Your PPC Marketing Campaigns Don’t Have to Suffer

As a small business owner, your pay-per-click (PPC) efforts don’t have to suffer; in fact, they can be one of the backbones of your company.

For some businesses, however, their PPC marketing campaigns have struggled to gain traction, leaving their marketing efforts at a level that is far from productive, especially when it comes to return on investment (ROI).

In order to better enhance your company’s PPC initiatives, keep some of these ideas in mind:

• Better optimized advertising copy – One of a number of ways to improve your PPC results is by making sure your ad copy is fully optimized. Each ad group should maintain a minimum of three ads that are rotated for the same group of keywords. You will want to check your click-through rates, allowing you after a short time to get a better feel for which ads are working and which are lagging behind;
• Review landing page efforts – Along with the optimization of your ad copy, your landing page plays an important role in having a successful PPC campaign, so make sure it is in line for the searcher and the offer being presented.  Also make sure the page matches up with the ad so the searcher is not sent on a never-ending search for the service and/or product they want;
• Monitor your conversions – If you are not properly overseeing how your conversions are doing, you will find yourself drifting another step behind. All it takes is providing a bit of unique code so that you can track conversions from the keyword level. Once you start obtaining that data, you can rearrange your bids and pause keywords where necessary;
• Know your quality score – Another important facet here is to know your quality score, which is how Google decides on if or not both your advertisements and landing pages tie in to the user’s search. If you do not already know, the greater the quality score, the less expensive it is in triggering advertisement slated toward that keyword, and the higher this ad will appear at. Among the things that have an impact on the quality score will be the click-through rate of the keyword, relevancy of the advertisement, along with the quality of the landing page;
• Check keyword insertion – Make sure you look at your keyword insertion so that your ads become more relevant for a search query. You want your ads to become more relevant to a searcher’s query, giving you better alignment with your ad for a user’s search intent. Keep in mind, however, that poorly used keyword insertion can lead to advertisements that seem to be unclear and not relative to their posting, meaning your budget can easily suffer;
• Utilizing long tail keywords – It is also important to be utilizing long tail keywords that tie directly to your service and/or product. Long tail keywords also tend to not have heavy usage from those not as familiar with PPC, resulting in smaller numbers of individuals bidding for your keywords, meaning your expense per click drops;
• Testing your campaigns – Lastly, if you do not test, you stand to potentially have problems. With the right metrics, you can better analyze your campaigns and the numbers that come from them. You should plan on testing a number of ads simultaneously, allowing for a single variable at a time. Do your research to find out when your advertisements come in at their greatest conversion rate.

When all is said and done, your PPC campaign can be the top SEO technique in play in order to add to the traffic coming to your Web site.

With an effective PPC campaign, you stand to decrease the cost per click while also adding profit.

At the end of the day, what business owner doesn’t want to see an increased profit?