Pay Per Click (PPC) advertising can be a fast way to generate traffic to your website and increase sales. Your company pays a search engine like Google or Bing to display an ad for your services during a regular search for keywords connected to your products. However, when improperly managed, PPC campaigns can be costly errors. Marketing experts offer these tips to make sure your PPC advertising reaches targeted customers and generates profits.
Make Sure Your Keywords Connect to a Specific Landing Page
For many businesses new to PPC, the concept seems simple. Invest in keywords for products you sell and link to your homepage or contact information. However, casting such a broad net quickly deters customers looking for efficiency. If a customer clicks on “spring dresses for girls” and is taken to the homepage of a general clothing store, they have the burden of searching your site to find exactly what they’re looking for (and will likely move on to another search). If, however, that click takes them to the site’s page of Clothing-Dresses-Girls, the much happier customer can browse the products that most closely match what they were searching for and are far more likely to make a purchase.
Invest in Quality, Tailored Keywords
In order to cast a wide net, many companies only purchase broad keywords like “clothing” or “dresses,” however, these are both expensive to purchase and place you in direct competition with a wide variety of other businesses. Instead, think of phrases or keywords that will direct customers truly interested in what you’re selling. Narrowed keywords, like “trendy girl’s dresses” or “Florida dresses for spring” are far more likely to bring in customers looking to buy rather than those simply browsing. These focused terms are often less costly than the broader keywords as well. You may also want to consider negative keywords which can help remove you from irrelevant searches. In our example, using the negative keyword “flower girl” would keep your products from appearing in searches targeting wedding dresses.
Creating quality PPC advertising can increase traffic to your webpage, but can also be an expensive mistake if poorly handled. Contact us to help create a tailored PPC advertising campaign to target your specific customers.