Although digital advertising took a small hit in 2020, businesses still spent $134 billion on ads across search engines and social media apps.
One particularly effective digital ad is pay-per-click (PPC) on search engines like Google. Keep reading below before you invest in a PPC campaign in 2021.
We’ve compiled five useful tips on using PPC effectively to expand your business.
1. Start Your PPC Campaign by Determining Audience
Effective online marketing strategy begins with an understanding of the target audience. You need to determine your audience before paying money for PPC ads.
Conduct some research on your specific audience and then use the Google Ads audience targeting categories: habits, interests, life events, previous interactions with your business, and more.
2. PPC Tips: Optimize Your Ad Copy
There is an art to writing PPC copy. You need to write a compelling headline for your ad and try to include keywords in the copy. It’s also important to include the benefits of your products or services.
Some advertisers forget to include a call-to-action but this is perhaps the most important part of a PPC ad.
3. Keep Track of Your Negative Keyword List
If you’ve just started doing PPC advertising, you need to track negative keywords. These are words that will prevent your ad from being delivered. It allows you to pick what keywords you don’t want your ad to appear for.
Once you’ve determined negative keywords, you can list them in your ads account. You can think of most of these words on your own but there are also online tools to help you find more.
4. Start Tracking All of Your PPC Conversions
At the end of the day, your PPC ad is designed to get conversions. You need a well-written landing page with a strong call-to-action. But, you also need to start tracking conversions.
If, for example, someone clicks on your ad but doesn’t make a purchase, you’ll be able to see what they did instead. This can help you with future strategy. Conversion tracking can be done by adding specific coding to your landing page.
While you can do this type of work on your own, it’s also helpful to hire a digital agency or a company providing international PPC services.
5. Test Multiple Ads for Effective PPC Performance
Do you test your ads before launching a major campaign? You should be doing this. Create multiple versions of the same ad (with alternate copy and imagery) and test each one out with a small budget.
After a week or so, check to see which of the ads performed best. This ad can be used for your campaign and you can invest more dollars into it.
Ready To Start Your PPC Marketing?
Make sure to follow the digital marketing tips we provided above before kicking off your PPC campaign. You want to understand your target audience, build the most effective ad possible, and then track what happens.
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