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How to maximize your pay per click (PPC) campaign

By Accent Media / Posted 14 Apr, 2018 / 0 comments

As more entrepreneur and small business owners venture into online or internet marketing, often times it can be challenging to understand how to utilize the tools available to them to ensure they are maximizing the amount of advertising dollars spent.

Pay per click (PPC) campaigns are not the traditional style of campaign where you create an ad copy and then are able to what we say in the digital marketing world is “set it and forget it.” This philosophy often times creates excessive spending with small return. This frequently will lead to a business deciding that the marketing is ineffective, or unprofitable. In order to create profitable and effective internet marketing you will need to ensure you are doing the following.

  1. Read the metrics- this is one of the best benefits of having an internet marketing campaign, pay per click (PPC) campaigns will measure effectiveness of your keywords used, also you are able to do contrast and comparison between two campaigns called A/B testing. By doing this you can determine which ad copy is the best for a specific campaign. So, testing new ad copy frequently and utilizing the metrics you will be able to develop a campaign that can maximize the ad dollars invested.
  2. Utilize the keyword finder so that you are not missing potential keywords that could lead to capturing more clients. It has been seen that many small business owners or entrepreneurs will choose to utilize broad match keyword on the pay per click (PPC) campaign which will lead to often times missing keywords that are more profitable. When developing your campaign digging in and finding these keywords that are not being attributed to a broad match keyword campaign will be more cost effective frequently since you have taken the extra time to develop your keywords. Also, utilizing negative keywords in your pay per click (PPC) campaign you can ensure that you are not receiving clicks to your ad that are not specifically searching for your product. Let’s use a baseball hat as an example of your product, by using hat as a keyword, your product may show when someone searches cowboy hat. It is easy to see the importance of utilizing negative keywords to ensure you are not having your pay per click (PPC) ad show when you do not want it to. By doing this it will improve some of the metrics that the internet search companies measure to determine ad placement such as click through rate.
  3. Specific landing pages are a must. If your company sells sporting goods and one of the products is a baseball hat, when a customer click on your ad they are hoping to see a baseball hat on your web page. It is frequently a point of frustration for your customer to search for a specific product, to click on your pay per click (PPC) ad and to be directed to your home page on your website or even your contact page of your website. This takes extra time during set up, but ensuring your pages are related to the keyword will develop a much better conversion rate per click, and this will translate to a greater profitability in your pay per click (PPC) campaign.
  4. Geo Fencing is a way for the small business or entrepreneur to effectively capture customers that are searching them in a specific area. If your business is regional and not national it is imperative that you set your target area for your pay per click (PPC) campaign otherwise you will find that your ad will show up in areas that you are not in. This will dramatically increase your profitability and lower cost in your online campaign.
  5. As an entrepreneur or small business owner in a service industry or sales focused, hearing your phone ring is what gets you excited. Take advantage of the click to call functionality, by offering the consumer the ability to call directly from your internet ad with a click to call functionality can get your phone ringing. Consumers are more and more frequently moving from desktop searching to mobile searching, Click to Call technology is taking advantage of this trend. Your consumer searches for your service, for example electrician, while on their cell phone, when your ad appears there is a button (because you set up the click to call function) that will allow the customer to dial your number directly from that spot without looking for your number and then typing it in. Click to call will increase your customers ability to connect with you immediately, they are searching you in that moment and are interested in your service, product or offer. This will improve conversion by ensuring that there is no lag time between your customers interest and your ability to speak with them. Set up your click to call function on your online campaign to improve your results.

 

With all of this it is important to remember that the most successful internet marketing campaigns are frequently reviewed and tested to maximize the results that are being achieved. If you are unable to spend the time on your campaign to achieve the results you desire, many entrepreneurs or small business owners will invest in a Digital Marketing company.