Implementing a Successful Pay per Click Campaign
A pay per click (PPC) program can turn out to be a cost-intensive marketing tool, but the investment can be recouped easily with high conversion rates. Getting the right traffic and turning those clicks into profit is possible with a sensible, well-conceptualized, and constantly optimized advertising campaign.
Ads positioning is an important aspect of pay for click ads. Advertisements that are placed on the right channel and delivered to target viewers typically have better chances of being clicked than ads that are posted haphazardly. Ad platforms usually offer filters for location, age, or gender to limit ads viewing to a specific audience, but all these do not guarantee that web users will click on the ads. Getting high click-through and conversion rates necessitates the use of best practices in internet advertising. Here are proven tips that can be used in implementing highly effective and successful pay per click campaigns: 1. Use focused keywords
Finding the most searched and trending broad keywords for a niche may deliver great traffic to advertiser’s site but these are more costly and have less likelihood of attracting viewers that are likely to make a purchase. The use of niche keywords or long tail keywords can prove to be beneficial in several ways. Aside from narrowing down the viewers to those who are actively and directly seeking the product or services referred to in the ads, focused keywords have less competition and lower cost than broad keywords. 2. Constantly review and modify keywords Good keywords are only viable for a time or for an occasion and need to be changed at some point to suit advertiser requirements. Continuous keyword review and research are indispensable in pay per click marketing. Adding relevant keywords will expand the reach of the ads; deleting ineffective and expensive ones will lessen advertising cost. Using negative keywords to block off non-performing terms can reduce advertising costs to some degree. Always remember to place keywords on the ads and on the landing page. 3. Use appropriate and attention-grabbing headlines and content on short ads space One or two-liner paid search advertisements are micro-blogs that should contain condensed but relevant descriptions of products or services being offered. A catchy, concise, appropriate and grammatically correct marketing pitch conveys a credible and high quality image for products and services, increasing positive response from viewers. 4. Ensure superb content on landing page or object pages of PPC ads
The landing page must contain interesting and highly useful information and an enticing call to action that will prompt a viewer to take a desired response, like filling out order forms or calling a phone number to arrange for purchase and delivery. The object page of clicked ads should be constantly modified and aligned with search queries to increase conversion rates. Having excellent content raises the quality score of the advertiser’s account, which is one of the two factors used by major search advertising networks for awarding the winning ads in automated keywords bidding. A high quality score will benefit the advertiser because this will lessen the final bid amount and consequently, the pay per click advertising cost. 5. Use Ad Extensions wisely Extensions add more value to paid traffic ads and should be used when available. Extensions are placed right after the paid search ads and may take the form of five-star rating, accreditation seal, certificate, business address, contact number, or any business promotions. 6. Test all aspects of a PPC advertisement to make sure that the best combination is being used Experiment on the most effective keywords by evaluating click-through rates for keywords. Landing pages should likewise be reviewed and modified based on what will work best with the search terms used by viewers. Virtually every aspect of a PPC program can be tested to find the most effective blend. Systematic and vigilant monitoring combined with appropriate and timely adjustments help ensure the success of ad campaigns. Read the full article
