The “Secrets” to the Best PPC Advertising Campaign and High ROI
If you’re overwhelmed with pay-per-click (PPC) advertising, you’re not alone. Many businesses struggle when it comes to running a successful campaign that provides a favorable return on investment (ROI). Whether you don’t have the time to commit to a successful PPC campaign or you’re just not sure what the best PPC advertising techniques are, you can turn non-performing PPC campaigns into profitable ones with the right resources and tactics. Here are some of the best PPC advertising tips and techniques to run a successful PPC campaign that grows your business and ensures maximum ROI.
Utilize Negative Keywords
Negative keywords focus on users that you specifically don’t want to target. They prevent your ad from being served based on a specific word or phrase. For example, a business could put in the names of certain cities as negative keywords to avoid advertising in a specific location. Or, if you want to exclude a certain age group or demographic, you could do so with negative keywords. This is helpful to your campaign because it prevents your ads from being served to unqualified leads who are least likely to purchase from your business, which saves money on your ad spend and increases your ROI.
…And Long-Tail Keywords
Users who are searching for a product or service using three or four word phrases typically are more likely to make a purchase. Since their search is more specific, they are usually further along in the buying cycle than other consumers, resulting in higher conversion rates. Utilizing long-tail keywords is one of the best PPC advertising techniques because there are generally fewer people bidding on those keywords, which means their cost is lower. A low cost combined with high conversion rates will only benefit your ROI.
Don’t Neglect the Landing Page
Imagine clicking on an ad and being directed to a homepage or some other page that is either irrelevant or uninformative. The first thing most consumers do in this situation is leave the page or website entirely, without taking the time to find what they are in search of. A landing page that is not compelling or relevant is a main factor contributing to poor PPC performance. Your landing page should be specifically designed to elaborate on your PPC ad and give the user enough information and incentive to follow through with a desired action. However, more is not always better. Keep your landing page simple, compelling and to-the-point. Unnecessary “fluff” will cause the user to lose interest and click away from your page, ultimately decreasing your ROI and campaign performance.
Go Back to Basics
The call to action (CTA) has always been a fundamental aspect to any advertising method. This is especially true for PPC. When you’re running a PPC campaign, you are likely to have a fair amount of competition. Therefore, you want to include a CTA that stands out and gives users an offer or incentive that they can’t turn down. For example, mention a promotion, such as “Free Shipping” or “Free Trial” in the ad to get their attention. Create a CTA that entices them to click on your ad and learn more. Just make sure your landing page delivers and doesn’t keep them guessing on that particular offer or incentive.
Test, Test and Test Again
The best PPC advertising campaigns require continuous monitoring and testing in order to be successful. Test and analyze your ads, keywords and landing pages to see what is working and what isn’t. Track when your ads are getting the most traction and adjust the times that they are served as necessary. By restricting impressions during times that are least effective, your ad spend is being spent more wisely, boosting your ROI.
Need PPC Help? Contact Strategic Marketing
Strategic Marketing offers an ROI-driven paid advertising platform that makes running PPC across all of the major search engines feasible and effective. SmartClick can track your PPC campaign’s phone calls, emails, form fills and other web events in addition to the keywords that generated them to ensure the most qualified leads are captured. SmartClick automatically optimizes for keywords that are generating conversions, so you can spend your advertising dollars more wisely. To learn more about our PPC advertising platform, contact us today by visiting our contact page or calling (561) 688-8155.
Narrowing Down Marketing Firms in South Florida
Searching for a marketing firm to partner with can be a time-consuming task. Marketing firms in South Florida each have their own unique approach and specialize in different industries and tactics. As a business owner, you want to make sure you choose the firm that is most aligned with your brand’s goals and values. However, that is easier said than done. There are many marketing firms in South Florida to choose from, which can make it difficult for a business to come to a final decision. Below are some tips on how you can narrow down the search and choose the right marketing firm to partner with.
Their Services Match Your Immediate Needs
If you’re searching for a marketing firm, then you probably have a general idea of what your business needs. For example, you may have noticed that you’re not receiving as many phone calls as you should or in-store traffic has dropped over the last few months. The right marketing firm should have the solutions to address your business’s immediate needs and concerns. If you have an idea of the particular services you’re interested in, such as pay-per-click (PPC) advertising or social media marketing, then you’ll want to make sure you choose from agencies that specialize in those services.
They Understand Your Industry
Different industries require different marketing approaches. You’ll want to look for marketing firms in South Florida that can quickly learn or understand your industry’s audience, language and your competition. A marketing firm that has experience in creating successful campaigns for other types of businesses in your industry may have an advantage over others because they won’t have to spend as much time learning the nuances of your industry. The possible downside of hiring an agency that specializes too heavily in one industry is that they may have a cookie-cutter approach, and your campaigns can end up looking a lot like what is already out there. In those instances, it may be worthwhile to partner with an agency that is new to your industry and can provide a fresh perspective.
They Have Solutions for Future Growth
When you partner with a marketing firm, you’re creating a mutually-beneficial, long-term relationship. The more services they offer, the more opportunities your business has to grow in the future. This is where full-service agencies stand out, especially ones with both digital and traditional advertising and marketing solutions. For example, services like content marketing, web development and branding could all be beneficial to your business in the future, regardless of whether or not you need them now. These are services that could contribute to your business’s growth while strengthening the partnership you have with your marketing firm.
Their Philosophy Complements Your Business
How the agency or marketing firm’s philosophy fits into your business structure is crucial. For example, if you are looking for an agency to take full control of your marketing efforts and be a long-lasting strategic partner, you want to make sure they are proactive and can bring innovative ideas to the table. On the other hand, an agency that caters more toward your budget and desired turnaround time might be a better fit if your business handles most of its marketing efforts in house or if you are in need of a short-term solution.
A Marketing Firm for Your Business
Strategic Marketing has been a mainstay of South Florida for over 25 years. As a full-service agency, we specialize in many forms of both traditional and digital advertising and marketing. Whether your business needs a full-spectrum marketing plan or you’re in need of one individual service, we have a dedicated team of experts who will go above and beyond to deliver a custom-tailored marketing solution. To learn more about our services, visit our website or contact us by calling (561) 688-8155.
Low-Cost Advertising Local Businesses Can Count On
Local businesses usually don’t have the budget and resources that large multi-location businesses have, but that doesn’t mean they can’t be competitive and grow their brands. When it comes to advertising local businesses, it is all about choosing the right media channels and advertising techniques. Many local businesses find themselves overwhelmed when it comes to choosing which techniques of marketing and advertising they will use, which causes it to be overlooked or unsuccessful. Below are some of the most inexpensive and effective forms of advertising that local businesses can benefit from.
Making sure you are active on social media provides many benefits to your local business, such as boosting your SEO efforts and improving your brand’s image. However, your social media presence doesn’t have to stop there. Facebook offers cost-effective advertising local businesses can benefit from. Facebook advertising allows you to reach an exact demographic and users that fit a particular profile, making this a great tool for local businesses that are trying to target highly-segmented users. For example, a local catering company could have the advantage of serving its ads to users who live in a certain area and have recently changed their status from “single” to “engaged.” In this instance, the local catering company is reaching brand new consumers almost instantaneously who are now well-qualified leads. Whatever type of local business you have, Facebook advertising ensures your dollars are not going to waste and you are spending money on high-quality leads.
Pay-Per-Click (PPC) is a method of advertising that allows businesses to bid on top ad placement in search engine results. PPC advertising can give your ads immediate visibility depending on your bid amount, versus SEO which takes commitment and time before seeing results. The beauty of PPC is that you only pay the search engines when your ad is clicked. This allows you to have better control over your budget, making this a worthy option of advertising local businesses should consider. However, there is a lot that goes in to planning a successful PPC campaign, from landing page and ad content creation to quality score and bid placements, so it is best to consult with a PPC expert to help make sure your campaign is a success.
Online Directories & Google My Business
Although this is more of a marketing strategy rather than advertising, it’s still worth a mention because of its effectiveness and value to local businesses. Most local consumers turn to the internet first to find businesses in their area, and as a result, directory listings are an important factor in organic search engine rankings. Also referred to as local search engine optimization (SEO), this tactic is one of the most effective ways for local businesses to reach highly-targeted consumers exactly when they need a particular product or service. Making sure your business is listed on directories, such as Yelp, Citysearch and Yellow Pages, in addition to Google My Business, Yahoo Localworks and Bing Places for Business gives you an edge over the competition because search engines will consider your business to be legitimate and will rank you higher in search results. Google My Business in particular is a great tool for local businesses to take advantage of because it is free and makes your brand visible on the most widely-used search engine. Many other directories are also free, which makes this a very cost-effective strategy.
Although local SEO is inexpensive, managing all of your listings can be time-consuming. In order to get the most out of online directories, your business information needs to be consistent and up to date across the web. Having incorrect or inconsistent business information can be just as bad as not being listed. You also want to make sure your listings are complete, including address, phone number, businesses hours and description. With so many details going into your business listings, it is best to use a local listing management tool to save you time and help to ensure your information is consistent and accurate.
Locally Focused Content
Another marketing tactic, content marketing increases your brand’s online visibility and has a profound effect on your overall SEO strategy. If you’re attempting to boost local traffic, producing-locally focused content can help. Creating blog posts or landing pages with your town name in the keyword can help your brand show up for consumers who are specifically searching in your area. Not only will you be targeting a local audience, but your content can also be seen by anyone who is searching your area on the web. Overall, content marketing strategies give your brand more brand visibility and recognition which is beneficial long term.
Advertising Local Businesses for Over 25 Years
Strategic marketing is a full-service advertising agency that has been helping local businesses grow their brand for over 25 years. While these are just a few forms of advertising local businesses can use, each business is different and the experts at Strategic Marketing can help you decide which advertising tactic is best for your brand based on your budget and goals. With specialists that are experts in both print and traditional advertising methods, we are well-equipped to find and execute a suitable and comprehensive solution. Whether it’s PPC advertising, SEO or other methods, we can help. We also offer a local search management tool, SmartList, that manages your business listing across thousands of online publishers so you can focus on running your business. Give us a call at (561) 688-8155 or visit our contact page to learn more about how we can help grow your local business.