As social media sites expand, offering more (paid) options to connect with potential customers, the Pay-Per-Click marketing world is also growing. A challenge that digital marketing teams now have to consider is the option that some sites have to skip ads, remove certain types of ads, or limit the creative scope of the ad. For example, Facebook has an ad review process that looks at the ad’s images, text, targeting, and positioning, and they reserve the right to disapprove your ad (even more reason to rely on a digital marketing company Detroit businesses trust so you don’t have to endure the submission process).
Choose A Goal, Not Keywords
It’s easy to jump into PPC advertising with a list of keywords or phrases in mind. Reverse your train of thought. What’s your ultimate goal with the marketing campaign – gain email contacts, sell a product, offer a service? Decide what you want your conversion to be before you decide the best words to get you there. By reversing the typical process you’re constantly focused on what success look likes. Maybe that’s 1,000 emails added to your database, an increase of first quarter sales by 20%, or new traffic on your main social media platform. Seeing the target will keep the creative portion on track.
Must Be Mobile
For effective pay-per-click ads, you have to start where research says there’s the most growth – on mobile. This means you need a mobile friendly website to act as the landing page for your PPC ads. One of the easiest ways for mobile customers to get in touch with you is through a “click to call” ad. The design is simple and customers can connect with your business with the push of a button.
Laser Focused Landing Page
The point of your landing page is not to get as much information in front of a customer as possible – it’s just the opposite. Keep your landing page simple, using as little text or imagery as possible, and focus entirely on making the conversion. Your PPC ad should accurately represent what people will see on the landing page so be forthcoming. If you’re offering a 20% discount for first time customers and your goal is to gather the customer’s email address, that’s exactly what your landing page should do. Simple, straight forward directions on where the customer should type their email address and how they get the discount should be the focus of the page. Certain platforms will even ensure you’re being honest with online shoppers. Facebook, for example, scans the landing page to make sure the majority of content matches the PPC ad.
One of the most common mistakes made by businesses designing a PPC ad is choosing generic keywords. For example, a real estate developer in Detroit would want to avoid broad terms like “Detroit apartments,” and hone in on the target audience with keywords like “upscale Detroit apartments.” Keep your conversion goals in mind, communicate with your team, and know what search terms are already bringing customers to your site.
Monitor how your keywords are performing and be willing to make adjustments when you recognize a lull in click-thru rates.