Pay per click (PPC) advertising is an essential element of a comprehensive search engine optimization (SEO) strategy because it brings immediate results.
Businesses can achieve several goals with PPC, including brand visibility, identifying new leads, increasing traffic, and conversions. Creating a PPC campaign takes some strategic planning to ensure success.
Keyword research is one of the most important parts of a PPC campaign. The keyword you choose lets the search engines know when to display your ads. It is also critical that you choose the right keywords. Keywords and keyword phrases can be considered as a prospect search when there is an intent to buy something. That works best for PPC. Tips for selecting keywords:
- What is your target audience looking for specifically?
- Check out what the competition is doing.
- Be specific with your keywords.
- Look at keywords as far into the buying cycle as possible.
The better your keywords are, the more clicks you will get. Negative keywords are just as important, they filter out what you want to exclude.
Create a Killer Call to Action
Before creating the Call to Action (CTA), determine what goal are you trying to achieve with your ad. Once you know what you want to give, make sure that your target audience is getting what they want. Create the CTA around those two things. When you tell them to come here to get this, deliver what you promised.
Make sure the CTA in the ad matches the website or landing page as well. Successful CTA includes calls for prospective clients to interact, chat, call now, or a form to fill out.
Optimize Your Website or Landing Page
Analyze and audit your website and/or landing page so they work in conjunction with your ads. When prospects click on a PPC ad, it is because the content of the ad intrigued them, and they want to learn more. If the link takes them to a landing page or website that is unrelated, then the prospect will leave.
The prospect wants to learn more, there is something that your ad that left them wanting more. Which is why it is essential to create a landing page that coincides with the content.
In addition, make sure that your website or landing page is optimized for performance. Do they look good on a mobile device and a computer? If the prospect gets there and takes too much time to load or is not visually appealing on their device, they will not stay.
Don’t Forget to Test
Once the ad campaign is up and running, your work is not done. This is when you begin to track and measure performance and make changes to improve results. A great way to do it is with A/B testing. A/B testing is when you run almost two identical versions of the same ad at the same time, with one difference. You can modify the CTA or the keyword and see which one gets the best results. Once it is clear, cancel the non-producing ad so as not to waste money.
Motivate Prospects to Take Action
If you follow through on all the steps outlined here, your PPC campaign will be successful and you will see an improvement in your conversion rates. The best digital marketing strategies are the ones that are planned and implemented and then re-strategized and implemented.
As a top digital marketing agency, these are the steps we take when creating PPC campaigns to get the proven results.