We’ve made no secret of the benefits of PPC (pay per click) advertising, but the value you gain from it really is down to you. PPC advertising doesn’t usually come cheap, and you’ll want to ensure that you’re doing everything you can to make sure it doesn’t end up being an expensive waste.
When you’re working in a regional, or local, market, this is even truer and for those of us working in the Ireland market, we want to draw Irish interest. Similarly, for many, PPC can feel like its own master – you implement it and go. This is partly true, but translating your clicks into real benefits will require some work on your part. These three rules are a great starting point.
Monitor and Understand your Traffic
You already know you can’t do this alone – you need your traffic. With every successful conversion, the people behind the numbers are making you money. Look for patterns e.g. are you only attracting traffic from people in certain parts of Ireland? Is it all coming for a reliable and trustworthy source?
Don’t partner with dodgy ad networks and make the most of exclusion lists to stop unsavoury characters from seeing your ads. This may sound mildly counter-intuitive, but it will make all the difference. Quality is just as important as quantity.
Your Landing Page is Everything
PPC advertising does not signify that your job is done. Once you’re lucky enough to get someone onto your website, you want to keep them there to make the most of your PPC conversion rate. Think of it from their perspective. If you happen upon someone’s landing page, and it’s cluttered, and unclear, you’re likely to hit that exit button as soon as possible.
Do not waste anyone’s time, and don’t let them think it’s a risk. Keep your landing page simple, and informative, but concise e.g. if you’re a business serving Ireland and only Ireland, then make this clear to any traffic.
Include a Prominent Call to Action
Finally, making the most of PPC advertising is, at its heart, a transaction like any other, so make it as easy as possible for your traffic to complete that traffic. Make sure a call to action is boldly displayed on your landing page. Make sure it’s succinct, clear and very easy to understand so that everyone is on the same page (no pun intended) about how to complete the transaction.
If you’re based in Ireland, and are ready to take the next step for your PPC advertising, then don’t hesitate to contact Epresence online marketing on +353 (0)87 256 5119.