Effective PPC Targeting in Five Steps - July 15th, 2008
Pay per Click marketing is particularly effective for those initially starting out with online marketing, though in many cases campaigns are not structured well and don’t achieve the full benefit.
Here are 5 steps to start effectively driving targeted traffic to your site.
Step 1: Effective Ad Texts
There are a limited number of words in your Ad text. All words must be highly relevant to your target market and related to your business. In doing this ads must call to the searcher.
Step 2: Creatively Write Ads
The ad should only attract people that will use or buy your service or product, but at the same time the ad needs to grab the attention of the target market and gain a click through. Use different words that will get the attention of the user.
Step 3: Communicate Your USP
Your ad should be clear and concise, with your USP clearly shown. Text Ads should always have a call to action, prompting the user to click through to your site, fill in a form or even buy.
Step 4: Bag a Good Spot
In most cases the highest bidder will get the top spot, though this is not always the best positioning strategy. Often the person at number one will end up in expensive bidding wars with the competition or end up getting lots of random clickers who are not looking to purchase yet. This will mean your site will get a high bounce rate and spend lots on clicks with little return on investment. Best positioning strategies tend to place between three and five.
Step 5: Quality Is Key
The person at number one is not necessarily paying the most to be positioned there and hence their clicks. Campaigns can build up a quality score over time and this means that a higher position can be achieved while paying less CPC.
