5 Crucial Tactics for Pay Per-Click-Advertising
When it comes to pay-per-click advertising, a successful campaign will rely on equal parts scientific inquiry and trial-and-error. While there are certain tried-and-true methods to use, there’s a great deal more experimentation to be done when it comes to finding out what works for your particular brand. Here are five ideas to get you started.
Supply and Demand
Your first step is to make sure that there’s enough demand for your product; in other words, you’ll want to check to see if prospective customers are searching for you.
As the most popular provider of pay-per-click services, Google’s AdWords has a great keyword suggestion tool. What this does is help you discover which keywords customers are searching for. It’s a great first step toward choosing which keywords you want to focus on.
Build a Great Landing Page
Once somebody has clicked on your ad, the first thing they see is of particular importance if you want to retain them as a customer. It might seem like a simple thing, and you may be tempted to send your customers directly to your home page, but there’s probably a better way.
It might be a good idea to build a custom landing page depending on where your customers are being redirected from. You’ll also want to make sure the landing page is relevant to the ad they clicked; if they’ve clicked through expecting information on a particular product or promotion, but they’re sent somewhere else instead, they’re likely to grow frustrated and may abandon the pursuit entirely.
Improve Your Credibility
One of the struggles with any pay-per-click campaign is maintaining your company’s credibility while still getting the job done. One of the best ways to make sure your brand is taken seriously is to take advantage of ad extensions.
Ad extensions allow you to place important information inside your ad, such as the address of your business, webpage links, contact information, or even coupons. While online ads are always going to be something of a blunt instrument, making sure your would-be customers know that you’re a reputable, world-class business is still important.
Change Up Your Ad Copy
If you feel that your campaign is under-performing, one thing you can do is to create subtle variations on your ad copy. Tweaking the language of the ad, or even the placement or color of the text, could provide some big gains.
A good rule of thumb is to maintain about two to three different ad variations for each campaign you’re running. Changing it up from time to time will help you to discover what works and what doesn’t.
Make Your Ad Irresistible
Perhaps the most important aspect of any pay-per-click campaign is the irresistibility of your ad. What can you do to entice customers to click your ad? Quite simply, you need to communicate that your offer is valuable. Just as importantly is making sure that what you’re offering is believable.
Finally, make your call-to-action simple to carry out. Part of an irresistible ad is the idea that the customer won’t need to knock down a bunch of barriers to do business with you. Make yourself accessible, and make sure your customers have everything they need to follow through.
Have you done any pay-per-click advertising? What has worked for you? Don’t forget to comment!
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