An effective way to improve the traffic to your business is to make the most out of pay-per-click (PPC) advertising. If you don’t have it yet, it’s time to consider getting one for your business.
PPC advertising can boost traffic to your website quickly, but some small businesses often make mistakes along the way that negatively affects their campaigns.
How PPC Advertising Works
In PPC advertising, marketers utilize programs to stipulate an amount they’re eager to pay for every visitor who drops by their websites.
A marketer can also indicate if they want their ads to show up in the search engine results or content blocks within websites or both.
Generally, it works as an auction-style approach in which the advertiser who bids the highest for a targeted keyword gets the best exposure.
Although it might seem simple, the majority of beginners create campaigns that produce minimal click-through. It might be due to incorrect keywords or an unattractive message.
If you’re eager to learn more about PPC advertising, checking out reliable providers such as Caffeine Bristol and others can provide you with a good start.
Tips To Improve Your PPC Campaign
If you want your advertising campaign to be successful, here are several tips to consider to create a winning PPC technique:
Steer Clear Of Broad Keywords
One of the biggest mistakes in PPC advertising is utilizing broad keywords. Although choosing general match placements can boost the exposure of your business, it’s likely to attract irrelevant traffic that can be costly in the long run.
You can avoid unnecessary expenses by focusing on specific phrases or keywords.
Target Advertising Campaigns Properly
Make sure you’re targeting the advertising campaigns correctly. One of the ways to boost efficiency is to make the most out of the features in PPC accounts so you can specify who can view the ads.
Some of the areas to consider when targeting your campaigns include:
- Time of the day. When your ads produce high conversions during a particular time, try to set them to run only during those periods.
- Micro-geographic focus. When creating an advertisement for a local business keyword, you can utilize the micro-geographic targeting features to choose specific zip codes where your ads will appear.
- Multiple countries. If you’re planning to advertise in several countries, create an ad group for each.
Match The Landing Pages
When a visitor from your PPC ad ends up on an irrelevant landing page, it can be detrimental to the sales process and lower the ad score of your business.
You’ll end up paying more for every click and gain less exposure than advertisers with higher scores.
The best way to avoid low relevance and landing page pairings is to limit the number of keywords. Doing so will ensure that your landing pages will stay relevant as much as possible.
Separate Search And Content Ad Placements
The search network placement is the PPC ads you’ll find in the search query results. The content network placement is the content block in websites.
When setting up their initial campaign, most new marketers choose both the search and content network, usually utilizing the exact keywords, content, and payment amount for every click.
Sadly, any specific queries and websites that trigger the content network placements are different from the results on the search network placements.
When you run similar ads on both, it can be expensive. It’s best to customize your keywords, ad copy, and keyword bids for every network to get the best results.
Utilize Negative Keywords
Negative keywords allow you to indicate where your ad shouldn’t appear. Sadly, the majority of marketers fail to use this approach.
Depending on the keyword or phrases you’re using, you can designate some of the words as negative keywords to lower the risk of irrelevant ad placements.
Test Your Advertisements
If you find it challenging to create a compelling ad copy, you’re not alone.
Unless you test various versions of ads to determine which works best, you can’t fully maximize the return of investment (ROI) of your PPC advertising campaign.
Most PPC platforms will allow you to create split tests that rotate various ads for your targeted keywords. One of the best ways to test is to adjust the settings of your ads.
Monitor Your Return On Investment
If you want to manage your PPC advertising campaign and boost your ROI effectively, you should determine which clicks are converting to sales.
One way to know for sure is linking your PPC account to Google Analytics. With this approach, you’ll learn which ads directed visitors to your page and which converted to sales.
Based on the information you’ll gain, you can make the necessary adjustments on your keyword bids or let go of less effective keywords and ads.