Many businesses believe online success starts with a stunning website. While this assumption isn't wrong, it's only half the formula. No matter how impressive your website may be, it means nothing if no one can find it.
According to Internet Live Stats, Google alone produces more than 5 billion searches every single day. However, the competition is just as thick as the number of opportunities. Every business is battling against similar products and services for a coveted spot on the first page of key search terms.
It begs the question, "How can you compete?"
The long-term solution is Search Engine Optimization or SEO. But if you're looking for quick, effective results, you want the best pay per click advertising money can buy.
The Best Pay Per Click Advertising Strategy
Pay Per Click Advertising is a common digital marketing strategy that puts your ads at the top of Google's search results for specific keyword searches. Unlike organic SEO strategies, the results are nearly instantaneous.
Your ad begins to appear in relevant searches shortly after your campaign is activated and continues for the duration of your campaign length. This can be a finite amount of time or ongoing depending on your budget.
But just because you create a campaign doesn't mean it's going to be a success. Like any marketing strategy, PPC requires research, a strong message, a clear call-to-action, and a clear understanding of the platform.
Below is a beginner's guide to creating a winning pay per click strategy.
A Step-By-Step Guide to Creating an Effective Pay Per Click Campaign
If you have ever created any kind of marketing campaign, you may find some of these steps to be quite familiar. Pay per click is an ad campaign like any other except in the design of its platform and how it works.
The biggest hurdle businesses have is understanding keywords and how to create an effective conversion strategy using digital call-to-actions. However, don't worry. We'll cover some great tips to help you reach your goals.
Step One: Research Your Customers
Before you even begin to create your ads, you need to understand who your customer is, what would attract him or her to your ad, and how they go about looking for it.
But how do you do that?
Start by digging up whatever existing data you may have. This includes your current customer or client list. Look for trends that can help you create a buyer persona.
Depending on whether you're B2B or B2C, this can be anything from:
- Geographical Location
- Job Title
- Marital Status
- Salary Range
- Or Other Demographics
The more information you can gather, the better. These details will help you better understand the type of person you're targeting so you can put yourself in their shoes and try to think like your consumer.
Step Two: Find Your Target Keywords
Next, you'll want to start researching keywords. Despite the name, keywords aren't just singular words. They may include small phrases as well.
The best way to understand keywords is to look at them as the collection of words or phrases search engine users type in to find what they want.
This process starts with a brainstorming session. Use your creativity to try to think of as many words and phrases as possible you would use if you were looking for the product or service your campaign is advertising.
Afterward, you'll want to explore how these ideas rank using a keyword research tool. Google Adwords Keyword Planner is a great resource. It will give you insight into certain keywords' search volume, how much it costs per click, and how it compares to similar keywords.
From your research, you will want to narrow down your starting keyword list, or seed list. In Adwords, this list will grow as your ad gains impressions based on user search queries.
However, you'll quickly find not all of these new keywords will be relevant. Those that aren't should be added to your negative keyword list to prevent your ad from being shown to the wrong audience.
Step Three: Write Some Killer Ad Copy
Now we head back into familiar advertising territory as we begin the creative process. You'll want your advertisements to match the platform's format, yet be compelling in a way that draws the user's attention.
Think short, personalized, and appealing. What do you offer that sets you above your competition? You'll want to portray a tempting value that makes users want to know more.
Tap into their wants and needs.
Step Four: Create a Clear and Compelling Call to Action
Good copy needs a clear and tempting call to action. Use action words that tell the user what to do next. Popular examples include terms like:
Make sure your call-to-action is clear, simple, and aligns with what you're offering. For example, if you're advertising a free eBook download, "Get Now" would be more appropriate than "Try Now".
Language is everything. Tap into the user's desires and make your call to action feed that yearning.
Step Five: Link It to a Landing Page Designed to Convert
Never, ever slack on your landing page design. A good call to action only works if the landing page is just as strong. Thus, it should be as well thought out as your advertisements.
High performing landing pages make the call to action easy to fulfill. Make sure the copy on the page aligns with your audience and provides a compelling message that encourages follow-through.
Use strong visuals and don't be afraid to try A/B testing with your landing pages and your ads. By testing out various designs and messages you can narrow down which speaks best to your target audience.
Step Five: Monitor Performance and Adapt Accordingly
Pay per click isn't a "set it and leave it" form of advertising. To perform well you have to actively monitor and adjust it. This includes filtering keywords, analyzing which ads convert the most, and which ones are the most cost-effective when considering the cost per click and ROI.
Ideally, you'll start with numerous ad groups and variations and narrow your funnel throughout the duration of your campaign.
Create a Winning Strategy Alongside the Experts
The best pay per click advertising is the kind that combines a clearly defined campaign strategy with skillful execution and management. If you don't have the time or the expertise to create and follow through with a winning strategy, consult the experts.
Our team at Emagine can help you or your business formulate an effective strategy for getting noticed and generating conversions. For more information, check out our pay per click advertising services or drop us a line. We will happily discuss your business goals and provide a quote for the services we believe will help you achieve them.