PPC (Pay Per Click) Marketing Tips

Filed under category: Pay Per Click Marketing




ppc pay per click marketing tips

Many businesses are transitioning into the world of online marketing and advertising. And Google has created an awesome advertising program - called Google Adwords - which has multiplied the growth of millions of businesses around the globe.


If you're not utilizing a PPC management service or your own Par Per Click Advertising, then your business is behind the curve, making it much more difficult to compete in a steadily shrinking world. So below are a few PPC Marketing tips to help give you a huge advantage over your online advertising competitors.


Keyword Selection


Not only is meticulous keyword research and selection is important for successful Search Engine Optimization, keyword selection is equally as essential for a successful Pay Per Click Marketing campaign. Since you pay for each "click" (online visitor) to your website you'll need to make sure you maximize your clicks are for the utmost relevant keywords for your business.


If you're targeting the wrong keywords, or if your keywords are too broad (easily covering a large "umbrella" of subtopics), you will pull less qualified users to your website. Users will click into your website, but your content may not be relevant enough to their initial search keep their there, so they leave and you waste more of your online advertising dollars.


Google Adwords Ad Scheduling


Another great feature of Google adwords - as well as other Pay Per Click Marketing programs - is the ability to schedule when your ads run at any hour during the day. Ad Scheduling allows you to focus on the best times your market is searching for your keywords in order to maximize your visitor traffic.


Maybe your business requires leads or sales daily. If business is slow during a certain time of day, you can run your ads at the optimum times so you don't run up your click charges too soon. Every market is different so testing is needed to see which hours of the day are best for your Pay per click campaign strategy.


Keyword Insertion (where applicable)


You should always include your target keywords within your ad copy. A good rule of thumb is try to include your target keyword in the headline as this is most relevant to users. DO NOT STUFF YOUR KEYWORD multiple times within a particular ad. Your ad will no longer make sense. This will decrease relevance of your ad; not to mention it will read incoherently to users.


Use discretion when inserting keywords into your ad copy.


Use selling points (Promotions, discount deals, etc)


A great way to make sure your ad stands out is to use selling points which make your advertising pitch unique. Discounts or promotions are great ways to appeal to potential customers. "Discount coupons", "free trials" and included "products with purchases" are great to add to your PPC ad copy if applicable.


If you're not running any promotions at the time of your ads, that's OK! You could always brainstorm on some for later in order to sweeten the deals you're trying to present, but don't worry if you don't have any to begin with. They're not always necessary to create effective ads. Do what's best for your online market.


Use Irrelevant Keywords as "Negative" Keywords


If you are tracking your website traffic properly, inevitably you'll notice that sometimes your ad is being clicked on by users searching for keywords or phrases that are not relevant to your PPC campaign, and you're sure these visitors will NEVER convert into leads or sales. You can add what's called negative keywords and phrases to your PPC campaign so that your ads ignore irrelevant user searches.


For example, let's say you're advertising for "car dealership". Depending on how you've structured your keywords, your ad will appear whenever users search for different phrases of the keyword "car" (such as "pictures of cars"). If you don't desire your ad to appear for these searches you could always add "pictures" as a negative keyword to your campaign. Otherwise, users searching for "pictures of cars" will cause your ad to appear, and this would be considered a wasted click.


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