From the smallest home businesses to sprawling corporations, nearly everyone uses pay per click campaigns these days. More prevalent than it’s ever been before, PPC advertising is the preferred marketing technique for thousands upon thousands of companies these days. Of course, with so many different businesses vying for top billing on bid-based PPC ad networks, it’s becoming increasingly difficult to get the results that many of us are used to seeing. It’s clear that obtaining the traffic that clients want is going to require something other than the same old tired tactics to which we’ve grown accustomed.
While there is something to be said for sticking to what works, being overly reliant on proven PPC techniques often leads to a certain degree of stagnation. Many online marketing firms take a similar approach to their SEO practices as they slowly but surely wear down the effectiveness of their methods over the course of subsequent campaigns. Often the campaigning company sees diminishing returns from these efforts that inevitably end in a screeching halt in traffic and conversion rates.
When campaign results begin to take a turn for the worse, it’s time for the savvy PPC company to take the initiative and begin taking some well-calculated risks. The following are just a few choices you may want to make when looking to overhaul your pay per click efforts.
Take the Road Less Traveled
Although most PPC companies will want to grab the highest trending keywords for their clients’ campaigns, sometimes it pays to select a slightly less popular search term as the focus of your pay per click efforts. While the web traffic seen from lower trending terms will likely be significantly lower than if you had chosen the top keywords, you won’t find yourself fighting as many competing organic and inorganic links for traffic. At the same time, you can also take comfort in the fact that your chosen keyword is costing you and your client far less than if you tried to outbid other companies for top terms.
Take your Business Elsewhere
There’s no denying that Google AdWords is the heavyweight champion when it comes to getting the most exposure for your PPC campaign. Even though Google’s ad program is the default go-to for many online marketing firms, you may want to consider carrying out your campaigns through various competitors or smaller advertising networks. As a result, you will find yourself paying less and possibly seeing substantial traffic from people who choose to do their web searches through Bing or other search engines rather than Google.
Piggyback your PPC Links through Social Media
With paid advertising now running in full force throughout social media networks such as Twitter and Facebook, now is a better time than ever to experiment with focusing your campaign efforts via those sites. With users numbering in the millions and average traffic growing daily, the sheer amount of exposure that a campaign can receive when advertising through social networks should never be dismissed. When you consider where the bulk of your next campaign focus will lie, consider channeling your efforts through social media. At the very least, you will see an increase in followers for your clients’ social network profile.
