Building a website is the easiest part of building your online presence. Making your website profitable is the most difficult part. Pay-per-click (PPC) marketing is the use of search engine ads to generate traffic to your website. Every time that your ad is clicked, landing a visitor to your site, you pay the search engine a fee.
With a well-designed PPC campaign, that fee won’t make much of a dent on your marketing budget when you can generate explosive sales and generate excellent ROI. So, how do you grow your revenue with PPC marketing? Here are some strategies, tips and tricks you can take advantage of.
Leverage Long Tail Keywords
Short keywords have a broader reach and hefty search volume. Sure, you may get a lot of impressions and clicks but with a broad traffic, your conversion rate will be pretty low.
Instead, keep a balance by using long tail keywords alongside shorter ones. The more specific your keyword, the more targeted your reach and the traffic you receive. When there’s a perfect match between the search query and the results, the conversion rates are bound to be higher.
The best approach is to create multiple ad groups, targeting only a few keywords in each. This way, you can write titles and ad copy featuring your keywords while redirecting visitors to landing pages that match the message of your ads. This results in better quality score, better ad positioning, lower cost per click (CPC) and higher conversions.
Use the Power of Negative Keywords
Negative keywords can save your campaign from wasted clicks. Review the search query report every week and add any keywords you find irrelevant as negatives. For instance, if you don’t offer any products/services for free, add the keyword +free as a negative keyword. This will exclude your ads from showing for all search queries that carry the word free.
Ad Position Targeting
Google likes tampering with ad placement on its search network. There was a time when we saw ads showing at the top, bottom and right of the organic results. But owing to the recent changes Google made, the ads are now limited to the bottom or the top of the SERPs. But that still offers you a huge opportunity to improve your ad placement. If you thought a top of the stack placement is the deal-breaker, think again.
Source: Search Engine Land
In an article published on Search Engine Land, Amanda West-Bookwalter shares data that shows that there’s value in targeting lower positions. As you can see from the image below, other ad positions can have a significant impact. Don’t shy away from experimenting; try to shift the ad placement to different positions to see how they perform.
These strategies can help explode your PPC campaign and in turn your revenues significantly. The secret lies in improving well-performing campaigns proactively and to stay visible to those who’ve engaged with your brand.
Contact the team at Accentuate Web Design & Marketing today to help you get your PPC campaigns optimised to show your results.