Learn what is PPC (Pay Per Click) advertisement, and what are the best practices from the experienced people on paid search campaigns?
What is Paid Search?
The internet has boomed at an alarming rate in the past decade, causing the world to evolve rapidly. Despite the decade-long change, one thing has remained constant, and the market remained cut-throat. Through the passing years, many businesses hopped online. Coming online made it possible for them to be available to a wider audience.
However, being available is not the same as being visible. Over the years, many different techniques have developed to bring businesses into the public eye. These came to be known as Digital Marketing Techniques. It encompasses a wide variety of techniques to progress your business through search engines and ads (among other things) all on the internet. One aspect of this is Paid Search.
Many firms opt for this mode of marketing as it brings traffic to the firm, increases the conversion rate, and many such benefits. Paid Search works on a pay-per-click model, meaning that until and unless someone does not click on your ad, you do not pay for it.
So, if your ad doesn’t get clicked on, you don’t pay, but if it doesn’t get clicked on, you don’t grow. This is also known as Pay-Per-Click Advertising. Other forms of Pay-Per-Click Advertising (PPC) are remarketing and display advertising – as the name says, ads appear on various websites. If people click on the ad, they are redirected to your company’s website.
What are the Best Practices of Paid Search for 2021?
There are various ways to go about Paid Searches to increase your traffic. We have picked the six practices that are the best. Let’s talk about them.
Defining your goal
Every Marketing Campaign requires goals, needs and basically defining the true purpose of the campaign. Having a method to go about the campaign and the outcome of the same. There are various goals a company puts into consideration, for example, Increase in Profits, Increase in Sales and Revenue, so on and so forth.
Picking out keywords for your ads
Writing down the keywords you pick so that if a person writes that down in the search bar, your ads appear on the search engine result page. Picking out keywords might seem an easy task but choosing relevant keywords which will make your ad appear on the top is a tedious task. Choosing the right keyword has great potential, and it increases traffic on your website. One thing to keep in mind is – Do not attach negative words to your ads.
One of the practices which might help you sort out the relevant and not-so-relevant words to your ad is the FUNNEL. Placing highly relevant words at the top of the funnel and categorising the keywords as per their relevancy by moving down.
Personalisation of your Paid Search ads
Giving Ads a personalised touch is a must in Advertising. To create one, firstly, you need to define your target audience, which basically are the people your product is targeting. Creating an ad and making it reach the right people is what actually advertising is! You can showcase your ads on any platform you would like to be Instagram, Google advertising, Facebook, Email advertising, so on and so forth. You can reach out to your audiences by their geographical location.
Retargeting Long-Tail Keywords For Paid Search
Retargeting is about the multiple presentations you have to offer to your target audience. Retargeting is a form of advertising wherein you showcase your ads/products on other websites to bring traffic to your website. It is the most common practice.
Remember, whenever you surf through a website, there is an ad displayed showing various products, and when you click on that, you are redirected to that particular website.
Use the Lookalike feature –This practice is known to be “Similar Audiences.”
As the name says it away, in this strategy, we focus on similar audiences basically having similar tastes and preferences, so on and so forth.
The lookalike feature, Similar Audiences, does not imply them looking alike! This is one step ahead of remarketing. A question pops up, “How do we know about similar audiences?” The Survey forms you fill based on one’s taste and preferences help determine similar audiences.
Optimisation of Landing Pages for Different Audiences
All the strategies we have discussed above have one purpose within them, i.e., to bring traffic to your website, but what if a person did visit your website but has logged in from a PC and your website is not optimised for that device, realising this the person shuts down your window. Thus, optimising your landing pages for different devices like PC, Laptop, Tablet, or mobile phones is very important.
This is one kind of optimisation. There are various other kinds too – based on one’s geographical location or on the basis of one’s language. For example, there might be a user residing in America and is an Indian and would want to view the page in the Hindi Language. You can adjust all the elements of your landing page to change based on the search query. By keeping dynamic landing pages, you can advertise to a wide range of people and a different experience precisely targeted in real-time and with the right audience.
In a nutshell, the Paid Search Advertising is a dynamic field wherein multiple tactics and tools are used to bring traffic onto your website. It targets a wide range of audiences. It requires a certain amount of investment but is considered to be really beneficial for your business.
Suppose you feel that this is a hassle, or maybe you are simply too preoccupied to do and manage all of this by yourself. You can always deflect to an expert. There will be an expert almost everywhere. There will be a PPC expert in Delhi, in Chennai, in Mumbai, mostly anywhere. So use these tools available to you and expand yourself and your business.