Pay Per Click (PPC) Advertising is a great way to get your product or service in front of prospective customers. Available through Google Ads or Microsoft Advertising, you may create a campaign today and start servicing customers tomorrow.
Let's take a look at five essentials if you are to achieve success with your PPC campaign.
- Impressions
Each time your ads is shown on the Search Engine Results Page (SERP) it's called an impression. It goes without saying that your PPC advertising campaign isn't going to go anywhere if you don't get any impressions and people don't see your ads.
In order for your ads to be displayed you have to be targeting keywords with adequate search volume. The starting point for any PPC campaign is to carry out keyword research in order to determine what your potential customers might type (or speak) to their device in order to find businesses like yours. By doing this you need to adopt the mindset of the potential client.
You may find that the way in which a customer might phrase something, and the way in which you as the business owner would phrase it, are not the same thing. As far as your advertising campaign is concerned, and the keywords customers might use to find you, it doesn't really appear keywords and phrases you think best describe your company activities. What matters is how the customer views your business, and just how they would speak about what you offer. As far as this goes, the customer is always king.
In my own business, I offer a variety of computer-related services. One facet of what I offer is computer repair, which in my mind entails some sort of disassembly of equipment to place something right, and then putting it together again again. For me, fixing an e-mail issue, reinstalling an operating system, or removing viruses and malware, aren't computer repairs as such. However, I then discovered after launching my business, that most of my customers make use of the term 'computer repair(s)' as a minimum of part of their search phrase. For this reason, it became imperative for me to build out lists of keywords which incorporated the word 'computer repair(s)'.
Various online tools are available which can help you to carry out market and keyword research. You should look to build out lengthy keyword lists containing multiple variations from the search terms, with a mix of short- and long-tail keywords and phrases.
In order to gain impressions, think just like a potential customer, speak their language and build your keyword lists accordingly.
- A Strong Impression Share
One from the metrics available in your PPC platform, whether Google Ads or Microsoft Advertising, may be the Impression Share. This metric is defined as the percentage of
