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Article by Julie Smith
PPC Advertising is one of the tenets of Internet Marketing; marketers the world over invest large amounts of money in paid search ads to give their websites prominence in the SERPs. If money is being parted with, it is essential that PPC campaigns perform to the standard that marketers expect. Underutilisation of any of the core features of PPC can lead to the ads underperforming and a low return on investment. By considering each factor involved, marketers will have the best chance of their ads leading to a profit.
As Search Engine PPC ads can quickly lead to large amounts of money being spent, it is important to ensure that they are as targeted as possible. An ad which drives large amounts of unqualified and uninterested traffic to your web page is worse than useless, as it will result in unnecessary spending. Marketers should consider the immediate restrictions to their service, as these can often be used to their advantage. For example, if a service is limited to a particular region, it makes sense to focus on local users who have the opportunity to make the most out of your offering. Google offer geo-targeting capabilities that ensure that brands get exposure when users search from applicable regions. Location-based keywords can also factor in adding relevance for users searching for location-specific services, ensuring that marketers don’t throw away money in attracting anyone outside their reach.
Marketers may not have considered the pluses of negative keywords for funneling relevant traffic. Sometimes it is beneficial to exclude certain keywords that despite being deemed relevant are not useful or likely to sell your service. The tool can be used when an exception to a list of related available services is searched, ensuring that visitors that arrive at a website aren’t there under the false hope of finding a service the business doesn’t provide. Negative keywords aren’t limited in scope and can be used to block out any type of unqualified searcher. Prospective negative keywords are often provided by keyword tools, so are easy to locate and implement.
The more specific a search term is, the more likely it is that the potential customer knows exactly what they want. Long-tail keywords are useful because they drive more relevant traffic, and are generally cheaper than keywords which are wider in scope. Research is necessary if marketers wish to capitalise on long -tail keyword combinations. Fortunately, Google keyword tool offers suggestion based on already-considered keywords. However, it is wise to combine suggested keywords with marketer-considered keywords. If the marketer has a good idea of their target market, creating a list of potentially lucrative long-tail keywords shouldn’t be too hard. They can always be checked for frequency of search.
No matter how effective a PPC advert is at driving traffic to a website, marketers will not be successful if the landing page is inappropriate. Users that click through to web pages expect the ad to be representative of its destination. If your adverts offer discounts or specific products, make sure that users are delivered to a relevant location where they can take action.
Timing is an important aspect of PPC Advertising, and timing requires constant monitoring of statistics or knowledge of statistics of the past. In terms of seasonality, marketers should be able to predict certain market trends at a given time and modify their PPC strategies accordingly. Whether these trends are spurred by something as simple as a holiday, or something more subtle, trends are predictable and should be anticipated. On a more day-to-day level, monitoring can be used to isolate particularly successful or unsuccessful periods of time. It may be wise to increase the prominence of ads during the successful periods and to limit the budget or click through allowance of ads in the less-than-successful times.
Although many of the factors mentioned in this blog are relevant to search PPC alone, ‘platform’ should be one of the primary considerations of all online marketers. Generally there are three main options when considering utilising PPC ads: keyword-driven search ads, targeted social media ads and re-targeted display network ads. Each type has its set of pluses and limitations. It is up to the discretion of the marketer which would be the most appropriate choice for their marketing campaign. Perhaps all three could be used.
DigitalClicks is an Internet Marketing Company that offers online services like Search Engine PPC, SEO and SMO in the UK and abroad to help your business prosper.