As 2019 rolls around the corner, keeping up with digital strategies should be a high priority if you’re advertising online. Pay Per Click (PPC), also commonly referred to as cost-per-click (CPC), is a digital marketing strategy that increases traffic to a company’s website. In PPC strategy, an advertiser pays a search engine a certain fee every time a consumer clicks on their advertisement. These spots are bid upon and companies receive better placement based on the amount of money they spend.
No matter the firm, a PPC strategy is essential to make a company stand out amongst millions of results. Here are three surefire ways to enhance a company’s PPC strategy at any level:
Create 3+ Advertisements per Group
Every great advertising campaign begins in a sea of different ideas, slogans, logos, and messages. It takes time to find what a company believes to be their best advertising strategy. Putting out just one advertisement with the same message, graphics, and photos can work for some if it is that one-in-a-million idea. However, companies often benefit from creating and implementing three or more advertisements in each campaign.
By making multiple advertisements catering to different sections of a company’s demographic, the internal PPC systems can optimize their advertisement generation and put the appropriate advertisement in front of the right customer. This approach also provides a company with valuable performance data. They can determine which advertisements and messages resonate most with target demographics.
Include Extensions
Extensions on PPC listings are things like extra links, call buttons or other pertinent information that is meant to catch the eye of the consumer and get them to click on an extension rather than another company’s listing. These extensions are the key to catching people’s eyes as they provide more information and make a company seem more extensive and credible than competition listed in a traditional way. Almost every company could benefit from adding multiple types of these extensions, especially site link extensions, callouts, and structured snippets.
Sitelink extensions direct browsers to specific pages within a website, providing them a quick and easy way to find pertinent information like business hours, product descriptions, or an about page. Callouts provide more space to add text describing your business. This gives a customer more information about the company and inclines them to click. Structured snippets highlight specific relevant keywords used in a website and list them directly under the website header, enticing them to click and learn more if their specific need or want is listed in these highlighted words.
Review Your PPC Strategy and Adapt
No matter how successful a PPC strategy is, the internet is an unpredictable place and things change quickly. One week, a company’s PPC may garner thousands of clicks to their website a day. The very next week, however, the phones could be completely silent. That’s why it is crucial to reassess PPC strategies routinely to determine what is working and what needs changing. Once a problem is found, it can be fixed, rather than continuing to pay for something that isn’t getting results. This takes time, money, and resources that many firms simply cannot allocate to such a project. This is why it is helpful to find an outside company to handle PPC strategy and adaption.
In conclusion, PPC development and management is a crucial and beneficial part of every company’s marketing strategy. However, it is a strenuous process for someone unfamiliar with the in the ins-and-outs of PPC. The time, effort, and resources allocated to such an undertaking for a business owner could begin to outweigh the benefits.
Luckily, there are companies like TigerShark Studios who specialize in PPC marketing. We can handle all aspects of an advertising campaigns. Contact our experts today so we can help strengthen your business through a fantastic PPC strategy.
