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5 Effective Search Engine Marketing Tips for a Successful PPC Campaign Everytime!

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More often than not, you find yourself in a situation where inspite of spending thousands of Rupees on your Pay-Per-Click (PPC) campaign, the Return-on-Investment (RoI) remains an all elusive goal. Frustration and thoughts to abandon the PPC advertising as one of your marketing options, altogether, often follow this very common dilemma. However, the glorifying examples of businesses which are thriving successfully on such PPC campaigns make you wonder and ask yourself the question – where am I going wrong?

As a general rule of thumb, for any system to work optimally, sticking to fundamentals is the key to its success. Unfortunately, most PPC campaign failures come when these fundamentals are bypassed. In order to ensure that your next and subsequent PPC campaigns write a life-changing, victorious chapter for your business, try keeping these five effective search engine marketing tips at the top of your mind:

Include and utilize Negative keywords

One of the most-overlooked features of a PPC campaign is not giving enough time and importance to the inclusion of negative keywords which in turn results in appearing ads to irrelevant searchers on the search engine, and thereby eating up a large part of the budget on irrelevant clicks. For instance, if you are selling books online, you can include the word “-free” as a negative keyword. By doing this, Google will not show-up your ads to a searcher who is searching for “free books online” and your budget is spent only on a relevant and interested searcher.

These negative keywords can be easily spotted on the search term report. A search term which has triggered your ad but is irrelevant to the business could be included in the negative keywords list.

Use Geo-location features

This feature lets you appear your ads only in those geographical areas which you want to target. If you are serving only locally, there is no point targeting your campaign nationwide or worldwide. If you are serving your products in more than one area, you can target your ad only in those areas and after a while, you may increase or decrease your ad spend in the area which is getting you more or lesser business.

The feature will not only help you in optimizing your campaign and advertising spend, but it will also save you from useless clicks which may cost you a fortune otherwise.

Offer your visitor a clear, crisp and compelling call-to-action (CTA)

So, people see your ad, they now know what you sell and what your USP is and where you are located. But if you do not tell them, what next step they should take after seeing your ad, well, they might not take any step after that! A compelling call-to-action helps you moving the potential customer, step-by-step, toward the final goal, which could be a purchase, a download of white paper or an e-book published by you or filling-up of a sign-up form or registration to a webinar.

A visitor should be accompanied with a new call-to-action at every stage he sees your new message. This not only helps him to move along the sales funnel but also weeds out the uninterested visitors in the process.

Send your visitors to a landing page NOT on your homepage

Many a times, PPC campaigners make a mistake of directing the visitors to their home page instead of their landing page. A landing page should be relevant to the ad features. What has been promised in the text of your ad should have solution on the landing page. It should have what the visitors want – same details, selling points and promotional information as your ad. Linking the destination URL on the ad to the landing page is the way to do it. A landing page can also be used to promote transparency and foster trust among the customers and keep him coming back to the website if provided with an easier navigation on the page. How would you feel if someone told you an address which does not lead to a spot where you wanted to go but they claimed that it was the address? Annoyed? Misled? Most definitely, yes!

Reaching on a quality landing page not only holds a visitor there for some time and makes him feel satisfied with the answer to his search but he can also be motivated to move to next stage of sales funnel if provided with a strong and relevant call-to-action.

Monitor and improve your Quality score

Many PPC advertisers find it a confusing metric to completely understand it and are thus left high and dry. Quality score can significantly decrease your ad spend if it is monitored on a regular basis and improved progressively. A score, which encapsulates your entire campaign, determines the position of your ad and the amount you pay for each click. Expected click-through-rate (CTR), ad relevance and the landing page experience impact the quality score.

An improved and relevant landing page can ramp up the quality score in a considerably lesser time. Same goes for the relevance of your ad copy. If the keywords are missing out of your ad text, the quality score will suffer. The expected CTR and ad relevance are closely associated. An ad which has relevant keyword is bound to get more clicks on the ad. Higher your quality score is, the better your chances would be to bid lesser amount and eventually reduce the total ad spend to appear in the top searches.

Considering and making these slight changes to your PPC campaign could make an incredible difference to the RoI of this marketing option. It will enable you to target the right customer, at the right place, at the right time, with the right solution and call-to-action at a lowest possible price.

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  • There are 4 comments

    • 4 years ago

      Subrata Chakrabarty   /   Reply

      Good post about PPC. Yes you are right that, sometimes people make mistakes on send visitors to homepage, not to the landing page… Thanks once again.

    • 4 years ago

      Aparna   /   Reply

      Planning a search engine marketing strategy is very important. People typing-in various keywords vary in psychology and it is the marketer who needs to understand this requirement. There are various analytical tools available which help to gather all the information required. Optimizing the contents based the above mentioned tips can really help the marketer to show at the top of the search.

    • 4 years ago

      parul   /   Reply

      Very informative

    • 2 years ago

      Dale Sorg   /   Reply

      Thank you for the sensible critique. Me & my cousin were just preparing to do some research on this. We grabbed a book from our location library but I think I learned more from this post. I’m quite glad to see such amazing information being shared freely out there…

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