Whether you are a digital marketer or the owner of a business, understanding some of the basic concepts of how pay-per-click works is very crucial. For the business owner, it will probably end by knowing that this concept helps a business to get traffic and more sales. On the other hand, a digital marketing expert will need to know the best practices, how they work, and even how to go about them. Google Adwords management service, Bing, and Facebook Ads would be the best to confirm that most of the PPC services have grown tenfold in the last few years. So, let’s see the best practices to ensure that a digital marketer succeeds in these campaigns.
Best PPC practices
Careful selection of advertising platform
There are various platforms a marketer can use to perch the advert strategy for a client. Is it Facebook, Instagram, or Google? While most clients may not understand much, it’s up to you as the marketing expert to lay a strategy that will yield results. Some of the key deciding factors include the niche, keywords, and the products or services to be advertised.
Use Creative Ads
Putting yourself into the shoes of a potential client, you need to come up with an ad that will make someone click on it. Something has to entice people to click. Some of the best qualities of a PPC ad include:
Curiosity – must create curiosity to entice viewers to click
Relationship to product – must be relevant to the product or service
Colors – attractive colors will make it attractive
Set Keywords Carefully
The relationship between the keyword and the PPC ads matter a lot; both must be relevant to the product and service to be advertised. It’s crucial to identify keywords’ strengths to ensure that the ads will pop up when people search for such products. Additionally, a careful bidding must be done for great accuracy in redirecting users to your customer’s website.
The Landing Page Matters
Just like choosing a relevant platform is crucial, so is a landing page. Most users would quickly retreat if they find it useless. Most digital marketers are mistaken in thinking that the home page is always the best landing page; it’s not. One must relate to the PPC ad, keywords, and the landing page. For instance, a PPC ad that appears when a user is looking for a good roofing contractor would better direct such a person to the page with roofing services than the home page.
Don’t Ignore The Use of Filters
They help in decision making, as they are the reporting tools, but most marketers ignore them. It does not cost much to set them and retract reports from them. They can tell where much of the challenges are in the whole strategy.
Make Use of Ad Extensions
Just to optimize things up, ad extensions will play a major role. Apart from keeping the set PPC ads on top of the search engine, they are evidently known to enhance the click-through rate.
The knowledge of how a market segment is performing is equally crucial when dealing with PPC marketing. One can use automated real time tools to report on how potential clients are responding to the set ads campaign for each products or customer. These are the common approaches:
Adword sales and spends – one needs to relate the two at the end of each month to see the progress on ROI.
Goal tracking – there are various custom tools one can use to track the set goals and assess if they are being achieved or not.
It will help reach the people who have already used the product or service. With various useful per-per-click monitoring tools, the marketer can store the data of the old clients and follow them online with targeted ads. The possibility of getting interested is higher than in new clients.