Before you start PPC the first thing you need to do is figure out who your audience is. You wouldn't give someone an espresso if they asked for a latte so why guess what your customers want?
Get Inside Their Heads You can find out who is currently visiting your website by using tools like Google Analytics. What pages do they look at? Where do they come from? Taking the time to learn these things will help you create a successful PPC campaign.
Create Your Personas Don't just think about your ideal customer in terms of age gender and race. Also think about what they like and how they act. If you run a business in Magnolia you should learn what makes your community work.
It's important to talk to your audience in a way that works once you know who they are. But you already know that because when was the last time you clicked on something that wasn't interesting?
Be Clear Don't use big words when small ones will do. Writing that is clear and interesting is always better than writing that is full of jargon. Your audience isn't going to school they're looking for answers.
Use Action Words Words like "get " "see " and "find" make people want to act. Start with these and make sure they fit with what you have to offer. And don't be afraid to ask! It gets the brain working.
Someone sees your ad and then clicks on it. What should I do now? The first thing they see when they get to your landing page should be nice.
Consistent Messaging If you said something in the ad make sure you do it here. Show that your ad had a "free trial" on the page where people landed. Consistency builds trust.
Speed Matters Nobody wants to wait for a page to load slowly. If your website doesn't load quickly you're missing out on a lot of opportunities. To see how quickly your page loads you might want to check out PageSpeed Insights.
You could have the best ad in the world but if you don't use the right keywords your click through rate (CTR) will be a pipe dream. To make money you need to use keywords.
Use Long Tail Keywords Instead of using general terms use specific phrases. Don't just call your bakery "bakery" if you own one in Magnolia. Try "fresh bread from Magnolia." These are less competitive and more focused which makes it more likely that people who really want what you have will find you.
Negative keywords are good for you. These keep your ad from showing up in searches that don't have anything to do with it. If you sell leather shoes that cost a lot make "cheap" a bad keyword. This way you don't have to pay for clicks that don't turn into sales.
This is the fun part at least for people like me who love data. You can't just set PPC and forget about it it needs care and changes to grow.
Look at the Data The number of clicks and views tells a story. Which ads are working? How much does it cost you to change? Google Ads reports can help you understand your numbers better.
Always Testing and Getting Better A campaign may have worked well last year but what about now? Watch test and change. Use different headlines change your landing pages and try out new keywords. It's this easy and this hard.
Keep Up with Changes in the Market Trends in marketing change. Algorithms change. If you stand still you might fall behind. To get the most up to date information read digital marketing blogs or join forums like Moz.
Budget Tips You don't want to spend too much or too little. Check to see if your daily budget is in line with your return on ad spend (ROAS). Change based on how well it's doing.
You can't just sit back and let conversion happen. But if you have some patience think ahead and make the right changes your PPC campaigns will be in great shape bringing in traffic increasing sales and helping your business grow.
You don't need a PhD to understand PPC and it doesn't have to be a mystery. Your business can do well in the competitive online market if you use the right strategies. Magnolia's methods here should make PPC less complicated. So get those conversions to work!
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