When it comes to making the most out of an online campaign, pay per click marketing is a very key component, though it can quickly become expensive and overwhelming. Know that you are not alone in the struggle to find the commitment needed to run a successful campaign. The following are a few tips to keep in mind when you embark on your next marketing campaign to ensure you generate a good return on investment.
1. Consider a negative campaign.
This is not meant to imply that you should bash your competitors with your advertisements. Rather, you may want to use negative keywords for your PPC campaign, which is something that is often underused in marketing. These keywords are meant to avoid displaying ads to those who search a particular word with your company name. For example, if you want to sell new cars, you would probably want to put the word “used” on the negative list so that people searching for new cars don’t click your ads, waste your money and never make a purchase.
2. Pay attention to location.
If you’re a business looking to sell products to local residents in Texas, you don’t want someone living in Hawaii to click on your ads and waste your precious PPC dollars. This happens all too often when unsophisticated users pay no mind to location when clicking advertisements. Fortunately, some search engines permit geo-location features to target specific locations based on keywords or IP addresses.
3. Make a great offer.
Though it seems like an obvious technique, it’s important to make sure your advertisement stands out. Are you offering some kind of incentive to lure people to clicking your advertisement? It helps to use words like “Free Download,” “Learn More” or even “Free Shipping.” Tell your prospective customers what they can expect if they make just one little click.
4. Use long tail keywords.
For those who do not know, long tail keywords are phrases that are three or four words long and specifically apply to the product you want to sell. Long tail keywords work out rather well since visitors have a habit of using very specific phrases in order to search for what they want. If your site comes up when searching these phrases, then your conversion rate will be considerably higher.
For an example, someone might be looking for a pair of pants and would subsequently type “pants” to do some research. When he knows he wants to make a purchase, then he’ll start to type “long men’s skinny jeans” after narrowing down exactly what it is he wants. By adding some words with high intent behind them, such as “buy” or “where to buy,” you can nab visitors looking to make an actual purchase.
5. Time ads properly.
Not only can you target specific locations, but you can target certain time periods as well. Check to see when your ads have the top conversion rate. For example, if you find you have hundreds of people clicking your ad in the middle of the night and haven’t had a single sale, why not just turn off advertisements during that period of time?
6. Don’t neglect your landing page.
Far too often, marketers take the time to set up their campaigns but end up pointing visitors to the home page. This is not a sufficient landing page; it is important to create a separate page that will continue where the advertisement left off. Without this, it is very easy to lose the visitor in the additional, unrelated content and subsequently lose a sale in the process.
7. Learn keyword generators, but only a little.
It can help to try out some keyword generators when you’re first looking for ones that will work. The big search engines themselves actually offer some generators to help you get started, but you don’t want to rely on these too much. After all, the human touch cannot be beaten by a computer generator, and you would know better than anything else how you personally search the Internet.
8. Understand Google’s Quality Score.
The Google Quality Score is what the company uses to figure out how your AdWords account ranks and determines exactly where the advertisements you want placed will go. As long as you keep this score high, which is done by providing quality ads on a regular basis while meeting all of the rules set by Google, you should have no problem having good ad placement and a better chance at a higher conversion rate.
These are just some of the many tips to keep in mind with pay per click advertising.