Launching a PPC campaign is a key step for every business looking to boost its visibility and reach a bigger audience.
But you have to plan yours carefully to maximize its effectiveness. If you make common mistakes with your PPC, you could miss out on achieving increased traffic, conversions and ROI.
Our Orange County digital marketing team has helped companies across diverse sectors with tailored PPC campaigns, and there are some key things every one needs.
Your business should define its goals first. You need to think about what you actually want to achieve, whether that’s boosting brand visibility, generating leads or increasing traffic to a specific page on your site.
Establishing focused targets makes measuring your campaign’s performance easier in the long run.
Careful Budget Management
Know your limits: define your budget and stick to it.
If you spend too much on your paid ads too soon, you could end up without enough to sustain your campaign. You should be able to grow your PPC expenditure and experiment with different options over time.
But you can’t do that if you come in too high with your early bids. Take a sensible approach with your PPC campaign’s expenditure from the beginning.
Conversion Tracking to Determine Performance
Conversion tracking is just as it sounds: monitoring the number of conversions you secure through your ads, based on specific criteria.
This shows you the journey a customer takes after they click on your paid ad. Converting doesn’t have to mean making a purchase, though: it could be signing up for a newsletter or downloading an ebook.
Conversion tracking shows which ads, which keywords and (ultimately) which campaigns (if you run multiple) perform best.
Gripping Content for Clickability
Never overlook the importance of your ad copy. Your words make a massive impact on the user’s decision to click or not.
You have to capture their attention, address their pain point and explain how you’ll solve it. Use clear language and a tone suited to your target demographic.
Take a look at your competitors’ ads to see what their approach is too. Good and bad examples will give you the inspiration you need to make your PPC ads’ copy more compelling.
According to Google’s research, consumers use their smartphone in almost a quarter of ‘shopping occasions’. Mobile searches have gradually overtaken desktop searches too, with more of us turning to our phones to make an online purchase.
That means your mobile ads have to lead to landing pages optimized for smartphones. Why? It’s simple. If prospects have to wait too long for your page to load, they’ll lose patience and click away to a different site.
Our Orange County digital marketing team is here to help your business achieve real results with the ideal PPC campaign for your goals, target audience and budget.
Sound good? Get in touch with us now!