If you’re planning on creating your own pay-per-click campaign in order to market your business, it’s important you use the right Tips for Pay-Per-Click Campaign Success. While there is no one size fits all option for businesses who want to market their business, using pay-per-click marketing tools is a great start for any business wanting to drive a targeted group of people to their site.
The key to a successful campaign is to to target the right keywords and to set up the campaign to require as little tweaking as possible while you run it. The less time you spend worrying over your ads, the more time you can commit to running your business. Following are some important steps to creating a great pay-per-click advertising plan.
Create Targeted Keywords
It can be tempting to create a pay-per-click campaign using any keyword that comes to mind associated with your business. In our case that might be ‘website design in Sussex.’ The problem with this approach is you will get general results for general keywords. If, for example, you’re selling garden tools, you may be tempted to simply use the words garden, tools, grass, flower and so on. If someone is searching for ways to kill weeds, they may use any or all of these search terms. If they click on your ad, you’re paying for their visit, even if they aren’t relevant customers.
Instead, focus on the types of products that you sell, such as hoe, edger, mower, etc. While you may pay more for each of these keywords initially, in the long run the quality of your clicks will be higher. In addition, you’re more likely to convert a visitor to a buyer if they are finding exactly what they are looking for.
While there is some initial research needed to find the right keywords for your campaign, it will be well worth the time you invest. You will have to manage your campaign less because you will already have chosen the optimal keywords for your campaign.
Create Multiple Campaigns
It can be tempting to create one campaign for all of your keywords in an effort to save money. However, this will still generate more general results, which means your return on investment may not be as high as you need it to be. By separating your campaigns per product or service, you can ensure people who click on your ads want to look at what you have to offer.
Use Multiple Landing Pages
Where a visitor lands can make a difference in what they do next on your website. If everyone lands on your home page, you may get some results from that, but this isn’t the most effective way to use pay-per-click advertising. Instead, make your landing pages product or service specific to the keyword given. If, for example, the targeted keyword is edger, then make sure the landing page shows the edgers that you have for sale.
Establish a Budget
One of the biggest challenges to using a pay-per-click advertising strategy is that it can become costly quickly. It’s important to not only establish a per click spending limit, but you need to establish a daily spending limit as well. As with virtually any type of marketing, the more you have the spend the more effective you can be with your campaign. Having a limited budget, however, doesn’t mean that you can’t have some success, it simply means you need to be more accurate in your keywords so that you can get the most bang for your buck.
The reason establishing a budget comes after your keyword research is because you need to know how much your keywords will cost you first. This will help you to prioritize your needs and advertise the most pertinent keywords first, and then grow your campaign as your business increases.
Find Your Target Audience
For some of your campaigns, it may be important to establish a certain geographical area in which to target your campaign. For example, some products can’t be shipped to certain areas, so there’s no point in advertising there. In addition, some products or services may be more relevant to a specific area. For example, garden products may be more relevant year round in places like Florida, California and Texas. You can avoid advertising to other areas for 6 months of the year if this is the case.
The benefit here is that you can reach a more targeted demographic. In addition, creating a more targeted campaign will cost you less as you won’t have to worry about people in locations who don’t need what you have to offer clicking on your campaigns because your ad won’t come up in their search results.
Work with Your Website
It’s vital that your website carry the same keywords and descriptions that your pay-per-click campaigns do. Not only will this benefit your potential customers, but this will also have a positive impact on your search engine rankings as the backlinks you create, as well as the increased clicks associated with your website will create a more positive result in general keyword searches not associated with your pay-per-click campaign.
Track Your Results
It’s important to track your results because if you don’t, you won’t know how your campaign is doing and you won’t know whether or not you need to make any changes. Learn to run the reports associated with your campaign – training is available – and learn to read them. This will ensure that you don’t waste any money on a campaign that isn’t performing like you need it to.
While pay-per-click advertising is only one aspect of good marketing, it can be a vital one for many websites. Take the time to learn how to do it properly and you could quickly see an increase in traffic to your site that turns into paying customers.