PPC (pay-per-click) marketing is not a strategy for only the big dogs of the business world. Though it may seem complex at times, PPC is a critical part of any marketing campaign. Here are a few ways to simplify and maximize your approach to PPC:
1. K.I.S.S. (Keep It Simple Stupid). Rather than overdoing the keywords, keep each ad group around 20-25 keywords and don’t spread match types around.
2. Don’t use the default. While creating an AdWord account can be a simple process, learning how to use AdWords effectively is not quite as simple. When creating your AdWords account, do your best to stay away from “default settings†and use the “All Features†button wherever you can. Also, be aware of your ad rotation; if you are going to be checking your AdWords regularly, you will be able to tweak settings and restart your clock whenever you do. Also, pay attention to the mobile bid modifier, especially if phone calls are not your most popular conversion.
3. Remarketing. If you have ever been browsing and realized there is a particular ad following you around on every page you visit, then you have seen the results of remarketing. Almost 98% of all online users leave websites without a conversion and these remarketing ads are a way target that demographic. It is possible through AdWords to place a remarketing tag on your site, and after that you can set up a campaign aimed at your remarketed audience.
4. Negative Keywords. Look at the bottom of your keyword page and find the Negative Keywords option. Use this option. Negative keywords can be used to modify users search results. For example, if your company sells tie-dye t-shirts, you may want to put the words “how to†in your negative keyword space so someone searching for “how to tie-dye t-shirts†will not see your ad. Where your normal keywords are used to capture users, negative keywords are used to filter our unqualified users.
Do not let search engines and default settings allow you to fall prey to the vast lost-world of PPC marketing. Take control of your campaign, learn as much as you can about all aspects of PPC and use that knowledge to keep your campaign heading where you want it to be – increasing traffic, conversion rates and return business! Keep in mind that Google will host your AdWords account for as long as you want, and they have no problem taking your money for that account – it is your responsibility to make that account work for you! You are the one that knows the most about your business, what makes it work, what makes it a better choice than your competitors, and what is the most relevant and interesting information that will catch users attention. AdWords is simply a tool for you to use to create the business that you have always dreamed of.
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