45% of small businesses are already using pay-per-click (PPC) advertising. By developing a strong online advertising strategy, you can increase traffic. Even better, you can attract the people most likely to become paid customers.
Then, you can use compelling call-to-action (CTA) language to inspire those visitors to make a purchase!
Are you ready to master the art of paid traffic? With these tips, you can learn everything you need to know about paid advertising. Then, your ads work for you instead of against you.
Boost conversions, sales, and your ROI with these tips!
1. Bidding Strategies
Website visitors from PPC ads are 50% more likely to make a purchase than organic visitors. Before you can improve your ROI, however, you need to develop a strong plan. Otherwise, you could end up wasting more money than you make.
To set yourself up for success, start by choosing the right bidding strategy. There are two main bidding avenues you can choose from: CPC versus CPM.
CPC, or cost-per-click bidding, determines how much you’ll pay only when someone clicks on your ads. The price of each click depends on the demand for the keywords you’re targeting. The quality of your ad can change the price as well.
Choosing the CPC bidding strategy will help you control your spending. This strategy is ideal if you want to increase website traffic or conversions.
The second type of bidding strategy, CPM, is also known as cost-per-mille or cost-per-thousand bidding. This strategy refers to a one-time price of the number of impressions you buy. “Mille” refers to “thousand” in Latin.
In other words, you’ll pay for every thousand times your ad appears on a page.
CPM bidding doesn’t guarantee people will click on your ad and visit your website. In other words, it can’t guarantee conversions, either. Rather, CPM bidding is ideal if you want to appear in front of more people.
The more often people see your ads, the more brand awareness you’ll build.
Then, you can build brand recognition, which helps consumers think of your brand before another.
Once you choose a bidding strategy, you’ll need to master the art of paid traffic formatting. There are two main formats you can choose from to determine how viewers will see your ads. These include display and search ads.
Search ads, or text ads, appear at the top or bottom of search engine results pages. These ads almost blend in with the organic search results. However, you can differentiate these ads based on the “ad” or “sponsored” label that appears in green.
Text ads are usually associated with search queries and targeted keywords.
These ads respond to a need the consumer is trying to fill.
Display ads, on the other hand, appear alongside content across a variety of website pages. That means these ads won’t appear on search engine results pages. Instead, they display on websites as visual ads.
These ads appear in a variety of sizes and orientations in order to fit different available spaces.
Display ads are ideal for building brand awareness.
People can click on your search or display ads before arriving on your website. You can customize the imagery, text, and URL as needed.
3. Ad Networks
In order to optimize your results, you need to make sure your ads appear in the right place at the right time. There are different ad networks you can appear on, including Google, Bing, and social media platforms.
Google is the leading search engine worldwide. It’s ideal for both search and display ad formats.
The Google Display network will ensure your display ads are distributed across partner websites, YouTube, and Google-related apps.
Bing ads aren’t used as often as Google. However, they can still help you reach customers. Bing also partners with Yahoo and AOL to display ads.
Social media ads, on the other hand, can appear on Facebook, Instagram, and LinkedIn. These ad networks use a targeting system and different display formats to showcase your ads.
4. Keyword Research
In order to make sure your ads appear in front of the right consumers, you need to complete thorough keyword research. What phrases do your ideal customers use when searching online? The better you know your customers, the more effective your paid online advertising.
Otherwise, you can waste your advertising budget on people unlikely to need or want your product.
Try to use long-tail keywords when organizing your advertising campaigns. Long-tail keywords help you target a specialized group.
Broader keywords, on the other hand, can reach more people. However, broader terms sometimes cause you to waste money if you’re neglecting proper targeting.
You can learn more about digital advertising by working with a professional digital marketing company.
Who are your customers? How do you distinguish them from other consumers? Precise targeting allows you to focus on the people most likely to become paying customers.
That way, you can display your ads in front of your ideal audience.
You can target customers based on demographics such as age, gender, and location. You can also target their buying behavior, search history, and interests.
By mastering the art of paid traffic, you can utilize your budget to ensure you draw a profit.
6. Landing Pages
Once people click on your ads, they’ll arrive at a landing page on your website. This is your opportunity to turn website visitors into paying customers.
First, make sure your landing page matches the keyword and language within your ad. Otherwise, you might confuse consumers. You want to keep them focused on the reason they clicked on your ad in the first place.
Make sure to use a captivating headline. You should also use organized web design and a strong CTA to encourage visitors to convert on the page.
Mastering the Art of Paid Traffic: Your Guide to Online Advertising
Turn website visitors into paying customers! By mastering the art of paid traffic, you can boost your business and surpass the competition.
Eager to learn more about the digital advertising ecosystem? Explore the Ad Operations section of the blog today!