PPC or Pay Per Click, and Search Engine Marketing in general, is still one of the best ways to boost your site’s traffic over a short period of time. Internet marketing has always been about investing time vs. money, and PPC is where you can invest your marketing budget to get almost instant results. However, PPC still needs to be done right for it to be effective. If you want to master PPC marketing, here are a few basic tips to keep in mind.
PPC Is an Ongoing Campaign
Similar to SEO, PPC & digital marketing are not campaigns you can set up once and forget. It is an ongoing marketing campaign and through the process you need to do several things. For starters, you need to keep up with changes in trends and keyword selections. The market is changing and your PPC marketing campaign must change with it to stay ahead of the game.
It’s About Relevance
The effectiveness of your PPC campaign depends highly on whether the keywords you target are relevant. It’s easy to display ads to the right viewers; getting them to act on the ads is another story. This is where relevance comes in handy.
Let’s say you are advertising a tour package in Miami. You can reach a lot of people by targeting generic keywords such as “Miami holiday package” through your PPC campaign. However, you may not get the engagement you want in return.
To fine-tune the campaign further, try to look for long-tail keywords that help reach a specific market segment. For instance, you can focus more on searches coming from the United States. You can also target more specific keywords, such as “Miami holiday on a budget”, to get to the particular niche you want to aim for.
Your Ad Matters
What you put in the PPC ad matters as much as where the ad is displayed. PPC ads, whether they are in the form of visual banners or text ads, must have a strong and relatable call to action. It is tempting to go the soft-selling route and be subtle, but that’s not what PPC is all about. Your aim is very simple: you want viewers to click on the advertisement. Being subtle about it will not help at all.
That said, you also don’t want to be too flashy. In a world where viewers are exposed to advertisements almost all the time, the last thing you want is to be that annoying advertisement everyone’s trying to avoid or ignore. Find a sweet spot right in the middle, stand out just enough and provide viewers with ad content they can actually appreciate.
From these three tips we just discussed, you should be able to conclude that PPC is very straightforward. It is an effective internet marketing tool that will help boost your site’s traffic substantially, especially when the PPC marketing campaign is planned and executed correctly. Don’t forget to evaluate the campaign at every step and make adjustments whenever necessary to increase your return on investment.