Always Know Your Goals and Budget
It sounds simple and is always reiterated, but it is the one tip that is easiest to lose track of. Without goals and a budget, it is impossible to measure your digital marketing efforts. This means you are simply throwing money at the situation hoping it will work.
Start by selecting your goals and make sure they are in sync with the overall digital marketing strategy. Do you want to increase brand awareness, get people to sign up to an email list, or increase sales of a certain product? All are very different goals with different measurable outcomes.
Setting a budget gives you something to measure success against. When you do set a budget, it needs to be stuck with rigidly. If having no objective is moving the goalposts, then going over budget is like increasing the size of them.
Optimize the Text
Text and images are the only real way to grab attention, so it pays to optimize them to the fullest. However, many people struggle when writing text. Creating pay per click ad copy is very different from any other type of writing you will do.
Make sure the keyword is in the headline and the body of the text. After this, try and utilise a call to action, especially at the end of the copy. Finally, include concrete prices or statistics to draw people in and create trust.
Optimise Your Settings
Optimising your settings can be broken down into two distinct areas. These are location and device.
Start by being very specific about the area you want the ad to be shown in. Identify areas that have a much higher chance of converting and producing a better ROI. These may be places that have a higher average income or more of your target demographic.
Begin with the country. After this, narrow it down to states, cities, and even individual towns. The reach may be smaller, but the traffic should become much higher quality.
Most searches are now done on a mobile device, so you would be foolish not to optimize your ads for this. If you have a physical store, you need to capture people who are on the move, looking for your service in the area. You will find that people also act differently when using mobile devices to desktops, so keep analysing data and making improvements.
In summary, optimising your PPC strategy involves research. Know what your competitors are doing, know your personas and work on your ad itself. If all this seems like a lot of time and effort, then consider getting an expert to help.
Your first stop for assistance should be Red Chameleon SEO. From web design to PPC, we can help with every aspect of your online marketing campaign. Contact us here to discuss your needs and we can help you thrive in the online economy.