Unlike offline marketing, which can be extremely hit and miss, PPC puts you in total control of your budget and the way you target potential new leads online.
Companies with smaller budgets can enjoy the local exposure that a PPC ad can bring them whilst large organisations can create multiple PPC ads and use their bigger budget to their advantage.
Whether you are looking to reach a wider market or to increase awareness of a particular product, there are a number of strategies you can use to ensure you get the best return on investment from your PPC advertising.
Many people, when crafting their PPC ads don’t realise that ad location is as critical as choosing the right keywords. If your company only provides services to customers in London for example there’s probably little to be gained by putting your ad in front of people in Glasgow.
Make sure that your PPC ads are only exposed to those in your area so that you get the best returns. It can be easy to waste money on PPC if your ads are not planned in the right way. But if you wanted to specifically target customers in Glasgow, PPC is the way to do it!
It’s really important to give your ad some value. Why might people click on it? What’s in it for them? Perhaps you are offering your customers a good discount or you have something that the competition doesn’t. Make sure that your ad grabs your audience’s eye and that it gives them something in return for clicking on it.
Take the time to develop a keyword strategy. This can be used in many other marketing areas such as content, article marketing and PPC. Make sure that you use your keywords verbatim in your ads and that you keep records of the keywords you are using and monitoring how effective they are in a PPC campaign.
Choosing the wrong keywords can be a great time and money waster and it could be helpful to ask an SEO expert to help you with the selection of keywords.
You can choose the exact time of day that your ads are placed. Running your ads throughout the night might not bring you much exposure unless you are targeting a group of people that are more likely to be awake in the early hours. Think about how TV ads are placed and how they target specific groups of people at different times of the day.
You can tailor your PPC advertising to work in the same way. Track your ads and make note of your click through and conversion rate – that is how many people are clicking on your ad and responding by ordering or making inquiries on your website or landing page.
If your ad is not getting clicks then it’s not converting and that means you’re wasting money. Don’t throw money at PPC ads that don’t work. Analyse why the ad doesn’t work and then come back with a killer ad that does.
At Jungle we are the PPC and SEO experts. We can help you with PPC and many other forms of online advertising. We’d be delighted to discuss your needs.
Call us today on +44 161 713 1738
