4 TIPS TO MASTER PAY-PER-CLICK ONCE
When was the last time you took a good look at your Pay-Per-Click strategy?
I've talked to the best guys in Pay-Per-Click to get an idea of what's working and what's not.
I want to give you solid, practical recommendations on how you can earn in the Pay-Per-Click game.
Of all the concepts, one trend is pretty clear: this is going to be a big year for mobile and social media advertising. New social networks have launched some advertising features that help brands to connect with more customers and share their stories.
But that is not all. Take a look at the best tips from PPC experts:
PPC for mobile device
In 2015, people used their mobile devices to search more (phones and tablets) than conventional computers.
In other words, the growth of PPC advertising is happening and being driven almost always through mobile devices.
Being aware of the importance of perfecting Pay-Per-Click on mobile devices is the most important thing now, before making sure your campaigns are optimized for mobile search.
See how:
First, set up “click to call” on all ads. This feature allows searchers to click on your number and be able to immediately connect with you over the phone.
Second, optimize your PPC landing pages for smartphones and tablets. It is also worth mentioning that all of your targeting pages should be very responsive and extremely fast loading. The attention span of internet users is short (and getting shorter). Don't miss out on conversions with landing pages that are slow to load or have a poor display.
Anyone who intentionally ignores the use of Pay-Per-Click aimed at mobile devices can get very bad.
Follow the steps below and you'll be ready to see growth in the number of people searching through mobile devices.
Target audience and remarketing
One of the big changes over PPC in 2015 was the announcement of Customer Match, allowing marketers to target customers in AdWords using their emails. Due to the importance of email marketing and Pay-Per-Click on Facebook, this Customer Match feature is very welcome. Now you can combine Customer Match with remarketing, and ensure your ads reach your customer list whenever they are online.
Remarketing is a powerful tool if combined with mobile advertising. Now, you can do remarketing based specifically on the device you're using, whether it's a laptop or smartphone.
For example, someone who clicked on one of your ads might see remarketing on their iPhone. The benefit here is that the iPhone ad can be specifically designed to convert the user to take some action on the phone, like downloading an app for example.
Pinterest ads
Pinterest recently released a new feature that allows brands to upload and schedule bulk pin promotion. Not only does this allow for greater audience reach on Pinterest, it also allows advertisers to reach consumers based on keywords, a feature not included in Facebook ads.
This causes a shift in social media advertising from more traditional ads to keyword-based targeted ads. As a result, marketers can create more targeted, high-quality ads that are truly relevant to their users, making consumers more aware and informed when making a purchase decision.
For more success with Pinterest ads, here are some tips:
Use calls to action (or CTAs) in your descriptions. Without being too far-fetched, a call-to-action subhead can subtly improve the conversion rates of your promoted pins.
Keyword focus. For each pin promoted, you are allowed to use 150 keywords. That's more than enough. I would recommend starting with 5-10 keywords and building up from there.
Work hard. Right now, traffic on Pinterest is pretty cheap (compared to Facebook and Adwords CPC).
Test and refine your campaigns on an ongoing basis. Although Pinterest ads have been available for a few years now, it is still very new. Always keep an eye on the performance of your ads in order to find out what's working and also avoid big spending on a specific ad group.
Ad Extension
Google recently announced the ad extension, those bits of extra information attached to your ads, are determined by the ad position. Only those ads that are in evidence will be able to use ad extensions, and thus gain benefits.
If you're having trouble reaching the top 3 (or 4) spots on Adwords or Bing, then you're missing out if you don't implement extensions in your ads.
Here are some ways to get the most out of ad extensions:
Include a map pointing out the location of your business. This is great for local businesses.
Include product information such as price and rating.
Use “sitelinks”, links that point to internal keys on your site.
Review extensions that show positive customer feedback.
Promotional extensions for major commercial holidays like Black Friday and Cyber Monday.
Since ad extensions will improve click-through rates, implementing some of the above tips are definitely “easier fruits to reap” for PPC marketers this year.
Conclusion
This was my top 4 tips to increase your conversions and step up your game the right way. Now it is your turn. Put everything you've learned here into practice and reach the Pay Per Click Master Degree this year.
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