Pay-per-click (PPC) advertising has become one of the most effective ways to increase traffic to your website. Regardless of how engaging your site is or how revolutionary your product is, potential customers need to be able to find you. If they can’t, they can’t buy from you!
With Pay-Per-Click (PPC) advertising, the advertiser pays the ad host for every click the advertisement gets. Some common ad hosts are Google, Bing, and Facebook which place ads on search pages, homepages, and more.
PPC advertising is often seen as risky because the cost per click can be high so your budget dries up quickly. However, if you utilize the information provided below you’ll be on your way to taking advantage of this incredibly effective advertising approach without breaking the bank.
Research Your Keywords & Only Use Terms That Sell
One of the reasons that businesses can sometimes struggle with PPC advertising is that their campaign is too broad to be efficient. Before you even think about a marketing campaign, it is important to research the keywords most closely relating to your product or service using a keyword checker such as the tool offered by Google. If you choose terms that don’t closely resemble your website’s primary use, you have a higher chance of wasting money on an unconverted visitor (which can add up quickly!). Once you have the keywords you’re considering, choose the most popular keyword(s) that relate the closest to your business as well as those a potential customer may use in search and target them with your campaign.
Set a Realistic Budget for Your Business & Expectations
To help reduce the risk of PPC advertising, you can establish a budget for your advertising relative to what you can expect from a potential customer. This means that if your average sale is $20 and you are paying $2 PPC, you would need a conversion rate of above 10% for the campaign to be profitable (although this does not factor in repeat business or variation in total purchases). To put this in perspective, the average conversion rate for Google ads is under 3% so it is important that you make sure your advertising is not costing you money in the long run.
Optimize Your Landing Page for Conversion
As mentioned, converting visitors to customers is the most important part of PPC advertising. If your customers “bounce”, or leave your page after viewing your page you aren’t just missing a sale, but losing your PPC value. In order to combat this, it is important that you optimize your landing page and content to be engaging. You can do this by ensuring your design highlights the important parts of your page and ensure all content is easily found. Your site should also be fast and responsive so that customers from all platforms can use it without having to wait around. Nobody likes to wait!
PPC advertising doesn’t have to be scary or risky. Be sure to reference the above points when considering or starting a PPC campaign to ensure it is the best option for you.