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Ensuring visibility in the search engines is one of the major tasks that all businesses need to tackle to conduct a successful online marketing campaign. PPC (Pay-Per-Click) is perhaps the best way to make you visible in search engines. Another crucial thing is the visibility of your business on social media – PPC can also help you with that!
Even though you will have to plan some initial budget to cover the costs of setting up ads and bidding on the keywords, a PPC campaign is an investment, which, when done right, can bring you about a lot of revenue and customers!
Oh, you are not sure how to do your PPC campaign right? Don’t worry! In this article, I will present several things to take into account when creating and adjusting your PPC campaign, that will allow you to make the most out of it! I will focus on two of the biggest PPC platforms – Google AdWords and Facebook Ads.
Make sure your ads provide value to your customers
Customers are not stupid. They are more than able to make conscious decisions and choose what’s rationally the best for them. This is why your PPC ads need to provide something valuable to them. This is not only about a good price or a set of keywords that responds to their needs. It’s also about forming a relationship between them and your business. The important thing is that you only have one ad to make the good first impression and plant the seeds of trust (which in today’s highly competitive business world is extremely valuable).
There is a couple of things you can take care of in order to make your ads more compelling. First of all, the visual side. They say you eat with your eyes first and that means you can buy with your eyes. An engaging graphic or a video as well as the right use of colors will make a lot of difference!
Research your keywords/customer base
In Google AdWords, people can stumble upon your business if they type in the keywords you bid for. This is a bit of a passive PPC strategy – you are basically waiting for customers to start looking for the things you offer. This is why, in order to maximize the returns from your AdWords campaign, you need to carefully pick your keywords. As the world of AdWords is constantly changing, you might need to adjust your keywords from time to time in order to remain in the SERP.
Facebook Ads offer a more active PPC campaign model. It is up to you to reach out to the customers and encourage them to do business with you. However, in order to do this, you need to define your customer profile. Where do they live, what do they like, what friends do they have, what they enjoy doing in their free time? You need to answer all these and many, many more questions in order to come up with a narrowed-down profile of a person that is likely to be interested in what you have to offer. It’s better to be as detailed as possible – that might make your audience smaller, but your CTR and the probability that a customer will actually finalize a purchase, is going to rise.
Ask for leads
Winning a click is only the first stage of the PPC process. You want to make the most out of that click. This is why your ads should direct the customers to a landing page where, apart from a product or service offer, there will be a spot, most possibly in a form of a pop-up window that will encourage customers to leave their email address, subscribe or interact in any other way that will make it possible to retarget them via email marketing or any other form of communication.
Retargeting might be a particularly effective campaign as the customer has already expressed their initial interest by providing contact information – therefore you can quite safely assume that they are interested in your business and what you have to offer.
Improve your PPC campaign constantly
Google AdWords and Facebook Ads offer analytic tools, which can help you improve and adjust your campaigns. As PPC is an ever-changing landscape, you need to make sure you are up to date with all the updates, improvements or changes in either Google AdWords or Facebook Ads. You might also need to change the keywords or update the customer profile you’ve created earlier. With PPC you need to embrace constant change – otherwise you are not going to be successful in this area!
Analytic tools can also give you the opportunity to do A/B tests with different types of ads, CTAs or landing pages designs to see, which one has the highest CTR or managed to generate the most leads.
Combine PPC with SEO for ultimate Google AdWords returns
Both PPC and SEO’s ultimate goal is to secure you a spot in Google’s SERPs – the higher the better! Combining both the paid PPC and organic SEO will give you twice the data you need to analyze, which keywords work best for which situations. Similarly, you can also test organic keywords in a PPC environment. Combining SEO with PPC campaign can only make your business more visible!
The most obvious conclusion, taking into consideration the points presented in this article is that the best way to get the most out of your PPC campaign is to constantly optimize. Test new keywords, CTAs, models, customer profiles, etc. in order to find out, which one works best for you and converts to the biggest number of sales/new customers.
Another important thing is to really make sure you are putting out quality ads. Take care of the graphic side and most of all – ensure that your ads are entertaining and encouraging!
Lead generation is another great thing that you can execute with PPC.
PPC is all about a constant change and in order for your campaign to succeed, you need to be prepared for a necessity to adjust your ads every once in a while. It is, however, worth it, as PPC can easily ensure your presence in the SERPs!