What should be the ideal approach for effective PPC campaigns?

Digital Marketing
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When compared to social media, search engine optimization, content marketing and so on, it stands alone in its potential to see an almost immediate boost in traffic and conversions. Keep in mind, however, that it’s a multifaceted discipline that’s easy to get wrong. If you want to see a more successful PPC campaign, you have to be ready to innovate your approach.

Choose Your Keywords Well

PPC ads work by having you bid on matching specific keywords to your ad. How effective your bid is depends on, among other factors, how much you spend, so you want to make sure that you’re bidding on the right keywords.

Lead with Value First

It’s a solid tactic across all marketing niches and it works for PPC, too.

While your keywords should focus in part on the details and descriptions of what you offer, let the actual ad copy take a value-based approach.

Include a Call to Action

It’s always best to end an ad with a call to action. The main body of the copy should offer the value and make it about the customer.

Target both Newcomers and Old-Hands

If you’re familiar with the [concept of the marketing funnel] then you’re aware that you can convert people who are at different stages in the funnel.

Should You Bid on Brands?

Some people will say that you should never bid on branded keywords. There is some wisdom in this. For instance, you shouldn’t bid on your own brand.

Find Your Long-tail Keywords

Many businesses and individuals stick to short-tail keywords; that is, keywords that are only 1-3 words long, such as “buy Peugeot cars.” This is the easiest way to make sure that you’re bidding to as broad an audience as possible, and likely getting more clicks.

Quality over Quantity

Many PPC platforms have their own standards for what can help you win a bid. It’s not just about how much you’re willing to spend, but the quality of your ads, as well. In AdWords,

Focus Your Ad Groups

Relevance is a big part of what makes an ad group likely to have a better Quality Score. For that reason, you should make each of your ad groups fit a specific purpose.

Cut Clicks that Don’t Convert

You might find that a lot of people are getting exposed to your PPC advertisement, despite not being the kind of web user that you want to market to.
I hope you find this information helpful…see you on the next topic