As digital marketing continues to shift and grow, businesses and brands are always on the lookout for ways to raise their search visibility and convert more customers. One of the most effective ways to do this is through PPC advertising.
What does PPC stand for?
PPC is short for pay-per-click. PPC advertising enables businesses to be empowered in their ad spending and allows them to get their product offerings in front of the right customers at the right time and place. Pay-per-click marketing provides razor sharp visibility and can speed up the buying journey and boosts conversion rates.
Ideally, paid advertising strategies work in combination with SEO strategies in order to increase visibility, drive traffic and create a more efficient marketing strategy that delivers long-term results.
Why is PPC Advertising important?
When an end user or potential customer clicks on a PPC ad, it takes them to a page on your website. This could be the home page or a landing page. There’re advantages to incorporating a paid search into your marketing strategy. The five reasons are:
- PPC allows you to only pay when someone clicks on your ad. This also proves that someone has interacted with your ad.
- PPC works within your budget. You can set the budget that works for your business.
- PPC allows you to promote your company even if your company’s website doesn’t rank high on search engines.
- PPC campaigns are easy and cost-effective to set up and launch.
- PPC advertising allows you to target your ad directly to potential customers.
How can I make my paid search campaign more effective?
Whether you’re an entrepreneur or a marketing manager for a large corporation, PPC advertising enables you to gain more brand recognition and customer conversions. As you begin to incorporate PPC advertising or modify an existing paid search campaign, our tips will help you create an effective PPC strategy that gets more bang for your buck.
•Use More Long-Tail Keywords
Keywords are key (pun very intended) and having an effective PPC keyword strategy will help you to better target your customers with your ads. Long-tail keywords are good for your budget because they’re cheaper and have less competition. Along with avoiding competition, long-tail keywords boost your chances of attracting more leads. Long tail-keywords are more specific, which will bring better results than ambiguous keywords.
Google’s display targeting helps to manage your budget dollars by enabling you to target customers in specific geographic regions. Google’s targeting helps you to consider page structure, link structure, language and text. You can also determine the central themes of every web page and create target ads based on the topic selections you’ve made.
•Use Negative Keyword Conflict Reports
If you haven’t been using negative keywords, you should. Negative keywords can help advertisers better target their ads by reducing the number of irrelevant clicks, which saves money. Negative keyword conflict reports are a feature of Bing Ads and allow you to identify any potential conflicts between excluded negative keywords and search terms that you’re bidding on. Also, they identify any potentially costly keyword conflicts.
•Incorporate Dark Posting on Facebook and Instagram
Dark posts are unpublished posts that are published as ads on Facebook. The benefit of dark posting is that it allows you to accumulate viral type social value on your ads in the form of likes, comments, and shares. An additional benefit comes if some tags or shares your ad because the engagement is at no cost to your budget.
Because dark posts don’t appear on your timeline, you can target them at a specific audience without appearing as if you’re spamming everyone. If you haven’t dark posted before, it’s simple. Create an ad, then grab its ad ID by previewing the ad and copying the second string of numbers in the preview URL, a 10-15 digit number. Next take the ad ID and create a new ad elsewhere, but choose “Use Existing Post” and paste the ad ID.
PPC ads are a digital marketing tool that can and should be used by any business of any size. Paying attention to these tips and PPC trends will give you a better chance of having your ads appear on Google and ensure the goals you’ve outlined will be achieved.