A new online business can’t wait for an organic traffic in order to be productive. Even a paid traffic is more likely to turn into an organic traffic through PPC (Pay per Click). The principle is same, according to which social media marketing works. Viewers who land on a website don’t necessarily come from search engines. They often click on a link posted on social media. In the long run, these users have the potential of converting into a regular visitor.
As far as PPC mode of online marketing is concerned; it is effective for two kinds of businesses.
- Online businesses that have a low budget.
- Online start-ups
Basically, websites place ads on a search engine. They play Google or any search engine only after ads receive clicks and audience is dragged to their websites. PPC mode of advertisement can be used for advertising with any other website.
In order to know how PPC can be used in more effective ways, let’s have a look at these points.
- Be clear about the goals
The need to be clear about target market doesn’t eliminate in PPC. Search engines show the ads as a combination of keywords and Ad texts; both these things are selected only when businesses know who their target audience are. The ultimate goal should be to make a potential buyer click on the ad and land on the website. Whether your keywords and ad words are effective or not, can be known best by the behavior of the audience. Do, analyze whether the visiting audience is contributing to ROI (Return on Investment) or not.
- Be sure what is your call to action
Call to action that converts a potential visitor to a potential buyer, can be different in the case of every single website. For few it can to get a subscription, the certain website may require filling a form, or few websites may ask to make a purchase; all these are a call to action. Make sure that clicking in add directly leads visitors to that respective call to action button.
- Track the success of PPC campaign
There is no use of spending money if you don’t know whether PPC campaign is earning success or not. There are many tools that can evaluate the effectiveness of PPC campaign. Use any tool or URL tracker to monitor your audience. Otherwise, you would keep on replenishing funds and giving away money to the search engines for the useless campaign.
- Focus on your campaign structure
Your ad on top of the search engine results is not enough to attract the attention of the audience for you. People would engage with it only when they see something relevant to their search. Here, businesses must pay close attention to their campaign structure. For this, they must use relevant keywords and AdWords. Only this way they can make viewers feel that ad they are viewing is here to cater their needs. For e-commerce websites, the approach to use relevant words in ads is more essential.
- Monitor the way your PPC appears
Make sure that search engines don’t fool you by readily finishing your funds for doing nothing. Google chooses to publish campaigns in all the networks and partners; these include Display Network, Ask.com, and AOL.Com. Such way of spreading the ads is by default. It is possible for businesses to choose a network on which they can advertise.
Using Display Network for PPC ads is not a good strategy. This is because it shows ad everywhere and hence quickly robs a business off its limited budget. Hence it is necessary to know the working mechanism of search engines.
- Choose for Cost per Action
In order to achieve more target oriented results, it is better to opt for cost per action in PPC mode of advertisement. This is especially optimum when you are ready to spend more money for rapidly increasing the traffic. Cost per action allows you to pay only when a visitor not only clicks but also completes an action.
One may think, that Cost per Action or click per action is not much effective in generating the organic traffic. This is not true. In fact, CPA is more target oriented advertisement technique. It directly makes the target audience to visit your website, again and again.