With all of the digital marketing trends and techniques readily available for 2016, pay-per-click advertising is certainly amongst the most appealing. Although pay-per-click advertising is a different animal than traditional search engine optimization, there’s no denying that it can yield impressive results when it’s managed correctly.
If you have yet to dabble in the world of PPC, here are some advantages as to why you should consider this method of digital marketing in 2016:
- Pay-per-click advertising gives you an instant boost in SEO
- You won’t have to wait weeks or months to see results like you do in traditional SEO
- You can set your own budget with PPC and stay in control of your spending before it gets out of control
- You can see a substantial ROI with a PPC campaign when you have a compelling offer and your landing page is optimized correctly
If you’re considering running a pay-per-click campaign on Google Adwords this year, you’ll need to have a plan of attack in order to maximize your results with the highest ROI possible. Approaching your new PPC campaign without a strategy is a recipe for disaster, and will only result in wasted advertising dollars in the end.
As you plan out your budget, your landing page and your offer for your PPC campaign, keep these strategies in mind before you launch:
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PPC Campaigns in 2016 Need Compelling Copy
Your customers are overloaded with information, and “me too” copy isn’t going to lead to any conversions at the end of the day. Your PPC campaign will need to have a compelling offer that’s written in an interesting and engaging manner. Otherwise, your customers will quickly click away from your campaign and move onto your competitor.
But how do you keep customers engaged long enough to call your company, hand over their e-mail, or download that eBook?
One technique you can use is to emphasize the benefits of your product or service rather than the product itself. When people become emotionally invested in your product and realize that it helps them solve problems, it makes it a lot easier to encourage customers to give your company a call.
Furthermore, take some time to craft a killer headline on both your landing page and your actual ad copy. Don’t be afraid to split test the copy in your ads and see what message works best in terms of click-through-rate and conversions.
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Implement Ad Extensions
As we already mentioned, catching the eye of your customer is a consistent challenge not only with pay-per-click advertising but everywhere else on the web. Google Adwords is offering numerous ways that you can enhance your pay-per-click ads with extensions, making your ad stand out from competitors.
Several of these ad extensions include:
- App extensions where you can embed download links into your app into your ad. This is perfect for businesses that have a relevant app that customers will find useful, and it gives you a competitive edge before customers even consider looking at other ads.
- Call extensions make it quick and easy for customers to click on your add and call you directly. This is a good option for customers who don’t want to fuss with searching around for a phone number and simply wants to talk to a live person. You can use this extension for professional services such as plumbers or doctors, or even products when you want customers to order quickly.
- Location extensions offer a direct method for customers to navigate to your business—all they have to do is simply click on the address in your ad from a mobile device and it will load on their smartphone’s mapping system.
- Dynamic structured snippets will pull compelling copy from your landing page and give your customers a peak of what’s inside.
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Understand The Core Needs of Your Customers
While it’s easy enough to post a PPC ad and call it a day, this isn’t an effective method of getting customers to buy. In order to have the best ROI possible for your PPC campaign, you’ll need to understand the core needs of your customer along with their behavior.
Customer behavior can be tracked with software such as Google Analytics and the Google Adwords dashboard. Both of these platforms provide insight into what your customers want out of your product or service, and you can tweak your campaigns accordingly for best results.
How is Your Business Performing Online?
Pay-per-click advertising can drastically improve your performance online, but you can’t forget about organic SEO. You’ll need the best of both worlds to maximize your exposure and take your business to the top of the search engines.
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