Pay per click advertising campaigns can be a great way for small or local businesses to grow their business when done correctly. There are several PPC ad strategies businesses can implement to increase their return on investment and grow their customer base.
If you have ever experimented with pay-per-click advertising before, chances are your budget was spent and you had no way to show whether or not your efforts resulted in new customers or sales.
The most important and very first step in creating a pay-per-click advertising campaign should be to set a clearly defined, measurable goal. If you spend $100 a month on pay-per-click advertising, be sure you can justify that amount in sales, and remember that not all returns will be immediate.
There are two primary reasons for setting a defined goal?goals allow you to determine the effectiveness of your ads, and from that you can make any necessary adjustments to your campaign to get better results. The last thing you want to do is continue to run a campaign that doesn?t result in conversions.
Before creating your ad, determine where it will take those who click on it. Generally, directing your PPC ads to your website?s homepage is an ineffective way to convert visitors to sales or leads. Direct your visitors to a specific landing page that specifically supports your goal and is directly related to the content in the ad.
If your goal is to increase sales of a particular product, be sure to direct your visitors to that specific product page or a special page created specifically for that ad. Encourage your visitors to make a purchase by offering a discount, or entice them to sign up for your newsletter.You may also want to utilize A/B testing with your landing page to determine the most effective means of cultivating conversions.
Track conversions and sales resulting from your PPC ad.Track conversions using Google Analytics, and track your leads to see if they contribute to sales over time. Remember that not all leads will make a large purchase immediately, but it is certainly possible that they would spend more over the course of their history with you than the average customer. Use their email or other information gathered to track sales.
After you have set your goal and determine how you will measure the success of your PPC ads, it is important that you set ad keywords that will support your goals. Select ad keywords that are specific?general search keywords will result in more clicks but fewer conversions.
Track your ad?s performance over time and make any adjustments to your keywords for a better ROI. Keep keywords that generate leads, and delete those that don?t. You may want to add additional keywords that are similar to those that are working to help improve your results.
If you are new to PPC advertising, you may need to experiment with trial and error to determine what works best for your business. It is imperative that you are able to track your conversions over time. Conversions may not always lead to immediate sales, but it will be the lifetime value of the lead that will help determine the effectiveness of your PPC advertising.
If you are not getting the results you desire, you may need to modify your campaign to get better results. Use specific keywords to reach your target audience, and setup your landing pages for increased effectiveness. Continue to test and fine-tune your efforts, and you should soon begin to see the results you seek.