Many business owners give AdWords pay-per-click marketing a try and quickly throw their hands up in defeat as they deplete their budget quickly and have nothing to show for it. A successful pay-per-click campaign requires extensive knowledge and testing, and even the smallest changes can make a huge impact on the overall performance of a PPC effort.
Best Tips for Pay Per Click(PPC) Google Adwords
Thousands of firms are promoting their product or service online, so how do you get yours noticed? Pay-per-click advertising can not only attract attention but go a long way to converting interest into sales. Follow our tips to set up your first pay-per-click advertising campaign. Use the following five tips to help make sure your AdWords pay-per-click effort produces a solid ROI.
1. Know what pay-per-click advertising is.
Pay-per-click advertising is otherwise known as sponsored links in prominent areas of search engine pages. To get listed here, you bid against other firms for keywords and search phrases that are relevant to your offer, but you only part with your cash when somebody actually clicks on your advert. If you bid more for a relevant search term than another company, you will appear above them in the sponsored links.
2. Have an objective.
Be clear about why you are advertising, as this will help you select appropriate keywords and write a persuasive advert.
3. Choose your keywords wisely.
The keywords or search phrases you bid on must reflect what your potential customers will type into a search engine when looking for your product or service. Be specific and experiment with different keywords by using abbreviations, everyday language and product codes. Google Keyword Planner will help you identify the right keywords for your campaign.
4. Write a persuasive advert.
Your link will be accompanied by a short advert, with a heading, small amount of text and URL link. Stay focused on giving your potential customer the information that will persuade them to click through to your website.
5. Link to a relevant landing page.
Direct your potential customer to a 'landing page' that is relevant to your advert, rather than taking them to your website homepage. Make it as easy as possible for someone to take the next step - whether that is a sale, a subscription or a sales enquiry.
6. Track your customer's journey and optimise.
Experiment with different keywords, approaches and budgets to discover which generates the best results for your business. You can track where users arrived from, how they interact with your site and whether or not they convert into customers with free tracking tools such as Google Analytics.
7. PPC Tracking
Pay-per-click advertising allows you to see where every penny is going, and it allows you to see exactly how much you are spending and how much revenue is coming in (by utilizing conversion tracking), down to what keywords and ads are producing the best results.
8. Combine PPC With Organic Search Marketing
In order to make your online advertising more effective it is a good idea to combine pay per click advertising with organic search marketing. When PPC and SEO are combined it can result in a business dominating the top of Google search results, both in the organic results as well as the paid ads.
Take a look at the example below of a search performed for "American express" and you will see that they have a paid ad on top along, the top listing, and the right sidebar information - they completely dominate the search results for their brand.
9. Optimize Your Landing Page
Google's quality score is a numeric value between 1 and 10 that is assigned to each keyword in the campaign. The quality score rewards advertisers that run high-quality ad campaigns and direct their traffic to relevant landing pages.
A basic breakdown of the quality score can be explained as:
A numeric value between 1 and 10 that indicates the relevancy of your keywords, ad copy, and the destination landing page.
You need to put a lot of emphasis on improving your quality score for several reasons. A high-quality score will result in your ads being shown more frequently and having a lower CPC. The following tips can help you improve your quality score:
It all starts with your ad copy and you need to make sure that it describes the product or service you are advertising. It is a good practice to use your keyword in the ad copy and headline. Creating several ads and customizing each to work with your target keywords can really help to improve the quality score.
Next you need to look at your landing page and make sure that the content is related to your ad copy and the product or service being advertised.
Run a Google Page Speed test to make sure that your landing page load time is acceptable and there isn't anything slowing your load time. A slow loading page provides the user with a bad experience and will result in them leaving your landing page quickly. Learn more about the Importance of Loading Time.
10. Utilize Site Links and Ad Extensions
Using site links allow you to include several additional calls to action in your ad copy. This really gives you a good way to test different calls to action in order to attract the user and get that click through.
As you scale your PPC campaign every little improvement you make has a greater impact on your overall spend. Take a look at the example ads below to see two really good examples of site links being used to attract clicks.Simply adding site links can help improve your click-through rate dramatically.
11. Increase Your PPC Budget & Grow
If your PPC advertising campaign is producing ROI why not scale it?
Some companies get scared when we discuss increasing the PPC budget, but when you look at numbers and examples it is easy to see how a successful PPC campaign can really help a business grow fast.
You can boost your revenue and ROI simply by scaling your PPC budget and making slight changes to get the ads performing better. This is one of the reasons many businesses chose to work with a professional Digital Agency in order to get their campaign performing at the highest level.
It is important that you think long-term with PPC, and in the beginning you need to expect to spend some money in order to test copy and landing pages, but once a winning formula is detected it can be scaled and really help your business revenue and ROI grow at staggering rates. We hope you found this article helpful.