Pay-Per Click (PPC) advertising can be an effective way to launch your business or spread the word about a special promotion. As a marketer, you must specify the amount of money you’re willing to pay per click you receive on your ad to programs like Google AdWords or Facebook Ads who promote your message to their vast audience. Setting a budget is a critical aspect to successful PPC campaigns, but just as critical is setting up your campaign keywords and demographics. These five following tips are often overlooked in PPC marketing, but can have a profound impact on turning your ad into future customers:
Pay attention to keyword matching – There is a very important difference between the settings “specific keyword match” and “broad keyword match.” The broad match option will show your ad for your chosen keyword plus any additional words or phrases that your advertising program feels is relevant. While your ad will appear more often with this setting, it will also appear before an audience who may not be your key demographic or at all interested in your business. In short, this is a waste of time and money. Instead, set your options to specific keyword match or specific phrase match so that your ad is sure to run before the eyes of those you’re actually trying to target.
Don’t be afraid to use negative keywords – Many advertising programs will offer the option for you to specify keywords that you do not want included in any ad placements. This is your opportunity to separate your keywords from other related keywords that are not at all connected to your target audience. If you’re advertising a business development program, but it’s targeted to established business owners not students or entrepreneurs, use “student” and “entrepreneur” as negative keywords to avoid wasting your marketing budget on clicks from this audience.
Limit your scope – In many instances you’ll have a very small and well-defined audience who is your target and your best bet for future customers. Use all the tools that you’re advertising program offers to limit your ad’s scope to reflect this audience. In what region, state, city or zip code do they live? What’s their age, gender and income level? Mostly all of the demographics you compile for your target audience can be incorporated into your ad’s scope in some way. Even if your ad calls for a broader focus, spanning several countries, you can still tailor the scope of each ad to its appropriate audience be creating separate keywords for each country. Don’t let your keywords, or your advertising dollars, get lost in translation. The time you spend on developing fine-tuned keywords to hit your target demographics and narrow your scope is time well spent in the long run.
Limit your runtime – Just like demographics, you can also specify at what time and how often you’d like your ad to run. Think again about your target audience. When are they most likely surfing the web or active online? These should be the key times you schedule your ad to run. If you don’t specify your runtime and leave it up to the advertising program, your ad may end up filling vacant slots at odd hours where they receive no attention, or attention from the wrong viewers. In either case, you can save money (and make money) by choosing an appropriate runtime for your ad.
Link to appropriate landing page – This tip may seem elementary, but if you were to click on several random ads running on Google or Facebook right now, you may be surprised by the irrelevant pages you land on. Only in very rare cases should your ad link to the generic homepage of your web site. Whatever you’re advertising or promoting should be the specific page you’re viewers are brought to upon clicking. Make sure your content is up to date! If viewers clicked on an ad for your new book, viewers should be able to purchase this book on the page they land on without any additional clicks. If it’s an ad for a special coupon at your restaurant, link to the page with the coupon on it. While it may be tempting to take viewers to your homepage in hopes they’ll click on other links, it’s far more likely they’ll simply click “close” when they don’t immediately find what the ad promoted.
PPC advertising has the potential to propel your business forward if used appropriately. By placing your time and emphasis on developing a well thought out list of keywords and a defined target audience, you will maximize your advertising dollars and increase your chances of turning each click into a new customer!