The goal for your website is to get a ton of organic traffic; traffic that will turn from a lead to a client/customer/user. That’s what we all want. But that’s not easy to achieve, especially if you’re a new business or a small business. One way to help get the ball rolling; however, is a pay-per-click (PPC) campaign. Below are a few ways to bring it home with PPC.
Target, Target, Target
It’s not only about site-traffic, in fact, if the traffic doesn’t generate a client, then how much does it matter? PPC will help you target the client-base you’re looking for. You need a spot-on combo of keywords, keyword phrases, and overall ideas to obtain your goal. Don’t underestimate the importance of your landing page. Always pushing traffic to your home page can be a mistake. Think about your Google Ad that was clicked, where is the optimal place for that click to land?
Who’s Your Customer?
PPC gives you options when it comes to when and where to run your ads. This allows your best customer to see you, while avoiding people who most likely won’t convert into a lead. Finding your customers is as easy as setting your Google Ad preferences. Looking at geographic location, time of day, and mobile access are precise ways to make sure you’re getting to your ideal customer. You can also use “negative keywords” to block specific searches that are irrelevant to your product or service, avoiding customers you don’t want.
Watch the Impact of Your Campaign
Google can calculate how your keywords, ads, and landing pages are working together, giving you great data and insight into the quality of your campaign. Are you hitting your target audience? You will also be able to view your ads’ “click through rate”, “conversion rate”, “cost per click” and a plethora of other key metrics that show how well your campaign is performing.
PPC and Your Content
Your ads are only as good as your content. Don’t expect to have a great ad and land a great customer. Your ad should pull them in, your content should keep them with you and help them convert. Give your potential customer information, education, entertainment… Your ad gets a potential customer to your website, your content is what sells you.
PPC and Organic Searches
You don’t want to devalue organic searches, even while working your PPC campaign. No matter how big your budget, it’s inefficient to rely solely on a PPC campaign for traffic. You can further your organic search efforts by understanding how your keywords and landing page combinations worked for you, knowing how your users best respond to you is your main goal.
If you’d like more information on how a cost-effective and beneficial PPC campaign can help your business, please contact us.
