When it comes to pay-per-click (PPC) advertising, it’s definitely very true when it’s said that you get what you pay for. PPC is simply the paid placement of links and sometimes blurbs of text and even banners on search engine results pages. PPC and search engine marketing are two interchangeable terms for this reason – both refer to paying search engines for the placement of ads on search engine results pages. But, PPC differs from other forms of advertising in that you pay only for the clicks your ads receive.
Traditional forms of advertising require that you pay by the impression (impression = visit to a webpage), and can be costly and inefficient, plus inaccurate in determining the success. With PPC, on the other hand, click-throughs to your website are only going to come from interested viewers, which mean that you’re more likely to profit from the very clicks you’re paying for. However, not all PPC campaigns will perform equally, or even successfully. PPC is continually evolving, and you’ll want to run multiple short-term campaigns to see which ones perform the best.
Here are three strategies to take into consideration when crafting your next PPC campaign:
Create a landing page.
While it may be simple to use PPC campaigns that drive traffic to your website’s homepage, it makes more sense to drive that very specific traffic to a very specific type of page – a landing page. This page should have promotions and information that is based on the clicks that brought the traffic to the page in the first place.
Choose keywords carefully.
When considering keywords for your PPC campaigns, pick keywords that are as relevant as possible. Don’t just use your business name – go for keywords that are used within your industry. You can use online analytic tools to help you choose the best keywords to use, and to find tips and ideas to make those keywords go further.
Analyze your traffic.
Find out what people do after they click on your ad and come to your website! Are they browsing, adding items to a wishlist, or making purchases? By keeping tabs on what your click-throughs are up to, you’ll be able to better fine-tune future campaigns and landing pages accordingly.