Pay per click advertising is one of the most effective search engine marketing strategies to bring new traffic to your conversion funnel. However, actually getting a return on investment can be a challenge if you aren’t completely familiar with paid advertising. Many businesses give up due to disappointing results. Fortunately, there are a few strategies that can bring traffic to your site and send them through your conversion funnel.
1. All PPC Advertising Should Match Your Landing Page
Many customers searching up keywords relevant to your business actually have buying intent. If your landing page has a copy that doesn’t match your paid advertisement, customers will be thrown off and could lose interest. To prevent this, go through your paid ads and ensure all of the images and copy match the landing page.
2. Utilize Retargeting Ads
There is a social psychology phenomenon known as the familiarity principle. This principle states that people tend to build a preference for things just because they are familiar with them. Due to the familiarity principle, retargeting ads are one of the most effective marketing tools. Retargeting ads have a return visitor rate of 24 percent and account for a 1,046 percent rise in branded searches.
A lot of traffic visiting your website will not convert the first time they view your site. It won’t be until they have repeated exposure that they feel comfortable becoming a customer. Retargeting, a form of advertising, allows brands to use cookies to display ads to visitors after they leave your site.
3. Carefully Choose Your Keywords And Optimize Them On Your Site
When using Google AdWords, keywords are very important. Whether you pay for your search ranking or not, Google’s main concern is that people find what they’re looking for. Google will rate your pay per click landing page based on keyword relevance.
If your landing page is irrelevant to your keywords, your bid will be much higher. On the other hand, relevant landing pages result in lower bidding prices.
Even if you are using pay per click advertising, you want to keyword-optimize your site the same way you would if you were depending on organic search results. You want to select the correct keywords and build your landing pages around that.
Pay per click (PPC) advertising can bring you fantastic results, but you have to have a good campaign. We at Empowered Pulse can help take the guesswork out of campaign building, so contact us to start working on your PPC campaign today.