Believe it or not, it has been 20 years since pay-per-click was first introduced to our screens, which, according to research, was developed by online directory site, Planet Oasis.
Fast forwards to 2016 – PPC ads are now clicked by 67% of users for every search term, and Google made in excess of 67 billion dollars in ad revenue during 2015 alone.
What does this tell us? Right now, PPC isn’t going anywhere and for businesses looking to increase their profile online it’s certainly a case of if you can’t beat them – which you won’t – join them.
That said, I have put together a list of my top three pointers that all businesses need to consider when creating a new PPC campaign:
Goals and objectives
When creating any form of digital marketing campaign, it is important to define clear and realistic goals as a measure of success.
Whether you want to use pay-per-click to increase web traffic or generate new online sales and conversions – knowing exactly what you want your campaign to achieve provides focus, and will enable you to confirm whether or not it has provided a positive return on investment [ROI].
Last year the number of mobile users overtook the number of desktop users for the first time and this figure is only increasing. Therefore, it is important to take into account mobile devices when setting targeting options for any PPC campaign – limiting yourself to just desktop not only reduces the number of potential customers clicking your ads, but also gives away a vast proportion of consumer traffic to your competitors.
Content still very much reins as King, and I’m not just talking SEO. Creating compelling Ad copy and ensuring your Landing Page content is up to scratch is so important for gaining those top ad positons. Remember, Google want to reward advertisers for creating a good user experience, which means the entered search terms or keywords need to appear in both the ad and the landing page to confirm relevancy.