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.