PPC advertising is a very cost effective way to get your business across to new clients. Setting up a PPC account is very easy and there are several tools and guides to help you through the process. Once you have made your ad campaign on AdWords and have programmed it to be noticed by both or either the local and national users, what more can you do to ensure that the PPC campaign is successful?
1. Monitor keywords
Keyword research is the foundation on which your campaign has been built. So regularly visit your site and track the traffic that each keyword brings. While some SEO professionals will advise that you should use as many keywords to gain the maximum business attention, sometimes it is better to concentrate on the ones that bring you the most business and concede the rest to your competitors. Also, keep abreast of the current activity in your business niche and follow Google analytics to understand how search engines change their search criteria and constantly update your keywords list accordingly.
2. Include synonyms and keyword variations
Google analytics is always altering its search engine criteria. Recently, they changed their close variants algorithms which make it difficult to track back keywords based on their spelling. Keep optimizing your account and always include all possible variants of the keywords into the list. One ideal way to go about this is to put yourself in your customer’s shoes and think of what they would type if they were looking for your product or services.
3. Enhance website content
AdWords ads are very effective in directing the attention of the users to your site, but that is only as far as they can take them. The next part of the job is for your website to keep the people attracted to your business. Keep your website visually appealing and interactive. This makes it easier for the customers to search for useful information. Be sure to include the keywords you used to make your AdWords campaign in the website content. Your PPC ad campaign should have a goal. Instead of widely focusing on too many areas, pick a single strategy to concentrate on, such as popularizing your blog or marketing your products. Link back your ad to the relevant page on your website instead of redirecting it to the homepage.
4. Exclude Unsuccessful Locations
When you are advertising to a broader geographical region, it is likely that some of the areas will not produce as much result as the others. You can find an area specific report on your campaign’s performance by accessing the Dimensions tab and clicking on the View Geographic option. Once you know how much each area is converting for your business, you can either choose to eliminate advertising in that region or make changes to campaign to get more clicks from that area. Minor variations such as changing a word or changing the order of the sentences can have a huge impact on AdWords performance, and will also help you save time on creating a new campaign.
Keep improving your PPC campaign and make every penny count.