Digital advertising has been a true game changer for marketers. New platforms and channels have provided revolutionary opportunities to directly reach consumers like never before. One of the most effective way to drive web traffic from potential customers is pay-per-click (or ppc) advertising. PPC ads are placed at (or near) the top of search engine pages tied to keywords or phrases specified by the advertiser. As the name suggests, the advertiser pays each time the ad is clicked on. This highly visible approach can be very effective, but like any other form of advertising, it must be deployed thoughtfully and monitored closely to achieve a good return on investment. Here are some key strategies to help with this.
Determine Your Key Performance Indicators and Check on them Daily
Key performance indicators (or KPIs) are essentially your advertising goals. Only you can determine what success looks like for your business, but there are a few general KPIs that apply to most PPC campaigns. Your ultimate goal is likely sales-based, and you can measure that by a dollar amount or percentage increase of revenue. You may also consider page visits, inquiry, or time spent on your page as wins. Whatever combination of KPIs you consider best for you, in order to achieve them effectively through PPC advertising, you need to review the data about your ad performance daily. Objectively analyze it and grade your ad’s performance.
Review and Adjust Negative Keywords
As we said before, PPC ads appear for people who search for certain keywords. In addition to selecting the keywords that will drive people towards you, you can also select “negative keywords,” to filter out customers who may be looking for someone else. For example, if you sell luxury furniture, you might select “discount” or “cheap” as negative keywords, so your ad won’t appear when people search for “discount furniture” or “cheap furniture.” This helps you reach audiences more likely to buy your product. This is a very useful tool, but many marketers forget about it after initially setting it up and fail to evaluate them on an ongoing basis. This is a missed opportunity; adjusting and adding negative keywords over time can help focus your audience.
Tweak Your Daily Budget
Just like your KPIs, only you know how what days and times are high-traffic for your business week. While PPC campaigns can be set to run for long periods of time, it’s often a smart move to put more money behind certain days or times of day to expand reach. For example, if you own a restaurant, you might focus on mid-morning or late afternoon when people are thinking about lunch or dinner. If you run a hotel, you might zero in on Wednesdays and Thursdays when people are making weekend plans in earnest.
Like any other form of advertising, pay per click’s effectiveness depends on how well you implement and monitor it.