Pay per click marketing is one of the most popular and effective forms of online marketing today. Within a few moments of setting up a campaign you will receive instant traffic to your website. This allows you to see exactly how visitors will behave when they reach your website, enabling you to identify and improve weaknesses within a few weeks. Setting up a PPC campaign is a very simple process but optimizing your campaign can be a lot of work. Below we are going to cover a few tips to help you make the most of your PPC campaign.
#1 Careful Keyword Selection
The Google Keyword tool really is a very helpful tool, but only if you know how to use it. By default when you are searching for keywords it will return broad match terms. Instead, select the “exact match” option. This will give you more accurate traffic numbers and can uncover some great keywords with low competition. In order to drive down the cost of each click you should also look for long tail keywords that receive a good amount of traffic. Long tail keywords are more specific meaning that they generally convert better and have a lower average cost per click.
#2 Laser Targeted Ads
For some reason, many people go crazy and add a ton of keywords to a single ad, stop it! Instead find just a couple of highly targeted keywords and make a single ad for them. After you have done that just repeat the process until you have made enough ads for your entire keyword list. Limiting the keywords that trigger each ad will help you make a targeted ad that wins the click. Personally, I like to create 3 ads for each group of keywords so that I can see how each of them performs and after a few weeks, keep only the best ads.
#3 Optimizing Landing Pages
Google introduced a metric known as Ad Quality Score. Several factors go into your score with the relevancy of the landing page being one of them. Using the two tips above you should have your ads narrowed down into tightly targeted groups which will make creating landing pages much easier. Simply make a page specific to each set of ads that share the same keywords. Some of the key areas to look at on your landing page are the title, content, and images. Do they contain the target keywords? If not adding them is a simple and effective improvement. You should also make sure the page delivers on any promise that you made in the ad. If the ad states “get 10% off, the landing page should clearly show you how to get that offer. The result of better optimizing your landing page will be a lower cost per click and a higher conversion rate.
Although the three tips we’ve covered here today are extremely simple, numerous people fail to take the time to follow them. I strongly suggest that you take just a little extra time and effort to make the most of your campaign as it will save you money on clicks and boost your conversions. Good luck and happy advertising!
Travis Bliffen is the senior SEO strategist at St Louis marketing Agency Stellar SEO. He works with local clients like Adficient PPC as well as national clients to boost search rankings.