What if there was a simple way to bring prospective buyers to your site without spending ages on SEO? Pay-per-click (PPC) ad campaigns are exactly what you’re looking for. With PPC ads, you can target precisely the right type of users, boosting the chances that they’ll buy your products or services.
If you need some help crafting your PPC strategy, check out the tips below from our PPC management company in NJ.
Strategies To Improve Your PPC Campaigns
PPC campaigns are pretty powerful when it comes to attracting traffic, but you can’t just set one up, do nothing, and expect buyers to come flocking. Here’s what to do for a successful PPC strategy.
Establish Goals for Your Campaign
Before you even run your first PPC ad, ask yourself: Why am I doing this? What’s the end game here? Knowing this helps you determine the type of PPC campaign you should run.
For example, maybe your profits are looking bleak this quarter and you need more buyers pronto. Perhaps your goal is to get more prospective clients to book a strategy session with you. Or maybe you just want to get more traffic flowing to your new website.
Whatever your goal is, ensure that it informs your campaign every step of the way.
Figure Out Your Ad Budget
One big plus of PPC campaigns is that they can be inexpensive. However, you can also spend way more than you intended if you fail to set up a rock-solid bid management plan and stick to it.
To create your budget, you’ll first need to know the price for bidding on the keywords you want to target. Some cost pennies, but the really valuable ones might cost a dollar per click or even more.
Once you’ve figured out the cost per click (CPC), you’ll need to do a bit of math. Multiply the CPC by the potential number of clicks you’ll get, which will give you your average ad spend.
Determine Metrics To Measure Your Traffic Quality Score
Not all traffic you get from paid search is built alike. Some traffic will convert to buyers, while other users might be little more than window shoppers and tire kickers. To separate the wheat from the chaff, you’ll need to come up with traffic quality metrics.
Conversion rate is one metric to pay attention to, of course, but not the only one. Other metrics to watch include:
- Return on ad spend (ROAS), which is the amount earned from spending a specific amount of cash on your campaign
- How long users spend on your website
- Whether users visit other pages of your site
- Scroll depth (how far down users scroll on each page)
Once you’ve determined which metrics you want to use, plug them into audience targeting or PPC campaign management software. The program will tell you whether your campaign is performing better or worse than expected.
Do Your Keyword Research
You can’t run a successful PPC campaign without the right keywords. They act as triggers, causing Google to show your ads to users who are looking for your services or products. You’ll want to choose the best ones to ensure your ads are relevant and cost-effective.
To pick good keywords, you’ll need to consider your campaign goals as well as your ad budget. You must also consider which stage of the buyer’s journey you want to target.
For example, suppose you run a mechanic’s shop and your target user is in the information-gathering stage. You might target a keyword like “car won’t start.” If you’re targeting users who are ready to spend, you would choose a keyword like “car repair shop near me.”
Craft an Engaging Landing Page
When users click on your ad, they’ll be taken to a page that you specified in advance. Many PPC experts suggest setting up a specific landing page just for this purpose. You’ll want the landing page to match the intent of the keyword, of course, so users know they’ve arrived at the right place.
Don’t Be Afraid To Experiment
Your PPC campaign is performing well, and you’re pleased with the traffic you’re getting. But what if you could improve that traffic even further?
This is why it pays to experiment and consistently try out different campaigns. Try making little changes to your campaigns, such as the landing page message or the images you’re using, and see if your results change. You may be pleasantly surprised and find a new favorite PPC strategy.
Uncover Roadblocks That Halt the Buyer’s Journey
That potential buyer is well on their way to placing an item in their cart and checking out, but something stops them in their tracks. Maybe it’s a page that won’t load, a shopping cart that mysteriously deletes items in it, or a checkout page that flat-out doesn’t work. Whatever it is, the buyer gets fed up and leaves.
It’s your goal to find these roadblocks, also called “friction,” and correct them before buyers bail on your business. If you’re losing a lot of buyers right before the checkout process, consider hiring a PPC marketing company to analyze your site and figure out what’s going wrong and where.
Stop Poor-Performing Campaigns Promptly
Maybe you’ve heard the old saying “Don’t throw good money after bad.” That applies to your PPC strategy, too.
If your campaign is underperforming, there’s no sense in letting it run any longer. Stop the campaign and figure out what the hitch is. For example, maybe you’re targeting the wrong city or you’ve chosen poor keywords that don’t align with what users are looking for. Fix the issue, then try again.
Need a Helping Hand With Your PPC Campaign? Peppermonkey Media Swings to the Rescue!
If your PPC strategy isn’t working out like you hoped, Peppermonkey Media is here to help. Our pros can analyze your campaign, monitor your metrics, and choose the very best keywords to appeal to your target audience. We’re also happy to answer any questions, like “Are redirects bad?”
To schedule your digital marketing consultation, call (732) 576-0171.
