Most businesses find that they need to put up online adverts to boost their brand visibility, increase traffic to their website and improve sales. This is often in the form of email marketing, social media marketing, and search engine adverts. These adverts are paid for; the company running the ad pays a fee every time someone clicks on them, hence the name pay-per-click (PPC) campaign.
SEO or PPC?
If a brand wants to have an effective online presence, paid traffic must complement the organic traffic. Neither is effective on its own. To get organic traffic, one needs to master Search Engine Optimization (SEO) skills in addition to having original and interesting content on their websites. To get paid traffic, an effective pay-per-click campaign is necessary. Therefore, SEO must be combined with PPC.
An effective PPC marketing campaign is one in which it reaches as many people as possible, realizes the best conversion rates they can get while remaining within the budget guidelines. That is easier said than done. It takes time and effort and a lot of metrics to be monitored using an Ad watcher to have effective PPC marketing campaign with a good return on investment. The following two factors should be taken into consideration to have a successful online marketing campaign:
Quality Score
Quality score is what Google algorithms award your ad depending on a number of things. These include the quality of the ad itself, the use of keywords on the ad copy and how relevant they are to the target market. It also includes the relation between the ad copy, products being sold and the landing page, how fast the landing page loads, and the bounce rate which tells how long visitors to the website stay there.
It means that the keywords used should be relevant and useful to the products being advertised in order to achieve conversions from the traffic coming in from the campaign. Having relevant keywords improves the quality score of your ad and how high the as it will be ranked and how often it shows up.
The quality score is not cast in stone; it can be improved. The quality score affects how frequently your ads are shown to internet users.
The Cost-Per-Click
The cost-per-click (CPC) determines how many people are reached, and by extension, the traffic to a site, for a given budget. For example, if your CPC is $1.5, for an online marketing budget of $1000, you can have 667 visitors. If the CPC is lowered to $0.5, the number of visitors to your site significantly increases to 2000. Thus, a lower CPC results in higher traffic for a given budget. If you are able to lower your CPC, then you get more traffic for less money.
If you are constantly monitoring the performance of your campaign and using the data on the ad performance to tweak, test and optimize to find what works best and what’s not working in order to get a higher quality score and a lower CPC, you are sure to get a return on your investment. Include calls to actions, and you are sure to increase your conversion rates further.