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Are You Getting Your Moneys Worth from Pay Per Click Advertising?
Done well, pay per click advertising or PPC can deliver great results, drive traffic to your site and increase conversions. It’s one of the most popular marketing tools that businesses use today and has become even more sophisticated over the last few years with better targeting and stronger support from platforms such as Facebook and Google Ads.
But are you getting the best ROI on your current campaign? And how do you increase your success rate? It can be difficult to get the best results when you don’t have the best strategy in place.
Here are just a few ways that using a smarter PPC advertising method can help boost sales and propel your business forward.
Key to great advertising is targeting the right people. If you have a product that is perfect for young, entrepreneurial women then you don’t want to target places where older men who may have been in the same job for a number of years hang out. That’s a given.
But targeting is much more nuanced than that and getting it right for your product is crucial. Many PPC campaigns falter because they use a scattergun approach instead of getting in front of the right people at the right time. It’s not only about know your customer but also choosing the best parameters that match a particular demographic.
Fine Tuning Your Message
Indelibly connected to better targeting is the message you send. Most PPC allows you just a few lines and an image or video depending on the platform being used. These are some of the most important word choices and image selections you will ever make for a marketing campaign. They have to attract attention and elicit a response that has the viewer asking for more. Most businesses write their message, load their campaign and forget that actually tweaking those words a little can make a big difference.
Matching Your Ad to Your Landing Page
When someone clicks on your PPC ad, do they go to a page that reinforces the original message? Landing pages are another important component of pay per click – without them you might get plenty of people coming onto your site but if the content doesn’t match their expectations they are less likely to buy. A good landing page is short, meaningful and focused on getting the visitors to buy your product or engage your services.
Giving Visitors Every Option to Buy
In short, the key to getting your money’s worth on PPC is giving your intended demographic every chance to spot your ad, click on the link and buy your product. Great campaigns are clearly and creatively thought through, then measured to see how successful they are.
You Get Nowhere Without Metrics
Without metrics and an understanding of the valuable information they provide, you probably won’t be able to tweak your approach and make your campaign even more powerful. Great copy, striking images, perfect targeting and a clear route to the buy me now page are all characteristics of a successful PPC campaign. At their core, understanding the metrics and making changes could mean the difference between a conversion and a no sale.
At FRJ we’ve got some pretty good experience behind us that can help business of all sizes improve their PPC campaign performance. If you want to make sure that you get as much bang for your bucks as you can, contact us today to find out more.
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