When it comes to digital marketing, running a Pay-Per-Click campaign is one of the best ways to drive more traffic to your website, increase leads or make more sales. You only pay when someone clicks on your ad, which makes this form of advertising affordable—but only if you manage it properly.
Lack of knowledge often prevents small business owners from using digital marketing. Getting your head around keywords for a start can be very confusing. And you may be reluctant to outsource your digital marketing to a professional company because you can’t tell if you’re getting a good return on your investment.
To rectify this, we’ve come up with a few tips to help you navigate the confusing world of keywords:
- Make your landing pages relevant
A landing page is the page a customer lands on once they’ve clicked on your ad. One of the biggest reasons why visitors leave your landing page within seconds is because it doesn’t match with the offer or wording you used in your ad.
Your landing page must be consistent with your message and keywords if you want to convert visitors into customers. Use your landing page to repeat the offer that you made in your ad, and include a strong Call-To-Action, so the user knows exactly what you want them to do next.
Crafting compelling landing pages will help you increase conversions and lower your Cost-Per-Click.
- Use negative keywords to reduce unqualified leads
You can use negative keywords to ensure that you don’t get people who aren’t part of your target market clicking on your ads and wasting your ad spend. For example, if you’re an estate agent that specialises in apartments designed for students, you could add the word ‘family’ to your list of negative keywords.
That will prevent people with children from seeing your ad and clicking through to your site only to discover that what you’re offering doesn’t match their search query. So when you’re working on your list of keywords, don’t forget to include some negative keywords too.
- Include as much information as possible
Even though you’re limited to the number of characters you can use for headlines and descriptions when creating your ad, Google offers you other ways to include valuable information.
For example, in the Path 1 and 2 fields, you can add a location, product category or service. Use this to give users a clear idea of what they can expect when they click on your ad.
Ad Extensions also allow you to add details such as callouts, structured snippets and reviews. Use these to convince customers to build trust and convince customers to click on your ad.
- Include geotargeting
Part of the appeal of digital marketing is the way it allows you to target very specific markets. Local business can benefit from using this feature in their campaigns. The ability to concentrate your marketing on people in the area you operate makes it more cost-effective.
And even if your business is national or international, you can still structure your campaigns around other considerations such as the weather or time of year. For example, if you sell raincoats, you can decrease your bid on areas such as Gauteng during winter when people are less likely to need your product.
- Think mobile first
As the number of people using smartphones to access the internet has overtaken laptops and desktops, it makes sense that your Adwords campaign should do the same. You do have the option of creating mobile-only campaigns. And if you know that most of your website traffic is being driven by mobile searches, you should consider setting up a mobile-only campaign.
The Cost-Per-Click for mobile ads can be significantly lower than a desktop-only campaign, which makes sense for businesses with a limited budget. With mobile advertising you can take advantage of click-to-call extensions, making it even easier to convert a potential customer to a paying one.
It’s not clicks, but conversions that determine whether your ads are successful. A potential customer may click on your ad only to bounce off your site a few seconds later. You’ve paid for that click, but you’re not getting any value from your ad spend if they don’t stick around long enough to make a purchase or leave their details.
But if you have a better grasp of keywords, and you’re willing to experiment with these tips, you can create a successful PPC campaign with very little effort. Of course, if you really don’t have the time or the inclination, Web Changes would be happy to manage all of your digital marketing for you. Give us a call today to get started.