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Pay-Per-Click Advertising: The Dos & Don’ts

In this ever-evolving digital marketing landscape, pay-per-click (PPC) advertising is still an influential tool for businesses to drive traffic, increase brand awareness, and generate leads. The competition with so many businesses is so intense as they are competing for the same audience which means developing a robust PPC strategy is pivotal to help you stand out from the rest. 

You may have heard a little about PPC marketing and that may have ignited your curiosity to learn more. Or you already know PPC, and you want to use it to market your business but aren’t sure where to start. 

Read on to learn more about Pay-Per-Click Advertising: the Do’s & Don’ts to help you create an effective campaign. 

So how does Pay-Per-Click Advertising work?

Well, PPC advertising looks different from platform to platform, but in general, wordstream.com breaks down the process for us:

  1. Choose your campaign type based on your objective.
  2. Refine your settings and targeting (audiences, devices, locations, schedule, etc.).
  3. Provide your budget and bidding strategy.
  4. Input your destination URL (landing page).
  5. Build your ad.

Once the ad goes live, where and when your ad appears, and how much you pay for a click on it are all determined algorithmically based on your budget, bid, campaign settings, and the quality and relevance of your ad. Since all platforms that offer PPC advertising want to keep their users satisfied, they reward advertisers who create relevant, trustworthy pay-per-click campaigns with higher ad positioning and lower costs.

Haris Ansari explains some of the Do’s  Don’ts of PPC advertising:

The Dos of PPC Advertising:

1. Define your target audience

One of the most important things to consider when creating a PPC campaign is who your target audience is. Understanding your target audience’s demographics, interests, and behaviours will help you craft more relevant ads that will resonate with them.

2. Set clear goals

Before launching a PPC campaign, you need to establish clear goals that align with your business objectives. Whether your goal is to drive more website traffic, increase conversions, or boost sales, having a clear goal in mind will help you create a campaign that is tailored to your specific needs.

3. Conduct keyword research

To create an effective PPC campaign, you need to identify the right keywords that your target audience is searching for. Conducting thorough keyword research will help you identify relevant keywords that you can use in your ads to reach the right people.

4. Write compelling ad copy

Your ad copy needs to be engaging, concise, and relevant to your target audience. Make sure to highlight your unique selling points and include a clear call-to-action (CTA) that encourages users to act.

5. Use ad extensions

Ad extensions are a great way to provide additional information about your business, products, or services. They can also help improve your ad’s visibility and increase your click-through rate (CTR).

The Don’ts of PPC Advertising:

1. Overcomplicate your campaign

A common mistake many businesses make when creating a PPC campaign is overcomplicating it. Keep your campaign simple and focused on your goals to avoid overwhelming your audience.

2. Ignore ad performance

It’s important to regularly monitor your ad’s performance to identify what’s working and what’s not. Adjust as necessary to improve your campaign’s effectiveness.

3. Use broad match keywords

While broad match keywords may seem like a quick way to reach a larger audience, they often result in low-quality clicks that won’t convert into sales. Instead, use specific, targeted keywords that are relevant to your audience.

4. Neglect mobile optimization

With more and more people using their mobile devices to search and browse the web, it’s crucial that your PPC campaign is optimized for mobile. Make sure your ads are mobile-friendly and that your landing pages are optimized for a seamless mobile experience.

5. Forget about your landing page

Your landing page is where users will end up after clicking on your ad. Make sure your landing page is relevant to your ad, has a clear CTA, and is optimized for conversions.

PPC advertising can be a highly effective way to reach your target audience and achieve your business goals. By following these dos and don’ts, you can create a successful campaign that generates results for your business. Remember to always monitor your ad’s performance and adjust as necessary to stay ahead of the competition.

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