One of the most widespread ways to attract subscribers and customers in the digital sphere is through pay-per-click advertising. Meaning, you only have to pay for ads that generate leads in the form of clicks. In theory, this is a very cost-effective way to get the word out about your company, but often pay-per-click campaigns fail in practice due to a number of common mistakes. Here are a few tips you can use when designing your strategy and creating your ads to ensure that you’re getting the best value for your money and that your campaign will be a success.
Use the Right Keywords
Research has shown that successful companies derive nearly all of their leads from just 12 percent of their keywords. That means it pays to figure out which keywords are performing best and really focus on them when creating your ad copy. To eliminate poorly performing keywords, use the Keywords tab in AdWords to find which terms are not leading to conversions, and focus on promoting the keywords that provide a good return on your investment in ad costs.
Create Excellent Copy
Forgettable ad copy that is just there to fill space between keywords will not do you any favors in the long run. Focus on understanding the value that your company provides, and communicate that succinctly and effectively. If your potential customers feel that you understand their needs, they will have confidence in your ability to meet them. Try to transcend what others in your industry are doing with their ads so you can stand out and be noticed.
See the Big Picture
Many companies implement PPC campaigns with the sole purpose of maintaining a low cost-per-lead (CPL). This is a fine strategy in the short term, but it’s easy for an online marketing campaign to become stagnant if you’re not willing to invest in some high-performing ads. CPL is only one indicator of success, and it works to your advantage to optimize for conversions rather than clicks, even if it costs a little more in the short term.
Bidding low for PPC ads in the early going of your campaign seems like a common-sense way to save money, but it can slow down your progress. Starting higher helps you to gather the information you need by generating a large number of clicks, allowing you to find out which keywords are the best performers, so you can steadily lower your spending by focusing on the best search terms as the campaign moves forward. Once you prove that the ads are driving conversion rates up, you can dial back bids to go after profit.
PPC advertising can be a big expense in the early going of an online marketing campaign, but the data you gather will help you determine how to proceed with your efforts. For help finding effective keywords, producing compelling ad copy, and getting a great ROI for your pay-per-click dollar, contact the experienced industry professionals at AMMA Digital Marketing for a free consultation. Just call 800-466-0684 or send us an email to start planning your PPC campaign.