Imagine a shopping mall gone virtual: There is nearly endless space to accommodate every retailer in the world, and the only limitation on your storefront display is your imagination. However, since the store directory contains millions of listings, it is imperative to ensure that your business is at or near the top of the list for your industry or niche. You can achieve this through a solid PPC advertising campaign.
Understanding What PPC Is
Website traffic generated by pay-per-click marketing differs from that resulting from no-cost organic marketing in one significant way: the price tag. It’s right there in the name; platforms such as “free” mobile apps or search engines display your ad, and you pay a fee whenever a user clicks on your ad. Like traditional forms of paid marketing — print ads and direct-mail fliers, for example — the value lies in a smart, relevant ad structure that entices the right audience and then delivers on its promise.
Advertising on High-Volume Search Platforms
Since so many internet users rely on Google searches to find what they need, it’s no surprise that the Google Ads system is a cornerstone of pay-per-click marketing.
Google Ads functions much like an auction. Advertisers bid on keywords by specifying the maximum amount they’re willing to pay for each click. When a user enters that keyword in a search, Google calculates an “Ad Rank” for each advertiser in that bid group that includes aspects such as relevance, ad quality and effectiveness, and the bid amount.
Top-ranked advertisers win the top spots on the results page, which the user will see first. The Ad Rank metric is complex, but focusing on creativity, keyword relevance, landing page quality, and Google’s quality score should get you heading in the right direction.
Fine-Tuning Your Pay-Per-Click Strategy
Exhaustive keyword research is probably the most important key to your successful pay-per-click strategy. It’s crucial to note that highly relevant long-tail keywords may be more effective than broad, popular short keywords. Furthermore, your keyword list should evolve with internet users; take the time to regularly evaluate and update it to include surfacing trends.
Another tactic is to split your ads into targeted groups that lead back to specific landing pages that provide exactly what that user is looking for. For instance, you’re likely to lose conversions if “best running shoes for teens” lands on your homepage, “All Apparel for the Whole Family.”
Many elements make the difference between a satisfactory and a lucrative PPC marketing campaign. Still, there’s no reason not to implement some of the basic techniques today to start seeing improvements.
Seek Expert Assistance
Get in touch today with BluWav Capital and we’ll make sure to make you a tailor-made proposition to help you move your business forward!
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