their expectations.
If they clicked an ad that marketed basketball shoes, they better land on a product page that lets them buy excellent basketball shoes. Don’t bring them to a subscription page or blog page because that’s not what they hoped to find based on the ad they saw.
Make sure the page is informative, simple and clean, and there’s a clear Call-to-Action like a shopping cart button or subscription form. You also have to make sure it loads fast too. A single second longer to load leads to a 7% drop in conversion rates.
Strategy #2: Keyword Research
A compelling PPC campaign begins with keyword research. In many ways, it’s similar to how you would do keyword research for Search Engine Optimization (SEO). The difference is that you want to target keywords for a very specific niche for each landing page you have.
You want to go for high-volume but low-competition keywords. They’re not easy to find but there is one method of grabbing them: narrowing down to niche searches.
Start with the broad strokes. If, for example, your site sells coffee beans you might list down “coffee beans” as a keyword. That’s too generic and the competition for that is too high to spend money on.
Narrow it down to “Arabica coffee beans” and go even further to “Arabica coffee beans dark roast.” This eliminates all the fluff and ensures people who click on your ad are looking specifically for that product.
Make it a habit to use tools like Google Keyword Planner, which is part of Google AdWords. It lets you see which keywords are trending, which keyword variations you can use, and more.
One other technique is to use geomarketing with your keywords.
Strategy #3: Laser-Focused Geomarketing
Geomarketing is about focusing your campaign on specific locations.
This could mean using keyword phrases such as “Arabica coffee beans sale in London,” for example. It targets users searching for products and services in one area.
One of the major advantages of this is that you can cut down the bounce rate of your landing pages. Right from the start, you can prevent people from Ireland clicking on ads designed for people in England.
It also means your niche is smaller and that leads to less competition. You can dominate the local marketing area and use the geomarketed keywords to your advantage.
One of the downsides here is that you’re focusing only on profitable conversions but not brand-building. Broader strokes in your PPC marketing campaign help build the reputation of your brand and you won’t get that here.
That’s why you need to pair your PPC campaign with traditional, organic SEO efforts.
Strategy #4: Pair PPC With SEO
Don’t focus only on PPC and don’t focus only on SEO.
The trick here is to put them together and let them complement each other. SEO and PPC are different and they come with their own list of pros and cons but you can use them to boost your marketing and hit your goals.
If you put effort into SEO, you can land on the top ranking SERP results. If your PPC ads also land on top of the organic search results, you’ll dominate the market. People will see your company brand regardless if they click on organic results or paid ads and this boosts the chances you earning from them.
There is an issue, of course, if you have a limited budget. The good thing about PPC marketing, however, is that you can set a fixed budget on it to make sure you don’t overspend. Google will stop displaying your PPC ads once you’ve spent your daily limit.
What this means is that you can set aside a reasonable budget for a PPC campaign and then allocate the other resources for SEO. This creates a win-win situation wherein you can use both to rake in profits and more visitors.
Start Your PPC Campaign Today
PPC marketing can lead to a surge of new customers. You’ll get more leads, more conversions, and more profit.
That is if and only if your marketing campaign works.
You can start perfecting your PPC efforts by hiring only the best experts in the field. We can provide you with the best PPC consultation and build your marketing from the ground up.
Give us a call at any time and get started with a strong, profitable PPC campaign!