PPC or Pay-Per-Click marketing is one of the most common marketing strategies employed today. It’s a great way to get some traffic into your website. PPC is easy to understand. You need to bid on particular keywords, create ads for those keywords, and pay the bidding amount every time a prospect clicks on the ads. PPC would place the name of your company or your product right at the top of the search engine results page. Read more about SEO.
No amount of SEO and other tactics would place you as high as PPC would. However, very few small business owners actually manage to see good ROI on this strategy. That’s because they don’t understand PPC goes beyond just setting up ads and using keywords. Here’s what you need to pay attention to:
Your PPC ad would lead the prospect directly to the landing page. You’ve won a portion of the battle when the prospect clicked on the ad, but the landing page is your first volley. It needs to grab the attention of everyone who clicks on the link. If your landing page design isn’t good or if you don’t have a landing page at all, you won’t be able to convert your prospects easily.
These pages give the prospects all the information they need. They can look at the product or service that you advertised, get your contact information, and also get your pricing details. If there’s no attractive landing page with all information clearly presented, the prospects might turn to look elsewhere.
If you click on an ad that showcases a pair of boots and are directed towards a landing page that shows a pair of heels, you’re not going to bother looking for the boots. The misleading link would most likely irritate you. It can also harm your reputation if the PPC ad links lead to pages that aren’t connected to the keyword at all.
For example, if the keyword you targeted is ‘brown leather wallet’ and the prospect was instead directed to a gambling website, your reputation would suffer. Google might even penalize you for it. That’s why it’s absolutely necessary to ensure that your PPC ads lead directly to the places they’re supposed to. Misleading the prospective customers is the last thing you want to do.
Conversions won’t just happen through the internet. There are many customers who will call you after seeing your ads on the SERPs. If you don’t track those calls, you’ll miss out on some important leads and data. Callers are more invested in buying the product than people to interact with you online.
You need to understand which ads and keywords attract them. The only way to do that is by actively tracking calls and comparing the data to your analytics data and CTR. This would help you optimize your PPC campaign in the future. If you don’t plan well, you PPC ads won’t deliver the results you need.