Pay-per-click (PPC) advertising is an effective way to bring qualified traffic to your website. If you want your target audience to find your business and convert into customers as soon as possible, PPC is the way to go. Your ads will reach the top of the search engine results page almost as soon as your campaign is launched. Relevant keywords, compelling ad copy and well-designed landing pages will help to ensure the success of your PPC advertising campaign. However, there are more things to keep in mind if you plan to optimize your campaigns to the fullest. Below are several important tips that will help you drive the best results for your PPC advertising campaigns.
Set Your Goals
Before you dive into optimization tactics for your PPC advertising campaigns, you should first define your goals. What exactly are you trying to accomplish with your PPC campaign? Do you want to communicate a branding message, get more traffic to your website, generate sales, leads, downloads, conversions and so on? Once you set these goals, you’ll be able to implement tactics that are tailored to your predetermined objectives. Holding your campaigns accountable to your goals will also keep your PPC advertising streamlined and relevant to the interest of your target audience.
Optimize Landing Pages
Your landing pages greatly contribute to the success of your PPC advertising campaigns. Thoughtful design and applicable messages go a long way. It is important to make sure that visitors get exactly what they clicked for on the PPC ad. Search engines are happy when your landing page content is related to your ad copy and the product or service being offered. Irrelevant content can result in decreased visibility on the results page and discourage your target audience from finding your business. Be sure to write content that will engage the viewer and integrate well with your ad copy to produce a high-performing PPC advertising campaign.
Utilize Site Links and Ad Extensions
Site links and ad extensions provide users with more opportunities to convert on your website. Rather than having one call to action in the headline, site links allow you to include additional calls to action in your ad copy. For example, adding links to top products, sales promotions and other relevant locations on your website will guide users down the funnel. Ad extensions enable you to provide a phone number, address, or other means of getting in contact with your business. Not only do they deliver more conversion opportunities, site links and ad extensions are a great way to test different calls to action in order to entice the user and achieve higher click through rates.
Pay Close Attention to Keywords
Keywords are an integral part of your PPC advertising campaign. There is no need to waste time or money on keywords that aren’t performing, so be prepared to put time into keyword research. You’ll want to find your campaign’s “sweet spot”, where you’re earning as much as possible while paying the least per click. This may take some trial and error when it comes to keywords, so you’ll have to consistently track their performance and plan your bids accordingly. Furthermore, bear in mind that adding negative keywords, which are words that are unrelated to your campaign, is an important step. Review your reports to make sure that these keywords aren’t available to users when searching for your products and services.
Test, Test, and Test Some More!
To get the most out of your PPC advertising, you’ll want to continually test your campaigns and collect as much actionable insight as possible. A/B testing keyword sets, geo-targeting options, promotions, page layouts, call to actions and even button colors will improve the effectiveness of your PPC campaigns. Since the goal is to find prospects who will convert, you should pay equal attention to your website and landing pages as you do your ad copy. Once you start identifying trends in your test results, you can expand upon the data and capitalize on well-performing elements of your campaigns.
Integrate PPC with Organic Search Marketing
Combining your PPC advertising with organic search marketing will enable you to rule the search engine results page. Establish yourself as an industry leader by dominating both the organic results and the paid ads section. This will help you cover your bases, since many consumers trust the organic results more than the paid search ads. Effective search engine optimization (SEO) will improve your rankings in the organic results. When PPC is integrated with good SEO, this can increase your bottom line and lead to a positive outcome for your campaigns.
Need More Help Optimizing Your PPC Advertising Campaigns?
Strategic Marketing is a full-service advertising agency that has developed a proprietary pay-per-click platform that manages your PPC advertising from start to finish. SmartClick serves your PPC ads across all major publishers, including Google, Bing and Yahoo! This powerful solution offers conversion tracking and 24/7 optimization in a user-friendly dashboard. Easily monitor your campaign’s performance, receive automatic keyword adjustments, budget allocations and even record phone calls for quality assurance. Take advantage of all that SmartClick has to offer and start optimizing your PPC advertising campaigns today. To learn more, contact us or call (561) 688-6155
Although digital advertising has gone mainstream, traditional outdoor advertising can still have a strong influence on your target audience. With all of the summer activities that South Florida has to offer, more consumers will be embracing the outdoors, becoming receptive to your outdoor advertisements. This is the time to put your business front and center in the minds of consumers and attract attention to your brand. With careful thought and precision, outdoor advertisements can have a positive impact on your bottom line. Here are some outdoor advertising tips that you can use to improve your sales this summer.
Choose the Right Location
No matter how genius, engaging or eye-catching your outdoor advertisements are, if they’re not in the right location then all of your hard work could be proven ineffective. Allocating enough time to researching the most relevant places to hit your audience will prove to be beneficial. Focus on your target audience and the locations they frequently traffic. This will maximize exposure and effectively communicate your message to the right people, at the right time.
Catch Their Eye
This might go without saying, but in a world where so many distractions are competing for the attention of your target audience, there is no room for advertising that doesn’t catch the eye. Consumers are not actively seeking the influence of billboards and bus ads that they pass on a daily basis, so unless your outdoor advertising stands out, you’ll be lucky for a first glance let alone a second one. Use striking imagery and vivid colors to attract the interest of your target audience.
Be Creative – Make Them Think
If you want your outdoor advertising to make a strong impact, you’ll have to get creative. In order for consumers to absorb your message rather than discard it, the wording should be clever and thought provoking. There are outdoor ads almost everywhere we go, so make sure that people who come into contact with your ad will remember it. As an example, Chick-Fil-A has produced a memorable outdoor advertising campaign due to clever ad design and wording. Most of us are familiar with the 3D cows on their billboards encouraging people to “eat mor chickin.” These crafty ads inspire brand recall and attract the attention of consumers.
Less is More
Everyone on a commute has somewhere to be, so outdoor advertisements are viewed for merely a second or two, if you’re lucky. Oversaturating your ads with messages and calls to action will prevent engagement with consumers. Keep it simple by letting a few words speak for themselves and capture the attention of your chosen audience. Rely on striking visuals to gain interest and turn heads in the direction of your brand. Outdoor advertising is not there to inform, but merely to intrigue. When creating your outdoor ads, consider them as conversation starters that will get consumers talking about your business and the unique messages that you convey.
Get Help from Outdoor Advertising Experts – Strategic Marketing
Strategic Marketing is a full-service marketing firm in Florida, offering over 25 years of experience. We provide traditional and digital advertising solutions to businesses nationwide. Our in-house creative and marketing specialists have the expertise to strategize and create successful outdoor advertising campaigns that will grow your business. If you’d like to learn more about outdoor advertising or any of our other digital and traditional services, contact us today by calling (561) 688-8155 or visit our contact page.