PPC (Pay Per Click) marketing is vastly popular for business and law firms alike, and rightfully so considering the potential it has -if you know what you are doing. Visits to your site can be generated organically, however a PPC campaign can add a major boost to your traffic. Make sure you’re not wasting efforts and resources with these tips for effective management…
The Skinny On PPC
PPC campaigns are paid for advertising that help generate leads to your website. Developing a PPC ad in Google or another search engine allows your website to have higher ranking potential in search rank based on certain keywords or phrases used in your ad. When someone types these keywords or phrases into the Google search bar, these PPC ads can show up at the top of the search results with a custom headline, a tagline that describes what you are trying to promote, and your site’s link.
PPC ads can be bought on a flat rate basis, or on a bid basis. For both types of campaigns, you should consider the value of the click or visit, and what it is worth in order to determine an efficient amount to ensure the best ROI. A bid based campaign lists keywords that it wishes to target for searches and the ad with the highest bid usually wins. Check out these how-to’s if you need a deeper education of PPC ads.
Quality Is Key
Focus on quality over quantity when monitoring and developing your PPC campaigns. From the get-go your quality score is what keeps you ahead of your competitors and will save you money in the short and long term. Your quality score is based on many things, but the key factors are:
- CTR (click through rate): How many clicks your ad gets through to your landing page or website
- How long you have been advertising with Google (or other search engine)
- Bounce rate: Visitors that exit immediately once on your site
On Point Keywords
When you create your Ad Group be sure each group has a unique focus. For example an ad group wouldn’t have the keywords “bankruptcy attorney” and “estate planning” together, each would have its own group to keep the campaign as focused as possible. Geographical locations should also be separated if you are targeting different cities or areas.
Using those keywords create a unique and specific text ad with the two lines of space you are allotted. Characters are limited so make each one count! Make sure you are reiterating your keywords in your tagline so your text ad is targeted. Run a split test that will allow you to monitor which ads are more effective and after a couple of months eliminate which ad is less effective and focus on the ad that converts the best and create a similar competing ad to the better performer.
Stick the Landing
Your ad should be directed to a killer landing page, not your homepage! A landing page that is directly correlated with your keywords should be created for each ad you create. This page can have the same look and feel as your site to promote your brand, but should contain the keywords you are using for your campaign at least 3 times. Google needs to see relevance and when your ad, your landing page, and your keywords all work in conjunction you will get more Google love and grant you a better quality score. Quality score means the ad is effective and is giving searchers what they want, which in the end is the name of the game.