As a business that invests in PPC, you know that a solid account structure that is built on a good understanding of your website’s navigation and performance data is the basis for maximising and optimising your campaigns.
But with thousands of businesses promoting their products and services online, how do you get yours noticed? PPC not only attracts attention but with a solid rock foundation, it can easily convert interest into sales and grow your business.
Follow our 5 tips to ramp up your PPC.
1. Have a budget
It’s important for you to decide how much you’re willing to pay for your PPC campaign, keywords, and keyphrases. The costs will vary with the competitiveness of your market and your own budget. If you usually spend 10% of the retail price of your product in sales and marketing, stick to this and use your conversion rates to tell you how much you will actually spend per click.
For example, if you sell your products for £100 and usually spend £10 on marketing for each product sold and you know that 1 in 10 website visits results in a sale, spend £1 per click, that will amount to £10 for every product sold.
2. Track your customer’s journey
It’s good that you’re attracting targeted traffic to your website with your PPC campaign, but this shouldn’t be a goal in itself. You need to make sure that your visitors are actually buying, subscribing, or making enquiries, whatever your goal is, they’re acting upon it.
That’s why it is imperative that you track your customer’s journey using a tool like Google Analytics, and optimise. You might want to remove keywords that cost a lot but don’t generate sales. You can track where users arrived from, how they interact with your site and whether or not they convert into customers.
3. Link to a dedicated landing page
Some businesses do the mistake of linking their PPC adverts to their homepage, and then they wonder why they have the traffic but don’t have the conversions.
It is key to have a relevant dedicated landing page for each of your PPC campaign/advert. This us the only way you can direct your potential customer to quickly reach the product or service they were interested in and make it as easy as possible for them to take the next step – whether that is a sale, a subscription or a sales enquiry.
For example, if your advert is about buying a specific product, consider creating a landing page dedicated to just that product with information about it and a “click to buy” button. After the sale is done, you can take the customer to other areas of your website, but until the sale is done, keep them focused.
4. Choose your keywords wisely
One thing that is key on PPC is choosing your keywords or search phrases very carefully.
They should reflect what your potential customers will type into a search engine like Google when they’re looking for your products or services without knowing your brand, so you need to be very specific.
For example, if you’re a small building business in Leeds, don’t just write “small builder”, try instead “home renovations in Leeds” or “ loft conversions in Leeds”, etc. Focus on your customers’ needs and they would search for, not for your business.
You can and should experiment with several different keywords and key phrases and use keyword search tools to help you find relevant ones.
5. Set up Remarketing
You may have noticed how some ads seem to follow you around the Internet. This is something called retargeting/remarketing, and something you can easily do with AdWords.
You need first to add the remarketing tag to your site. Then you can build a display campaign and target the remarketing audience you created. This way your ads will only show to people who have been to your site previously but didn’t convert.
It will keep your product/service on top of their minds, and as long as you don’t overdo it, it’s a great way to bring potential customers and do a conversion.
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