By: Bakul Sengal

20 May 2018

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Brand visibility in the search results is the first thing every digital marketer wants for his brand. They try their hearts out to ensure that their websites rank on the first page of the search engines and still, most of them fail to do so.

Apart from organic search engine optimization and social media optimization, Pay Per Click is one of the most used digital marketing campaigns by the organizations and businesses.

Let’s accept that PPC is not easy if you don’t design and executive the PPC campaign carefully and with the help of a reliable and experienced PPC professional, you might end up spending thousands of dollars without getting nothing valuable for your business.

On the other hand, if you do it wisely, it might earn fruits you never imagined. Irrespective of your business niche, your PPC campaign will generate genuine and authentic leads for your business.

The main question is how to do it.

The best way to start with Google AdWords and it is huge. There are more than 1 million advertisers using the Google AdWords and if you are doing it for the first time, there are chances that you will make some mistakes.

With some tips mentioned in this blog, you might avoid losing dollars while getting superior results for your PPC campaign.

Use Exact Match Keywords

What do beginners do? They have read so many blogs and articles about SEO and benefits of long-tail keywords and they end up choosing those keywords with phrases and broad matches.

Well, it works in your organic SEO campaign, but not in your custom PPC campaign.

Let’s understand it by example.

If you sell maxi dresses, your long-tail keywords might be like this- best maxi dresses online in California or your location at the end of the keyword phrase.

Instead, use exact match keywords in your ad copy to motivate genuine users to click on your ad. In this case, the keyword should be- buy a maxi dress online.

It is more clear and matches with possible keyword searches that users are going to make. In addition to that, make ad groups that match your products. Google AdWords is flexible and you can have as many ad groups as you like.

Try to create separate ads for separate products and you will find good turnout for each ad.

Examine Your Numbers

So there are 10 PPC ads running for different products and you are happy with 5 to 10% of the traffic you have earned for each ad. It should not be the case. You need to examine numbers first to make a detailed analysis of which ads worked and which didn’t.

Even expert content writers cannot promise that a particular ad will run the best. It is always numbers that give you exact figures. For all the ten ads you have run, take a sample survey and find out which one has produced best results.

When you thought that a particular ad will work best and if it does not work, it means you need to identify the loopholes. The numbers will tell you where you are wasting your money.

Always trust numbers and make it a learning stone to do better in the future.

Use Negative Keywords Positively

Yes, you have hard it right. You can use negative keywords to boost your traffic and overall revenues.
How? We will understand. You know that if you use a minus (-) sign before your keyword, it means Google will not show up your ad when that particular keyword is searched.

It will help you to not show your ad in the search results when an irrelevant keyword or a keyword
with low impact is searched. Now, here, you are wasting your money as a marketer as a person who is looking for a digital marketing job is obviously not looking for a tool.

If this particular search result has annoyed you, you too will irritate the searcher when your post
shows up when he is not looking for what you are offering.

Hence, you need to ensure that you use such negative keywords to increase your conversion rate by
eliminating any possibilities of displaying your ad for irrelevant search queries.

Check What Your Competitors are Doing

You are not the first one running the PPC campaign in your business niche. Your competitors have done it or doing it. How about taking advantages of their PPC campaigns by analyzing what they have done?

Check out which keywords that they have focused on and how they performed? It will give you some good insight into which keywords are searched and bring more traffic. You can modify your ad accordingly.

Don’t Send all Visitors to the Homepage

Yes, it is also a mistake people do on a regular basis.

They send all visitors to the main home page of the website and it is not a good thing to do.

If the homepage is not optimized properly, you will end up losing the visitor at a first place. You cannot jeopardize your first impression by doing such a silly mistake.

It will lead you nowhere. It will not just reduce your conversion rates, you also will end up paying more.

Don’t Forget other Networks Apart from Google Adwords

It is true that Google Adwords is a huge and useful ad platform, but just sticking to it will not serve the core purpose. It is obvious mistake marketers do and you don’t need to do it.

One of the most important factors to consider while choosing Google AdWords is that as it is big, it has more competition too and it means, the CPC would be too high.

You need to look around for other ad networks such as Bing. Bing is cheaper than Google and at the same time, offers a good amount of traffic too. Some other prominent ad networks are Yahoo Gemini, AdRoll, Amazon, Quantcast and many.

You can try them out too sometimes if you are having some budget constraints or simply if you want to try some other alternatives to Google Adwords.

Conclusion:

A highly effective and successful PPC campaign requires you to put some efforts from your side. You need to ensure that you take a great care while designing a PPC campaign. If you are a startup, a PPC campaign will ensure that you get superior brand visibility in just no time.

To earn stupendous results from the PPC campaign you run, keep above-mentioned tips in your mind.

Remember, you are not going to get instant results with your first PPC campaign. It is a gradual practice and with constant improvisations and modifications, you will reach where you want to be.

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