Does your marketing strategy include a PPC campaign?
Research shows just 45 percent of small businesses take advantage of PPC to increase their visibility and drive traffic to their site. And that’s a real shame, considering 46 percent of all clicks on Google’s SERPs go to the top three paid ads.
But launching a PPC campaign and leaving it to work its magic isn’t enough. Small businesses looking to compete in their sector must take steps to maximize their campaign’s impact and achieve a higher click-through rate (CTR).
Here’s how to do that.
Make Landing Pages Relevant and Compelling
A good landing page should convert visitors into paying customers. Relevance is one of the key ingredients: direct prospects to a page that builds on the ad’s offer and shows them how to get what they’re looking for.
A major mistake some businesses make is putting too many offers on landing pages — a misstep that could see your conversion rate drop by an eye-watering 266 percent.
Another problem? Only around 50 percent of landing pages are mobile-optimized, when the number of US buyers using mobile for search is set to reach 211m by 2020.
Target the Most Relevant Locations
Google Ads’ geotargeting lets you limit your reach and establish radiuses around core locations. Take advantage of this to narrow your focus.
Running a PPC campaign that targets customers all over the world could be a waste of time, money and effort if you only ship nationally. Just focus on attracting the prospects you’re really after rather than trying to be all things to all shoppers.
You might change this in the future as your customer-base expands across different regions, but only increase your reach when it’s viable.
Extend Your Ads to Boost Visibility and Engagement
Ad extensions can help increase your click-through rate by providing users with more information, a phone number or links to a specific page on your website.
They also enhance your ads’ visibility and convey extra details about your business than you might be able to fit into the text itself. If you meet certain criteria, your ads could display seller ratings, too, which build trust and increase credibility.
Create Ads Compatible with Voice Search
How important is voice search to the future of effective marketing? Look at it this way: 35.6 million Americans use voice-activated devices once or more each month.
Creating PPC ads tailored to voice search is vital to stay relevant and increase CTR. One common trend is voice searches phrased as questions, which makes such terms as ‘where’ and ‘when’ key. ‘Near me’ is a core element of voice searches, too.
Understanding your target audience’s age range and search habits will help you maximize your PPC ads’ impact, so always be prepared to conduct market research.
The best way to achieve a higher CTR and maximize performance is to work with professionals. And our Orange County digital marketing specialists have tailored PPC campaigns for many businesses, increasing their performance and their CTR. We’ll determine the best ways to attract, engage and convert your target buyers.
Want to learn more? Get in touch now for your FREE marketing analysis!