Pay Per Click Advertising is one of the most popular methods of advertising that has already been proven to increase your traffic and rate of conversions. If you want to attract more leads, PPC would be one of your best bets at success. However, without proper planning and monitoring, it could be difficult to compete against many other ads scattered all over the web.
To keep up with the competition and to optimize your PPC campaigns, here are 4 tactics you need to try:
Perhaps one of the most challenging parts of PPC Advertising is attracting people into actually clicking on the ad. How do you do this? Improve your ad copy into something people would actually like to read and know more about. The truth is, no matter how good you think your product or service is, if you don’t get past the stage of attraction, people would not be able to know about you and your brand.
First, you have to know what your target market wants and what they want to read. Most of the time, businesses go on about what they are and what their products and services are like, but this does not interest your customers if it has nothing to do with them. Since customers only seek out new products and services if they feel they can solve their problems, try to capture their attention by taking advantage of emotional triggers. Let them know what their problems are and how you could fix them. Keep it simple but memorable. If you can, create variations of it as well, so you can see which one brings in the most traffic.
Prevent Click Fraud
Click fraud can also be explained as an unwanted or illegitimate click. It’s when a non-user clicks on your ad and eventually drains your marketing funds.
They can be done by a direct competitor who wants your business to fail. It can also be done by websites where you place your ads on. By registering multiple clicks on your ad, the websites are generating revenue for themselves while your business and marketing funds suffer. They may do this by hiring people to click repeatedly. They may also do this through automated software. You notice a click fraud when you observe heaps of clicks on your ads but no conversions. This is harmful to your business because it’s costing you a lot of money. To avoid loss, you need to learn the importance of click fraud detection. You need to limit the exposure of your ad by filtering out click fraudsters and identifying IP addresses registering fraudulent clicks. Once you detect the fraudulent clicks, you can report them to Google to get a refund. There are a few tools available like Clickcease to detect and report fraudulent clicks. These systems allow you to block specific IP addresses.
While it is acceptable to link your campaigns to your home page, it normally doesn’t motivate your visitors to take action. There may be a chance that your visitors would start exploring from your homepage, but most of the time, they’d leave without converting. This is why you have to build your own landing page. A landing page is a standalone web page that contains everything your potential lead needs to know. When people click on your ad, this is where you’d want them to be taken. There are fewer distractions and enough motivation for them to take action.
Depending on your business or what you want to collect from your visitors, you may choose between a lead generation landing page and a click-through landing page. A lead generation landing page encourages your visitors through a web form to give personal data such as their names and email addresses. Meanwhile, a click-through landing page is commonly used for e-commerce businesses.
It may sound easy, but picking out the best keywords that drive traffic could be tedious. Even if you believe you have the best products and services, using weak keywords will do you no good, and all your efforts will go down the drain. You don’t want that to happen.
To make sure your target market gets to see your campaigns, you have to look for the right PPC keywords. A keyword tool or keyword generator is useful when you want to look up keyword recommendations that people actually use. When you pick out and use keywords that people actually use, you’re already one step ahead of the game. You don’t have to scour the internet for potential customers because they will come to you instead.
You can also try using negative keywords to keep your ads from sites or content you don’t want your brand to be associated with. For example, if you sell cars, you don’t want your ad to be featured on pages that contain keywords such as “accident” or “crash”.
PPC Advertising is not scattering campaigns all over the place hoping people get to see them. It requires strategy and analysis. To keep your brand at the top of the game, start optimizing your PPC campaigns with these strategies and see your traffic and conversion rates push through the roof.