Guest Post – Top Ways to Get More From a PPC Advertising Campaign

Here are ways in which you can use PPC advertising campaign more efficiently.

Many businesses that use PPC advertising are failing to take advantage of this tool in order to gain the maximum exposure and promotional value. For many companies, the assumption is that PPC is simply a form of advertising that you can use like any other that will go on Google’s search pages. And in many ways that is what PPC is, but it’s also a lot more. PPC you see is dynamic and flexible in a way that traditional advertising just isn’t – and that means that it has a lot more potential uses and a lot of benefits. If you’re just using PPC to gain exposure for static advertisements, then really you could be getting a lot more bang for your buck. Here are some of the top ways you can get more from your PPC campaign

Keyword Research

PPC is in itself a great way to gain exposure for a website and to get seen by a lot of visitors, but it can also be a powerful supplement to other forms of marketing – and in particular SEO. When you use SEO to get to the top of the SERPs, you will spend a large amount of time working to get your site to the top for a particular search query, meaning it’s important that you choose the right term. You might use Google’s keyword tool in order to find which terms are popular, but you can’t know for sure that those popular terms will also bring you high quality traffic that results in a high conversion rate.

By using PPC then you can get a ‘sample’ of what it’s like to be at the top of that page, and compare your profits across a range of different keywords. That way, if you’re investing in SEO too, you’ll be able to know from first-hand experience which the best terms to gun for are and avoid wasting any time.

Remarketing

Remarketing means targeting your ads campaign specifically to traffic that has already visited your site, and showing them specific adverts based on which of your pages they viewed. This way you won’t waste money getting traffic to your site that has no interest in your topic, because you’ll be advertising to people who have previously sought you out. Furthermore, as they already know what your site is like, they won’t click the advert unless they actually want to go there. Nevertheless you can still draw back people who might otherwise have forgotten about you, or who were considering coming back to make a purchase but had yet to do so.

You can then take this further still by including cookies on your page to identify return traffic. This way you could potentially have visitors return to the very page they were looking at last, or see content tailored to them.

Split Testing

Split testing is a business technique that sees businesses running two separate advertising campaigns/products side by side and making small iterative changes to one. This way they can then test which changes are successful and which are not, and then roll out the successful ones across the board. So if you if you were running one ad campaign, you might try altering the font slightly across 10% of the adverts and then monitor how they perform. If they are successful, you then enforce those changes across 100% and introduce a new change to your ‘B’ campaign – in other words taking advantage of the immediate nature of a PPC campaign in order to evolve it to the point where it’s fully optimized for maximum efficiency.

George Kent from PenTech Consulting is the author of this article. He gives excellent advice on SEO, web designing and link building. He recommends CT SEO to his readers.