Business owners have mixed views on their perception of what Pay-Per-Click (PPC) marketing can do for them based on their previous experiences. While PPC success varies by industry, the most important difference in PPC results often depends heavily upon which approach is used. Using the right PPC strategy is integral to achieving the best possible return on investment (ROI). Due to its nature, the world of online marketing changes quickly, and what used to work in the past—in terms of marketing success—no longer does. For many, it can be difficult to determine which approach will deliver the best return. It’s more important than ever for companies to utilize PPC best practices while running online marketing campaigns.
Using The Right Keywords
Keywords form the basis of PPC, which is why it’s so important for online marketers to choose them carefully. Using keywords that are too broad will bring in poor quality traffic and burn through ad budgets. While the use of  keywords that are too specific may not result in enough ad exposure. Having the right mix of keywords help ensure that PPC ads are being appropriately aimed at the target audience while properly utilizing an ad budget. Once a list of keywords has been determined, it’s important that a business makes data-driven decisions about which keywords to keep and which to turn off. that marketers “develop a keen sense of whether keyword intent is predominantly commercial, B2B, or informational.”
Testing Ad Variations
Just like keywords, ads are some of the basic building blocks of PPC, which is why they need to be carefully crafted and tested. Each element of the ad should be tweaked and tested, from the title to the first and second lines of body text to the destination URL. Targeted messaging helps ads stand out in a sea of online advertising, and better reach the intended audience. According to David Greenbaum, the CEO of BoostMedia,”A brand story should focus on the customer and how they can derive benefits that fulfill their needs.”
For marketers, one of the most successful tactics to PPC is including a strong call to action so that audiences know what to expect once they reach the intended site. Easy navigation is also key to retaining the engagement. It should be simple for customers to buy a product, make a service appointment, sign up for a trial, or request a quote within a few clicks after being directed to the landing page.
Optimizing For Mobile
Mobile usage is at an all-time high, which means that mobile-specific advertising is on the rise. Being able to appropriately craft messages for mobile users is becoming vital in the PPC arena. According to Mona Elesseily, Vice President of Online Marketing Strategy at Page Zero Media, “research shows that 73% of mobile searches trigger some sort of follow-up action, [while] 28% result in conversions.”
Optimizing keywords, links and text for a variety of mobile devices requires additional thought leadership due to the nature of the user experience while accessing sites. With a decreased screen area keywords must be shorter and adds must be redesigned to be touch-friendly. Mobile ads more often contain a phone number to allow mobile users to instantly connect with a business for any questions they have about a store’s location, hours, etc.
Seeking Professional Guidance
Keeping up-to-date with the most recent industry information is very important when it comes to running profitable PPC ads because advertising changes can affect account settings and capabilities. seminars and videos can be helpful in determining up and coming PPC tactics. Reading industry-leading marketing blogs and following PPC experts on social media can also keep most marketers at the forefront of industry knowledge. The secret to success is know which tactics have proven results and which ones fail to meet marketing expectations.
