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Pay-Per-Click advertising is an incredibly powerful tool to bring traffic to your site. But not everyone knows how to wield it. The way you set up your Google ads can have an enormous impact on your success—or none whatsoever. Targeting relevant keywords and related interests is key to turning that high-quality traffic into conversions. With the right PPC strategy, not only are we able to increase the number of leads but up the quality of your leads as well.
To do that, we do our best to understand your campaign goals as well as the awareness of your target audience. Only then is it possible to pinpoint the kind of traffic your site deserves and reach the objectives you’ve set for it.
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We aren’t just monitoring your target audience. Oh, no! We also keep tabs on the competition to see what targets and strategies they use. In other words, we can make good use of the queries and gaps that your competitors have left wide open. Once we’ve established the goals and the means, we can then proceed to use PPC to connect your bottom-funnel data with your top funnel traffic.
Why all the fuss with keywords? We closely monitor each term so that we can determine which ones are performing well and bringing home the bacon—and which ones are not. After all, random traffic often goes to waste. What you want are customers that are ready to buy your product so that you may increase the long-term return on your investment.
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What may seem like rocket science to some is an everyday thing for us. We’ve been in this business for quite some time now so we’re confident in our ability to deliver a speedy, no BS, custom-tailored service that suits your company’s mission objectives.
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Interestingly enough, PPC is heading back to its basics due to obfuscation of data. Simply put, customers and communities need to be placed front and center. As it should be.
Overall, only two areas are crucial for reaching the right audience:
- Keywords. This implies using a map of keywords to target potential customers based on their unique needs.
- Images. Choosing the right imagery is an integral part of building a meaningful and inclusive customer experience.
Short answer: your ad rank is too low. The two main drivers of ad rank are Max CPC and Quality Score. Either of the two may be the cause of your low ad position.
The quick fix? Increase your keyword bids until your ad elbows its way to the top of the page. OR, if your quality scores are lacking, improving your click-through-rate via ad copy testing will most likely set things right. Just keep in mind, this approach may take many iterations before you start seeing improvement.
While this is typically a good decision, there are many factors at play here. Should you notice that many competitors are bidding on your brand name, this might be a sign to do some bidding yourself. By taking up as much website real estate as possible, you are ensuring internet browsers find you rather than your competition.
Why is this a smart idea? Branded clicks tend to be extremely inexpensive. Investing a few pennies here and there will ensure your competition doesn’t steal your customers or prospects away.
Very that! In fact, Google drives 95% of all paid search ad clicks on mobile.
This is huge. Really huge. Goes to show that ensuring ads are completely mobile-optimized will do wonders for your business. Up until this point, marketers were merely encouraged to take this approach. But now, it is a necessary requirement, especially if you’re dead serious about competing within your industry.
Make sure that your PPC campaigns are mobile-optimized through and through, so you’re not missing out on this enormous and still-growing market.
It has been estimated that more than 50% of people who click on PPC ads will call the advertiser anyway.
In other words, having your company’s phone number prominently displayed on your PPC ad is a must. Our hot tip: take advantage of the click to call functionality. Most major ad networks are now offering this feature for all the right reasons.
That, coupled with proper campaign structure, can make a world of difference for your business. If you’re still not convinced, note that inbound calls are worth 5-10 times more than leads from the web.
Sadly, no. You could have the best SEO strategy in the world, and yet still paid clicks will heavily outmatch your organic clicks. In fact, the top 3 paid ad spots garner almost 50% of the clicks on page.
What are the key takeaways from this statistical fact?
First, it’s imperative to keep your Quality Score up in order to push your ads in higher positions on-page.
Second, even if your SEO efforts are out of this world, you should invest in PPC nonetheless.
Goes to show, the idea that PPC + SEO = more search visibility holds water no matter what.
As the name suggests, negative keywords are words or phrases that people may search that indicate they’re not interested in your business.
Here’s an example: adding negative keywords like “free” or “cheap” to a campaign will ensure you’re not wasting ad impressions on people who most likely won’t be making a purchase.
Think of them as a reverse-engineering approach to demographic targeting, which helps you omit certain audiences for your ad. So yes, you should definitely use them. They save money and keep that Google AdWords quality score high.
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