PPC Advertising Best Practices

There is no doubt that PPC advertising should form a key part of your company’s online marketing strategy. There are so many benefits to this form of advertising that any business which has not yet invested in PPC, is really missing out on the chance to drive leads and sales to their site, and this has been shown to work time and time again.

Not all pay per click advertising methods are the same however and depending which platform you decided to invest in, there are certain tips which can help you to maximize the amount of impressions and engagement which you make, let’s take a closer look.

Google Tips

Google is the most common platform for PPC investment and given the scale and the number of users of the search engine it is easy to see why. Most people are aware of the need to pick high quality keywords and aiming for a specific audience, but beyond that there are some additional tips which can help you do better. Remembering to rank negative keywords is a big one here, the last thing you need is to spend money on attracting customers who are looking for something completely different. Let’s say you sell tea for example, you don’t want people arriving to your site looking for the Texas Education Agency! Another great tip here is to really focus on your landing pages so that you can give the customer exactly what they want right away. Finally ensure that you utilize targeting options and don’t be afraid to A/B test to get the right ad to the right people.

Facebook

Any digital marketing agency will tell you how important it is to use Facebook for PPC campaigns and with over 2 billion users around the world it is easy to see why. The key to success on this platform comes down to retargeting customers who have already hit the page or purchased from you, the evidence shows the conversion rate on this audience to be very high. Something else to remember when it comes to Facebook is the value of videos, which reach further and which gives more space to deliver the message.

YouTube

YouTube can be linked to your Google Ads account for higher levels of success and if you get this right you’ll see a surge in activity. Much like Facebook a remarketing list is essential for users who have already shown an interest, this is easy to perform and highly effective. Another handy tips for YouTube is to create smaller groups to target which will increase your chances of conversion. Look for having between 600-1200 predicted daily views within your small groups for best results.

Instagram

To increase your levels of success on Instagram aim for high performing keywords and also focus on creating a list of negative keywords. Again here you don’t want users looking for second hand smartphones to click on your ad selling new phones, or something similar. Another great tip here is to avoid atomizing your keyword bids, focus instead of manual bidding in order to better manage this process.

LinkedIn

LinkedIn is a site which can bring a great deal of value when it is used right, and it shouldn’t be forgotten. To get the most out of this aim to use dedicated landing pages to increase efficiency, and also look deep into the targeting options as this is a platform where you can really drill down into your target audience.

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