A PPC (Pay Per Click) campaign is one of the most powerful search engine marketing tools that you can use to advertise your business online. At first glance, you might think that a PPC campaign is easy: just pick a high-ranking keyword, pay for the campaign, and you’re good to go!
However, the truth is much more complicated than. While PPC campaigns are great because they work for pretty much any niche, and they have proven results, PPC trends are continually evolving!
If you don’t invest in keeping up with the latest methods, such as the best PPC bidding strategies and how to prevent click fraud, you’re literally going to end up throwing your money away. Here are six essential strategies that can help you create the best PPC campaign possible for your online business.
1. Test A New Marketing Avenue
One of the greatest things about the Internet is that there is always a new channel that you can use to advertise and market your business. While Google is the go-to channel for all businesses, social media is quickly becoming the best place to engage customers.
Thus, if you want to increase brand visibility, use traditional avenues such as Google and Yahoo. If you want to increase brand loyalty, use social media channels such as Facebook, Twitter, Instagram, and Pinterest.
2. Quality Over Quantity
If you have a huge marketing budget, you’re probably tempted to buy as many PPC campaigns as possible. After all, the more PPC campaigns you have, the better your chances of getting people to click on your ads, right?
Well, no. Google actually judges the quality of your campaigns based on the relevance of your keywords and the overall usefulness to your target audience. In fact, indiscriminately creating PPC campaigns might even harm your business, as Google is going to view your business as the PPC equivalent of spam: all noise, no substance.
If Google tags your business like this, your ranking will decrease significantly. Choosing high-ranking keywords not only increases your value on Google’s search rankings, but it’s also a good investment since you’ll be getting more clicks that have higher conversion rates.
3. Mobile Users Are Rapidly Becoming The “It” Crowd
If your website isn’t optimized for mobile users, you’re missing out on a huge market. All successful online businesses have a mobile-friendly version of their site that caters to people who do most of their online browsing and purchasing via their mobile phones. There are three elements of an excellent mobile-optimized website that you should consider.
First, you need to make sure that all your content translates efficiently and effectively to mobile platforms. Second, you need to make sure that your mobile-friendly website has rapid loading times. Finally, you need to make sure that all your links work as well as they do on your original online page.
4. Map Out Your Conversion
Here’s the thing about conversion: not everyone who visits your website is going to be at the same stage. Some people might want to purchase your product or service from the get-go, while others might need some time to familiarize themselves with your product.
You can map out consumer conversion into four stages: awareness, interest, desire, and action. After mapping out each stage, you can adjust your page’s content to help a person transition from one stage to another.
5. Always Be Aware Of Frauds
Why should you care about click fraud? Well, click fraud is a huge problem, and by some estimates, online advertisers lose around $19 BILLION a year due to fraudulent clicks. There are several versions of click fraud, ranging from manual click fraud (a competitor or an employee of a competitor manually clicking on your ads to increase your costs) to more sophisticated attacks such as click fraud malware (an automated software can repeatedly click on your ads).
So, it’s crucial to develop a counter-strategy on how to avoid Google Ads invalid clicks from draining your budget. Fortunately, there are ways for you to protect yourself from click fraud. You can keep constant watch over your traffic rate versus your conversion rate.
If you have a suspiciously high traffic rate but very little to no conversion, you might be a victim of click fraud. You can also use automated tools such as ClickCease to help detect and prevent click fraud. By using automated tools, you can identify and prevent click fraud much faster and save yourself money and frustration down the line.
6. Have Different PPC Bidding Strategies
There are various PPC bidding strategies out there, and you can use one or a combination of them, depending on your needs and budget. The most basic PPC bidding strategy is the manual cost per click strategy, where you will set a fixed price for your PPC campaign. This is the best strategy to use if you are familiar with PPC, and you already have a high-ranking keyword to use.
Another possible strategy is the automated cost per click. This is best for beginners because Google will adjust the amount per click that you spend, depending on the strength of the keyword. Finally, there is an enhanced cost per click, which is similar to automated cost per click, but with a 30% limit on the increase or decrease of the amount adjusted by Google.
This is an excellent strategy to use for niches such as online shopping, where trends can ebb and flow quickly. There are many more possible PPC bidding strategies out there, and you can experiment with them once you feel comfortable with the more basic types mentioned above.
If you are interested in even more business-related articles and information from us here at Bit Rebels, then we have a lot to choose from.