Do you want to grow your business? Of course, you do! It’s the reason why you started your business, which is to grow, make money, and increase profits.
In order to get new business, you need to find a marketing strategy that will do just that. Out of all of the possibilities out there, PPC marketing seems to be among the most direct and effective ways to generate leads and sales.
You don’t need to question whether or not it works. Google earned over $24 billion in advertising revenue during Q3 2018 alone. If it didn’t work, no one would be willing to spend money on PPC marketing.
Do you want to know how you can leverage PPC advertising to help your business grow? Read on to discover tips to help you launch a successful PPC campaign.
1. Have a Purpose
Any marketing strategy requires a purpose. PPC marketing is no exception because the structure of your entire campaign depends on the purpose and goals of your campaign.
Your initial purpose may be to drive traffic to your website. Here’s a question for you. What do you want that traffic to do when they get to your site?
It’s a mistake to expect them to pick up the phone and call you. If you sell a product worth thousands of dollars, cold traffic from PPC ads won’t purchase immediately.
However, if you have a small dollar product, like under $20, people may be more inclined to purchase on the first visit.
You can also use PPC marketing to turn visitors to your site into qualified leads.
2. Understand Your Target
Who do you want to visit your site? If you say anyone who is looking for my services, you’re missing the mark. You want to narrow that down and get inside the head of your target market.
You want to know what their biggest challenges are and why they would use your product or service to solve their problems.
3. Use the Right PPC Search Terms
The next step to understanding your target market is to think like them. What search terms would they use
Google has become big on search intent. The company discovered that searchers will use specific types of terms depending on where they are in the buying process. You want to make sure that the search terms that you use are aligned with your purpose.
For example, if your purpose is to drive traffic to your site to purchase a product, you want to use terms like “where to buy (your product or service) near me.”
Is the purpose of your campaign to generate leads? In that case, you want to focus on keywords that your target market will use to do research or to compare specific brands.
4. Use PPC Marketing with SEO
One of the most effective uses of search is to use SEO and PPC marketing at the same time. SEO can take time to build momentum.
Of course, you wanted leads yesterday. PPC is effective because it puts your ad at the top of search listings. When you’re at the top, you get the highest percentage of clicks for that particular search.
When people see your brand in organic search results along with PPC results, it creates a powerful impression of your brand in the mind of searchers. It establishes credibility and trust.
Does that mean that you have to learn SEO on top of PPC marketing? Not at all. You can always work with an SEO agency that can handle SEO. You want to work with a company that specializes in PPC as well so you can free up your time and energy managing PPC campaigns.
5. Verify Traffic Volume and Competition
Do you have a list of keywords that you think your target audience would use? Good, now it’s time to verify them. You want to make sure that people actually do use them and that they’re not too competitive.
The more competition there is, the more expensive that keyword can be. You can start by doing a keyword ranking report on this site to see how people are getting to your site now. You can also turn to a tool like Ubersuggest to get more keyword ideas and search volume data.
6. Write a Great Ad
Your ad needs to be well-written and compelling. It’s hard to do in just a few characters. You want the ad to be relevant to the search term.
There needs to be a strong headline, which needs to get attention and make people curious.
If you have a number of unrelated search terms, you’ll want to have different ads for these search terms.
7. Landing Page
One landing page has one purpose, which is to validate the click of the user. You want it to match the content of the ad.
The landing page needs to be simple, have a little text, and be designed to get the user to take one action. That action is aligned with the purpose of the campaign.
8. Have a Retargeting Campaign
There are multiple parts of your PPC marketing campaign. First is the ad, which gets people to click on the ad. The second part is your landing page. The third part is the follow-up.
You want to have a way to recapture visitors to your site who didn’t sign up on your landing page or purchase a product. One way to do that is through a retargeting campaign.
This is done by placing a tracking cookie on your site and then shows visitors your display ads in Google’s ad network. This works to keep your brand top of mind of potential customers as they’re browsing online.
PPC Marketing Works Wonders
When you invest in PPC marketing to boost your business, you want to make sure that investment pays off. There are a number of things that you can do to have a successful campaign starting with having a purpose. You want each piece of the campaign to work well.
You can get your campaign started by starting your research here. Enter your URL and get the keywords that people use to get to your site. You can use that as a starting point for your PPC campaign.