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Pay Per Click (PPC) is one of the greatest tools when it comes to digital marketing. It is the 21st century's version of the billboard. Except you can customise specific adverts for your customers and know exactly where to find them. Not bad, aye?
By only paying when a user clicks on your advert, it is one of the most effective and measurable forms of digital marketing. But, if mismanaged, it can become an expensive cost. A short head search can boost visitors to your site, but often has a high bounce rate and burns into your budget. Long tail searches convert better and are cheaper in general.
Striking the balance is key.
Keywords
The right keyword is essential. Make sure you research the keywords you want to use using Keyword Planner and focus on long tail keywords. Tools like AdWords Phrase and Exact match optimise your adverts and reduce your costs.
Targeting
If you are looking to focus on a specific area, or only deliver to certain parts of a region, then use geographic targeting as a way to reduce your costs.
Adcopy
It's not all about the keywords. Your adverts must have high quality copy to keep users interested. Think about how relevant the advert will be to the user, and adjust your copy to that.
Landing Page
If a user is looking for a specific product, should your advert take them to your homepage? If you want the best results, make sure you take customers to the exact place on your site that matches their search. A landing page should be able to answer these questions: Where am I? What can I do here? Why should I do it here?
Conversion Tracking
It's important to make sure your ads are working. Make sure you set up conversion tracking in your AdWords account. These can be anything from filling out a form, downloads, enquiries of a confirmation of an order page. These metrics will allow you to make better campaigns and decisions.
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