Paid search is a form of digital marketing that connects your ads with searchers who are seeking what you provide. Pay-per-click (PPC) ads are the results that show up at the top and bottom of the search engine (SERP). PPC ads look similar to the organic ads but are labeled to distinguish them as ads.
65% of all clicks made by users who intend to make a purchase go to paid ads.
PPC advertising campaigns are important for businesses because potential customers will see your ads when they are specifically searching for the products or services you offer. This means customers are far more likely to be at the point of purchase than a casual browser.
Furthermore, PPC ads are cost-effective as long as you start out slow and focus on ways to lower your cost per click (CPC). PPC campaigns are also an excellent (and fast) way to get targeted visitors.
Tips to get your campaign started:
Optimize Bids to Achieve the Best Ad Position
Ad position is determined based on your max bid, AdWords quality score, and the expected impact of your extensions. The higher ad placement will go to the higher bid. If you are on a tight budget, you can optimize bids by bidding more specifically on certain high-value keywords. Another way to improve your ad position without bidding higher is to make improvements to your landing page.
Target your Audience through the right device
Targeting your audience based on the device helps you target your ideal customers and can even lower your CPC. Making sure your google ads are set up correctly for cross-device marketing is essential. Consumers do not spend all of their time on a single device or platform. You also need to ensure that your campaigns and landing pages are optimized for both desktop, tablet, and mobile users.
Use Valuable Keywords that Match your Customer's Search Queries
When your keywords match your customer’s search queries, you’re able to control exactly what you’re bidding on. This is crucial because it allows you to reach your target audience without spending money on irrelevant clicks. You can also set negative keywords so that irrelevant keywords don’t trigger your ads or campaigns. Properly utilizing keyword match types is another one of the best ways to manage budget and quality traffic in paid search.
Schedule your Ads at the Right Time
Depending on your audience, certain days and times might result in more clicks or purchases. What’s the best way to determine the right time for your ads? Tests and data. My recommendation would be to begin by running your ads 24/7 and then analyzing which days and times saw the most conversions. If you don’t have the money to properly test your ads, then you should look at the historical performance of your website within google analytics to see when your customers are most active.
A/B test your ads and landing pages
It is important to test your ads and landing pages regularly to make sure you are getting the highest conversion rates possible. There are a couple of different things that you can test when writing ad copy: the headline, the body text, and the keywords that the ad is displayed for. The more variables you come up with, the more tests you will need to run. When testing the landing page, you should see how the page is impacting the performance of your ads.
Mistakes to avoid in your PPC campaigns:
Showing irrelevant ads
By failing to hyper-target your ads, you’ll pay for your ad to be shown to an audience who isn’t interested or ready to purchase what you are selling. The first step to avoiding irrelevant clicks is to start adding “negative keywords” from search queries that aren’t relevant to your product. Making your ad more relevant means improving your quality score. The higher the quality score, the higher the click-through rates and relevant clicks on the ad.
Missing call to actions (CTAs)
An average marketer will do a great job at explaining their product or service. An excellent marketer, however, will explain and then lead the consumer to purchase. Remember, the call-to-action is one of (if not the most) important factors of your ad. If you don’t make the consumer want to do something (purchase, click, etc.), then your money is put to waste.
Not including ad extensions
41% of clicks go to the top 3 paid ads. If you want to stand out, you need to use ad extensions. Ad extensions are extra information that is shown under your ad copy. The extensions give you more online advertising real estate and allow potential customers to get a better idea for your business.
It may seem simple, but perfecting a pay-per-click advertising campaign takes lots of research, creativity, and determination. PPC campaigns are an effective strategy to gain both traffic for your website and sales for your business. Additionally, the data you gain from the PPC campaigns will be helpful for your other marketing efforts, such as email marketing and influencer activations.