PPC (pay per click) ads are an extremely effective and rapid method of driving visitors to your website. It can also be cost efficient if your PPC campaign is managed correctly, but this involves getting all the elements right in order to have control over your advertising message and spend.
In order to create a successful PPC campaign, you’ll need to consider the following aspects:
- The budget for your ad campaign
- Location targeting for directing your ads to specific areas
- In-depth keyword research
- Optimising your ad text and call to actions
- Ensure the use of negative keywords
- Get the right landing page on your website
If the above list is in place there’s another vital ingredient to running a pay per click ad that you need, and that’s the time when you should be running your PPC ads. Timing is essential in order to reach the right people at the right time with the right message.
Depending on your campaign goals you may get better results when users click on your ad during your opening hours. For example, if you want visitors to phone to book a service for their car, you’ll get more satisfied customers when you are there to answer the call rather than asking them to leave a message after hours. If you are an emergency plumber then you need your ad showing 24 hours a day unless you don’t work weekends!
Using Google Adwords data you can find the best time of the month, week, day or hours for your ad to be shown. By the looking at the times that you get the greatest volume of clicks and impressions, you can see when to schedule your ad.
Once you’ve created an ad schedule you can bid up or down during specific hours of the day or days of the week to fine-tune your campaign further.
Finally, pay per click advertising is not all about the clicks; think about your conversion rate. It is vital to track what happens after a user clicks on your ad in order to know whether it’s working and you are achieving your goals and investing your advertising budget wisely.
With poor management, your PPC campaign and your quality score will suffer and you could end up paying a fortune with not much to show for it. If you need some help with your PPC ads or you’re not sure where you are going wrong, contact our PPC experts and have a chat today.
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