Pay per click (PPC) is one of the most effective ways to get new leads and drive sales. This means it is important for you to optimize your PPC ads. Here is a guide to get your business on the path of success.
Why is PPC Effective?
Pay-per-click advertising is the most common in search engine results pages (SERPs), but it is also used on social media. PPC is effective as it is centered around specific targeted keywords, so you end up with more qualified leads.
While SEO is still important for rankings, it is about both of the marketing strategies complementing each other. Paid advertising will help your business rise to the top in a competitive keyword market.
Where Should I Run Ads?
There are several places where you can run PPC ads, let’s look at the most popular options.
- Google Ads – Google Ads is the most popular, it processes over 40,000 searches every second. This gives brands tons of opportunities to be seen by your target audience.
- Facebook Ads – This platform is both popular and effective and it allows for very specific targeting options. Your brand can target users based on interests, demographics, location, and behaviors. The ads can also blend into someone’s social feed. Facebook ads also allow to advertise on Instagram as well.
- AdRoll – This is a retargeting platform that advertises to people that have already visited your website. The benefit of AdRoll is that it can display ads on Google and social media sites.
A great PPC campaign starts with establishing parameters. Without parameters, you risk your ad being untargeted and ineffective. Your ad campaign should reflect your business goals. What is it that you want to accomplish? Is it visits, sales, or brand awareness?
You will need to set who you want to target, how will you measure success, and what type of campaign you will run.
Besides picking where to run your ads you need to choose the type of campaign, and whether you are doing one or a combination of campaigns.
- Search Ads – These are popular and are the text ads that show up on search engine results pages.
- Display Ads – These are image based ads on external websites which includes social media.
- Social Ads – Any ad that you see on Facebook, Instagram, LinkedIn. You pay to show up in your target audience’s social feed.
- Remarketing – This is to target people who have previously engaged with your brands. It could be filling out a form, reading a blog, or visiting a page on your website.
- Google Shopping – This is most effective for e-commerce sites it includes the image, price, and short product description. It will show a carousel on a search page based on your target keywords.
Create Quality Ad Copy
While the right keywords will get you in front of your target audience, quality ad copy will get them to click on your ad. Your ad needs to solve a pain point of the searcher. You need to give them exactly what they are looking for. It needs to be clear and concise.
Search ads have a headline, a URL, and a short description. Each of these has character limits to ensure it is short and to the point. You need to include the main keyword, an actionable call-to-action (CTA, and make the offer appealing.
Once you have the PPC ad ready, then it is time to focus on the landing page. This is the page that you send the leads to after they click. The landing page needs to be relevant to the ad and deliver what was promised.
The point of the landing page is to convert your visitor into a lead or customer. Also, a high-converting landing page will improve your quality score and lead to better ad placement.
The landing page should have a strong headline, a clean design, copy that is relevant, and an easy-to-use form with a CTA button.
Paid Advertising Pays When Used Correctly
Paid advertising is an effective tool that should be part of your strategy no matter the goal. It can give you the boost in leads and conversions that your brand has been looking for. If you are unsure about the best choice for your brand, give us a call. We have been helping out brands succeed in their marketplace for years.