What is PPC?
It stands for Pay-Per-Click and it’s one of the main paid advertising methods.
PPC marketing can be extremely effective to generate traffic for your website. Achieving high search engine ranking is more difficult compared to the past but on the other side the number of search engines users has grown over time. This translates in a larger audience to be reached.
Many online entrepreneurs start with PPC marketing without:
- Knowing the basics of pay-per-click marketing
- Understanding how to configure their campaigns to obtain the results they want.
The obvious results are lack of sales and loss of money.
Would you like to avoid wasting your marketing budget?
Follow the 3 PPC marketing strategies below.
Focus On Long Tail Keywords
The easiest way to waste money with PPC marketing is using broad keyword phrases and single keywords. The reasons why you shouldn’t use those are:
- High competition and high bidding: if you sell a specific type of shoes simply bidding on the search term “shoes” will put you against all the companies that advertise shoes online via PPC marketing.
- Low targeting: you reduce the possibility for customers to find what they look for on your website because they might be looking for a type of shoe that you don’t sell.
Focus on long tail keywords (made of three / four terms), this will mean lower cost, lower volume but very targeted marketing.
An example of long tail keyword is “red high hill shoes”; this keyword will bring a lower amount of traffic to your website but it will guarantee a higher conversion rate because it represents a specific need for your audience.
Keep Control Over Your Budget
When you start with PPC marketing it’s very easy to spend too much money before knowing what works and what doesn’t.
Calculate carefully the daily budget you can afford to spend in the initial phase. Check your account daily to understand what you need to change in your campaigns.
For those who are not yet familiar with PPC marketing platforms like Google Adwords and Bing Ads, when you configure your campaign you will also choose your daily budget. Your ads will stop appearing in the search results as soon as your daily budget is reached.
Pay attention to your daily expenditure and results to avoid wasting your marketing budget in a matter of days due to campaigns not configured properly
Examples of campaign misconfigurations that can cost you money are incorrect keyword match type and missing negative keywords.
Make Things Easy For Your Customers
I have seen so many times ads sending customers to the homepage of a website. This is exactly the kind of mistake that you need to avoid.
The bounce rate (percentage of people who land on your website and leave without clicking anywhere) is high nowadays.
For this reason you need to make things easy for the users who click on your ads and reach to your website.
If you are selling “red high hill shoes” make sure your ads send users to a page that sells the exact product they expect to see. Try to be consistent between the ad and the content of your landing page to guarantee a smooth user experience and increase conversion.
It’s important to ensure that the information users are interested in (that has convinced them to click on your ad) is visible above the fold.
Don’t assume that users will find the information scrolling down and looking around your page. Most of them will simply leave from your website.
Keep ads and landing pages consistent. Show your users that they are in the right place.
It’s Time To Create Your PPC Campaigns!
In conclusion, by following the PPC marketing strategies covered in this post, you will:
- Drive targeted traffic to your website
- Ensure a good conversion rate
- Implement profitable campaigns
If you are willing to learn more about traffic strategies have a look at this program.
Good luck with your campaigns and always focus on targeted traffic!