How To Do PPC The Right Way

Venturing into pay per click advertising can be a daunting decision for small or startup businesses, but once it’s successful, it’s certainly a worthwhile investment. Know, however, that you won’t make the perfect PPC ad on your first try. It requires a significant amount of knowledge and experience, but there is a way to separate a good PPC ad from a bad one. Here are some tips to help you avoid a failed PPC campaign.

business-meetingStart With a Concrete Plan

Before you even start going on Google, Bing, Yahoo, or Facebook, you have to formulate a plan for your ads.

What is the goal of your ads? To get conversions? Clicks? Raise brand awareness? Marketing lead generation? By rounding up your goal for your campaign, your materials will be created specifically to achieve that goal, and not to just generally appeal to your audience.

Identify Your Target Audience

Let’s be realistic, there are millions of users on the internet. Although it would be nice to have all of them buy your products, it’s simply not realistic. Your best bet would be to find those people who are most likely to do so, specifically audiences that are within your business area.

Fortunately, Google AdWords has targeting features that allow you to pinpoint audiences by gender, age, location, interests, income, occupation, and etc. So if your main audience is women aged 30-40 in New York, you can simply adjust the settings so that your ads will display to those people.

Use the Right Keywords

It’s also important to understand your customers’ behavior and decision-making process. What would make them click your ad? What would people be searching when they’re looking for your product or service?

You can also try adding the location you’re targeting. For example, “spa New York”, or “affordable spas New York”. Do some keyword research to find out which keywords would be most effective and worth bidding in.

websiteCreate an Optimized Landing Page

After you’ve successfully led your target audience to click on your ad, your next job now is to retain them and compel them to convert. How do you do that? With an optimized landing page.

An ideal landing page looks attractive, and more importantly, matches your branding. When a visitor arrives at your page, they should be able to have an idea on what it is about. The pages should be easily navigable. It should be convenient enough to use for your audience that they won’t be confused where to go.

It’s ideal to create a landing page for your campaigns. When the ad encourages them to sign up for an account, the link should lead them to the account setup page. That way, it’s easy for them to perform the action you wanted them to do.

Experiment With Different Strategies

Practice makes perfect. Luckily, you aren’t without guidance because you have the analytics available at your disposal. With analytics, you can see which strategies you employed in your campaigns worked well and which didn’t. This will allow you to tweak your campaign to make sure it’s at its best, and it can also help you improve the future ones.

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Launching a successful campaign definitely isn’t easy, and for the busy business owner, it can be quite time-consuming to maintain them as well. One pro tip is to outsource your PPC campaign management to a trusted digital marketing company.

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Things To Keep In Mind With PPC

The power of PPC is something that businesses can’t ignore. If you’re looking to make sales quickly, investing in paid advertising is usually recommended. Paid ads are also helpful if you want to promote during a limited time period, like a Christmas or a Black Friday sale.

Compared to SEO, it takes considerably less time for you to start seeing results. But that doesn’t make the work any easier. That’s why many business owners make use of pay per click advertising services to save them the trouble.

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But even if you’re getting someone else do the dirty work, it never hurts to have some knowledge on how to make your paid campaigns more successful, right? Here’s a couple things to keep in mind:

Always Do Your Research on Keywords

Using the right and relevant keywords for your ads ensures that people will be able to see your ads in the search results. Take the time to study long-tail search terms. Commonly used keywords for your brands and products tend to have too much competition.

For example, if you’re running a car rental company, don’t settle for keywords like “rent a car” and “car rentals”. You’ll be fighting with thousands of other car rental businesses. Instead, try those that include where you are, like “rent a car in Brooklyn” or “budget car rentals in West End”.

Keyword research tools are extremely useful in this aspect since most of them also let you check on what your competitors are using.

Make Good Use of Geolocation

Although often ignored by many advertisers, geolocating is a very useful tool to target local or international customers. Instead of indiscriminately advertising to every user in the world, you can have your ads displayed only at particular regions of your choosing. You can take it further and set the hours for when you want your ads to appear the most. This lets you save more of your budget on clicks.

Work on Your Ad Copy

Good copywriting is a must if you want to make the most out of your paid ads. You only have a limited number of characters to work with, so you have to make every word count. Make sure to be clear and concise with your message and include relevant terms. Don’t forget to use calls-to-action. You can also include your business’s contact numbers if you have any–which you should in the first place.

It’s Not Always About the Clicks

One thing you should always remind yourself is that with PPC campaigns, getting people to click on your ads is not your end goal. Yes, getting clicks can be good, but remember that you’re paying for each click. Producing conversions is what you should be focusing on. As much as possible, you should turn every click into a sale. And if you don’t get clicks or sales? Well, at least your brand gets exposure. Your name will be easier to remember next time.

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So whether or not you hired a personal assistant company to do your pay per click ads for you, knowledge on PPC is always good to have. You’ll never know when you’ll find yourself making use of it.

Using Location to Maximize Foot Traffic for Your Business

Some local brick and mortar businesses—physical stores like gyms, restaurants, and clothes shops—need a boost in foot traffic in real life, and luckily for this generation, one of the ways to get there is to acquire site traffic first. It doesn’t necessarily mean people have to see your website before they’ll be able to visit your store, but the exposure your brand gets online helps. This exposure could take the form of social media presence or a PPC campaign, both of which various business owners get a personal virtual assistant to handle.

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In 2017, Google Maps’ ad traffic was on a constant rise thanks to the “get location details” click type. Why should this news matter to you as an entrepreneur? Well, for one your business definitely needs the internet’s support because these days, people do their research online before they decide to buy your products or try your services.

So if you’re set out to get more foot traffic while trying your hand at PPC, this article is for you. Here’s why you should setup location information to acquire more visitors to your physical store.

1. Search Intent Is Becoming More Local

With technology offering advanced tools like Google Earth and Maps, it’s no wonder people decide to ask search engines where their local barber shop or deli is. But research has shown that people are only willing to visits shops near their location.

According to Access, people are willing to travel around 8 to 12 minutes for restaurants, gyms, and grocery shops, 13 to 16 minutes for car shops and salons, and 17 to 20 minutes for cinemas and clothes shops. Of course, that’s not to say people won’t be willing to visit your store.

InternetSurfing

One of the ways you can assure customers will walk in to your shop is through by making your location information easy to find. You can do this by using addresses, cross streets, and maps to show your location.

Since you can’t control Google’s algorithm, if you don’t appear on the first page, provide links that can make your store easier to find. The easier people are able to find your physical shop through visuals like Maps, the more likely they’ll be interested in visiting.

2. Addresses Can Be Simple Enough to Comprehend, and Easier for Users to Visualize

Sure, addresses are easy to understand. As a searcher though, instead of finding Panama Street, it’s more convenient to know the ice cream parlor on Panama Street is around 5 miles away from your current location. It also helps to let customers know they only have to walk or ride for 10 minutes to get to your shop from where they are.

Additionally, you can include landmarks near your area to help customers. Convenient for customers; good for your business.

3. Google Might Start Monetizing Maps’ Ad Traffic

Because Google Maps’ ad traffic continues to rise, marketers deploy location extensions on their Google PPC campaigns and don’t necessarily have to do much. However, because mobile searches are significantly higher than tablet and desktop searches, mobile maps traffic is more expensive than other search traffic.

On a more specific note, using location extensions on Google AdWords increases the chances of in-store purchases rather than online conversions. So this is the best method for brick and mortar businesses should they need more customers to walk in to their physical shops.

PPC-ChartLocations play a powerful role when it comes to brick and mortar businesses. It can help get more people walk into your shop, and increase the chances of real-life purchases. This is a method any PPC advertising service provider can assist you with, should you need more visitors to your store. And when in doubt, go ahead and experiment until you find the right strategies for your PPC campaign.