Pay per click ads are some of the most effective tools that help in bringing visitors to websites. In these marketing campaigns, marketers agree to pay a certain amount of money for every ad clicked.
These ads usually lead visitors to specific sites from where they can learn about the products or services on offer. Some will immediately close a sale while others may take some time. The point is, the person who clicked on the ad is now aware of the new product.
As simple as this may sound, some marketers end up not obtaining the desired volumes. This article will address that in detail. Below are seven tips to help you have an effective campaign:
1. Content ads should be separated from search ads - Content ads are those that are displayed as a block within a page. They display links to content that will interest your web visitors. Search ads on the other hand appear in a search result. Most people are used to the unpaid for results.
They are also known as organic results. You can now place search ads in the same places where organic results appear. Newbies use both when running the first campaign. These will usually have similar keywords, content as well as the amount for every click. If you do it this way, you will end up with placements that are irrelevant. Separate your ads for each type of network.
2. Negative keywords - No one really wants to state anything negative while managing a PPC campaign. You can easily understand why. When you do, potential buyers will avoid you. However, when managing with PPC ads in a campaign, the scenario is different. These help in specifying places where you don’t want your ads to appear. For example, assuming you are selling mobile phone accessories and you don’t intend to have free offers.
You could add this tag “-free” to the list of negative keywords. This way, when a person searches using words like “free accessories” your PPC ads will not appear on his/her search results. Negative keywords also help to filter visitors whose likelihood of buying from you is almost nil.
3. Match the landing page to an ad - If you happen to lead a visitor from a pay per click at to the wrong landing page, you will end up not getting a sale. The whole process will be disrupted. On the other hand, your ads will score poorly. The same case applies where a visitor lands to a page that has no relevance to the ad. You can put a check on this by reducing your keywords. When running advertising campaigns, your aim is to maximize your cost. For this reason, you will try to avoid anything that appears to misdirect prospects.
4. Target specific niches - Most advertisers generalize the posting of their ads. With this they believe will attract anyone from any part of their geographical location. Set up your ads such that they will run within your locality, across different states as well as in multiple countries. This will depend on the dynamics of the target markets. First go through the search results in those areas. Get to understand the common words and phrases used by web users. When undergoing any form of PPC campaign management create ads that address each market segment separately.
5. Numbers and spelling - People get put off whenever they notice an ad whose words are misspelled, especially in AdWords which is highly popular. It creates the impression that the person who wrote or translated it was not a native speaker. On the other hand, it can affect the way the results appear following a search. Take heed of such minute things like separating numbers with periods or commas and spelling errors. You are at liberty to use numbers, letters of the alphabet or Roman numerals. Stick to one set of numbers for uniformity.
6. Keywords - Use keywords that the local people can identify with. Each region you choose to take your marketing campaigns is unique in its own ways. When it comes to your choice of keywords, the same distinction applies in your choice of keywords. This practice is essential for PPC campaign management.
For instance words like “top wines in London” are ideal for prospects living in Britain. The same cannot have a big impact on clients living in New York. Use keywords that are relevant to the region or country you have targeted. In order to succeed in this area, you can consult SEO experts. They are able to carry out an analysis on demographics and the culture of Internet usage in the areas you intend to market.
7. ROI - You have to find a way of checking whether the returns are worth what you put into the campaign. ROI stands for returns on investment. In as much as the term has a wide use in financial circles, it will also apply in your marketing campaign. Let’s assume you have spent $2,000 in placing pay per click ads online. That is your advertising investment.
You should then start monitoring the value of the ads that users have clicked. At this point you are hopeful that maybe one out of every three people who have clicked on these ads will buy from you. In order for you to establish whether your investment did bear fruits you will add up all the revenue generated during the period of the campaign. This is calculated by subtracting the revenue from cost of PPC ads then dividing your answer by the cost of PPC ads again. To learn more about PPC campaign management, or to invest in services for PPC campaign management, visit the Web Presence Group.
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