There are many reasons why paid search makes for an excellent marketing tool. It not only gives you more control but is also cost-effective and delivers quick results. However, before executing your PPC campaign, there are a number of factors and settings that you have to keep in mind. This is because the campaign may not work for you despite investing time and resources. In the event that you find yourself in this frustrating situation, here is what you can do.
Consider changing your keywords
In order to rank highly among search engines and increase your online visibility, your keywords, ads, and landing pages must be highly relevant. This means that you have to look at the quality of your keywords in case your PPC campaign is not working for you. Some of the best practices when it comes to PPC keywords include understanding your match types, narrowing your keyword focus and using negative keywords.
Improve the landing page experience
Since this is the first page that an online visitor will arrive at, it is important to structure it in a way that will convert such visitors into buyers. Improving the landing page experience may involve actions like using attractive headlines to catch the attention of the user, removing distractions that could divert their attention and using a powerful and compelling Call to Action. These features will make the already interested user want to learn more about your company as well as the products and services you offer. There is a good chance the user will visit other webpages and end up buying your product or services.
Take advantage of Ad extensions
One of the main aims of a PPC campaign is to generate online traffic. If your campaign does not produce the results you expect and you are looking to increase your visibility, you should think about taking advantage of Ad Extensions. These are ad formats that reveal more information about your business as well as the products or services it offers. Whether you prefer manual or automatic ad extensions, you should ensure that you employ strategies that will help you receive more qualified clicks.
Perform competitor’s analysis
When your PPC campaign is not working for you, you can analyze the performance of your competitors. This will give you a chance to identify their strengths, weaknesses as well as the strategies they use. It would also be important to look at the products and services they sell and collect information relating to the kind of threats you have from them. You can then use the data you collect to upgrade your PPC campaigns.
Change your marketing strategy
Once you know what is working for you and what is not, you will have to make the necessary adjustments. A change in your marketing strategies will go a long way in improving the performance of your campaign. You may also choose to stop the campaign altogether if there is low ROI or you are running out of funds.
With the important role that any marketing campaign plays in boosting your brand and promoting your products, the importance of working with marketing professionals cannot be denied. Neon Ambition specializes in PPC management and will be happy to help you achieve your marketing objectives.