A pay per click advertising campaign is a great way for you to maximize your advertising dollars. The idea behind it is that you pay the search engine or website you advertise on for each time someone clicks on your ad. You basically are paying for each customer sent your way, much like many businesses pay for each lead they are given.
Getting the most out of an online pay per click campaign isn't a simple process. In fact, getting a lot of traffic to your website through a pay per click ad doesn't necessarily mean the ad is working if that traffic isn't leading to many sales. This is the ultimate goal: to increase sales.
This is why it is important to be as specific as possible in your keywords when advertising on a search engine. If you are too generic in your keywords, you may end up with a lot of clicks on your ad, but many of the people who land on your website may not be interested in your products or services or even be eligible for it if they are out of state or the wrong age.
One way to avoid being too generic in your keywords is to avoid setting your keywords to "broad match." This way, you won't show up in searches that only have one or two words in a keyword phrase or even part of a word. This can lead to your ad showing up in searches that are completely unrelated.
Another way to avoid your PPC ad showing up in unrelated searches is to use negative keywords. These are keywords that your ad should not show up. It can help you designate what searches you don't want your ad to show up in, such as in searches for states you don't service or searches for industries that are unrelated but have one or two words in common with yours.
Just like any marketing campaign, you want to be as diverse as possible. One way to do this is to do PPC advertising on websites as well as search engines. You'll want to research the websites to see how much traffic it gets and how much of its content relates to your industry. You may end up paying per impression instead of per click, which means you pay for how many times the website is viewed with your ad on it.
When you get ready to write the ad, you want to try to write it so that it grabs the attention of the viewers and persuades them to click on the ad. This could include an unusual claim or a special offer.
This isn't always easy to do, especially when you're first starting out and learning the ropes. If you're unsure of what works best, you could write a couple different ads and see which does better. Make sure you have a way to know which ad a lead or even a sale comes from.
Discard the ad that doesn't do well after a week or two and then write another one to test against the ad that did better. This will help you determine how to write the best ad for your pay per click advertising campaign.
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