Every lead counts and never more so than when business funds are tight. Marketing on a tight budget can be a challenge for any small business but one effective way to maximise your ‘bang for buck’ can be to implement a well thought out pay-per-click (PPC) program.
PPC is a model of internet marketing which (as its name suggests) sees you paying a fee each time an ad is clicked. In short, it is a way of buying visits to your website rather than trying to obtain those visits organically.
Google AdWords is the most popular PPC advertising system out there and the AdWords platform lets you create ads that appear on Google’s search engine and other Google properties.
You can save your business plenty of marketing dollars if you spend time planning a winning PPC campaign. This includes researching and selecting the exact keywords to attract your audience through to organising those keywords into campaigns and ad groups, to setting up your PPC landing pages and making sure these are optimised for conversions.
How To Get Your PPC Campaign Started
1. Identify Keywords
Start by focusing on the keywords people type in when they’re ready to buy your product or service. Add geography, time and language into your keyword search and you’ll be able to pinpoint exactly what your target market is looking for.
2. Plan and Refine
Plan every detail of your campaign meticulously. This includes ensuring that the message in your ad is delivered consistently on your landing page, headline and body copy. Your message will resonate far more strongly with your market if there is consistency in how they experience it.
3. Test and Measure
Make sure you constantly analyse and measure performance, testing everything about your ads to get the click-through rates you’re aiming for. Give yourself enough time to collect valuable data and make sure you continually align ads with search queries in order to boost your conversion rates.
For advice on how to get the best return on your marketing investment, speak to the team at your local Kwik Kopy today.