Pay per click marketing is a popular digital marketing tool. Companies set up advertising on a search engine or social media platform and pay a small fee for the advert every time an online customer clicks on it. If used effectively, pay per click marketing can help you grow your business and improve your bottom line.

To help you make the most of your pay per click marketing, follow the tips we’ve outlined below:

Have a clear objective

With pay per click marketing, it’s important to have a clear objective – what are you trying to achieve? For example, if you have a product you’re trying to sell, you may want to funnel online customers to your website to purchase this product. Clearly defining your objective will help you create a persuasive advert and select the keywords that are appropriate.

Choose the right keywords and terms

It’s essential to choose the right keywords and search phrases for your advert. These reflect what your online customers generally type into a search engine to find the products or services you’re selling, so a great tip to help you find keywords used regularly by online customers for the products or services you sell is to use Google’s keyword planner tool in AdWords. By experimenting with keyword abbreviations and everyday language, you may also find keywords that have a stronger online following.

Set yourself a budget for your campaign

Determine upfront the price you’re willing to pay for the keywords and phrases you choose. With search engine marketing, you need to be aware that the price you pay will vary depending on how competitive the market is. Also, with social media marketing, the higher your budget, the better your access to a large audience.

Streamline the sales process with a landing page

For any advert you put out, make sure you have a landing page set up that customers can be directed to when they click on the advert. This makes it far easier for you to get them to take the next step, whether that’s buying a product or service, signing up to a subscription or filling in a sales enquiry. The information on your landing page should reinforce the message of your advertising campaign in more detail, convincing your online audience of why it’s in their best interests to take the next step with you.

Track and optimise your customer’s journey

Pay per click marketing campaigns give you access to analytics, which allow you to track and optimise your customer’s journey so that you achieve the best results possible. If you find you aren’t getting the results you are after from your pay per click campaign, experiment by trialling different keywords and phrases, changing your advert or increasing your budget. Tracking the analytics of these different attempts will show you what works and what doesn’t, enabling you to have more success with your campaigns and, most importantly, improve your bottom line.

If you’d like further tips on pay per click marketing or you want assistance setting up your campaigns, contact our marketing experts at Whitecrow Digital today – we specialise in targeting and re-targeting marketing campaigns.