7 tactics to make the most of pay-per-click marketing
Despite a pivot toward content marketing, PPC can be cost-effective and quite successful—if you know its particulars. Follow these guidelines to save yourself money and aggravation.
The rumors about pay-per-click marketing’s demise are greatly exaggerated.
For years we’ve heard that organic traffic is what we all need and that PPC is inferior in every way to content marketing.
However, 90% of users still view Google display ads, and, even more crucial, PPC traffic converts 50% better than free organic traffic. In other words, PPC is not just alive and kicking, but also more effective than ever.
Here are popular practices for PPC and lesser-known tricks so you can squeeze your AdWords dry in 2020.
1. Do not use “broad match” keywords.
A common mistake beginner marketers make is setting all their keywords as “broad match.” It means the ad appears not only for the specific keyword or phrase but also for a number of related or relevant variants—that is, those your advertising program deems related or relevant, which are often anything but.
Although extensive use of “broad match” can improve your brand exposure by showing ads to people who look using slightly different keywords, it also attracts irrelevant traffic—and you end up paying for it.
2. Adjust geolocation settings.
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