If you have not already tried the highly targeted and cost-effective world of Pay-Per-Click (PPC) advertising, it’s time to dip your toe in the digital pool.   Benefits of PPC advertising include a small investment to get started, complete control over your monthly budget, ability to track results and target specific geographic areas, and you only pay when someone is interested and clicks on your ad.  Compare that with a newspaper ad that you pay full price for regardless if anyone wants your book, “Crafting with Cat Hair.”  Yes, that is a thing!    But, before you leap off the 15 meter diving platform and cannonball into the world of internet marketing, follow these five tips to maximize your PPC’s ROI.

Run a Negative Campaign
Negative keywords are the most underused features offered for PPC campaigns. Negative keywords are words that are often associated with your topic but are completely irrelevant to your product.  By employing negative keywords, you can prevent your ad from appearing and receiving worthless clicks.    For example, when marketing “Crafting with Cat Hair,” add “allergies,” “removal” and “shedding” to your negative keyword list to reduce your clicks and save your PPC dollars.

Location, location, location
Google and Bing offer geo-location features, which allow you to target geographic markets based on IP addresses, geo-specific keywords or both, giving you the ability to target Calico, CA, Tabby Island, GA, Kitty Hawk, NC or anyplace in between.

Curiosity won’t kill this cat
Pique your prospects’ interest by offering value and then capitalizing on it with a clear call-to-action. Use terms like “Learn More” and “Free Download” to draw in customers.  For instance, when marketing “Crafting with Cat Hair” you might want to offer a free psychiatric evaluation.

Utilize long tail keywords
Long tail keywords are three-to-four-word phrases that are specific to your product. Visitors using very specific search phrases are often further along in the purchasing process and can result in a higher conversion rate.  For example, use “Crafting with Cat Hair” instead of just “crafting,” “cat,” or “hair.”

A homepage is not a landing page
When tossed in the air, it is said that a cat will always land on its feet.  However, a prospect who clicks on your ad should not land on your website’s home page.  Like a cat chasing a laser beam, consumers confuse easily and are easily distracted.  Deliver them to a landing page that picks up right where your PPC ad left off.  Don’t lose your visitor—and potential sale—by confusing them with unnecessary content.

Ready to give online advertising a try?  Allow the online advertising experts at Electrum Marketing to assist you in getting to best return on your investment.