Struggling to grow the sales of your online business? Is your website getting high traffic but low conversions? Try using pay-per-click Ads effectively.
Did you know that on average, only 2% of traffic to online websites turns to conversions? With odds that slim, it is not surprising that most online businesses struggle with increasing sales.
All your marketing strategies might bring you thousands of random visitors, but what is the point when they are not making that much-needed purchase?
You can spend hundreds of dollars on your online ads and get a quick increase in traffic but what about increasing your sales?
If you want to reduce costs, try using pay-per-click advertising. This way you only pay for the results you get. But, if you are looking to make the most out of your pay-per-click advertisements, you need to learn what they are and how they function in order to understand the best ways to get the most of them.
What Are Pay-per-click Advertisements?
When you search for something on Google, Bing, or any other search engine, have you noticed that right on the top of the search results, there are some sponsored suggestions?
These results are often highly accurate and target the exact thing that you were looking for. These ads attract attention and clicks. They are like the online equivalent of placing your advertisement on the King’s cross billboard in Sydney.
These sponsored ads are an example of Pay-per-click or PPC advertisements. For every click on your sponsored link, you pay a certain fee to the platform. For example, you might pay 2 AUD per click which might seem a lot but compared to making sales of over 100 AUD per purchase, it is a small investment.
How Does Pay-per-click Advertising Work?
Let’s take a look at the biggest PPC advertising platform, Google Ads. They have a two-factor selection method for their advertisement. They want to give their users the best possible results for the searches and this is no different for their sponsored ads as well.
These two factors are keywords auction and Quality Score. They put their keywords up for auction. People who are looking to place PPC ads will make their bid for the keywords.
From this pool of bidders, they will select one of the highest bidders; however, money is not the only determining factor. No matter how high your bid is, if the quality of your advertisement and service is not up to par, the PPC platform will not select you.
Your quality score will include how much the service you are providing satisfies the keywords search, how many conversions you usually get, the quality of your landing page, and so on.
So, How to Get The Most Out of Your PPC Advertisement?
Just like with any other marketing strategy, you can’t just invest in something and leave it without careful monitoring. You need to assess and monitor whether your advertisements are working.
If you don’t have the time to monitor your PPC Ads, you should consider one of the local agencies like Google Ads agency Sydney. They can ensure that you are getting the most out of your investment.
But, if you want to use your PPC advertisements for your online business effectively on your own, try the following methods.
Do Some Research on Your Target Audience
PPC advertisements can be very accurate. You can select what age group, gender group, from which location, and during what hours your advertisement will show up.
So, to ensure that you can make the most out of this detailed selection, you must first understand what crowd of people will get attracted to your e-commerce website. You will find numerous tools online that can help you understand the traffic and conversions on your website.
For example, after conducting your research and surveys you find that your target audience is single, working women in their 30s, residing in Sydney, who only have free time from 8 pm to 12 am. You need this kind of specific data to ensure that you target the crowd that is most likely to buy from your e-commerce website.
Understanding the Layers of Your PPC Ad
If you opt for a particular platform, you must understand how it works. For example, if you opt for Google Ads, you need to decipher its layers. Firstly, you must open your account. Once you open an account you need to start an Ad Campaign.
In each ad campaign, you can target a particular category of product on your website. For example, if you are selling handmade products for the locals in Sydney, you create clothes, bags, and jewelry, and each of those categories can become a separate campaign.
Next comes the ad group, which is the next step for the campaign. For example, in a campaign for clothes, each ad group can target one type of product, like having one ad group for shirts and another for pants.
Choosing the Right Keywords
Within an ad group, there needs to be a set of keywords. One ad group needs to have at least five keywords but it’s better to not exceed 20 words.
More than the word quantity, the quality of your keywords affects the success of your PPC ad. It is important to understand that having five accurate keywords will bring you more sales than thirty vague ones. For example, you are selling used cars and your target location is Sydney, your keywords can be Sydney, Used Cars, Good Condition, Cheap, etc.
Work on the Ad
Your ad will include text that attracts your audience to your e-commerce site. It is very important to capture their attention and show them you have exactly what they need. It will include the keywords, so use them effectively.
The focus should be on your audience and how well you satisfy their needs. Make sure you add what makes your business special and better than competitors. Keep it short and direct, providing a powerful and effective call to action.
Analyze the Effectiveness of the PPC
So, you made a proper bid for the keywords and your ad gets selected frequently for PPC, but what now? After you have placed your ad, you need to frequently monitor and analyze the effectiveness of your ad. If for some reason, your advertisement is not giving you as many sales as you expected, you must figure out why.
Use an analysis tool to get the statistics. It will help you understand in detail what is happening when your audience is seeing the ads. Improve your keywords and ads based on the analytics.
Now that you know how to use Pay-per-click advertising effectively, send out your ad campaign, but make sure you analyze the results and improve your ads based on the statistics.