The objective of a Pay-per-click (PPC) campaign is to yield measurable results quickly, so if you’re not seeing a significant boost in traffic to your website after implementing your campaign, it might be time to reassess its performance.
How do you ensure that your PPC campaign is as effective as it can be? Simple – by following the PPC tips below.
- Select your PPC keywords carefully
To deliver your message directly to your target audience, it’s important to know what keywords they’re using online. Not including keywords in your PPC adverts, or using incorrect keywords, could have a negative impact on your campaign. Remember that your PPC adverts must be relevant both to your market(s) and your content, so ensure that the keywords you use are well-aligned with your business or product. Include keywords in the advert title, as well as in the advert copy.
- Keep it simple
35 characters is not a lot to work with, so when it comes to choosing the wording for your PPC adverts, you need to consider each word very precisely. It’s recommended that you use language that is straightforward, yet also entices users to click on your advert. What is your product’s unique selling point or special feature? Focus on this, and always include a clear call-to-arms to encourage user response. Remember, you need to give users a reason to click through to your site.
If you’re unable to write the PPC advert yourself, get professionals to help you. The text contained within your advert is vitally important to the success of your campaign, and it is essential that each word – including every keyword – is carefully chosen.
- Time it right
When is the majority of your target market online? For optimum exposure, show your PPC ads during peak user times. Thus, if your audience is primarily online at night, or over weekends, ensure that your ads run during these periods. This is a sure-fire way of maximising ROI (return on investment) by decreasing wastage and increasing quality, highly-targeted traffic to your site.
- Create specific landing pages for your products
PPC is versatile, which means that if your website sells a variety of different products, it is possible to target specific items while continuing to market your entire product base.
A PPC campaign can be set up so that anyone clicking on your advert is taken directly to a product-specific page. Thus, if you’re selling clothing online, but your PPC campaign focuses specifically on men’s jeans, PPC can be set up in such a way that those who click on your advert are taken directly to the men’s jeans landing page (ie: the page on your site that provides information specific to the men’s jeans being advertised, such as descriptions, prices and so forth).
This will ensure that when potential clients click on your advert, they’ll be sent to the page on your site which is most relevant to their search, rather than being delivered to your home page where they might find a range of products they’re not really interested in. Linking products with the people who have specific intent to purchase them is at the cutting edge of smart, targeted marketing.
- Track your ads
By installing tracking software on your website, you’ll be able to monitor conversion rates and, thus, the success of your PPC campaign. After all, if users are not clicking on your advert, you’re wasting your money. Monitoring is a vital part of the PPC process, as it enables you to determine the success of your campaign and make adjustments accordingly.
Contact Purple Cow if you need a professional touch for your PPC campaign.