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Pay Per Click Marketing – Test The Water
Pay Per Click (PPC) marketing, while a potentially very effective online marketing tool, is not necessarily guaranteed to work well for every business. Therefore, it is worth trialing on a sample of keywords related to your business in order to determine it’s effectiveness.
Obviously, the sample you test on should be terms that you do not currently rank highly for in the organic search results. After a month, you should be able to determine how successful PPC is likely to be for helping bring traffic to your website.
It is worth bearing in mind that, while PPC may bring high volumes of traffic to your website, it is unlikely to improve conversion to sales for your website. Ultimately the quality of the page that your PPC advert directs visitors to will determine whether or not a visitor decides to act. These landing pages therefore need to make it absolutely clear to the visitor the action which you wish them to take, whether that be to make a purchase, register for a competition, provide contact details for a call back form etc.
For more advice on PPC, and online marketing visit the Web Wise Business website.
Pay Per Click Marketing – Landing Pages
When creating you Pay Per Click (PPC) marketing campaign it is worth putting some careful thought into which pages you want the adverts to send traffic to, what those pages will look like and what you want the visitors to do once they are there. As these pages will have a large impact on the conversion rate of your traffic with regards to the desired action you want them to take, it is important to make sure that the page makes the right first impression by looking good. It is also important to ensure that the page provides the visitor with roughly what they were expecting. There is no point targeting the term “florist” with your PPC only to try and sell recruitment services!
Finally, make sure that it is as simple as possible for the visitor to achieve your desired action, whether that is buy your products or provide you with contact details.
Pay Per Click Marketing – Brand Name Targeting
An important tip to remember when it comes to Pay Per Click (PPC) marketing is to determine what you gain by targeting your own brand name. If you already hold the first spot in the natural search rankings for your brand name, then spending money on PPC for the term is a wasted effort. Since visitors are already searching for you (they’ve entered your brand name), you will simply end up paying money to get people onto your website that were going to visit it anyway.
Targeting your own brand name should only be done when you do not hold the number one spot in the natural search results for the term, or if your brand name is a commonly used term or name, such as Web Design Scotland.
Pay Per Click Marketing – Keyword Targeting
When setting up your Pay Per Click (PPC) advertising campaign, it is important to do some thinking and research on keyword terms you wish to target. The best place to start is by taking a look at the Google Adwords Keyword Tool to get an idea for which terms are well searched for already and how competitive they are in terms of people already targeting those terms.
