The Internet has become one of the most powerful tools that business owners have at their disposal. Not only does it allow you to reach your audience, but you can also use it to provide them with your product or service.
Digital marketing strategies like running a PPC campaign are just one of the web’s many uses for entrepreneurs, and it’s one of the most effective.
But, your audience’s clicks won’t mean anything if you can’t convert them into buyers.
Not sure where to start? Don’t worry, we’ve got you covered.
Let’s take a look at everything you need to know about turning your PPC campaign clicks into customers.
What Exactly is a PPC Campaign?
Before we begin, we’ll take a second to go over basic information you should keep in mind.
PPC stands for “pay-per-click.” As the name suggests, each time an ad is clicked, advertisers have to pay a fee. While this sounds counterproductive at first, it’s a reliable marketing method that essentially lets you turn cash into views.
The real payoff comes from getting your audience to your site. As long as you have plenty to offer your site’s visitors, the fee you pay is negligible.
How can you maximize the number of people you reel in? You can start by making sure you…
Know Your Audience
You don’t want to run an ad that nobody clicks on. You also don’t want to run an ad that has a large number of clicks from people outside your audience. This will result in you wasting both time and money.
So, you’ll have to narrow down your audience until you understand things like their personal hobbies, how they consume content, etc. With this information in mind, you’ll be able to place yourself directly in their shoes and determine the phrases and keywords they’ll use during their searches on Google.
You can take advantage of Google’s Keyword Planner (it’s free) to ensure you choose the right keywords for your audience.
Are You Actually Ready For A PPC Campaign?
As previously mentioned, it’s the action that your audience takes that makes PPC campaigns worth the money. Once you get someone to your website, you need to make sure that there are actions for them to take.
For example, an “About Us” page isn’t an ideal choice because there often isn’t a logical next step for the visitor. It’s very likely they skim through the bio about your company and move on.
Similarly, linking to pages with content that’s irrelevant to your audience’s interest is also a bad move.
But, pages on your site that allow your audience to do things like sign up for a newsletter, order a product or service, or provide additional contact information are all solid methods to ensure that you’re getting the most out of the money you invest.
It’s also important to clearly define what goals you have before taking action. If you’re not necessarily chasing sales but rather looking for your audience’s contact information, you should tailor your strategy to accomplish that.
Don’t Dive in Headfirst — Test The Waters
You wouldn’t dump all of your money into a handful of stocks, would you?
While more money can offer a larger return, it can also lead to greater losses. So, you’ll need to try a few things out before you start throwing tons of cash at your campaign.
Even if you’ve thoroughly researched your audience, key phrases, etc., you still need to keep in mind that just because the numbers add up doesn’t mean that you’ll always see the results you’re looking for.
A conservative budget most likely won’t get you an astronomical return. But, the information you learn about your campaign’s performance will allow you to make necessary tweaks to optimize it. This information alone is worth taking things slowly.
A great way to go about this journey is to set goals for yourself that determine whether or not you should put more cash into your PPC campaign.
For example, let’s assume that you’re investing $500 each month in PPC ads. You could set a milestone of $1000 in monthly revenue before you start scaling your investment.
Since the strategy you used to reach $1000 in revenue will have doubled your investment of $500, it’s likely that you can turn $1000 into $2000.
But, due to the law of diminishing returns, it’s still important to take baby steps when upping your ante.
Measure Your Performance
Fortunately for us marketers, we live in a world where virtually every action a consumer makes on the Internet is measurable.
If your campaign runs poorly, you’ll likely comb through every detail in search of what went wrong. Maybe you chose the wrong keywords, or maybe your landing page wasn’t enticing enough.
But, it’s just as important to examine your campaign if things happen to go your way.
If you were fortunate enough to make a great return on your investment, you’ll need to figure out why you did so well.
Did it just happen to be a good month? Did you nail down your audience exactly as you should have? What were the most popular sales you made on your site? Despite your great numbers, did you even accomplish your original task?
These are the types of questions you’ll need to answer so that you can lay the foundation in the future for similar performance.
Turning Clicks into Customers Can Seem Difficult
But it doesn’t have to be.
With the above information in mind, you’ll be sure to turn as many clicks into customers as possible during your PPC campaign.
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