One of the most highly efficient forms of online marketing is PPC advertising.
Just what its name suggests, it is working on a pay-per-click-basis. Basically, you only pay Google when someone clicks your ads.
Not only PPC brings highly targeted traffic to your site, but it is also scalable and consistent.
To succeed in PPC advertising, you need to optimize your campaigns efficiently. That way, you can boost your website traffic through paid search.
Why is website traffic important?
Website traffic is essential because the total number of visitors equals the total number of opportunities that you have to win over new customers.
The more traffic that you will have to your site, the more opportunities for you to develop qualified leads, nurture them, find solutions to their problems, and ultimately sell your products and services.
Not to mention, you have gained a new customer, as you go on growing your business. So, the bigger the number of visitors on your site, the better.
However, you should also focus on the quality of your traffic. That’s because not all traffic is good traffic. Bad traffic could bog your business down at some point.
On the other hand, if you improve the quality of your traffic, along with the quality of your visitors, you will be able to improve your website conversions, and even turn that traffic into paying customers!
Now we will move on to how you can boost your website traffic through paid search:
1. Define Your Goal
When it comes to PPC advertising, everyone has a goal. If you do not have a goal that is definite and measurable, then you would not be able to optimize your PPC campaigns.
Are you planning to maximize your leads, sales, subscriptions, and downloads? Optimizing your PPC campaigns effectively depends on what you are trying to achieve.
Remember that your goals are the very core of your optimization process.
So, it is crucial that you have a roadmap that you can follow when it comes to PPC advertising.
These PPC campaign goals should be measurable so that you will be able to know whether you have attained your goals or not.
Once you have established and defined your goals, you can then compare your campaigns, and then measure if it has reached your desired level or not.
2. Optimize Your Ad Copy
Your ad copy is your first point of contact between you and your prospective customers. That’s why it is crucial that you make a solid first impression. As much as you can, make your ads compelling and engaging.
The key here is to make a distinctive ad copy to attract and gain prospective customers. Make attention-grabbing headlines since most people who are browsing online are just focusing on the headline.
As much as you can, see to it that you enticingly describe your products and services.
Moreover, your ads should also be relevant and specific. You need to be on-point and precise. Do not add irrelevant words. Instead, use words that add value to your products and services. Create a unique selling proposition, as well as a strong call-to-action.
Remember that the effectiveness of your PPC campaigns depends on a strong CTA. Take note that when creating a CTA, avoid generic words like “click here.” Instead, make use of phrases that urges the user to click the link and complete the desired action.
3. Use Keyword Tools
Keyword tools are crucial whenever you are setting up ad groups and campaigns.
Ideally, you should be using a keyword tool at least once a month so that you can add brand new keywords in your ad groups.
That way, when people go to search engines and type their queries, your ads will appear on additional keywords.
4. Use Negative Keywords
Negative keywords are vital because they help you save your ad budget by stopping your ads from getting triggered by irrelevant queries. So, see to it that your ads only show up to people who are searching for your offer.
Negative keywords help you filter out any unwanted traffic and helping you save cash that could have been otherwise wasted with unwanted clicks.
When you add negative keywords, your ads will only show up for a search query that is directly related to your target keywords. Not only that it helps you save your ad spend, but it also boosts your PPC campaigns by significantly improving your click-through-rates, quality score, and conversions.
According to voymedia.com, “Negative keywords make your ads focused and targeted. The clicks that are created are more conversion-focused. Also, when your conversions and CTR increases, your cost-per-click significantly decreases, and therefore, enhancing your overall quality score.”
5. Set Up a Single-keyword Ad Group
At its core, single keyword ad groups are ad groups that have one keyword only. Only having one keyword in your ad group lets you create better ads that are specific and relevant to what you are looking for.
High ad relevance creates a higher CTR, which enhances the keyword’s overall quality score. It also significantly reduces the CPC, which results in a lower cost per acquisition.
6. Select Longer Tail Terms
Long-tail terms are ideal for users that are looking for a particular item on a specific niche.
For instance, the term “valve” is a generic word. Meanwhile, a long tail term is a “pneumatic pilot valve.”
If you work only with a limited budget, you can skip those generic terms that are costly. Instead, you can pick up traffic by doing specific searches.
The result? The CPC will be significantly cheaper. Aside from that, you will also come across prospects that precisely know what they want.
The total and overall quality of inquiries that resulted from these clicks are also significantly higher.
7. Conduct A/B testing
In every level of your PPC campaign, you do A/B testing. A/B testing is essential because they make your ads even more relevant.
When testing your PPC ads, pick which elements of an ad that you want to test:
- Ad extensions
Remember that in A/B testing, you should test only one element at a time to get proper results. If you are testing multiple elements at once, the results will be undetermined.
Over to You
It is crucial that you track your PPC data, and then measure your results. If you want to stand out from the rest of the pack, you need to put it the effort to do it every time.
To get the best possible outcome, PPC needs continuous monitoring.
Hopefully, by applying these tactics, you will be able to significantly improve your PPC campaigns, and drive better results over time.