You have hired a web designer’s services to develop a unique website for your company. The next logical step is to use search engine marketing (SEM) services to increase traffic to your site. For many entrepreneurs, Google AdWords, Google’s advertising platform, is a useful internet marketing service to boost traffic to their websites. The basic format is that advertisers pay the publisher, e.g. Google, every time their advertisement is clicked on, hence the phrase “Pay Per Click” advertising.
How can you ensure the best results from your AdWords campaign?
SEM specialists always need to keep up to date with the latest internet marketing developments in order to deliver the best results to their clients. There are many strategies for running a successful Pay Per Click (PPC) campaign on Google, here are the top 5 best practices when setting up and running a PPC campaigns
Chalk Out The Objectives
It does not make sense to adopt a PPC campaign, simply because your competitors are doing it. Figure out the role of a PPC campaign in your overall marketing strategy and see how it can help drive additional sales or leads to your business. Understand the potential of this medium and talk to your contemporaries about the success of PPC campaigns in their businesses.
Next, identify the goals for your PPC campaign and set achievable targets spread out over a period of time. You can set a monthly target for the number of sales to be achieved. Together with this, you need to establish and factor in your available budget for the PPC campaign. Then, develop a strategy based on your plan on how to accomplish these goals. Finally, figure out the minimum number of conversions needed from AdWords campaign to ensure a sufficient return on your investment.
Pick Keywords Wisely
Never underestimate the value of choosing the right keywords for your PPC campaign. A keyword research tool can help you find the keywords that your prospects are using to find your products or services. One such tool is Google’s Keyword tool, which provides you information about the estimated cost-per click and monthly traffic for all keywords. Another useful tool is Google Analytics, where you can get ideas from the keywords that are already bringing traffic to your website. These tools and others can help you manage your keywords by sorting them, grouping them and creating relevant advertising themes for your business.
Use Action Words In Ad Copy
Compelling ad copy needs to be written up for AdWords advertisements, as this is what attracts prospective customers to your website. This copy should be a snaphot of your website’s key products and services, visible to people using search engines. Using action words in your ad copy like Find, Click, Get, Download and Buy will help get the attention of people searching for a specific item or service. As the internet presents many options for users, providing strong action words will help steer focus to your advertisements and to your website..
Add Negative Keywords
You need to add negative keywords to your keyword list. These are keywords or key phrases that you do not want your ads to show up for. For example, if I’m selling “chocolate cupcakes” I would not want my ads to show up when someone is searching for a “cupcake T-shirt” or “cupcake balloons.” In the previous example both “t-shirt” and “balloons” would be considered negative keywords and you would add them to your negative keyword list. Filtering out these keywords will help you focus and save your time and money on relevant traffic.
Target Your PPC Campaign
Business entrepreneurs can increase lead generation or sales by targeting a PPC campaign to a particular location or audience. For example, if I am a local hospital, I am able to target and maker sure that my ads appear only to people who live in the zip codes which are in a 5 mile radius from the hospital. Google’s Content Network, which serves up banner ads on different sites, takes this a step further allowing users to target a PPC campaign based on three criteria – demographics, location, and language.
Practicing these five steps will you be more strategic in driving more traffic to your website. Remember having a successful PPC campaign includes identifying objectives, electing proper keywords, including a call to action in the ads, adding negative keywords and targeting specific geographies and/or demographics for your campaigns.