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Running an effective digital marketing campaign is a challenge. There are a lot of moving parts, and it can take a while to see the benefits of your efforts.
Using pay-per-click advertising (PPC) can help you jump-start your results while you wait for longer-term strategies like search engine optimization (SEO) and social media marketing to show fruit.
How can you succeed with a PPC campaign? Here are the four elements you need.
Know Your Audience
The first step is to determine exactly who you need to target. Of course, you can start with simple demographics, such as age, gender, occupation, and more. Then, think about exactly what your audience’s largest pain points are and what their biggest dreams are.
With this information, you can create ads that speak to the right people — more on that in a moment. But for now, defining your target audience is essential.
Once you know who you are targeting, look at the platforms you plan to use for PPC. How much of your data can you take advantage of? Google PPC ads are going to be targeted differently than Facebook’s ads.
Making great use of your target audience data is the first key to PPC campaign success.
Determine Your Ideal Platform
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Now that you know your target audience think about where they spend the most time. Almost everyone uses Google, so that is a no-brainer. But you might also decide to use social media ads as well.
Let’s say you’re running a PPC campaign for plumbers. Many of Facebook’s users are older adults, and you can target those who own their homes. So Facebook is an excellent additional avenue for that type of business.
When you find the right platforms to add to your Google PPC, you’ll be on your way to success.
Write Incredible Ads
All of the targeting on the best platforms don’t result in sales if your ad copy doesn’t resonate with your target audience. Your ads need to speak directly to your ideal audience’s needs and meet them exactly where they are.
It’s also vital that your landing page — where the customer ends up after they click the ad — matches the tone and message of the ad itself. Otherwise, visitors will think they are in the wrong place and leave without purchasing.
In the same way that you might use St. John SEO services to work on your long-term optimization strategy, you may want to work with professionals to polish your PPC ads.
Measure Your Results
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The biggest difference between pay-per-click and traditional advertising is that you can precisely track your results. Knowing how many clicks you get, where they come from, and how well those visitors converted will give you the ability to hone your campaign. This is why hiring SEO services in Vancouver is an important part of your business’ decision.
Being able to target your specific audience with the exact message they need to hear allows you to compete on an equal playing field even if your company is small. When you measure how well you’re doing and make adjustments along the way, you can maximize your return on investment.
Take Advantage of Pay-Per-Click Marketing
PPC marketing is a great way to jumpstart your marketing results while waiting for your long-term digital marketing to take effect.
In order to get the return on investment you’re looking for, you’ll need to have the right ingredients in your strategy. When you know your audience, find the right platforms, nail your ad, and measure your results, you’ll be on your way to success.