PPC (Pay-Per-Click) campaigns, as you know are an effective and quick way to get your business in front of potential customers online. This online marketing channel, mainly for niche shops delivers fast results and, when well implemented, enables profitable growth. These ads give you the chance to increase search visibility and thus, generate valuable additional traffic.
Why Consider PPC?
With online paid ads, you can
- Reach target customers quickly
- Set your own budget
- Track results and know what to expect
- Pay only if your ad gets clicked
With PPC, there are eternal options – text ads, remarketing and display advertising, video ads, and PLAs (Product Listing Ads) that can drive traffic and leads to your website.
Google AdWords – Latest Updates
Google is focusing on mobile advertising with new ad formats for mobile across three verticals: automotive, hotel and mortgages
- Automotive ads – This new ad format takes potential car buyers directly from Google.com to a beautiful carousel of car images that show how a car looks inside and out. By tapping on an image, users can get more information about the car, like horsepower and estimated MPG. The â€śDealersâ€ť link leads to a page with nearby dealer listings.
- Hotel ads – These ads contain wide-ranging information and photos of different hotels as well as price lists of different travel companies. Users can now click on the button “Book” to complete their reservation on the relevant partner website.
- Mortgages – With Google Compare, home-buyers will soon be able to view the latest mortgage rates from multiple mortgage providers, and review a customized set of criteria such as interest rate, terms of the loan and fees.
Similarly Bing Ads has released its own iOS App for PPC ads. The app allows users to view performance data for multiple accounts, change ad group and keyword bids, change campaign budget as well as check data on conversions, clicks, impressions, spend, click-through rates (CTR), and average cost-per-click (Avg. CPC), average position, cost per acquisition (CPA), return on ad spend (ROAS) and conversion rate.
PPC Trends That You Cannot Ignore
Design ads for mobile search
According to Google, “more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.” Ignoring mobile trends will result in losing a massive section of your audience.
According to a recent report from Pew Research Center,
- Nearly two-thirds of Americans are now smartphone owners, and for many these devices are a key entry point to the online world
- 15% of Americans ages 18-29 are heavily dependent on a smartphone for online access.
These reports show that it is the right time to put your marketing efforts on mobile PPC campaigns. To get the most PPC clicks from mobile devices, make sure to incorporate your landing pages with speedy features that streamline user experience. Too slow pages will result in users leaving your page. Content in the landing page should also be straight with clickable phone numbers and short form representations. Adding a â€śclick-to-callâ€ť button will allow users to tap their phone and call you and these calls are proven to have a much higher value than any other online mobile conversion.
A well-crafted landing page
While optimizing landing pages for PPC ads, the content as well as graphics should refer to a single point or purpose. It should be simple and as clear as possible for your visitors. A good PPC landing page will include
- An appealing design
- A clear call to action
- A supportive tagline
- An image showing context of use
- A lead capture form
Make use of Google Shopping
Google Shopping helps online stores to connect with shoppers on desktop, mobile and tablet devices. Built on Product Listing Ads, Google Shopping allows shoppers can compare products and make purchases directly from your website or shop. Google will show the customer a picture of the product, its price and the shopâ€™s name. Customers who click on your ad will be directed to the shopâ€™s website where they can buy the item. With Product Listing Ads, the business only pays when Google directs a customer to their shop.
Great tools such as Google Analytics can be used to track the landing page performance. The tool allows webmasters to set up specific conversion goals for optimal tracking. It is also important to track the changes that occur in the PPC industry and to stay abreast with the recent strategies.