Pay-per-click (PPC) advertising can be a very cost-effective way to take advantage of paid ads without breaking the bank. But as any PPC agency can tell you, it can also become a money pit if you are not careful. You need the right strategies to maximize every dime you spend on PPC.
In addition to SEO services, web development, and digital marketing, Webtek acts as a PPC management agency for online advertisers across a variety of sectors. We would be happy to discuss any PPC strategies you are currently using and how they might be improved. In the meantime, we recommend the following five strategies to get most bang for your buck:
1. Keyword Targeting
Keyword research is an integral part of PPC. It has to be. Search engines and ad networks rely on keywords to determine how and when to display ads. We recommend going beyond baseline keyword research to embrace keyword targeting.
Keyword targeting is the practice of utilizing keywords not based solely on their popularity or competitiveness, but on their likelihood to produce results among key customers. Different types of customers respond to different keywords. So you want to target each ad to a narrower audience through keywords they are most likely to respond to.
2. Geo-Targeting
In the PPC management space, geo-targeting is the practice of targeting consumers in a specific geographic location. You might have a local business in Salt Lake City whose primary audience consists mostly of homeowners in Salt Lake and surrounding counties. Targeting them by location reduces the risk of spending money on ads that reach people outside of the local area.
Geo-targeting is not limited to a local audience, either. Advertisers can target regional areas, entire states, or even certain countries. They can go equally small by targeting single ZIP Codes.
3. Retargeting
Getting the most bang for your PPC spend sometimes boils down to focusing on those customers who have already been to your site before. Doing so is known as retargeting. In a retargeting scenario, ads are only served to consumers who have already interacted with your site. Retargeting offers two main benefits: it focuses on qualified leads, and it reduces the risk of click fraud.
4. Scheduling Ads
SEO companies often encourage their clients to schedule social media posts and blog posts to achieve maximum effect. PPC management agencies can do the same thing with paid ads. By scheduling ads to run on certain days or at specific times of the day, an agency can get ads in front of customers when they are most likely to see and respond to them. Ad scheduling is a way to increase qualified leads while filtering out people unlikely to click the ads.
5. A/B Testing
A PPC agency looking to maximize ad spend will go to the effort of running A/B tests. A/B testing involves running various ads and comparing their results. You are essentially testing one ad against another to see which performs better.
A/B testing accomplishes two things. First, it provides a baseline to help advertisers understand whether their messages are getting out or not. Second, it helps them understand which types of ads work best. A/B testing plays a key role in generating qualified leads.
PPC Management
The five strategies described in this post are key to getting the most bang for your buck in the PPC space. PPC advertising does work when it is supported by solid data, strong keyword research, a little creativity, and industry best practices. PPC management does have a bit of a learning curve, and Webtek is fully prepared to meet your PPC management needs. Contact us today to discuss more.
