PPC is a core part of online marketing strategy for many businesses, but it can be frustrating to spend your cash on a campaign that gets you lots of clicks which don’t then convert to sales or enquiries. If you’re looking for ways to more effectively target your PPC spend, here are some tips to get your started:
- Landing pages – don’t throw away your hard work by sending users to a landing page that isn’t targeted to the ad they just clicked on. Your landing page should pick up where the ad left off, otherwise you’re likely to confuse your visitor with unnecessary content.
- Negative keywords – these are often overlooked in PPC. For example, if you’re a car dealership that only sells used cars, make sure the word “new” is on your negative list. That way your ad won’t be seen by people who are only looking for new cars, meaning your clickers should only be serious potential buyers.
- Location, location, location – if your business only serves customers in the South East of England, why are users in Scotland seeing your PPC ads? Use the geo-location features offered by Google to target your markets based on their IP addresses or geographical keywords.
- What’s the offer? – think about how to word the reason why someone should click on your link. Is it a massive discount, a free download or the chance to learn more? Whatever it is, make sure it’s a clear call to action.
- What ever you decide? Make sure you use a reputable website designer.