Pay-per-click (PPC) advertising can be incredibly lucrative if it’s done right. The problem is, many businesses set off on this adventure on their own, with little to no experience and not much of a plan for measuring and improving success rate. If you’re in this category and you’re not too thrilled about the results you’re achieving, here are a few tips to help you get more bang for your advertising buck.
Don’t Make Keywords Too Broad – It may be tempting to include as many types of matches as possible when developing your PPC campaign, but using too broad of a search can end up being a waste. Selecting “broad match” means that your ad will appear not just when your specific keywords are used, but also for phrases that are similar or contain some variation of your keywords. Focus instead on exact match keywords for better results.
Use Negative Keywords – It’s come up time and time again, but negative keywords can be just as effective as positive ones. These are search words and phrases for which you do NOT want your ads to display. For instance, if you own a woman’s clothing boutique but you don’t sell shoes, you wouldn’t want your ad to show up when someone searches for women’s shoes. Otherwise you’ll be paying for a useless click.
Match Relevant Landing Pages – To be most effective, your ads should be tied to the most relevant landing pages on your website. Otherwise, you may lose visitors after the first click. If you are advertising a particular product or service, instead of linking back to your home page, link your ad directly to the page where that product or service can be purchased.
Test and Measure – Not all ads will produce the same results. Test various ads containing different copy, colors, layout and size to see which ones produce the greatest ROI. You should also be regularly measuring your results to make sure you’re not wasting time on areas that aren’t producing. Measure and tweak until you get it right.
Work with a Professional – The last tip is for those business owners who don’t have the time to put these other tips into action, don’t know how or simply can’t be bothered. Marketing your business isn’t the easiest task, especially when it comes to something as complex as PPC campaigns, but it’s essential in today’s digital age. If you fall into this category, you may want to consider working with a professional advertising firm that can handle all of your PPC marketing while you focus on growing and making your business even more successful.
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