Pay-per-click advertising gets a bad rap from the organic marketing experts, however, the true marketing gurus understand that there is more than one way to skin a cat – and that in order to truly dominate your competitors online, you need to open yourself up to all of the marketing strategies at your disposal.
In this article, we’re going to focus specifically on PPC and how you can make your pay-per-click marketing strategy blow up!
1. Do a disgusting amount of research
Yes, alright. It’s not the most exciting way to kick off this article but regardless, if you truly want to craft a PPC campaign that will blow your competitors out of the water, you’re going to need to do your due diligence. You can try to rush your ads out, but eventually you’ll end up back at the drawing board so you just as well start off strong.
- What is the right platform for your PPC campaign? There are many platforms you can utilise, including Google, Facebook, and Twitter (to name a few). Identify which platform will be best suited to your business, whether it be one specific platform or multiple.
- Who is your target audience? You have a product or service that should hopefully solve a very big problem. Identify who struggles with this problem the most and position your messaging accordingly. The more data you have on your audience, the better.
- Who are your biggest competitors? Similarly, you’ll need to know your enemy inside and out. What are they doing in terms of their broader digital marketing strategy? Which keywords do they target in their own PPC? What is the quality of their landing page like? Identify what works (and what doesn’t) and then craft ads and a landing page that makes theirs pale in comparison.
2. Work on your keyword quality scores
Keyword research is never finished. You should continually research which keywords are working best for you and which perform poorly.
- What is the intent behind the searches?
- Are you using too many?
- Do you have the right balance of short and long-tail keywords?
- Are you grouping your keywords properly?
- Do you have compelling and relevant ad text to compliment your focus keywords?
- Are you regularly auditing your PPC campaign?
Your “keyword quality scores” depend on a variety of factors, namely: relevance, click-through-rate, and the overall on-page experience provided. So, make sure you are choosing the very best keywords that have the highest chance of converting and then optimise your landing page for the best possible UX and watch as your keyword quality score rises!
3. Write captivating stories in your ad copy
Your adverts need to instantly grab the attention of your target audience if you wish to attract as many clicks (and ultimately conversions) as possible. They need a good reason to stop and smell the roses so make sure that yours are trimmed and free of thorns!
Keep it brief and concise but use visual language that will entice your prospective customers into clicking on the ad and seeing what they can find on the other side!
Bonus: hire the professionals
The reality is; while there are many strategies you can implement to increase your PPC success, it is a very time and resource intensive activity. Which is why there are dedicated PPC agencies at your disposal. Rather than invest your precious time into trying to master PPC, why not outsource your needs to an established agency that (literally) strategizes PPC campaigns on a daily basis?
For the best results, it’s almost certainly worth hiring the pros. Just make sure you take the time to research your options and invest in the most reputable and well-established like this PPC agency in Dubai.
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