Mastering the art of pay per click (PPC) marketing allows you to uncover sales opportunities online.

By creating a budget with Google Adwords you can clearly calculate exactly what you will spend that day or month. In doing this, you can then anticipate how many clicks you will receive in return for your advertising spend.
As new competition is always entering the marketplace and the cost per click (CPC) increasing steadily businesses are finding it increasingly challenging to make a profit online.
However, with a few simple tips you can focus your efforts on improving your conversion rate using paid strategies.

Tip #1 In-depth keyword research

If you want to create a successful Google Adwords marketing campaign you should use Google Keyword Planner Tool to research your keywords carefully.

You should take caution when running a new pay-per-click marketing campaign. Selecting the relevant keywords is reliant upon user intent.

By doing this thoroughly you will uncover opportunities and keywords which have either “informational” or “commercial” intent.

Tip #2 Create compelling adverts

How are you going to make potential customers click your advert? You need to compel them to click the advert, this means being relevant, engaging and unique. You should always use your keyword research in the title of your ad.
Your ad body text you should be easy and motivating for everyone to read. Within this text you should include call to actions which will stimulate visitors to click your ad and arrive on your optimised landing page.

Tip #3 Use Remarketing Campaigns

Remarketing allows advertisers to market your products or services to website visitors who have visited the website previously.
One of the key advantages of remarketing is that the click-through-rate is often higher than other paid strategies.
A high quality ad can entice and attract previous visitors back to the website.
The website visitor lands on your landing page and leaves. The website visitor is then retargeted across the web. If all goes to plan then a percentage of your website visitor’s revisit to finish purchasing.
Promotional material such as discounts, free trials or gifts can prove great for an increased conversion rate.
Usually, the majority of website visitors need to see an offer more than once before they buy, so remarketing means that you stay at the forefront of the minds of your potential customers during the buying process.

Tip #4 Track and test your paid marketing campaigns

Campaign success can take time, and testing is obviously an important part of this process. Initially you will need to tweak copy, images, your budget and your landing page structure.
Make sure to set-up tracking using custom URL parameters. This will enable you to identify campaigns which refer traffic to your website. The better you track your campaigns the easier it is to keep track of your advertising spend.
You should always A/B test ads and run tests on a minimal budget on a variety of advertising platforms.

Tip #5 Optimise your landing pages

Optimise your landing pages for your chosen keywords, place these keywords carefully and evenly spread throughout your titles and copy.
Your landing pages should be designed and structured so that your website visitors can easily navigate, purchase, trial, sign-up or whatever your goal is.

Your landing pages should also contain testimonials, as trusting a product or service online can be difficult visitors like to read other human’s opinions to make up their mind.
Another key point to consider is including call to action buttons within your landing pages to encourage visitors to navigate to the desired place, i.e. the product page/checkout/enquiry contact form page.

What’s your thoughts?

How do you optimise your paid marketing strategies? Have we missed something? If so, comment below and let us know.