Pay-per-click (PPC) marketing is an effective tool for generating instant website traffic and conversions. It is highly popular among marketers because of its impact on the target audience and measurement features. Merely using search engine optimisation yields little online visibility. However, when combined with paid advertising, the promotions become effective and bring a return on investment.
Pay-per-click advertising involves bidding on keywords commonly used by customers while searching for your products online. Thus, when they type these keywords, the search engine or social media platform displays the ad on top of the page. The business owner has to pay for the ad only when the user clicks on it, which enhances its cost-effectiveness. Thus, using smart pay-per-click marketing techniques can help entrepreneurs optimise their campaigns and gain maximum clicks. Here is how it can be done to stay ahead of the competition.
PPC marketing involves bidding on the most used search terms and phrases. Thus, marketers use keyword research tools to determine these phrases and create a database to be used for PPC ads. However, you need to keep in mind that consumer behaviour keeps changing, and they may type new search terms after every few months. Thus, as the keyword database diversifies, it is urgent to group the keywords based on their relevance.
Organising keywords helps the marketer prepare a high-quality ad copy that instantly grabs the target audience’s attention. It is also helpful in identifying less competitive, affordable keywords to bid on and get good results. With high relevance, the click-through rate is enhanced and leads to conversions.
Marketers must pay attention to the PPC campaign structure, while Gold Coast SEO experts can focus on the keywords. The account structure for most PPC ads follows the same pattern, from campaigns to ad groups, keywords, ad text and landing pages. Marketers can run several campaigns simultaneously for different product categories of the same brand.
They need to ensure that each ad group has relevant keywords, ad copy and links to appropriate landing pages. Organising the account structure helps to create perfect and error-free campaigns that can be tweaked easily.
It is possible to display your ad to an unrelated audience because of the similarity in keywords. For example, a business selling guitars can appear in searches for violins because music is a common factor. However, if the ads get clicks from unrelated audiences, it increases the bounce rate on the website and the expense of running PPC ads.
Thus, the marketer must review the campaign and the keywords used in the ad groups to identify the irrelevant searches leading to the PPC ads. These must be added to the negative keywords list to avoid wastage of ad spend.
Ad extensions are significant aspects of PPC ads that help in getting quick conversions. The extensions that can be used effectively include price extensions to showcase the prices of different services and products and call extensions to allow customers to directly call the business.
In addition, the popular Google Ads have message extensions that help customers to chat with the business. Marketers can create automated responses to stay available and promptly respond to customers for satisfactory service. Businesses must keep optimising the ads to make improvements and grab the attention of the audience.
It is well-known that most consumers use their smartphones to access the internet and search for products. Thus, they should be able to view the website landing page clearly on their mobile screens when they click the PPC ads.
SEO experts in Gold Coast ensure the optimisation of landing pages by making them immersive for users and including call-to-action buttons that evoke customer response. These pages must not take more than 3 seconds to load and have relevant and interesting content that captures the attention of the users and enhances conversions.
It is easier to convert prospects that have shown interest in the products earlier by wish-listing them or abandoning the shopping cart. Thus, marketers must use remarketing strategy to woo them by showing them ads that display the same products they want to purchase.
These ads must be personalised to match the needs of the buyers and generate conversions. In addition, different versions of PPC ads must be evaluated for effectiveness using A/B testing to maximise their impact. It ensures the ads have a riveting copy, engaging visuals and CTAs invoking the action.
Regularly monitoring the performance of the ads and reviewing the reports generated by Google Analytics helps to understand the effectiveness of the ads. Suppose they are lacking in getting the desired action. In that case, they must be tweaked through keyword adjustments, A/B testing, better ad extensions, optimised ad copy, stunning visuals and targeting audiences based on their demographics.
Also, the advertising budget and goals must be pre-defined to reduce the risk associated with the activity. Businesses can even outsource the task to digital marketing agencies in Gold Coast to ensure better quality and response from customers.
PPC advertising is a must for brand building and online visibility because SEO takes time and may not be able to engage the audience directly. Thus, small business owners can rely on this tool to captivate their customers and make them purchase.