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Pay-Per-Click Marketing Tactics

There are many marketing techniques out there to improve your brand and its visibility. Regardless of what strategy you use, you can be certain that it is evolving and reshaping to meet the challenges of today’s market. One such form of marketing that has seen some recent developments is pay-per-click advertising.

In order to stay ahead and to ensure that your brand is relevant z, below are a few of the most recent tactics that some of the best brands are beginning to implement. Adopting these tactics sooner than later will help you stay ahead of your competitors.

What is Pay-Per-Click Advertising?

No matter what tactic you use, you should always make sure that you understand what the tactic is and how it can help the brand. Pay-per-click marketing, also known as PPC marketing, is a form of internet marketing that allows advertisers to pay a fee for every click that their ad generates. Unlike organic visits, the pay-per-click model generates visitors and website users by directing them to your site.

Out of all of the forms of marketing, pay-per-click is perhaps one of the most popular because it is easy to implement and relatively cheap. It also is a fantastic method to generating website visitors and enhancing brand awareness.

Dedicate to the Campaign

Before even undertaking pay-per-click marketing, the first new tactic is to truly prepare yourself for the challenge. While this method of marketing is relatively easy to implement, it isn’t effortless. Those who decide to undergo this strategy should conduct market research, figure out the best keywords, and then organize these details in a full-scale marketing campaign.

PPC landing pages should be developed with the purpose of creating conversions. Essentially, if you are able to solidify the first step of how to do things the correct way, you can earn more profit from your brand and meet the goals of your marketing campaign.

Choose the Right Platform

Contrary to popular belief, every search engine platform is different and it is going to treat your pay-per-click advertising in a different manner. The best way to ensure that your marketing campaign is effective is by choosing the right search engine for your campaign. For example, Google Adwords is extremely popular because of its ability to handle large traffic volume and because it is able to position your ad in a top spot instantly.

Google Adwords may not be the best decision for you or your brand if you don’t have the budget for the adwords and if your team cannot meet the learning curve on how the schema actually works. Other options instead of Google Adwords are Yahoo! Bing Network and Facebook.

However, before you start running a campaign on those sites, it is important to do your research and understand how their systems work. By taking those steps, you’ll be better prepared to launch a successful pay-per-click campaign that appeal to those search engine’s audiences.

The Money Strategy

Another popular strategy that has been recently developed has to do with the cost of your pay per click strategy and the one that you choose will be dependent upon your budget. The first option is to lower the cost of your pay-per-click. While you will not generate as much revenue per click, the theory is that the lower the cost, the more clicks your ad is going to generate.

The more clicks you get, the more hits your website will get, in turn increasing the viewership of your brand. The second option is to ty to get clicks while still remaining within your budget. The best way to do this is to increase bids, lengthening your keyword list to include more possible options, and also improving click through rates. With this option, you will certainly see improvements.

The Competition

Often overlooked in pay per click marketing, the processing of looking at your competition’s ads and website can help you with your own campaign and improve its effectiveness. When looking at competitor’s websites and ads, you can look at the keywords that they use and samples of their ads and get an idea of how to run your own campaign.

If you do decide to look at the competition, avoid running your ads based exactly on theirs. The goal is to get an idea, not to copy what your competitor is doing. Furthermore, this option is useful if your competitor may have flaws in their ads and you are able to notice them. Through this, you can come up with an improved and refined ads scheme.

The Brand Funnel

In marketing, a very well-known concept is the brand funnel. At the top of the funnel (the largest segment) is awareness, followed by interest, discovery, consideration, and sales. Between interest and delivery there is the apex of brand response and direct response. In terms of pay per click funneling, you always want to look at each portion of the funnel and determine where your client is.

After you’ve done that, you should develop keywords according to those segments. By making this determination, you can create keywords that are better suited for your target and that will subsequently generate more clicks and revenue for your business.

Landing Page

Another strategy is to improve your landing page. This option will not necessary improve your click-through rate, but it will allow you to generate ideas for an ad copy that is more targeted. Through taking this step, the end result will be a lowered quality score and better ad position that creates higher click through rates.

Geographic Locations

Many marketers make the mistake of not looking into the geographies that they are likely to sell their product to. For an increased click-through rate and conversions, its best to create ads and present it to a segment of the population that has a higher chance of buying. For example, consider luxury items – in this case, you should target via zip code.

PPC marketing is a highly effective strategy if you know how to use it. With the above tactics, you can ensure that your next strategy will be the success that you’ve hoped for.

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About Sean Donahoe

Sean is one of the most recognized industry leaders in business and marketing. As a popular speaker, author, consultant he has helped over 50,000 students world wide find success in their businesses and has consulted with Fortune 500 companies and businesses of every size grow and thrive...

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