As any web advertising agency can tell you, marketing in the online world is a complex, multifaceted process. SEO, social media, email, and content are only a few of the marketing strategies being implemented by today's digital professionals. With so many options available, it's hard to keep track of everything you need to do to find success in the Internet Age. Pay per click advertising (PPC), yet another moving part you have to control, is one of the most important aspects of an all-encompassing web marketing campaign.
These days, many businesses choose to stay away from PPC, believing that the cost of running a PPC campaign is greater than the rewards. Statistics from CMO show that the average PPC conversion rate is only around 2%. However, if pay per click campaigns were truly that useless, why are 72% of marketers, according to Search Engine Land, planning to increase their PPC budgets through 2014? It's undeniably true that PPC, like SEO and social media, can be tricky to master it's full value. But with these pay per click advertising tips, you can get a grasp on this technique, gain more online visibility, and increase your income potential.
Four Pay Per Click Advertising Tips for Greater Online Success
1. Learn About Retargeting
According to full-service ad agency pros, the name of the game in PPC is retargeting. Retargeting allows your advertisements to follow your customers around the worldwide web. To oversimplify the process, when a web surfer clicks on your ad or visits your website, a cookie is installed in their browser. When they visit Facebook or other popular websites that sell retargeted ad space, your ad will reappear to them. When you consider that, according to CMO, retargeting can increase the response to your ads by an astounding 400%, implementing a retargeting campaign is a no-brainer.
2. Put Negative Keywords to Use
Most marketers are familiar with the concept of keywords in their PPC campaigns. However, are you familiar with negative keywords? Negative keywords allow you to input search phrases that you don't want your ads to pop for, thus allowing you to avoid any negative exposure. For example, say you're British Petroleum (BP): you likely don't want your name to pop in a search for "worst oil spills." By adding that search term to your list of negative keywords, you greatly improve your PR and the success of your PPC campaign.
3. Don't Assume Your Copy is Gold
As Search Engine Watch suggests, failing to edit and test the copy attached to your ads is one of the biggest mistakes you can make when attempting to find PPC success. After you've written the copy for your ad, test it. Let it go live, and watch what happens. If it turns out to be successful, great. If not, you can pause the ad and rework the copy, ensuring that the money you do spend actually goes toward an effective advertisement.
4. You Don't Have to Do It Alone
If you lack the in-house expertise to retarget your ads, tweak negative keywords, or produce great ad copy, stop trying to do it alone. The surest way to waste your precious time and money is by attempting a marketing campaign you lack the resources for. Reputable internet ad agencies exist to help businesses like yours find success online. Don't be afraid to use them.
PPC, like all web marketing techniques, can be tricky to do properly. However, with these pay per click advertising tips, you can make your campaign effective and profitable while increasing your overall digital visibility.