Pay per click advertising is one of the most powerful forms of online marketing available to all advertisers who have a wide range of advertising budgets to work with.
It’s powerful because it is one of the forms of online advertising that we have most control over; we are able to hone in on our pay per click advertising campaigns to such a degree that there is now very little that cannot be done via paid search marketing.
The issue is learning how to manipulate the medium to your advantage and get the most out of your campaign on a daily basis. To this end the five pay per click marketing tips, strategies or techniques listed below are the most important areas to focus on as they each hold the key to pay per click marketing success.
If you can get the following elements of your pay per click marketing campaign right, the sky is your limit when it comes to online marketing success.
Choose the Right Keywords
The novice pay per click advertiser bids on generic keywords, broad match keywords and keywords which cost lots of money, are really competitive and rarely deliver conversions. In short, the novice pay per click advertiser wastes his or her budget because they don’t invest time and money in the analysis of keyword choice.
If you want to get the most from your pay per click advertising campaign, stay away from generic keywords and research into those keywords that are closely related to what your business offers.
Generate Relevant Advertisement Text
When the pay per click manager doesn’t take an interest in the development of advertisement text, the copy that he or she creates is either boring, standard (similar to all the rest) or lacking in call-to-action and therefore an advertisement that doesn’t make the Internet user want to click on it.
The pay per click manager who doesn’t work on generating relevant, interesting and powerful advertisement text is a pay per click advertising loser. The only reason that an Internet user will decide to click on your advertisement is if it calls out to them and catches their attention above and beyond all the other advertisements that they see on the same page.
Advertisement text must appeal to the demographic information you have about your target audience, it must be relevant to the keyword search and the landing page it links to, but, above all else, it must be original and fresh. Take the time to put real thought and creativity into the development of your advertisement copy and you will notice the difference.
Know who your audience is
Here are a few questions to ask yourself to make sure that you really know who your audience is:
- How old is your audience?
- Are they male or female?
- Where do they live?
- What websites do they browse?
- What are their interests
- What do they consider to be most important when buying a product or signing up for a service?
- What keywords are they using to find your site?
- Which of your advertisements do they click on the most and why?
- Which landing pages do they convert on the most?
- How long do they spend on your website and how many pages do they visit each time?
Knowing your audience inside out is absolutely essential because, if not, how do you intend to sell them something that they might need or want?
Focus on Achieving a Good Quality Score
If you Quality Score is high, keywords will start to cost less, your advertisements will start to appear in higher positions on the Google SERP and Google will begin to match your advertisements to search queries that are more inclined to turn into conversions on a regular basis.
In short, everything improves and becomes a lot easier as your Quality Score improves. To improve your Quality Score you need to make sure that your keywords match your advertisement text, that your advertisement text matches your landing page copy and choice of advertisement URL. Naturally, things go a lot deeper than this when it comes to Quality Score, but if you work on the basics first, the advanced Quality Score optimization work will naturally follow when the time is right.
Stop Using your Homepage as your Landing Page
The single most non-optimized page on your website is your homepage. Therefore, stop linking to it from your pay per click advertisements.
If an Internet user clicks on an advertisement to buy a specific pair of shoes from your website, they don’t want to land on the homepage and then have to manually search to find those shoes. In fact, they probably won’t search. They will probably just hit the back button and go to another site. The Internet user who wants to buy a specific pair of shoes that you advertise in one of your pay per click advertisements wants to land on the page from which those shoes can be bought, ideally within a few clicks.
Don’t lose out on sales by lazily linking to your homepage every time. Craft your advertisements well and link to well-optimized landing pages to help increase conversions as quickly as possible.
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