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Getting the most out of pay per click

by Ash Young
3 min read

Devising and launching a pay per click campaign is a surefire way of driving new customers to your online operations and boosting your revenue, but if not done right, it can end up costing you money and defeating the entire purpose of this essential marketing exercise.

At the most basic level, it certainly pays to put a great deal of thought into the keywords you are going to use with your pay per click campaign. So put yourself in a potential customer's shoes and think about what they might type into Google and other major search engines when they’re searching for something.

As an exercise, search for your own products or services online and see what keywords you use to get the best search results. This will go a long way towards refining the most effective keywords to use in your internet marketing campaign.

Also, bear in mind that just because you choose one particular type of per pay click ad, it might not work as well as other ads you can devise. It's therefore worthwhile that when you launch your campaign, you carefully track and monitor the clicks your ads is getting - or isn't. Don't lose heart at the outset if nothing much is happening - come up with variations of your ad and see what works best.

Whether you're engaged in ecommerce or want to drive traffic to your website for overall corporate sales and goals, it's helpful to think about creating a landing page for individual products and services associated with your pay per click campaign. Once users click on your ad and are directed to your landing page, they can find all the basic information they need in once place. Landing pages are like an online brochure or leaflet and can easily be created by any good web design firm, or even in-house.

An important part of any online campaign is to regularly scrutinise what's happening with it, and the search engines have powerful analytical tools that easily let you monitor and see what results you are getting, with just a few clicks. It's vital to continually tweak your campaign so that you're getting optimal results. Devising a campaign and just leaving it once it's up and running can prove disastrous, especially in terms of potentially lost revenue.

If you require expert support with your next PPC or Paid Media campaign, check out our Paid Media services today.

Written by Ash Young

Having co-founded Evoluted in 2006, Ash’s passion for the digital world and obsession with client satisfaction has since helped the company grow into one of Yorkshire’s leading digital agencies. An advocate of ROI-focused delivery and a firm believer in the use of bespoke technology, he was nominated for ‘Business Person of the Year’ at the 2017 Sheffield Business Awards.