Pay-per-click (PPC) advertising is one of the few bastions of online marketing that provides businesses a reliable source for traffic and sales. Organic search engine results are fickle and change with every algorithm update.
Meanwhile, Facebook recently announced that soon hardly any of your followers will be able to see your updates and posts. As AdAge reports, “Facebook is being more blunt about the fact that marketers are going to have to pay for reach. If they haven’t already, many marketers will soon see the organic reach of their posts on the social network drop off…” But PPC is an ad product that you can put a dollar in, and with the right strategies, get many more dollars out.
Here are three quick strategies that will help you optimize your current PPC campaign.
PPC Landing Pages
There are several services on the market that allow you to quickly and easily craft landing pages to test different offers, designs, and page experiences for your customers. If you’re currently running a PPC campaign and sending all of your customers to your homepage, then you have a lot of room for improvement.
If you’re not a web designer, don’t worry, tools like Unbounce and Instapage allow you to use templates and widgets to quickly (and easily) pump out several versions of a landing page in order to find the one that works best with your PPC campaign.
PPC Ad Titles That Work
As an experiment, type in one of the search terms you’re targeting with your PPC campaign and take a look at other ads that are competing with your own. Chances are, many of them will look almost exactly the same. That’s because Google requires you to put the keywords you’re targeting into the title of the ad in order to have the highest possible quality score. But this doesn’t mean you can’t be creative.
Try breaking up the monotony of PPC ads by using clever punctuation or numbers. Many of our clients experience huge gains by simply putting a #1 or an exclamation point in their PPC ad title. Create several PPC ads and try different variations of the title. Another easy trick is this: instead of telling your customers something, try asking them a question with the use of a question mark.
One of the most underutilized features that Google and Bing offer through their PPC campaigns is the ability to remarket to visitors who have already visited your company website. In advertising, it has been said that, a customer needs to see your ad seven times before they’re ready to buy. This can also be true with online advertising.
So, take advantage of the customers you’ve already attracted once and set up your remarketing campaign. This isn’t the easiest thing to set up, and it can take some time and research to do it properly. But everything you need in order to implement remarketing is available on Adwords or BingAds.
These tips and tricks can be set up in an afternoon, but the gains you’ll experience from implementing them will last you for years.
Jacob Baadsgaard is the CEO of Disruptive Advertising. He is a passionate digital marketer and entrepreneur with 7 years of enterprise digital marketing experience. He personally managed over 40 million dollars in annual marketing budget and consulted many of the Inc. 100 companies while at Adobe, including groups like: GE, John Deere, Citibank and Home Depot. Connect with @DisruptiveAds on Twitter.
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