You might be asking, “What is pay per click advertising? And how does it work?”
Pay per click (PPC), or search engine marketing, has marketers pay for every click on ads hosted. These hosted ads aim to redirect clicks to points of purchase or the advertised website.
PPC uses consumer behavior to generate more sales and leads than organic marketing can. To learn about effective PPC strategies for your business, read this guide.
1. Multi-Channel Marketing
When using PPC ads, it helps to place them on as many connected platforms as possible. Although your average PPC strategy prioritizes Google Ads, you should aim to use multiple platforms. Using multi-channel marketing offers more effective retargeting opportunities.
When you offer customers a chance to click through from Google to a social media site, you increase your chance of conversions. More conversions mean an opportunity to build brand awareness and increase your PPC effectiveness. This reflects your spent ad dollars going further.
2. Mobile-First Marketing
Multi-channel marketing reaches consumers where they are. The most effective PPC strategies do this with the most commonly used devices for searches: mobile devices. Your PPC ads should work on mobile viewports to make the most of search engine traffic.
If your ads are not optimized, you exclude your business from valuable redirects. When you lose out on site traffic, you decrease your ROI possibilities.
3. Strong Calls to Action
Any ads you pay to host on popular platforms must be effective. The most impactful pay per click ads use strong calls to action. These CTAs aim to redirect customers to your desired interaction point.
A strong call to action can be as simple as “click here.” This simplicity would benefit your business, especially if you incentivized clickthroughs with special deals or discounts. PPC strategies need strong calls to action for effective redirection.
4. Ad Extensions
PPC strategies must invite interaction for optimal clickthrough rates. You can extend hosted ads with a variety of tools. These ad extensions enhance your advertising for consumers.
Message extensions give users on mobile devices a chance to text your team. This mobile-friendly, personalized interaction can cache user contact information, such as an email address or phone number. These can integrate into automated responses that help generate more site traffic.
You can also include your phone number as a call extension to increase availability. This again enhances the interaction for users on mobile devices.
Price extensions give users more information about your business prices. They can see your products and product options at whatever prices you set, including current discounts. This gives users information to incentivize a site visit.
5. Test Your PPC Ads
After employing one or many of these PPC strategies, you must test them. To determine the overall effectiveness of your marketing budget, you need to see which PPC ads generate the most conversions. Use tools like A/B testing to ensure the use of the best ads.
PPC Strategies and More Explained
Now that you know the top PPC strategies to employ for your search engine marketing, you can plan new campaigns. To learn more about PPC or other types of digital marketing, check out the rest of our helpful content.