The LAB | April 9, 2020

How To Grow Your Business With Pay-Per-Click Marketing

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 in 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.


How To Grow Your Business With Pay-Per-Click Marketing by Accentuate Web Design and MarketingLeverage 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 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 scores, 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. However 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 was the deal-breaker, think again.

How To Grow Your Business With Pay-Per-Click Marketing by Accentuate Web Design and Marketing

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.


Wrapping Up

These strategies can help explode your PPC campaign and in turn your revenues significantly. The secret lies in improving well-performing campaigns proactively and staying 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.

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