If you have a business on the internet, you know how crucial it is to have strong traffic. It is critical to help attract visitors to your business so you can convert leads to sales.
If you want to improve your site traffic, one of the ways to do it is search advertising. Also known as PPC advertising, it’s one of the pillars of an effective online business.
Pay per click advertising has strong potential to increase your traffic fast. How do you do it?
In this guide, we’ll teach you how to use PPC ads to reach new audiences:
PPC is a type of digital marketing that brings results if you do it right.
PPC or pay per click advertising is the use of paid ads in different platforms to position yourself in a search. Unlike organic traffic from SEO, you don’t need to spend a long time building reputation. PPC advertising works to push you to the right audience from the start.
By bidding on a keyword using your ads manager, you put yourself on top of search engine results pages. This gives you top priority in the keyword you pick. It is great at creating a strong opportunity for more traffic.
It sounds easy enough, but it requires a combination of complex details.
How does PPC work? As we all know, doing an advertising campaign on Google is a powerful move. It’s one of the websites that leverage the biggest traffic, so going on top of its results pages can bring visitors. This massive traffic translates to more clicks on your ads, which means more traffic and leads.
Depending on the details that you put for your PPC campaign, your ads can show up more. Your keywords and match types can become valuable to your success.
Some crucial factors in your success include:
All these are vital to bringing more traffic to your web pages.
You start by performing proper keyword research to find the right keywords. Depending on your goals, you want keywords that have strong traffic and buyer intent. If your aim is to improve your business traffic, you want to capture your audience’s interest.
Keywords that customers use to search for things they want to buy are vital to the success of PPC. Most of these keywords will have a higher cost per click (CPC) because of competition. You want to find keywords that have a good balance between cost and traffic.
Be methodical when picking keywords.
First, you want to make the most out of the relevancy of your keywords. You want keywords that are relevant to the needs of your audience. It should be in sync with your goals and your customers’ buyer intent.
You also want to have an exhaustive list that takes into account the intention of your potential visitors. You want tight keyword groups that complement each other. A combination of strong, high traffic keywords should tandem with long-tail keywords.
You also want a wide cross of keywords that you can grow and expand. Ad text is crucial in convincing the searcher to click your PPC ads. In this text, you want a list of keywords that do not clash with one another.
Quality score is an important factor in PPC advertising. This is Google’s metric to rate the quality and relevance of your entire PPC campaign. From keywords to landing pages to copy, advertisers with better scores will get lower CPC.
Lower CPC translates into more clicks with lower costs. Satisfying quality score can be much work, but it’s crucial for success.
For example, Google wants both your search ad and your landing page to convey the same message. This means using connected keywords and providing better transparency to your customer.
What is PPC creative? A creative is the ad copy and other materials that can help entice your audience to click. In Google search, this is the headline and description, while Youtube uses video for the same effect.
You want to make sure that you have a clear message in your creatives. What you communicate on the PPC ad itself should match the expectations it sets. A strong ad copy can convince a user that you are the right answer for their current queries.
Your search ads are not everything you need to focus though. Google recommends creating a perfect landing page with strong load times, clear navigation, and credible content. You want to make the entire process easy by using simpler forms that make conversion simpler.
How do you use PPC advertising to drive customers to your website? First, make sure that you optimize your PPC ads for both desktop and mobile search advertising. Focusing on desktop will not help, considering a high percentage of searches happen on mobile.
You also want to focus on search ads instead of display ads. Display ads or banner ads are large, clunky advertising you will see on some pages on the internet. These provide very little click-through rate, which means they are not worth the money wasted.
Focus on search ads. Group your campaigns by which landing page or interest types they serve.
You also would want to build a wide “negative” keyword and long-tail keyword list. This prevents wasting your precious ad budget on ads that won’t work.
You may also want to follow a simple Google checklist for paid ads.
When it comes to pay per click advertising, you want to understand the right factor that drives customers. You want to focus on the quality of your advertising to drive traffic to your site. If you do this right, you can find a strong influx of traffic through your PPC campaign.
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