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8 Paid Search Marketing Tips For Beginners

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Today competition is everywhere. People are competing online to be at the top of every search results. If your industry is very competitive and you don’t want to wait for SEO to push your business at the top of organic search results, then in this case Pay Per Click campaign is the best for you provided you are ready to spend. PPC advertisement will put your company at the top of the search results within seconds. Let’s have a look at the 8 Paid Search Marketing tips which will help you to increase traffic and ROI.

1. How PPC Works

Paid search ads are the ones that come at the top and on the right sidebar of the search results after the user enters the search button in order to search something. After you set up a Pay Per Click campaign and create ads, they get displayed either at the top or on right sidebar as long as your bids are higher than your competitors or other companies bid to get impressions for your ads and you ar charged accordingly when someone clicks on your ads. The highest bidder gets the top position and they are likely to get a high click on their ads. The advantage of PPC is you can attract huge website traffic as long as you keep your bid strategy high.

2. Define The Conversion Goals

Setting up Pay Per Click campaign seems easy but like every business needs a defined goal and objective to start with, ads also need a defined goal, we call it as the conversion goal. You should be able to answer these question before you go for pay per click ads:

  • What do you want to accomplish?
  • What action do you want a visitor to take after they reach the landing page?

Conversion goals can be: capturing leads through form filling, newsletter subscription or completing an online purchase. Pre-defined conversion goals will help you to select right keywords and create ads accordingly.

3. Decide PPC Platform

After you have defined the conversion goals, next step is to decide the PPC platform. Many platforms are available on the web for advertising. Some of the most popular are Google, Yahoo, Bing and Facebook. You can pick the platform which suits your need, as there are advantages and disadvantages like Google search volume is high, but you have to a premium when someone clicks on your ad. For Yahoo and Bing, they have a low average cost per click, but search volume is less as compared to Google. Facebook has a very precise targeting options, but people are not actively searching for the products or services being offered. So in order to get the best out of the search platform, test the platforms first or consult Pay Per Click management company before investing money into the advertisement.

4. Keywords Research

Keyword search is what determines the fate of the campaign. A keyword can make the campaign win or lose the marketing game. The selection of keyword is very important. Give more time to identify keywords which fit your website by putting urself in customers place and thinking how they would search if they need what your website is providing. Selecting wrong keyword will cost you without giving results. For example, if you are selling “blue widgets” then your keyword selection should be “buy blur widget online” instead of “blue widget” as it may end up costing you more per click and may not deliver the information customer is looking for. Your main target should be to convert the traffic, by spending minimum pay per click cost.

5. Set PPC Budget

Determine customer acquisition cost. If you are selling a product that gives your business a $500 profit and your target is to convert 1 out of every 50 visitors then even at a $5 cost per click it will still result in a 100% ROI. For starting you will need to play with some numbers to set your budget. You can optimize your campaigns in order to improve performance. It’s better to work with PPC agency from the starting.

6. Creative Ad Work

Your ad should grab the attention of the customers while they are searching. Only high bid and top position on the search result is not enough to bring customers to the website. Ad title, description and display URL should also be included to your ad. It is advised to create targeted ad groups. Create many versions of your ad and measure the performance, eliminate the ad with poor results and allocate budget to the ads which give better conversion.

7. Make Relevant Landing Page

Make sure your landing page matches the ad when the customer clicks on your ad. Many companies create attractive ad and target right keywords but when the customer actually comes to the landing page after clicking on the ad, they bounce back because the landing page is not relevant to the ad they clicked on. If you are advertising a specific product, make sure, the ad when clicked upon brings the customer to the exact product page as displayed in the ad, so that they can quickly make a purchase or inquire. Sending a customer to the general page or wrong product page will irritate them and the tendency to bounce increases with zero conversions.

8. Test & Optimize

Keep on testing and optimizing the ad campaigns for better performance. Keep a close watch on your ad campaigns, analyze the data getting collected through your ad campaigns, test new campaigns, measure the results, make new keywords, bidding strategy and landing pages in order to increase ROI. PPC needs daily and hourly review. It needs a constant attention.

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