How to Get the Most Value for Your Business from Every PPC Campaign
Online businesses have an obligation to maximize efficiency and to grow their audiences as rapidly and responsibly as possible. There are many unique strategies that can be utilized to do this, including both paid and organic methods of marketing. It doesn’t take an online bachelor’s degree in accounting to understand that any marketing strategy should produce the most cost-efficient results possible.
PPC campaigns -commonly used on search engines to target specific audiences – is one great example of marketing that can deliver results. Below, we’ll walk through some of the best ways to ensure you’re extracting maximum value from every PPC campaign you deploy.
Hire the Right People
For larger businesses, it is understood that hiring the right people can have a big effect on profitability. For those considering large-scale PPC campaigns, a full-time employee may be necessary to manage all of the logistics.
Many of the most successful PPC campaign managers have a bachelor’s degree in accounting, statistics or business (with an emphasis on marketing). The reason why these fields are so prominently desired in PPC marketing relates to the skills needed to run solid campaigns. From understanding actual return on investment to navigating the nuances of consumer persuasion, it is essential that you pick the right employee(s) to manage your PPC campaign.
Invest in A/B Testing
PPC campaigns can wildly fluctuate in efficiency depending on the exact ad copy, headlines and other elements. While it may not seem important, even the smallest changes in various elements can produce major differences in efficiency among identical audiences. The problem is that any brand or business starting out will not have this specific knowledge at their fingertips.
This is where A/B testing can be very valuable. Instead of deploying massive PPC campaign spending strategies at the onset, invest first in a series of smaller campaigns where the ad copy varies slightly from campaign to campaign.
Once you have conducted a sufficient amount of A/B testing, you’ll be able to have somebody in your organization with a marketing or accounting degree online to analyze the results. This data can help pinpoint which specific strategies, types of ad copy and other factors produce the best returns on investment for future, larger campaigns.
Improve Your Landing Pages
Many businesses consider the factors involved in convincing people to click on their ads, but even more important is what those people do once they’ve clicked. A PPC campaign with 100 clicks will cost just the same with 100 successful conversions as it will with 0 conversions. Success is not measured by the number of clicks, but the cost per click when factoring in successful subscriptions, purchases or any other conversion.
What people see immediately after clicking your ad can make all the difference. Landing pages must be optimized to provide visitors with a streamlined experience, easy to understand calls to action and a no-nonsense approach. Click here to learn more about optimizing landing pages for PPC.
PPC campaigns can be an immensely effective method for boosting brand visibility, procuring new customers and increasing audience engagement. Ultimately, maximizing the value of each campaign should be a top priority for every business. By improving landing page design, investing in market research and A/B testing, and hiring the right people to manage the process, your business can extract maximum value from each ad buy.