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You want to help people. 

And, you want to make more money, right?

You’ve spent months trying to rank well in organic search for the right keywords. And, let’s be honest – it’s not an easy task. You keep pouring in more time but you aren’t seeing results. 

Whether you’re a one-person show or have a team of skilled marketers, driving traffic is hard.

But, developing a pay per click marketing strategy can help ease your pain. You’ll be able to start seeing traffic, solving their problems, and making more money. 

Keep reading to learn more about PPC marketing and why you need to start investing, today.

What Is Pay Per Click (PPC) Advertising?

Pay per click advertisements appear at the top and bottom of a search engine results page (SERP). They may also appear in the sidebar. They’re designated with the word “ad” next to them. 

Businesses that run ad campaigns place a maximum bid for specific search queries. Then, when someone clicks on the ad, that company pays a small fee. That fee is less than their maximum bid. 

So, every time someone clicks on your ad, you pay the search engine for driving traffic to your website. When PPC marketing is done correctly, the fee you pay is insignificant. You should make more money per click than what you’re paying.

Why Does Your Marketing Strategy Need Pay Per Click Ads?

When your business is brand new, ranking in organic search results is next to impossible. But, that doesn’t mean you have to wait around. PPC advertising starts working immediately. 

Whether your business is new or not, PPC ads can increase brand awareness by 80%. And, 65% of consumers that are ready to buy something click on paid ads within search engine results. 

Many businesses wish they had more room in their budget for PPC advertising. So, if you’re not taking advantage of PPC ads, your closest competitors are. That’s something you can’t afford to miss out on. 

The immediate potential and high return on investment (ROI) rate make pay per click advertising a smart choice for businesses of all sizes. 

Five Steps to Developing a Pay Per Click Marketing Strategy

Next, let’s discuss five key steps that can help you establish an effective pay per click marketing strategy.

1. Define Your Target Market

Everything you do from now on won’t matter unless you understand who you’re selling to. Knowing how your target market behaves matters more than the actual words you write for your ads. 

Once you know how to help them solve their problems, you can finetune your messaging to speak to them. If you do it right, they’ll wonder how you’re able to read their minds. 

2. Create High-Converting Landing Pages

Getting someone to click on your ad is half the battle.

Making sure they like what they see is the other half of it. Distraction-free landing pages have one goal: to convert visitors into customers. 

Smart marketers create multiple landing pages depending on the buyer persona they’re targeting. So, you may have three or more landing pages that speak to different segments of your audience. 

3. Keyword Research

Keyword research isn’t solely for SEO purposes. Bidding on the right keywords will make or break your cost per click marketing strategy. 

For each PPC campaign, you need to develop a list of keywords to target. But, it isn’t a random list. That’s where keyword research comes into play. 

The best PPC keyword lists are:

  • Relevant
  • A healthy mixture of long-tail, body, and head keywords
  • High in search volume
  • Exhaustive
  • Not overly competitive
  • A combination of commercial and informational intent

Make sure your keyword list is easily accessible by everyone on your team. They can refer to it when managing and monitoring your ad campaigns. 

4. Write Click-Worthy Advertisements

The last thing you want to do is waste ad spend. So, writing killer advertisement copy is a vital step in the process. Since you already know how your audience behaves, you can use that to speak to them. 

You don’t have much time to catch their eye in search engine results. Quickly grabbing their attention isn’t always easy. The internet is full of distractions.

But, you can analyze and tweak your advertisements as your campaign progresses forward. If something isn’t working, change it and analyze again. 

5. Nurture Visitors at Every Step of the Buyer’s Cycle

Searchers with commercial intent are easier to turn into paying customers. But, that doesn’t mean you should ignore everyone else. You may decide to bid less on informational intent keywords.

But, don’t ignore them.

Nurturing your audience over time means they’re more likely to buy something from you. They are starting to trust you and see you as a source of high-quality information. 

How to Manage Pay Per Click Campaigns

PPC ads aren’t “set it and forget it.” 

Managing them is as important (if not more) than developing your PPC marketing strategy. This step is the difference in companies who’re successful with paid ads and those that aren’t. 

Successful PPC management means:

  • Adding new keywords
  • Removing ineffective keywords
  • Utilizing negative keywords when necessary
  • Splitting ad groups
  • Monitoring your analytics
  • Looking back at expensive keywords
  • Making tweaks to landing pages and ad copy

PPC Management, The Easy Way

It’s no secret: Pay per click management isn’t easy. But, we’re here to lift the weight off your shoulders. Our team is built on a foundation of reliability, experience, and client trust. 

The best part? You don’t have to sell your left arm. Our services are cost-effective and results-driven. Our PPC professionals are here to help build your pay per click marketing strategy. 

Schedule your free consultation to get started today!

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