With 63% of people saying that they would click on a Google Ad, Bing Ads etc. (Search Engine Land, 2019 via Hubspot), incorporating Pay Per Click advertising as part of your inbound marketing strategy could be the key to growth for your business.
- Give your website a boost in search: Pay Per Click (PPC) campaigns create adverts online so when your business is not being viewed in the natural results you can give it a little nudge with a paid campaign. PPC is a great way to be seen on the first page of search to help give your website a boost. People don’t really go beyond the first search engine results page so Google Adwords will give you the chance to be seen amongst your competition on the first page of Google.
- Reach your target audience: You can set up a number of Ad Groups within a campaign so you can focus on really targeting your messaging. You can then ‘throttle up’ or ‘down’ individual ads depending on how they are preforming.
- What are your goals? Before you embark on your Pay per Click campaign, to get the best return on investment you need to know what your goals are. Whether that’s increasing brand awareness or gaining more downloads of a new industry report, design your campaign with the end goal in mind. This will affect how and where you place your ads.
- Control your budget to the minute: With PPC, its costs per click so you can keep tabs on spend up to the minute.
- Target geographic areas: Be specific with your keywords and the geographic area you’re targeting. With targeted messaging you can reach the audience you’re looking for.
- Be specific: Most PPC campaigns have quite a limited amount of text in ads you can use, so be clear and get to the point and use keywords for a quality score. Campaigns that are very specific to the product and price are much more successful than general ads around the products. A PPC ad for ‘TEFAL Ultraglide FV4043 Steam Iron at £39.99’ will convert much better than ‘low price irons for sale’ – you get the picture.
- AvB testing: To find out which advert works perform AvB testing. Sometimes the same advert has different results in different geographic areas, so keep testing and refining the ads until you get the best results. Keep on monitoring those results so you can work out which ones work and which don’t.
- Landing pages: Strategic landing pages are used by 68% of B2B businesses to acquire leads (Marketo, 2018 via Hubspot). Placing thought into the page where you are inviting people to look is essential to avoid people leaving the page quickly. Make sure the wording is specific to the ad and your target audience. It’s worth creating a specific landing page for campaigns.
PPC Consultant Croydon
For more tips on PPC marketing in London get in touch with Smart Cow and book a Free Consultation to improve your search marketing.