Pay-per-click is one of the most effec­tive mar­ket­ing strate­gies. It can sep­a­rate losers from win­ners in a dig­i­tal mar­ket­ing land­scape. Com­pa­nies that are imple­ment­ing PPC can have an edge over every­one else. How­ev­er, it requires proven strate­gies to suc­ceed.

Dig­i­tal mar­keters are in the tri­al and error approach. Oth­ers imple­ment PPC intend­ing to test its effec­tive­ness com­pared to oth­er meth­ods. Such an envi­ron­ment is inef­fi­cient and often leads to poor results for most com­pa­nies. With­out effec­tive strate­gies, PPC mar­ket­ing will always lead to mediocre results. You can avoid that by imple­ment­ing these four strate­gies.

1. Remarketing to previous web visitors

The start­ing point is to ensure that peo­ple vis­it your web­site. You can try con­tent mar­ket­ing for broad top­ics to peo­ple you believe are cus­tomers for prod­ucts sim­i­lar to what you are offer­ing. Once some­one has vis­it­ed your web­site, you can use that infor­ma­tion to retar­get him or her with ads.

Stud­ies show that once peo­ple inter­act with your brand at least once, they will have a brand bias for you when­ev­er they want to make pur­chas­es. Maybe they did not vis­it your site to buy, but anoth­er vis­it to the site could mean that they are ready to try out your ser­vices.

Broad top­ics should, how­ev­er, not be off-top­ic. They should be with­in the gen­er­al area that you are offer­ing a ser­vice. Assume you offer PPC man­age­ment pack­ages that include Blog­ging about dig­i­tal mar­ket­ing, dig­i­tal adver­tis­ing, web­site mar­ket­ing, and such top­ics are with­in an accept­able range.

2. Set up calls, messaging, and price extensions

Make it extreme­ly easy for some­one to con­tact you. This is per­fect for local SEO type of key­words. Imag­ine some­one is look­ing for a repair ser­vice. They are in a hur­ry. Since over half of the search­es nowa­days go through the phone, the per­son can eas­i­ly pick your con­tacts and con­tact you with­out tak­ing a pen or try­ing to copy your con­tacts.

Ser­vice-based key­words will do well with call exten­sions. Con­trac­tors and tech­ni­cians use these exten­sions to good effect. In a com­pet­i­tive and price-con­clu­sion tar­get mar­ket, price exten­sions dri­ve the most engage­ments. Fur­ther­more, they weed out peo­ple who are not com­fort­able pay­ing your list­ed price. Hos­pi­tal­i­ty and trav­el com­pa­nies ben­e­fit a lot from this approach.

3. Niche-based landing page copy

Niche-based landing page copy

Unlike your con­tent, which will focus on high traf­fic key­words, your ad copy should be nar­rowed down to a spe­cif­ic key­word. Your land­ing page should only have the infor­ma­tion about the prod­uct you are sell­ing. You have to be thor­ough and exhaus­tive.

You can devel­op sev­er­al land­ing pages for dif­fer­ent top­ics with­in the same key­word as you want to be par­tic­u­lar and spe­cif­ic to the cus­tomer. Con­ver­sions often come when some­one feels that you are the one. If the buy­er does not feel that you are offer­ing exact­ly what they were look­ing for, they might be tempt­ed to shop around, and you will have lost a valu­able lead.

You want web vis­i­tors to con­vert. You don’t want them to come win­dow shop­ping on your web­site, because if they do, you will be enter­tain­ing them at your cost. That is why you need an exhaus­tive, pro­fes­sion­al, and ver­sa­tile land­ing page. If you are not thor­ough enough, let the per­son know that you are will­ing to make a cus­tom prod­uct just for them.

4. Competitor bidding

It is not the smartest move to try, but it works. Some­times you do not focus on the means to an end. The end is as good as it comes. If you can get qual­i­ty leads that con­vert, you are bet­ter off try­ing it out. If your com­peti­tor has a high search vol­ume, it means they are doing well in their ana­log mar­ket­ing meth­ods. Some of them do not fol­low up ana­log with online sales fun­nels. You could prof­it from their sub­stan­tial search traf­fic.

How­ev­er, you need to under­stand their prod­uct offer­ing so that you can improve on it. If peo­ple are search­ing for them, they have already inter­act­ed with the brand somehow—they already have a brand bias. Your task is to con­vince them that you have a sim­i­lar­ly supe­ri­or prod­uct offer­ing. Com­par­a­tive-style land­ing pages work best in this strat­e­gy.

PPC will work cor­rect­ly if you give the pro­fes­sion­al touch it requires. Ensure that you are tar­get­ing the right peo­ple. Do not tar­get peo­ple who are not in your area. Set up your remar­ket­ing strat­e­gy right from your con­tent mar­ket­ing. When writ­ing the land­ing copies, keep them spe­cif­ic to the lik­ing of the lead. Peo­ple often click on adverts that offer exact­ly what they are look­ing for. You can also sup­ple­ment your retar­get­ing efforts with com­peti­tor bid­ding.

SOURCE: Free Web Resources