A Breakdown of Professional Pay Per Click Management Strategies

posted by Chris Valentine

Search engine optimization is important to boost the popularity of a business. When the website appears on the first pages of Google, there’s a bigger chance that people will click on the link. It helps increase brand awareness. While it’s not the ultimate goal, it’s a step in the right direction. The only problem is that other companies are competing for the same spot. They’re also optimizing the same keywords. Organically moving to the top can be challenging. The pay per click campaign is an excellent alternative. Instead of waiting until the website moves up in the ranking, the company can buy its way to the top. It’s a paid ad, but it helps. The goal is online visibility, and it might work. With the right pay per click management strategy, the business can rise above the competition and attract more attention.

Define the goals 

The first step in the process is to define the goals. It’s not enough to say that the goal is to be more popular online. It’s generic, and it won’t help create the right strategies. If the goal is to increase web traffic, the strategy may include an ad to help increase the click-through rate. Setting the goal is also important to avoid being ambitious. There’s nothing wrong with thinking about big goals, but they need to get broken down into smaller objectives. Otherwise, the company won’t achieve anything.

Set the budget

Organically making it on top of the search engine is generally for free. Unless the company employs strategies that require payment to other websites, SEO wouldn’t cost anything. Pay per click, on the other hand, requires payment. Therefore, the business needs to be smart in setting the budget. It’s crucial to set the right amount from the beginning. Small businesses don’t have unlimited funds. There should be an effort to work around whatever is available. The good thing about this strategy is that the business will only pay if users click on the ads. If no one clicks, the business wouldn’t have to pay for anything. Of course, the goal is to entice more people to click and explore the website. It’s a worthy investment if it leads to popularity.

Analyze the right keywords 

Just like SEO, the pay per click campaign is also about keywords. The company needs to pay for the top spot. Shorter keywords with bigger impact are more expensive. Other businesses are also targeting the same keywords. More established brands can afford to pay the cost to make it on top. Conversely, longer keywords are somewhat more affordable. However, not all of them are worth buying. They might not be the type of keywords that people search. They might not even be relevant to what the company sells. The good thing is that there are tools that can help determine which keywords to purchase. They will identify how much the company will probably pay and if the keyword is worth buying.

Craft the right message

After determining which keyword to pay for, the next step is to craft the ads. It’s crucial to create the right message so that more people will feel enticed to click the link. There are a few rules to remember for an effective advertisement. First, use the target keyword at least once in both the headline and the advertisement body. The next rule is to create a call to action. It allows the users to determine what to do next after clicking the link. The message should also be clear. If the user wants to purchase a product or service, it would be great if the ad includes the average cost. As long as the company can live up to the promise, there’s nothing wrong with including the price. It’s more enticing if the user knows what to expect.

Study what the competitors do 

Different companies might try to target the same keywords. Therefore, before buying an ad through this strategy, it helps to study what others do. By typing the target keywords, the current advertisements will appear. It’s easier to think of a better strategy by understanding what the competitors do. Choose a more compelling message and a strategy that will draw more people. All these ads will appear on top of each other on the first page, and the goal is to attract attention.

Build the landing pages 

When the users click on the link, they will get redirected to the landing pages. It’s important to build on every page. It also helps if the keyword will redirect the users to the specific landing page. Redirecting them to the homepage might be a useless move. No one wants to keep browsing the website to look for the information they want. After typing the keywords and clicking the link, users want to go to the right page immediately. 

The landing pages should have the necessary content. If the users are searching for sweatshirts for men, the landing page should be the category that displays all the options. It includes the product descriptions and prices. In doing so, the user might even decide to buy the products immediately. 

Some people type keywords not necessarily to buy the products. They want to know more information first. Therefore, it helps if there’s a specific landing page where potential customers can read some details. If the company offers dental services, the list of procedures available should be there. It’s different from the page where the potential patients can make an appointment. The company can also purchase the keywords that will redirect them to the appointment section of the website.

Track the progress as part of the pay per click management strategy

After deploying all these pay per click techniques, the final step is to track the progress. It’s crucial to know if the campaign worked. If not, there might be some changes in the approach in the future. Just because the company decided to go for a pay per click campaign doesn’t mean it will yield immediate results. There should be an effort to attract more attention. It’s even better to ask for help from a pay per click management agency. With experts using the right approach, it’s easier to be more visible online.

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