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Mastering PPC One Click at a Time

by | Apr 5, 2018 | Uncategorized

You may have heard of PPC before and are curious to learn more, or you already know that you want to use PPC in your strategy, but aren’t sure where to start—either way, you have made a great first step. Pay-per-click, or PPC, is a major component in marketing and can be a great way for a business to reach potential customers.

There are many ways for you to market to a potential client, but sometimes it can be hard to find the right one. The Market MindShift team understands that finding the right strategy can be difficult, so here are some tips to help you out.

Back to Basics

Pay-per-click is a form of internet marketing in which you, the advertiser, can pay a fee each time one of your ads is clicked. This means, that your business can essentially buy visits to your site rather than earning them through organic search.

A popular form of PPC is known as search engine advertising. In this type of campaign, your business can bid for ad placement in a search engine’s sponsored section. When a person searches for a related keyword, your ad may show up in the top spot on the results page. Each time the ad is clicked and sends a visitor to the website, you have to pay the search engine a fee. If set up correctly, PPC can have a great return on investment. For example, a PPC ad may cost $4 but result in a $500 sale. However, PPC may not always yield the profits that you want, in which case you should reconsider the campaign.

If you are interested in using PPC, it is important to remember that a lot goes into building a rewarding campaign. This includes: researching, selecting the right keywords, organizing keywords into well-organized campaigns and ad groups, and then setting up PPC landing pages that are optimized for conversions. Your main focus is to build a clever campaign that is relevant to the target audience. Search engines like Google, reward campaigns that are well-optimized for the user by charging you less per click.

Now that you know the basics of PPC, here are some tips to help you run a meaningful campaign for your business.

Go Mobile

With the rise of smartphones, it is no surprise that more people are now searching from mobile devices rather than desktop computers. But what does this mean for PPC?

Well, the push for mobile-friendly websites has also spurred on the development of PPC advertising. With the increase of mobile searches, it is critical for your PPC campaigns to be optimized for mobile users. The first step is to set up a “click-to-call” on all ads, which allows users to directly call the number on the ad. Second, you should optimize the PPC landing page for all mobile devices (including tablets). Both will help you take full advantage of mobile PPC.

Audience Targeting and Remarketing

When using PPC, targeting an audience may be costly if the keyword is too expensive to advertise. This happens when your business would like to bid on a word that is very broad such as “clothing” or “computer.”

Fortunately, a program known as Customer Match allows businesses to get around this issue by remarketing the ad to potential customers. With Customer Match, the ad could be shown to searchers who have previously made a purchase and now are searching for the keyword.

Setting a S.M.A.R.T Budget

Before you begin a PPC campaign, it is important to decide on how much you should spend. Use the S.M.A.R.T framework when getting started. This can be used to ensure that your campaign goals are:
Specific
Measurable
Achievable
Time-bound

When you begin to see a good ROI on a PPC, it may be your first reaction to increase the budget. If you are not careful, this could send your campaign into a fast-downward spiral. For this reason, PPC campaigns need to be consistently monitored and adjusted accordingly. We suggest that you slowly increase your budget as you continue to monitor the campaign’s progress. In doing so, you will build a strong PPC campaign that will help your business succeed.

Simplify Your Marketing

PPC is a great marketing tool for any business to use when trying to generate sales or activity on a site. If you are looking to grow your business, you may want to consider using paid and search marketing together. Here at Market MindShift, we can help build your company’s online presence through different mediums such as social media, PPC, and organic search. For more information about what we can offer you, contact us online or at 480.750.2252.

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