How to Improve Your Paid Search Marketing

google adwords
(image source)

Once you have started a paid search campaign, you may be looking for ways to improve on what you already have.  Tereza Litsa wrote an article with seven tips to help you with that.  Here is a summary of what she had to say.

Set Up Conversion Tracking

One of the most important things about PPC is being able to track the success of your campaigns.  Adding some conversion code to your site can help you track these analytics.  This can help you to understand which ads are working to bring in more customers to your website.

Focus on Quality Keywords

It is vital to your campaign that you pick the right keywords.  This means you need to do some keyword research.  They keywords that you choose should be the ones that best match your goal.  These are not necessarily the most popular keywords.

Learn More About Your Audience

You should determine who your audience is before you start a PPC campaign.  Once you determine who your audience is, you should invest some time into learning more about them.  You can create personas that will help you understand what your typical customer might look like and this will help you target your ads more effectively.

Set a Landing Page that Matches Your Ads

Each of your ads should lead to landing pages that are specific to the ad.  The page should provide more details and answer common questions that relate to the ad.  This will make sure that customers are greeted with the information that they clicked on the ad for.

Focus on the Image of Your Ad

As our society becomes more and more visual, it is important to focus on more than just the copy in your ads.  The images are what will draw in your audience.  Your images should be relevant and high-quality.

Optimize Your Ads for Mobile

Since so many people use their phones for everything, you need to meet your customers where they are.  This means making sure your ads will look good in a mobile format.  Pay close attention to the habits of mobile users when you are designing your ads.  And make sure that you are also tracking how many clicks you are getting from mobile users.

person on phone
(image source)

Explore PPC Ads Holistically

While PPC ads can be very effective on their own, it is worth considering a multi-strategy approach.  You could incorporate social media marketing or email marketing with your PPC ads to increase the amount of advertising that you are doing.  This will also give you a great opportunity to analyze your customers.

PPC Success Story

Coca-Cola has used PPC on Google to advertise.  They use copy to help convey the taste of Diet Coke in their ads.

coca cola
(image source)

This should give you a good overview to help you get started on improving your PPC campaigns.  Take what you already have done and just improve it.  You will see the results in the form of your business growing.


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