If you are intending to embark upon a pay-per-click (or PPC) campaign, there are a number of golden rules that you or your agency should follow in order to get the best return on your investment.
The PPC model of advertising on the internet allows advertisers to place advertisements on sites, paying each time, their advert is clicked and a user is directed to your site. These PPC advertisements can be a highly effective method of driving traffic to your website, especially when coordinated by the experts at a PPC marketing agency in Colchester or elsewhere.
Let’s take a look at some of the key aspects of PPC marketing that all business owners need to understand.
Use the right kind of campaign for your business
There are two principal types of PPC campaign in common use. A CPM campaign is based upon the cost per 1,000 clicks on an advert. CPA campaigns, in contrast, focus primarily on the cost of advertising per acquisition, in other words, how much you have spent to sell a product or service.
If your campaign is focused upon building brand awareness and getting your name into the public consciousness, a CPM campaign will be best. Conversely, if your campaign is based entirely upon attracting sales, a CPA campaign is appropriate.
Set clear maximum CPA targets
Your maximum CPA is the most you are willing to spend on a single conversion. If your PPC campaigns are burning £100 to sell a £75 product, something is clearly very wrong with the campaign, as this is clearly unsustainable. Defining your key goals early on in a campaign will help you to get the maximum return on investment (ROI), and monitoring the rates across different media can help you to concentrate on the most effective channels through which you can market your business.
Ensure conversion tracking is embedded within your processes
PPC campaigns work best in conjunction with conversion tracking. Or to put that in a slightly different way, in order to get the best out of a PPC campaign, it is vital to utilise conversion tracking. Ensuring you know which users have converted into sales, and from what sources tells you where your advertising content should be placed, and which areas are best left alone for your business.
Optimise your campaign
If your business is focused solely on the Colchester area but you are running PPC campaigns across Essex and other wider areas then you are wasting money. If your website is not optimised for mobile browsing (which it must be in 2020), don’t waste your time running ads on mobile devices. Direct your attention to the right areas and platforms wherein you can reasonably expect conversions, and ignore the others.
Following these golden rules can help you to ensure that you are giving your PPC campaigns the best chance of success.