How to Keep Your PPC Campaigns Current?

Point-Per-Click (PPC) advertising has been around for a while now, dating back to the mid-1990’s. That longevity has allowed some basic principles to emerge that everyone using PPC marketing strategies should follow. They are tried, true and still work with amazing success; here is a brief rundown.

Optimize Your Copy

This is obvious, but with voice-assisted web searches on personal devices on the increase in import and impact, it is more vital than ever. Understanding the primary difference between text and voice searches is also key. This includes factoring in keyword length, number of keywords in both mediums, modifying copy to reflect normal speech patterns and centering copy to specific localities.

There is also the component of different demographics using different mediums to search as well as to view content. Your grandmother, for instance, likely conducts different search methods than your mom who employs different search tactics than you. A strong PPC advertising campaign will include the preferred methods of each in their keyword selection and length. If they do not, they are writing off at least one of the key demographics with immense purchasing power.

Update the Call to Action (CTA)

CTAs can be boring, mainly because they have been around for centuries, in some cases, literally. A good PPC marketing campaign will use CTAs but tailor them specifically to meet the needs and expectations of the user, based on the keywords they used to find the desired product.

That means if your keyword is dogfood, you need to include a CTA that takes a searcher and potential consumer to a link to purchase dog food or gives them a dogfood related promotion. Including a CTA that covers all things dogs, creates the need for another search, which when mobile devices are being used, can be problematic and time-consuming.

Avoid the Con

For many sites and PPC campaigns, the temptation is to use clickbait to trick a user into participating. This is a major mistake, especially since almost all users are onto the various clickbait strategies and cannot stand them. Make sure all your PPC marketing mechanisms and techniques bring a user to the product, service or topic they were led to believe clicking would bring them. There is nothing that will convince a user to drop a product inquiry than feeling like they ended up on that product’s page because they were misled.

Test Accurately

Testing is fairly assumed with PPC advertising, but how much testing is slanted to create an outcome the PPC client wants to see. This is a huge mistake. All tests should be geared towards finding what is effective, even if it means telling a client their pet keyword stinks.

ppc marketing has been with us for decades now and the basics are the same. What has changed is the mechanisms and that means tried and true principles need to be updated. These four tips help with that process.

Weston Barnes is a write and an avid reader. When he's not writing about business, marketing, health, pets, or relationships, he's immersed in his latest book.