If your website is your
virtual calling card, then search engine optimization (SEO) makes
sure that people give it a second look. Sometimes, though, you want
to reach your target market more directly, and this is where
pay-per-click (PPC) marketing becomes useful.
PPC are basically
advertisements that appear at the top of search engine results pages
(SERPS) whenever a person types in a keyword related to your goods or
services. To get the most out of it, though, be sure to heed these
tips before launching a PPC campaign:
Use Negative Keywords
PPC platforms allow you to
exclude certain terms that you don’t want associated with your
campaign (like a keyword blacklist). For instance, if you exclusively
sell new boats, add “used boats” in the negative list. Hence,
only people looking for brand new boats will trigger your ad to
appear.
Cater Copy to Buyer
Motivation
Different people have
different buying motivations, so cater your PPC ad copy to them. If
you’re selling to budget conscious consumers, include your pricing
details in the copy. For deal hunters, add the terms for your promos
and limited offers in the ad.
Evaluate, Evaluate,
Evaluate
PPC marketing is not a
set-it-and-forget-it project. Each week, look at metrics like
impressions, ranking, site visits, and the like to determine how
effective your campaign is, then adjust things that aren’t doing so
well.
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