4 critical steps to do – Before embarking on paid advertising
Notably, it is becoming exceedingly difficult for online marketers to run successful campaigns without spending a tidy sum on paid advertising or commonly known as pay per click. Other than the 5 factors that affect PPC strategy, business wise, costly campaigns don’t just cut it especially if return on investment (ROI) is nowhere near the profitable margin in the long run.
However, with the right prepaid advertising planning, it’s possible to get a clear profitable return on investment (ROI). There are a number of platforms you can experiment with, the most popular among them being Google and Facebook.
Have a clear picture of how keywords work
In regards to paid searches and also search engine optimization, understanding keywords is crucial. Keywords are classified into short tail and long tail keywords. The long tail keywords are more effective than their counterparts. So, it is crucial for the advertiser or agency to understand how long tail keywords really work. You can start with a tool such as the Google AdWords tool. However, don’t be too dependent on; it tends to produce projections that might be too expensive for a small business. Since cost is a vital consideration, you should choose keywords that are within your budget limits.
When it comes to the long tail keywords, you should be biased on what your customer use when searching for your business. Avoid picking high ranking keywords for the sake of it. In reality they are too expensive and overly ineffective for newcomers.
For example: “Brand new shoes” can be described as too general it is a relatively short tail keyword
On the other hand, “Brand new shoes in east coast” is a long tail keyword
The difference between the two examples is that the first keyword is more popular and more people might be searching for it. Thus making it costlier. However, the second example is might less be popular and cheaper but still with good amount of searches.
Choose the best advertising platform
As stated earlier, there are different advertising platforms a business can choose from including Google, Facebook, Twitter, YouTube, LinkedIn, Yahoo, Bing or individual business sites offering the services in particular niches.
Each of these platforms offers unique style of adverting to suit the client’s needs. For instance, Google offers text ads while YouTube allows video adverts since it supports a video platform. Similarly, Facebook offers website clicks, page likes, boost posts and so on.
The bottom line is that as an advertiser you are spoilt for choice in terms of unique advertising platforms and formats. Choose advertising platforms depending on your specific goals and not on the premise of singling out the best –all of them work totally differently.
Make sure you track your ads frequently
Tracking your as frequently is one of the best practices in advertising. Ad success can be measured appropriately through tracking tools provided by advertising platforms or free/paid third party tools. One great free tracking tool is Google analytics while Kissmetrrics is another great premium tracking tool. It would be futile to invest hard earn money into paid advertising before putting in place proper tracking measurements. If you are not ready to use the third party paid tools you can still use Google analytics it is trusted the world over.
Create a landing page
So where do you take your prospective customers once they click on the advert? The landing page! Ideally, the landing page should not be the homepage of your website with good reason. It does not makes sense tweaking your homepage every time you have a new ad running. However, with a designated page specially designed to continue the narrative on the ad it’s much easier. Secondly, if it is designed properly, the landing page can push prospects to take further action such as contacting the business for more information. Of course, you can incorporate your ad tracking very easily with landing page. With the these points taken note of, rest assured that pay per click will help in the growth of your business.
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