Pay-per-click advertising (PPC) can help you bring valuable customers to your
business. One of the best things about PPC is that it can take no time at all to see
the effects of your campaign — as soon as you win an ad for a specific keyword,
you’ll see a spike in your site traffic. However, if you want to outrank competitors
and make searchers want to click your ads, you need to optimise your PPC ads
correctly.
What is PPC?
PPC is an acronym for pay-per-click. PPC is a form of internet marketing whereby
advertisers pay a fee every time their ads are clicked on. It can be a way of paying
to get people to visit your website.
Perform a keyword research
Before launching a PPC campaign, you’ll want to research the most beneficial
keywords for your business. When we say “most beneficial,” we refer to the
keywords that’ll bring the most clicks to your ads. For instance, “pink boots,” a
general term, gets a much higher search volume than “light pink women’s
waterproof boots,” an extremely specific search term.
During your brainstorming session, combine your general terms with adjectives
relating to your product offerings. This will help you create your list of keywords to
target.
Create a list of negative keywords
Just like targeting the right keywords is essential, it’s also a critical part of PPC
optimisation that you decide what not to target. When you use negative keywords,
you exclude specific keywords from your campaign that might seem like they fit
your product offerings but don’t.
Use demographic targeting to reach the right audience.
One of the things that makes PPC so successful is the fact that you can decide
exactly who your ads are served to based on demographics. In the past few years,
Google Ads has made their targeting options even more granular and now offers
more targeting options than ever. Choosing who you want to target with your
keywords is a vital decision and can determine the level of campaign success, so
review your targeting as part of your PPC campaign optimisation.
Test your ad copy
Your ad copy can make or break a click, so it’s vital to your PPC optimisation
process that you test and analyse your copy.
In order to test your ad copy, you’ll want to set up an A/B test. This kind of test
allows you to assess two ads with varying copy to determine which one receives
the most clicks. Remember that ad copy isn’t the only thing you can test with A/B
ads — you can also test the colours, the landing pages, and the calls-to-action.
Create a conversion-worthy landing page
A landing page is where users end up when they click on your ad, and it is
essentially the deciding factor in whether or not a user makes a purchase. That’s
why it’s one of the most important PPC optimisation strategies. Of course, users can
navigate away from your landing page if they get distracted or if they’re waiting for
the next payday, but your landing page as a whole should convince them that they
want to purchase your product.
If you’re interested in PPC optimisation but unsure where to start, try hiring a PPC agency in London! They can help and guide you through each step so you can see the best results in your campaigns.
