You know those people – the kind who say attitude is everything.
While their perspective can be applied to many applications in life, it might come up a little short with pay-per-click advertising. Without dousing the sunny perspective of those optimists, the reality is your PPC campaign will shine only if you take three proactive steps.
PPC fundamentals point out obvious risks – and opportunities
Just look at the fundamentals, beyond the obvious appeal of PPC advertising. This online marketing tool can represent the very essence of “getting what you pay for”; rather than pay a pre-determined fee for an advertisement, an advertiser pays a certain amount of money each time someone clicks on their Internet ad.
When those visitors who are ushered to a website follow through and make a purchase or fulfill the pre-determined conversion point, PPC advertising fulfills its promise. In this scenario, an advertiser truly does get what he pays for – and maybe more. In other words, his investment in a PPC campaign has paid off.
A pessimist would say PPC advertising is a method that “buys” visits to a website rather than “earning” them organically through traditional search methods. This is essentially true; PPC advertising can bolster Internet traffic, and it can do so in a hurry.
Ironically, this is where a potential problem looms – and looms large – because you don’t want just any visitor trekking to your website; you want the kind who will follow through and convert. Otherwise, you could end up spending a fortune to generate useless leads and end up with little to nothing of value to show for your efforts.
Three steps will help you avert this disaster-in-the-making:
Create an “ideal customer profile.” Since this is where most PPC campaigns run off the rails, steady your course from the beginning. You cannot engage with your ideal customers if you don’t know who they are, what they like and need and how you can help them. Keep that profile in mind as you craft every word of advertising. The leads you generate from a PPC campaign should (with some exceptions) conform to your profile, not belie it.
Mix it up. Landing pages provide an inherent opportunity for you to see what’s resonating with people and what’s leaving them cold. To warm them up, experiment with different pages and callouts until you achieve the results you’re after. But discipline is key; don’t add too many elements to the mix at once or you won’t be able to trace the effectiveness of each new addition.
Showcase a snappy image. Force yourself to limit the words on your landing pages to the bare essentials, using bullet points or numbered lists to keep visitors moving along and asking as few questions as possible to elicit the information you need most. Inject an image or graphic, but ensure it complements the information on the page, not competes or distracts from it.
In all likelihood, your PPC campaign represents just one of your marketing initiatives. To ensure it’s synergistic with the others, call the marketing professionals at ADTACK at 702-270-8772. They can help you develop, execute and monitor a comprehensive marketing campaign. They, too, believe attitude can be everything. But they know fully well planning is, too.