Pay-Per-Click advertising is a nice way to drive traffic to your website.It is often useful when your goal is focused on conversions and getting accurate leads.Many a times,I have heard customers complaining about PPC/paid advertisements, stating that it is too expensive and they are not making any profit with the campaign.However,if you have got a focused strategy to work upon,Pay-Per-Click campaigns will definitely give you awesome results.Here are a few tips to create an effective Pay-per-Click campaign.
Useful Pay-Per-Click Strategies & Tactics to Run a Successful Campaign
Keyword Research : With the increasing trend in online marketing,there is a greater availability of Keyword Research tools in the market. Since,the keyword research is the base of running any successful campaign,it’s better you take maximum time in developing a quality keyword research for the campaign.Try to look out for the all possible keywords,through which a prospective customer may land on your page.Keyword Tools will definitely help you in getting an estimated traffic and an average cost per click,but don’t ignore much obvious keywords even if they the tool shows less traffic.I personally prefer to follow Google Suggest tool for my keywords research.Google AdWords Keyword Tools, Microsoft Advertising Intelligence,SEMRush and keyword tools by Market Samurai are some of the well known keyword tools which I recommend.
Using negative keywords inside the campaign will create a good impact.
Negative keywords that you to choose will not trigger your ad. For example, if you are a used car dealer, placing the word “new” in your negative list ,won’t trigger the ad for new car dealer.
Moving further,many advertisers are confused about using keyword matching options.I would recommend to test all keyword matching options(Broad,Exact,Phrase,Broad Match Modifier) on your keywords,and then decide upon relevant strategy.In any campaign,it’s better to test all the possibilities to check out the results before drawing any conclusions.
Ad Groups
Ad Groups should be formed on the basis of topics.Every topic must be separated because the Ads you will be writing would be relevant to the Ad Group you create. To get relevant clicks on your ads,it is important that an ad written need to be inline with the Ad Group and ultimately the campaign.
Text Ads
Always write compelling ads,which people would like to click.Make sure that a potential customer when clicks on your ad should result into conversion.You should create a Call-to-Action kind of scenario in your ads.Try to understand the difference between “Save money on used sofa today” and “buy used sofa”.You have to showcase your business in 35 characters.So,it is better you brainstorm over your ad-copy with content writers.
Remember to enable site links too. Site links have a great scope to improve CTR,and may increase conversions too.In a survey carried by Google , it found that 70% of mobile searchers called a business directly from an ad in the search results. According to Google,it is estimated that around the world over 40 million calls are made from Google ads directly to advertisers each month.
Location Targeting
By making use of Google Adwords, you have got greater flexibility in targeting audience location wise. Therse are the following ways you can target audience location wise:
- City, state, country, region
- DMA (designated market area)
- ZIP code
- Radius around a point
- Location extension targeting
Whenever you selecting the advanced setting “People in, searching for, or viewing pages about my targeted location” adwords will allow ads to be shown to audience who used the name of the location in their searches,viewed content about that location, or selected the name of location in their search settings.
Enhanced campaigns help you to make bid adjustments by location. This allows an increased or decreased bid in chosen locations,hence improves the performance.
Hope,these tips will help you to setup a search network campaign successfully.In the next session we will discuss about setting up display campaigns.