Pay Per Click (PPC) marketing is a paid search marketing strategy that utilizes search engines to bring in targeted and qualified traffic by paying for their advertising spot on search engines such as Google. 

PPC marketing is a powerful digital marketing tool since it allows you to drive highly targeted traffic to your website within minutes. Additionally, the right PPC marketing campaign can generate conversions, leads and sales.

However, there is this underlying impression that anyone can develop an effective PPC campaign. Yes, anyone can start a PPC campaign, but will it bring those sales? It might, or might not. 

 This results in a company reducing the overall effectiveness of their campaigns and not bringing in the revenue expected when spending their advertising dollars on campaigns. 

Here are the top dos and don’ts from our Denver pay per click experts at Denver Media Group! 

Dos

1. Conduct keyword research

The first step in PPC ads is making sure to conduct proper keyword research.  Denver Media Group’s Denver pay per click experts wants all ads to populate in search results that are relevant to those search results and the audience searching those keywords. 

Keywords and their research are an integral part of PPC ads because they determine which ads pop up when your target audience uses specific search terms. If a searcher types a search query for, ‘white claw flasks’,  

White Claw is obviously the one ad running for that, but if a different search phrase such as ‘hard seltzer tumblers’ provides different companies and results. 

Therefore, you need to conduct extensive keyword research to determine which words your consumers use when looking for products and services that you offer and all of the different types of search phrases that they may use. 

2. Create eye-catching ads

The goal for any PPC campaign is for consumers to click on ads displayed on search engines. It's, thus, essential to create eye-catching ads that have a positive effect on your click-through rates and conversions. For instance, try and create excitement with your headlines, e.g., “Do you struggle with PPC ads?”

3. Hire a professional

Many companies prefer the DIY route when handling PPC marketing campaigns to save money; however, only a Denver pay per click expert understands the complex world of Google algorithms, Google Ads, Google AdSense and keyword research. 

To be honest, especially amidst COVID-19, managing another task as a business owner or marketer who is unsure what to do is just adding more stress. It is imperative to find experts that are able to help you while maximizing your budget’s spend! 

Hence, it is always wise to hire a professional to help you get more clicks and conversions and to manage your PPC budget. 

What are the main components of PPC ads that a company should never do! 

Don'ts

1. Focus on keyword popularity 

Short tail keywords, aka popular keyword phrases, are great way to bring in more traffic to PPC ads but are extremely competitive. Is it worth the money at the end of the day to advertise with these keywords? Are their others that will bring in better results? 

This is all of the research and work that PPC experts work on day in and day out to optimize the campaign and evaluate if anything should be switched based on phrases, audiences and search engine changes. Save money and make sure to use a plethora of keywords and optimize the landing pages! 

2. Minimize the importance of landing pages

Where is the PPC ad being funneled to? Is this all being tracked in a systematic way with Google Analytics or a CRM? A PPC ad is running to get leads and sales, but without properly funneling the ad to a landing page which allows consumers to take more action, a PPC advertisement can falter. 

 It is important to understand that the money being spent with a PPC ad is bringing in results or not bringing in results. This allows for better optimization in the future and gives a company the insight needed to understand if more or less money is better for each ad. 

3. Don’t let it sit and forget it

The PPC is up and running, so we will forget about it and let it run. No! This is when an expert should be checking in on the advertisement to make sure it is running properly, no changes are needed and that conversions are being funneled to the landing page. 

Once a PPC ad is up and running, PPC management should be the next step for the duration of the advertising campaign. 

There are the basic do’s and don’ts for PPC marketing campaigns! What else should a company, startup, marketer or business owner do? 

Hire us

Denver Media Group is one of the leading Denver pay per click agencies out there who can help all companies in any industry optimize their PPC ads and campaigns. Contact us today for more information about PPC ads, digital marketing or our other services!