4 PPC Tactics That Work

Pay per click (PPC) ads follow a business model that allows online advertisers to only pay for the number of clicks that Internet users make on their ads. PPC ads give advertisers room to maximize their marketing budgets. However, the slightest mistake could attract a lot of unwanted clicks and ultimately, PPC ads could cost more for the advertiser.

Pay per click ads are relevant marketing tools and should be considered by online marketers. Below are 5 PPC tactics that help you make fewer mistakes while stretching your potential for ROI and profit.

1. Make a list of niche keywords
There are a lot of other businesses offering the same product as you brand. If you belong to the shoe category, then you and at least 20 other businesses have already thought of optimizing for the keyword shoes.

You can make yourself stand out by going the necessary extra mile and doing qualitative market research. This tells you what matters to your niche and how they talk about your category. In our shoe example, what features are most important for them and for what purpose or activity do they require a particular type of shoe?

From the responses you get on your qualitative survey, you would be able to come up with a niche keyword list that will set you apart from your competition. From the generic keyword shoes, your niche keyword list could include athletic shoes, running shoes with traction, forefoot shoe support, and so on.

2. Highlight your Unique Selling Proposition
Pay per click ads like Google AdWords can only give you space for short copy. Each word that makes up your PPC ad should add value to your brand and speak clearly to your niche.

It is best to write about your unique selling proposition (USP). Immediately tell your niche what sets your brand apart from your competition. Remember to incorporate at least one of your niche keywords into your copy. For example: Running shoes specializing on different arc supports. Free delivery for purchases worth $90 and up.

3. Consider keyword matching options
There are 3 types of matches you have to consider before rolling out your PPC ad:
• Exact match: your ad will appear only when the user searches the exact keywords you optimized for.
• Phrase match: your ad will appear even if your keywords appear with other words—when users search with longer phrases as opposed to just 1 or 2 words.
• Negative match: along with your niche keyword list, you can come up with a negative keyword list and submit it to AdWords. When a search is made, Google will check how well the query matches your ad. No matter how many exact matches the searched phrase contains, if it includes a keyword found in your negative list, then your ad won’t come up. This is to protect you from irrelevant clicks that you could end up paying for.

4. Research on focused placements
Most PPC services like Google AdWords allow you to time your placements and restrict the geographical reach of your ads. You should consider these factors when you come up with your qualitative market research questionnaires. Being able to focus your ads will protect you from paying for unwanted clicks.