Understanding the Ins and Outs of Paid Advertising

Paid advertising is a fundamental part of an overall search engine marketing (SEM) strategy, and will help your website improve its placement on the search results page and increase overall traffic. However, you need to ensure you have the right paid advertising strategy to see results. Here are some tips to help you ensure you get the most for your money.

Use Keyword Research

The most common paid advertising is pay-per-click (PPC) ads through search engines such as Google.  PPC ads allow you to place a monetary bid to come up in search results for particular keyword queries.  However, to understand what your audience is searching for, you need to know what keywords are trending in your industry, what keywords are going to cost you and which ones are cost-efficient. That’s why you absolutely need to use tools like Google’s Keyword Planner so you can find the sweet spot of trending keywords that are also not going to break the bank.

Focus on Long-Tail Keywords

When you’re performing keyword research, you want to invest a substantial amount of time looking for relevant long-tail keywords that consist of three words or more. These keywords not only will have less competition in terms of ranking on the first page of search engine results, but users with more specific searches are more likely to purchase a service or product, which can result in more interested and ready-to-buy new clients.

Track and Analyze Your Ads

When using paid advertising, you need to understand your ROI and other metrics to improve your strategy going forward. Tools such as Google Analytics can help measure the success of PPC by using such indicators as click-through rates (CTR) and cost-per-click (CPC) metrics. A/B testing can also be useful, allowing you to tweak your ads all the way down to the font, placement and color to see which ones perform best.
Based on this information, you can decide whether you need to target new keywords, try different ad formats, or target a new demographic that aligns more with your business goals.

Targeted Landing Pages

Often, if you have someone clicking on your ad, it doesn’t mean much unless they become a lead or client. As a result, you need to use custom landing pages that align with the message of your paid ads. These landing pages should be designed to keep the visitor on the page and provide a clear call-to-action (CTA) to encourage signing up with your business or buying your product before they have a chance to move on.
Ultimately, if you want to work with a partner who can implement, analyze and optimize your paid advertising strategy, then it’s time to speak with iMatrix. We are an industry leader when it comes to helping you get results and save money on your paid advertising campaigns.

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