Making the Most of a PPC Campaign
As a business owner, you’re likely to have heard of the term pay-per-click (PPC) advertising, especially as digital marketing becomes even more prominent. PPC has been proven effective time and again, specifically for businesses with small budgets.
It works for such a niche because of it being highly targeted in nature. What this means is that PPC is flexible enough to target visitors at all stages of the so-called ‘buying funnel,’ which details the process involved when people are deciding to buy something. This flexibility allows for more opportunities for business growth in the long run.
But, not all businesses are doing things the right way, and they’re losing money in the process. So, how can a PPC budget be maximized in terms of performance per dollar?
Get Rid of Negative Keywords
Selecting irrelevant keywords for digital marketing is a mortal sin. As such, negative keywords come into play. These are search terms no company would want to associate themselves with. For instance, anyone who owns a women’s dress shop with different styles in stock, but no wedding dresses at all, would not want to rank for the term wedding dress. Disassociating oneself with the negative keyword will work wonders, since the company wouldn’t show up as a suggestion when someone searches for wedding dresses.
DO NOT Send People to the Homepage
PPC is noted for being targeted, not for being general. An ad that sells a particular product or service must end up on that offering’s specified landing page, and not the company homepage. It doesn’t matter if the website itself is very easy to navigate — the extra effort to find that one product or service on the homepage may mean lost time for the visitor, and lost revenue potential for the business. People need to find what they’re looking for fast.
Always Include a Call to Action
This goes back to an age-old advertising concept that everyone in the business should know. Including a call to action is critical since it’ll directly influence clickthrough rates. But, mere calls-to-action aren’t the be-all-end-all; everything has to be relevant and delivered with appropriate terms. For instance, of these three phrases — view more, browse now, buy now — the latter (buy now) is the most effective. Why? Buyers are enticed to directly purchase that one product, and they expect to not have further troubles browsing a large queue, where they might be made to think again.