Tips For Effective PPC Marketing

By Hannah Armistead
Tips For Effective PPC Marketing

You’re doing what you can to optimize the efficacy of your SEO. You’ve blogged, posted to social media and even taken advantage of the SEO power of platforms like LinkedIn. However, it’s becoming more and more apparent that the search engine competition is stiff.

PPC marketing can help you get ahead. By implementing a pay per click strategy into your content marketing plan, you can increase your company’s visibility on the web, and target that visibility to a specific audience: customers who want to do business with you.

Whether you’re new to PPC marketing or have been using it for a while, the following 7 tips will help you improve the return on investment of your paid advertising marketing efforts.


1. Run multiple ads, then conduct A/B testing.
Not every ad will work perfectly for your business. To find out which PPC ads have the highest conversion rate, simply test them.

A/B testing is a relatively simple process. Just create two ad campaigns and, using Google Analytics, determine which performs better. Then, tweak the headline, the body text and even the landing page regularly to create the ideal PPC ad for your business.

Remember that your customer base is a constantly evolving group, so it’s important to A/B test regularly.


2. Use long tail keywords
With increasing frequency, web users are using long tail search queries to find the information (or service) they’re seeking. Shouldn’t you be using long tail keywords as you create your ad campaign?

Consider the specific needs you aim to address. Then, research keywords which offer low competition and are tailored to suit the queries of your customer. Believe it or not, a search term like “best patent attorney in los angeles” may prove much more effective than, for instance, “lawyer LA.”


3. Set up multiple ad groups
An ad group is exactly as it sounds. It’s a group of ads that’s meant to target a specific group of keywords. To broaden the reach of your PPC campaign while still targeting a specific group, don’t limit yourself!

Set up more than one ad group, then use A/B testing to determine which groups are working for your company and which aren’t. You can set up as many ad groups as you like with most platforms – for instance, Google Adwords. If you find that an ad group is not converting, simply pause or delete the campaigns which aren’t effective in your content marketing strategy.


4. Create optimized landing pages which are relevant to your ad
If a user is searching for your business using long tail keywords (which he most likely is), it’s fair to assume he’s looking for a very specific piece of information. Take advantage of that by creating optimized landing pages and ads that are highly relevant to one another.

The verbiage of your landing page should be consistent with the PPC ad, as should the call to action. Remember to utilize SEO best practices and keep each of your landing pages unique.


5. Take advantage of geolocation settings
If you’re a multi-national corporation, you may not need to take advantage of geolocation settings. However, if you’re a local furniture retailer, it makes sense to target your ads to a concentrated geographical area.

Ensure that your ads target customers within your serviceable market. A user in North Carolina will have little use for a bedroom suite in Maine.


6. Use negative keywords
Often, PPC strategists focus heavily on keywords, choosing to ignore negative keywords. However, using negative keywords can help to target your specific desired audience, and make your ads more relevant to the customer performing the search.

Consider adding negative keywords to your campaign. The result could save you both time and money. For instance, a realtor who sells homes in Springfield, Indiana could include negative keywords such as “rental” or even “Illinois” to deter disinterested users.


7. Audience targeting and remarketing
As you test and analyze the efficacy of your ads, consider using a remarketing strategy to help grow your content marketing. Simply put, audience remarketing is re-targeting users who have visited your site. For example, a visitor is shopping for shoes, and stumbles upon your site. He didn’t find an exact product match, or maybe he was just browsing.

Either way, that user left your site. Retargeting will allow your ad to be seen again by that same user, giving him a second opportunity to click through and convert.

Remarketing campaigns are highly targetable. You may choose to target users who have stopped the checkout process on your site. You may choose users who spent, as an example, more than five minutes browsing. Or you may just choose to target based on demographics or geographic location.

Retargeting is an effective way to increase visibility to consumers who have demonstrated interest in your product, Additionally, it’s a very effective way to increase your brand recognition.

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