PPC Advertising Top Tips
Pay per click, or “PPC”, is a type of internet advertising used to send traffic (aka people, aka customers!) to websites. One of the most common PPC advertising platforms is Google’s Adwords program, which powers the adverts you see in Google’s search engine results pages (SERPs):
Over the past year or so, PPC advertising has become very popular, mainly due to the fact that Google has pushed out several algorithm updates that have wiped out the rankings of a wide range of sites. However, the good news is that PPC will always be an option for you to get some traffic to your website (assuming that you have money to invest of course!)
One of the biggest mistakes that people make is that they assume that PPC is extremely simple. All you need to do is choose your keywords, write out a bit of copy, etc. right? Wrong! Here are some PPC ad’ top tips that’ll help you out:
Test Your Ad Copy
When it comes to PPC it’s very important that you test out a few things, such as your advert copy (text), to see which ad’ works out the best.
I recommend that you set up a few different ads and set your spending limit quite low. After this, try to figure out which ads worked the best and then invest more money in to the one that gave you the biggest ROI (return on investment). If none of them gave you a sale: back to the drawing board!
It’s essential that you target your ads to the best of your ability. Sure, you’ll never be able to target them perfectly but there are ways that you can improve your targeting. For example, there’s no
point in trying to sell winter snow tyres to Australians – their winter is warmer than our summer! Maybe there are a few people in Australia that want them, but there’d be a lot more people that might be interested in them in the UK.
Bidding on your Brand Terms
A lot of people assume that bidding on your own brand terms is a bad idea, but this isn’t necessarily true. Firstly, not everyone looks at ‘organic listings’ (non-ads) when searching for something
online; either because they’re not aware of the difference between the adverts and the organic listings, or because they don’t care. Secondly, since competitors are allowed to bid on your brand terms you need to make sure that they aren’t stealing your customers!
The last thing that you want is people that are searching for your website ending up at a competitor’s site, especially if your competitors are paying very little for each visitor.
Long Tail Keywords
Don’t forget about long tail keywords when it comes to creating your PPC ad. For example, if you were selling laptops, you don’t necessarily have to bid on terms such as “laptop deals”. Instead it might be better value to bid on something such as “black 15.6 inch laptop deals” for a cheaper cost per click and a more focused sale.
Obviously it all depends on the term that you’re targeting, but if you spend a bit of time researching what long tail keywords you should target then all your hard work will be worth it in the near future.