If your cleaning company is growing on a shoe-string budget, you’ll need these tips to make sure you’re getting the biggest bang for your buck on Pay per click advertising.
[EasyDNNnewsToken:Left Justify Embed 300 x 250]Pay Per Click (PPC) is a great resource for businesses to get exposure for their brand across millions of websites across the Internet. It’s a great resource to build their brand strength and generate new leads from their online prospects. It can, however, be quite complicated. Let’s review a few of the key components, so you can get the most from your campaigns without needing to go back to school.
Google offers PPC marketers 6 ad extensions that will help to communicate your brand, without adding to the character limit. PPC ads have strict character restrictions, so this is a great feature to present your brand message in few words.
1.) Location: Show your prospects your address with a link to Google Maps. They will be able to see a visual and get directions.
2.) Products: This extension shows your Google Merchant account with your products and their prices.
3.) SiteLinks: Allows you to show more than one page from your website so you have more than one chance to grab the prospects interest.
4.) Phone Number: Shows your phone number beneath your ad.
5.) Social Media: Displays the number of +1s your Google+ page has.
6.) Seller Rating: Presents prospects with the rating your customers have given you. (Google only displays the rating if it is 4 or 5 stars).
Be Consistent With the PPC Process
In order for this process to be effective, you must ensure consistency, so you don’t risk losing prospects along the way. If your landing page looks different than your ad or if it displays a different message, your prospect may think they were directed to the wrong site or that your company is unorganized and unprofessional. Bad news. You want no part of that. What you do want is for prospects to feel engaged and comfortable throughout the process so you can build trust with each new step.
Call Response Optimization
A great way to maximize your PPC advertising ROI (Return on Investment) is to include your phone number on your ads. Generating phone calls is better for your campaign because you pay when someone clicks on your ad. When someone calls in, you just got a free lead!
Divide Keywords into Niche Groups
One of the most efficient things you can do for your PPC performance is divide your keywords into specific niche groups. For instance, a furniture company will have keywords like “furniture sales” into one group and “furniture repair” in another group. There are also groups for selling specific types of furniture. These groups allow you to have relevant ads for your prospects.
Google rates ads based on how helpful they think they will be to their users, to determine your Quality Score. They make judgments based on two parameters:
1. How relevant the ad is to the user’s search query.
2. How many clicks the ad is already generating.
Obviously, a high quality score has major perks. You get better ad positioning, which means the best real estate on websites, and higher ranking for search ads. Organizing your keywords can do wonders for your PPC advertising. So just remember your ABC’s and you’ll be on your way to a well-oiled PPC marketing machine.
Joy Gendusa is the owner and CEO of marketing firm PostcardMania, offering clients fully integrated marketing services, including email marketing, pay per click management and website development.