Six Pay-Per-Click Advertising Best Practices for Marketers

Pay-per-click (PPC) advertising is one of the fastest ways to draw prospective customers to your website. When properly managed, pay-per-click advertising can also be the most cost-effective avenue for growing your business. However, many pay-per-click newcomers run into road blocks and end up with costly mistakes. To put your clients’ pay-per-click campaigns on the right path, follow the best practices below.

1.      Take Time to Adjust Campaigns

Most pay-per-click advertising campaigns take time to fully optimize and generate the return on investment you had envisioned. Pay-per-click advertising campaigns need to acquire considerable amounts of data that can only be gained over time. Don’t jump to conclusions and make changes to your campaign just because you don’t see immediate results. Give the campaign a chance to gather data, optimize and see how the performance progresses over a few weeks or a month.

2.      Utilize Data to Refine Campaigns

Don’t make guesses or assumptions based on your own preferences. If you think your client’s target market is actively searching during a certain time of day or from a specific geographical location, be ready to back that up with facts and measurable data. Always reference hard data when making alterations to your clients’ campaigns. There are many easy and readily accessible tools available, such as Google Analytics and search console, that will compile relevant keyword research and data that you can apply to campaigns.

3.      Leverage Your Ad Copy Real Estate

Make sure you are using each character of available ad copy real estate to your best advantage on pay-per-click ads. Since they come with a very limited space for communicating your call to action, you will need compelling ad copy that integrates seamlessly with your keywords. Nearly all pay-per-click platforms allow you to A/B test your ads before making them live. Create multiple versions and split test until you find the most effective combination of text and keywords for your campaign.

4.      Prioritize Your Visuals

When it comes to pay-per-click advertising, a picture is worth well over a thousand words. The photos used in your clients’ pay-per-click display campaigns or placed on landing pages have to be highly relevant and easily understandable. Attention spans are now shorter than ever, so unique and captivating images can do wonders for initiating more clicks and qualified leads.

5.      Don’t Limit Your Campaign to One Platform

If you choose to run campaigns just via Google AdWords, then you are missing out on a large number of consumers searching on other platforms, such as Bing, Yahoo and social media websites. These often overlooked platforms will give you a different range for cost-per-click expenses for each keyword. By covering all pay-per-click advertising platforms, you are visible to more of the online search market.

6.      Trust an Expert – Pay-Per-Click Advertising with GaleForce Digital

Take the burden of managing and executing advertising campaigns off your shoulders and into the trusted hands of GaleForce Digital.  Through our proprietary paid search platform, ClickForce, your pay-per-click campaigns will be properly managed across all the major search engines. ClickForce is the only pay-per-click platform that is able to track phone calls, emails, form submissions and other web events back to the original keywords that generated them. ClickForce goes one step further by using that data to automatically optimize for the keywords, generating the best results. Partner with GaleForce Digital to offer your clients or franchisees the most versatile and proven pay-per-click platform available. Call (866) 233-8499 to speak with a GaleForce Digital representative about ClickForce today