PPC is one of the most enduring digital marketing tools available to businesses, enabling even small firms to improve their online presence, generate clicks and stimulate sales with both short and long term benefits to be reaped.
But even with the relatively maturity of the PPC market, the fact that search trends and user habits are changing means it is important for companies to stay on top of things and keep a keen edge on their AdWords abilities.
For many a PPC campaign will be the launch pad for their entire digital marketing assault, but experts argue that without a thorough understanding of how to go about this effectively, a lot of damage can be done in the early days.
You might choose to benefit from the expertise of a London adwords consultant, or pick an agency like elevate UK to guide you through the process. But by taking the following tips onboard, you should have a solid grounding in how PPC works today.
Avoid landing page limbo
Even if you have manage to bid on keywords and secure a paid ad that is visible to the right target audience, this is only a portion of the battle you need to fight to boost sales. And impressive CTRs are useless unless you can back them up with conversions; if you cannot then that is ad spend simply going up in smoke.
Web design is critical at this point, although it is important not to place too much emphasis on the layout of a page and forget to spend time making the marketing copy shine. Mobile optimisation is also vital, not only for conversions but also as part of a parallel SEO strategy to win organic impressions.
Fostering early leads
A good reputation is worth an immense amount in the world of e-commerce and if you are starting from scratch then your well planned PPC campaign will only get you so far; you need to present people with a compelling reason to trust your firm over established rivals which is why you need to make those early leads count.
To help with this it may be worth basing a campaign around a free trial of a product or service you offer, because this allows people to engage with your organisation without having to take any risks on their own behalf.
Online marketing success is only attainable if you are capable of looking at the bigger picture, rather than getting bogged down by the idea that PPC is the be all and end all of your marketing strategy. And so while running campaigns and concentrating on maximising the impact of ad spend is important, it also crucial to consider what else you can be doing to complement this work.
Aside from organic SEO, it may be useful to work on your firm’s profile in the world of social media, as lacking any kind of presence in this area is a huge faux pas.