Have you implemented PPC into your marketing strategy and have not seen much return? We know this is a common problem faced by many using paid advertising, but there is often a clear answer for this- the ad creators do not have enough knowledge of pay-per-click. Can you confidently research, create and analyse your adverts? If you cannot confidently say yes, then you may be wasting money with paid search. This blog outlines HOW to stop wasting valuable budget.
Test your keywords
Research, test. Research, test. Repeat this mantra and your ads will thrive. Keywords are the main contributor to success, therefore you need to ensure your keywords are accurate, specific and relevant to your target audience. Within Google Ads, it will automatically assign you ‘broad match keywords’ (these are synonyms, misspellings and related keywords of the original keyword set). Although beneficial to some advertisers, you will need to test to see if it is able to bring in leads.
Usually, broad match keywords are able to increase impressions and clicks but it does not always produce qualified leads. This means your impressions and clicks may be high, but those actually converting to customers is low. Test to see how well your ad brings results with and without broad match keywords, then utilise the better choice for your ads.
Utilise long-tail keywords
Long-tail keywords are phrases that compile 3 keywords or more. These are usually very specific searches, meaning less competition as the searchers are lower than popular keywords. However, do not see this as a bad thing. As these keywords are more specific, it means the clicks on your ads are much more likely to convert into customers than broader searches. This means you are getting more leads for your budget.
Use negative keywords
Negative keywords are essentially words you do NOT want to appear for. For example, you may want to appear for ‘knee-length dresses’ but do not want to appear for ‘midi length dresses, this allows you to be as specific as you want with your budget and ads. If you are struggling to think of negative keywords, make sure to research so that you are best informed for your adverts.
Use relevant landing pages
If you are only linking your ads to your home page, expect to see low amounts of time spent on your website… not good. With the amount of information provided through research and analytics, you will be able to create lead-converting landing pages. These landing pages should fulfil the searchers specific query, meaning the likelihood of a purchase is a lot more likely.
Estuary Digital is a Marketing Agency specialising in Paid Search, with offices in Southend-On-Sea, Essex. We have a combined experience of over 17 years, providing expert marketing services to a range of clients with individual specifications!
If you would like to know more about Pay Per Click, please do not hesitate to contact us- Give us a call on 01702 904876 or email us at info@estuarydigital.co.uk today
