So you are at a stage in your business where your website desires attention from customers looking to connect with a company to hire online. The fastest solution to implement is to utilize Pay Per Click campaigns through Google AdWords and Microsoft Adcenter (Yahoo/Bing). Understanding the best practices in which to use these services will not only help drive sales and/or leads via your company’s website but will enable these goals through efficient use of your time and online marketing dollars. Creating PPC campaigns with undefined keywords lists, lack of incentives in ad copy, and under utilizing a website’s available landing pages can potentially create little to no return on your online marketing investment.

1. Create Keywords Lists That Are Specific To Your Buyers

A common mistake that new PPC campaign creators make is that they tend to automatically choose those keywords or keyword phrases that tend to be searched by those potential clients that have just started their research into a product or service. While a few of those potential clients do end up as customers, it is much more efficient to put yourself in front of those potential clients who have done their research and are back looking for a company to fulfill their specific needs. A past client of mine that had a e-commerce site that sold quilts used single word keywords such as “quilts” or “blankets”. Instead, I suggested that we switch to phrase match or even exact match keywords and target keywords such as “buy quilts online” or “quilts with free shipping”. This subtle difference in defining the longer tailed keywords as phrase or exact match will limit those are simply searching for the keyword “quilt”. Also, utilizing negative keywords in your keywords list is another tool that can increase your conversion rate and maximize your return for your online marketing budget.

2. Create Text Ads That Give A Potential Client Reason To Buy

Now that you’re positioned in front of those potential clients who are in buy mode, you’ll absolutely have to give them a reason to enter your site. An effective ad copy that gives a clear incentive is the best chance you have in accomplishing this. Including a statement such as, “free shipping!” or “call us for our weekly specials!” will give a potential client that incentive they need to choose you, especially if they are unfamiliar with you business.

3. Send The Potential Client Where They Want To Go

If your website does have more than a few quality pages that can be your landing pages then absolutely utilize them. It makes no sense to send a client to your home page if they specifically searched for “get a roof repair estimate”. If your Contact Us page has relevant quality to the potential client’s search term then it would be best to send them to a page where they can contact you easily.

Conclusion

Having an effective PPC campaign with a clearly defined strategy that is implemented in the keywords list, ad copy, and landing page selection are a few tools that PPC campaign creators have at their disposal. Making effective use of these best practices can lower your cost per click and also lower your cost per conversion. Contacting a certified PPC expert is a time and cost saving option in implementing these strategies.

You might be at a stage in your business development where your website desires attention from customers looking to connect with a company to hire online. The fastest solution to implement is to utilize Pay Per Click (PPC) campaigns through Google Ads, Microsoft Advertising (for Yahoo/Bing), or SocialPilot. Understanding the best practices in which to use these services will not only help drive sales and/or leads via your company’s website but will enable these goals through efficient use of your time and online marketing dollars. Creating PPC campaigns with undefined keyword lists, lack of incentives in ad copy, and under utilizing a website’s available landing pages can potentially create little to no return on your online marketing investment.
A common mistake that new PPC campaign creators make is that they tend to automatically choose keywords or keyword phrases that tend to be searched by potential clients that have just started their research into a product or service. While a few of those potential clients do end up as customers, it is much more efficient to put yourself in front of those potential clients who have done their research and are back looking for a company to fulfill their specific needs. Utilizing negative keywords in your keywords list is another tool that can increase your conversion rate and maximize your return for your online marketing budget.
Now that you’re positioned in front of those potential clients who are in buy mode, you’ll have to give them a reason to enter your site. An effective ad copy that gives a clear incentive is the best chance you have in accomplishing this. Including a statement such as, “free shipping!” or “call us for our weekly specials!” will give a potential client an incentive to choose you, especially if they are unfamiliar with your business.
If your website does have more than a few quality pages that can be your landing pages then absolutely utilize them. It makes no sense to send a client to your home page if they specifically searched for “get a roof repair estimate”. If your “Contact Us” page has relevant quality to the potential client’s search term then it would be best to send them to a page where they can contact you easily.
Having an effective PPC campaign with a clearly defined strategy that is implemented in the keywords list, ad copy, and landing page selection are a few tools that PPC campaign creators have at their disposal. Making effective use of these best practices can lower your cost per click and also lower your cost per conversion.