Pay Per Click Marketing Strategies For Beginners

November 7, 2015

PPC Marketing Strategies for Beginners

Pay-per-click, or PPC, marketing, is an approach to business promotion that enables companies to connect with people as they search the internet for products or services. The primary purpose of pay-per-click advertising is to direct these individuals – who have already indicated their interest in a particular product or service by searching for it online – to a website or a specific landing page rather than a competitor’s site. Implementing strategies like these can help boost the effectiveness of any pay-per-click marketing campaign.  Learn some of the of the core PPC Marketing strategies before jumping into some of the more complex items.

Develop a Quality Landing Page 

An effective landing page (the page on which a visitor lands after click on a PPC ad) should be carefully coordinated with the keyword or phrase that directed the visitor to it. The page’s content should be arranged so the visitors can easily locate the products or services they were looking for to begin with. The keywords and phrases on which the advertiser bids should always relate to their main objective, which is to sell the product or service being offered. In many cases, it will be necessary to create specific landing pages for specific search phrases.

Perfect the Ads

Perfecting each individual advertisement is one of the most effective ways to enhance the effectiveness of a pay-per-click marketing campaign. Most search engines permit the creation of multiple versions of each ad, allowing the advertiser to gradually pinpoint which versions are the most effective. The most obvious indication of effectiveness is the CTR, or click-through-rate. This benchmark simply quantifies how many of each ad’s total viewers choose to click on it. Advertisers can gradually remove the ads with a lower CTR, relying more and more on those that have a high CTR and are otherwise more effective.

Implement Tracking Capabilities

Setting up tracking capabilities for a PPC advertising campaign requires the marketer to add a few lines of HTML to each landing page of a website. This minor inconvenience allows detailed analysis of the conversions the ad campaign generates. Conversions can be sales, newsletter signups or any other successful result of a visit to the site. Tracking them can make identifying which keywords and phrases are most effective much easier. Over time, an advertiser will find it possible to adjust promotional endeavors based on their conversion costs and how effectively each keywords and phrase converts.

Target More than Just Google

Finally, when setting up their PPC ad campaigns, many online marketers are inclined to concentrate solely on major search engines, especially Google. Considering its monumental share of the search engine market, this is understandable, but exploring additional, less popular search engines can still be worthwhile. Even though their total search volume may be substantially less, the levels of competition advertisers face in their ad markets are frequently lower as well. That means bids are generally less expensive, and better advertisement rankings become easier to obtain.  The ROI on other search engines or specialty directories can be better as well if you find the right niche.  The key is to know your customers well and know the best places to target them.

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