It seems simple enough to integrate a PPC campaign as part of your inbound marketing strategy to increase the amount of targeted leads following through to your website.
The ability to optimise your campaign in order to generate the most cost effective campaign requires a clear knowledge of your objectives and the ability to optimise your ad words, applying SEO knowledge to generate the most successful campaign.
With PPC advertising, the search terms must be high quality and targeted to optimise the relevance of results, reducing the quantity of irrelevant searches through vague keywords.
We recommend a twice-weekly review minimum to evaluate the words performance. This will stop the campaign racking up high costs byincreasing relevance.
An industry rule of thumb is to allow a min of 200 impressions before deciding whether to continue with that keyword; if that keyword is less than 1% CTR, it should be eliminated.
As we know your website may be accessed many times through a search engine thus one must attempt to avoid to many repetitive click throughs from potential customers clicking on your ad by clearly defining your goals.
Clearly defining your goals for the PPC campaign, whether it is sales, leads, conversions, email contacts or increased activity in certain areas of your business will provide a clear path of how you will want to segment your campaigns with different key word focuses thus refining and segmenting your PPC campaigns and the areas you will be spending your budget and achieving leads.
In order to implement a successful paid search strategy the following must be taken into consideration.
- Success must be defined
- A landing Page must be specifically designed incorporating a clear message and call to action.
- Different landing pages can be used for different ad campaigns to increase success
- A/B testing of two landing pages is great to put to market followed by optimising the most popular landing page with the least bounce backs.
- Display PPC Ads can also increase the volume of targeted traffic using cookies. If someone has already clicked on your display ad, these ads will “follow” theuser as they have already shown interest resulting in higher repeat click throughs and the amount of times the targeted customer sees your message.
- Bids should be set for the 3rd or 4th spot rather than the top spot.This way your business won’t be paying the maximum click through price for the spot every time but still ranking quite well and generating a large amount of traffic.
It’s never enough just to put in place a PPC campaign, the campaign must be monitored frequently to optimise ad words and eliminate any that are not working and eating in to your spend.
With a well managed PPC campaign, you can maximise the amount of qualified leads that reach your website and be a very efficient digital marketing strategy for your inbound marketing.