Your business’ online presence is crucial in today’s highly competitive market. Pay-per-click (PPC) campaigns are an efficient way to boost your online presence in a short period while giving you with qualified leads. There are several key factors and other important aspects of PPC marketing that a lot of business owners fail to notice. These are vital in creating high-quality ads and campaigns.
How the PPC campaigns conducted, and the quality of PPC ads that created can make a significant difference in digital marketing campaigns that generate profitable results.
This post aims to remove all the guesswork and point the crucial elements that make up a successful PPC campaign.
1. Keyword Selection
Proper keyword selection is vital when it comes to creating your website or any marketing campaign you run (whether on-site or off-site.) However, in PPC, proper keyword research will help you know that phrases that commonly searched for you to target, and balance your budget at the same time.
According to Voy Media, a top PPC company, “While the more popular phrases and keywords might seem like the ideal ones to target, they’re rather costly and highly competitive. Instead, you can opt for the less-commonly used phrases allowing you to maintain a reasonable budget at the same time.”
Highly effective keyword research goes beyond generalizations and estimates. It identifies the actual search terms that most of your target users are searching for. It also builds appropriate ad groups based on these lists of keywords. Manually doing this can be a tedious task. So, ensure that you utilize third-party applications that let you organize the right keywords that will adequately match the content of your site and its target users.
2. Keyword Bidding
After you’ve chosen the specific keywords for your PPC advertising campaign, you need to bid on them. Ideally, the higher you offer, the higher you’ll rank on your PPC advertising.
Remember that the competition for these keywords can be tight, so bid as high as your pay per click marketing budget will allow. Then, you can make adjustments over time as you gradually see the results.
You can utilize online tools like Overture to give an estimate on the specific bid price of the keywords you’ve chosen.
3. Targeted Copy
So, you’ve already set up your campaign and then decided on a particular offer. Then, you build a relevant ad copy that will convey your message clearly to your prospects. Ideally, the ad copy should be related directly to your specific offer. Aside from that, it should be engaging and compelling enough for prospects to click on your ad.
A compelling ad copy is an excellent way to keep your PPC budget on track. When your ad copy targets a specific audience, then the number of clicks will decrease, but the quality of clicks will. As a result, the click costs will go down, and the conversions from highly qualified leads will rise.
Another effective way to target qualified users is to ensure that your PPC ad specifies what particular action you want them to take the moment they step into your site. Is it to buy a product, or download a file? Unexpectedly surprising users with a request will have a detrimental effect on your PPC marketing results in the long run.
4. Landing Pages
Your landing page needs to have at least three things ‒ an excellent copy, great title, and clear call to action. The title is vital because it tells users in a straightforward way that they’ve arrived at the right location based on the ad copy they’ve clicked.
Your entire landing page should be well-organized, a compelling copy, a clear CTA, and a simple informational flow. While you have more room to work on as you did with your ad, you still want to keep your landing pages clean and bright. Having a customized pay per click landing page, you’re giving users precisely what they need without having to go through your landing page.
As a result, this leads to an increase in sales conversion and ROI on your PPC marketing campaign.
5. Website Analysis
What exactly happens after the click-through, when web visitors land on your website or landing page? Well, website analysis can help you answer that question.
When utilizing software that analyzes your PPC advertising visitor activity on your site, you’ll know what the problem areas are. You’ll also resolve any issues that may have caused you to lose some of your pay per click conversions.
6. The Offer
Your PPC is like an online version of your advertising. So, like different types of advertising, the offer should be an essential part of your campaign.
No matter what business or industry you’re in, your campaigns should be built on a highly engaging and compelling offer. When you make your PPC ads, ensure that your offer gives your prospective clients value.
7. Unique Selling Propositions
A majority of your PPC marketing relies on how you recognize and select keyword groups. However, what will make you stand out is your Unique Selling Propositions (USP).
Your USP is a crucial part of your content and ad copy that gives the main reason why your target audience will convert into leads and sales. Also, don’t make the mistake of thinking that your slogan is the same as your USP because they’re different.
Over to You
PPC marketing is a vital and highly effective digital marketing tool that you can use to help boost the success of your overall campaigns. But sometimes, knowing the process isn’t merely enough.
You also need to know and be familiar with the critical elements of a successful pay per click campaign, as they’re crucial to your PPC marketing success. After all, a successful PPC campaign is all about achieving harmony among different elements that significantly affect the performance of your campaign.