As the digital era progresses, many local businesses are focusing their marketing efforts on the web. Every business wants the sales and higher revenues that targeted traffic can provide for them. Anyone who is serious about competing online eventually turns to Google AdWords for paid advertising in the form of PPC. However, success is not always guaranteed. Many businesses struggle with poor PPC marketing and just give up after a few months, or keep throwing money away on advertising that doesn’t convert well and could have provided them with much higher returns.
When you are creating a PPC campaign for a local business, the principles involved are very different from setting up a PPC campaign for an e-commerce or a global website. You must know exactly who your target audience is and what action you would like them to take. Would you like them to order your products, come visit your shop? Or perhaps book an appointment for your service? There are so many small things to consider that many people feel lost when trying to manage their own PPC accounts.
The next step is to select the keywords and key phrases your campaign will be targeting. Spend time on this research, as this will determine the success of your campaign. Once you are done choosing which search queries your ad should be displayed in, it’s time to design an appealing ad copy. Be creative with your ad text and make it as attractive to the visitor as possible. Your goal is to get them interested and, once on your site, take action. Dedicate different landing pages for different keywords – this way your visitor will land on a specific page that addresses his exact need, increasing the chances that he will stick around to browse your content and potentially buy from you.
Remember, there is more to internet marketing than just PPC campaigns. There is also search engine optimization, link-building, banner ads, article marketing, social media, website directory listings, email and newsletter campaigns, etc. Each business will have a natural tendency towards one or more of these options, although PPC is universal and can suit virtually any business. Try to combine your pay per click campaigns with other valuable online marketing strategies to increase your traffic and sales. If you are a local business targeting the local population, try to enlist other local sites to your aid by placing advertisement banners, links, and sending out common newsletters with your website.
Finally, you must track and evaluate your online marketing and PPC campaigns. Most PPC campaigns should be given at least a few weeks to produce results. If the campaign is not driving enough traffic, or you feel the budget is not being justified, wait at least a month to see whether the situation changes. If there are still no results, try optimizing your campaign by employing a PPC professional or an online marketing agency. Other forms of online marketing also take a few weeks to yield, with SEO taking up to 3 months to produce desirable results. Be sure to monitor your marketing campaigns and with time you will learn to distinguish the success from failure fairly quickly.
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