With the latest statistics reporting that Pay Per Click (PPC) advertising is a key tactic for 74% of brands, the power of PPC is there for all to see. When using PPC, businesses of all sizes and niches can level out the playing field, accessing an effective, targeted, measurable and completely customisable strategy that can generate results fast.
Google Ads is the most popular platform for PPC advertising. It pays to market to browsers on the world’s most popular search engine after all!
As you’ll discover however, not all PPC campaigns were created equal. There are a few golden rules every PPC advertiser should follow to ensure their campaigns produce the outcomes they want and deserve.
Keywords and phrases matter, especially when it comes to the strength and success of your PPC ads. Whatever your business type, selecting keywords that are relevant and using them wisely is essential.
When choosing the keywords and phrases that matter to your brand and your audience however, be as specific as you can without being too niche. Balance is key; if those keywords are too broad, you’ll risk promoting your ad to the wrong audience. Too niche, and your ad won’t generate any clicks at all.
Finding the right choice of keywords can take time, with the use of keyword planning tools and a few tweaks along the way certainly recommended when finding the perfect PPC mix.
Bid management is a vital part of the wider PPC process. When managing bids, you’ll have the option to increase or decrease to control how much you spend every time someone clicks on your ad. The right bid strategy can help to improve results.
If you’ve followed rule number 1 and decided to target exact keyword matches rather than broad, set your bids low. It’ll save you money as well as pave the way for less yet more qualified traffic.
The importance of keeping on top of negative keywords or search terms shouldn’t be underestimated. By specifying negative search terms that you don’t want your ad to show up for, you can limit your ad’s exposure to irrelevant queries and enjoy better qualified leads that are more likely to convert.
Like any digital marketing strategy, you have to consider the entire journey to turn those clicks into customers. Once the browser has clicked your ad, directing them to a landing page that has been optimised with your PPC campaign in mind is a must for increased conversions.