Pay-per-click marketing (PPC) is giving SEO a run for its money. The former form of online marketing uses paid placements to promote websites on search engine result pages (SERPS). PPC links usually appear either at the right side or at the top of normal search engine results. According to a study by San Diego Internet Marketing Company Engine Ready in 2009, paid placements produced 2.03% conversions in comparison to 1.26% from normal organic search results. The same study revealed that shoppers who clicked on paid links often spent about $11 more on average than those who clicked on unpaid ones.
Nonetheless, pay per click management can be quite costly especially for small and medium enterprises. Business owners can purchase specific keywords for their PPC campaigns from search engine providers in relation to their niche of business. These keywords are not only pricey but marketers run the risk of choosing the wrong ones for their businesses. So, how can online marketers get the best from their PPC campaigns? Below are four surefire ways to go about it:
Choose Relevant Keywords
Selecting the requisite keywords for a PPC marketing campaign is tricky business. Therefore, marketers should keep an open mind and remain vigilant on the exact keyword phrases customers use to search for particular products online. Normally, broader keyword phrases tend to be pricier. For this reason, marketers should conduct research for specific broad and relevant keywords to enhance their paid online promotions.
Invest in Online Keyword Tools
The success of paid links to convert prospects primarily depends on keyword selection. Therefore, it is imperative for online marketers to invest in keyword tools for research purposes. For instance, Google’s Keyword Suggestion tool can help in tracking relevant words and phrases relative to ones niche of business. Google Trends on the other hand lists historical, popular, seasonal, as well as upcoming buzzwords on the online marketing scene. One may secure keywords from this source before competitors can begin bidding for them. EBay Pulse is also a convenient keyword tool for online marketers.
Track The PPC Marketing Campaign
Once you obtain the relevant keywords or phrases for the pay-per-click promotion, establish a way to track the results. With a number of innovative software, such as Google Analytics and Yahoo! Web Analytics, that enable marketers to track the response from online prospects already on the market, you should not have a problem doing this. Generally, Keyword tools and tracking software work hand in hand. Therefore, webmasters should link the keyword suggestion tool in use with the analytics software. For instance, online retailers who purchase sponsored ads from Google are unable to track their pay-per-click results unless they use Google Analytics.
Use Compelling Ad Copy
Ad Copy should be compelling and error free. It should entice prospects to click on the sponsored Ad possibly by using incentives. Such inducements may include free shipping offers, discounts, or other promotional giveaways. A call to action statement is also a crucial component of Ad copy.
Webmasters and online marketers are realizing the value of sponsored links in converting prospects. In fact, pay per click management in conjunction with SEO is likely to lead to high conversions for online businesses. Nonetheless, the success of such a campaign requires certain measures to be undertaken beforehand. The four tips outlined above provide a glimpse on how to get started with this process.