You may think your pay per click (PPC) campaign is going well but is it really? There are a few things you may not have thought about when planning your PPC campaign; overlooked details are the difference between merely connecting with a few potential customers, and having customers ready to buy one of the goods or services your company offers. Once this idea is fully realized, it will be a potent tool for converting visits into sales.
What is Your Strategy?
Driving a potential customer to your website’s main page has always been the traditional way of conducting a PPC campaign. This idea makes sense because your website links to your products or services on the homepage. Customers could indeed find what they are looking for after arriving at your homepage, but if it came from a particular search, it is not likely to cause more than a frustrated customer. Let’s say your company performs different junk removals, including some that are specialized.
If a customer searches “Hoarder Junk Removal,” which is one of your keywords and shows in a search engine results page (SERP), a click on your link will drive the customer to your homepage. On the top of your homepage, there are links for services at the top, but because the customer does not see “Hoarder Junk Removal” immediately, they may return to the search engine and choose another company from the results. What is the bottom line for your company? It means the capital expended on your PPC ad went to waste. How can you increase the chances that your SERP rank will result in actual sales? The answer is simple.
Rather than have your PPC campaign linked to your company’s homepage, you can link it directly to a product (or landing) page specific to the keywords being searched for by users. The product pages should have vivid graphics and strong calls to action for a specific good or service. In this way, you enhance your customer’s experience and are more likely to see visits convert into sales.
The use of specific keywords is essential in pushing a customer to a product page connected found from a search. Remember, make your keywords relevant. If they are too broad, they will fail to bring any traffic to your product page based on strict search parameters. Returning to the earlier example of a search for “Hoarder Junk Removal,” you can more effectively drive a potential customer to a product page for that service by use of several tools. First, you need to be sure that your PPC campaign excludes visitors from outside your company’s location. If the cleaning company is in Orlando, Florida, the keywords should include “Orlando Hoarder Junk Removal,” “Orlando Hoarder Junk Removal Service,” and “Orlando, Florida Hoarder Junk Removal”; these are a few examples of how geographic importance works. Your company does not want people from Witchita to use clicks for which your company paid.
The next step is to use negative keywords to avoid clicks from non-paying users. The junk removal service may want the phrase “do it yourself” or “how to” used as negative keywords. Your PPC ad will not show for searches that use your negative keywords.
Wait, There’s More
There are various methods to improve results from your PPC click-throughs. Using quotation marks around keywords is called an exact match type, i.e., “Hoarder Junk Removal,” which is the most precise search method. Another method to broaden your search is the use of phrase match types such as “Estate Junk Removal” or “Junked Furniture Removal.” General (or broad) match types can employ a plus sign “+” which requires a word be included in search results, “+Hoarder Junk Removal” make sure the word “hoarder” is included in search results; this transforms broad match types into modified broad match types.
A Final Thought
Incorporating these methods into your PPC campaigns will yield results right away, and result in new customers. If you feel it is too much for you or your staff, hiring a qualified agency to handle, your PPC would be wise.