Before you write, organise and schedule your pay per click campaign, check out these tips to maximise your ROI (return on interest) and help make your ads as effective as possible. Pay per click advertising can be time consuming, so it's important to make it worth the time by giving your campaign the best chance at success. Here are a few simple techniques and ideas to consider when starting your own paid search marketing plan.
Local Targeting
Utilise local pay per click targeting to maximise the response from your ads. This is relevant to both small, local businesses as well as nationwide or international companies. Why waste money showing ads to people hundreds of miles away when you could be bringing in customers from your actual catchment area? If you see an ad for a company that you may have seen or driven past, or even one that mentions your home town, that familiarity is going to make you more likely to click through to see what they have to offer. Use geo-location targeting to aim your ads at appropriate IP addresses, or by responding to specific local keywords.
Negative Keywords
Removing 'negative' keywords from your list means that your ad will not be shown to any user who types in that keyword. For example if your company only sells laminate flooring, you might want to remove "carpets" from your keyword list so you don't waste ads on people who aren't looking for your particular product. It's a good idea to check on your analytics and see what search terms people are using to find your site, and work out if they are relevant, or if they are mistakenly being taken to your website in search of something different.
Promotion
As consumers, we see a lot of online marketing while we browse the internet. What makes your ad stand out? You need to make every word count when writing PPC ads, and ensure that your advert is going to grab the attention of your audience. Run a promotion, a special offer, a flash sale, a competition - entice your audience to your website and give them a reason to choose you over your competitor.
Precise Keyword Matching
Use your web analytics information to utilise exact keywords and phrases that previous customers have searched for to find your website. This dynamic keyword matching allows you to best match what users are actually typing into search engines. The thing to remember with this technique is to ensure that your copy reads naturally. The aim is to strike a balance between precise keyword matching and sounding professional, not simply putting in a string of nonsensical keywords!
Split Testing
Make the most of split testing and analytics to try out different wording and keywords for your ads. Monitoring and analysis is a big aspect of any pay per click campaign, and you need to be keeping an eye on the performance of each ad in order to maximise your budget and success rate. Try making small changes to your ads and running them in parallel and then slowly decide which types of ad work best for your purposes.
Long Tailed Search
Long tailed search terms are strings of 3 or 4 keywords that specifically describe your product or service, for example instead of "SEO", you might use "SEO for local businesses" to more accurately target your desired audience. This works in two ways: firstly it narrows down your target audience to increase the likelihood of a click-through, and secondly it often reduces the price of your cost per click, since fewer people may be bidding on your keywords.
Relevant Content, Relevant Landing Pages
If you clicked on an ad for a particular product and got sent to a home page where you then had to search for the item you were after, it might very well put you off even bothering. It may seem obvious but many paid search users simply set their homepage as their default landing page. Make sure your ad clicks through to a relevant and targeted landing page so that you make it as easy as possible for your customers to buy what they have clicked on. You may even need to set up a new page specifically for your ad.
Monitoring and Adjustment
We keep mentioning analytics, and that's because it's a big part of any pay per click campaign's success. Keep an eye on your ad performance, your conversion rate, your click through rate, your Google Quality Score, the timing of your ads, and any split tests you may be running. If you can determine which ads work well and which are wasting money, you can boost your marketing budget and save time and effort while you run your pay per click campaign.
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