The best, and most effective, Paid-Per-Click (PPC) advertising campaigns include multiple components to deliver a concise and accurate message in a way that inspires web visitors and browsers to take action and make purchases. PPC advertising often carries a high price tag, so you want to make sure that your efforts are paying off. Many companies choose to hire outside firms who specialize in PPC ad campaigns to make sure that they are getting results from their online marketing initiatives.
Knowing your Target
Most consulting marketing and advertising firms know that you want to see the best results in the shortest amount of time. One of the first steps towards reaching that goal is identifying what you want to get out of the campaign. Having a specific target in mind helps make you, and your hired consultant, understand what you expect to achieve as an end result. Many companies set their sights on specific conversion goals, which will gauge the effectiveness of their campaign by following consumer actions. Conversion rates compare the number of times people visit websites with the volume of purchases they make. Ideally, conversion rates are equal, and an electronic transaction is made every time a user visits a website. Once you identify a set number of sales you want to make, and perhaps set a time parameter too, it is time to figure out how to attract the attention of your targeted audience. This involves brainstorming to create lists of keywords that are geared towards the products and services your company offers. Keywords should be broad enough to capture the most basic searches for your products, but not so general that your company appears as just one of many in your potential customer’s results page. As with traditional advertising methods, you will want to make your PPC campaign tailored to a specific group or audience that is most likely to purchase your company’s end products. Expert consultants will help you identify those audiences, and create keywords based on the demographics of those groups, such as age, gender, socio-economic status, and geographic location. One difference between traditional advertising and PPC advertising is that companies must purchase advertising space for posting PPC advertisements. This is done through a competitive bidding process, which can be cost-effective if done correctly, but can also result in lost time and revenue. Many PPC consultants provide assistance with navigating the field of competitive bidding as part of their overall PPC marketing assistance package. When it pertains to bidding, you get what you pay for, and the highest-priced spaces are those in the most visible locations on a webpage, generally at the top and off to the right-hand side.
If you are fortunate to win a bid for one of the top spots, you will want to make sure that your ad has the right content and appealing features that will make consumers and potential clients click on the ad. That involves a bit of traditional marketing know-how, as you will need to craft a straightforward and concise message that tells people exactly what they will be purchasing, and what the cost will be. This is where it is critical to make every word count, as it only takes most users a matter of seconds to decide whether or not to click on an ad. An effective campaign sees the PPC advertising process through, step-by-step, from start to finish. From setting goals to making strategic lists of keywords and settling on a targeted audience, to competing for advertising space and creating quality ad copy material, there are many valuable services provided by PPC consultants. In the end, your campaign should be time and cost-effective, and bring you business, popularity, and ecommerce prosperity.