|To ensure that you get the maximum bang for the buck, in terms of ROI, here are a few things you need to keep in mind while crafting your paid search strategy.
1. The mechanics of PPC: PPC, or pay-per-click, provides you with a great opportunity to only pay for performance. The beauty of the medium is not only that it is completely controllable (you get to determine how much you are willing to pay per click, how much you want to spend on a campaign, and when you want to serve your ads) but also that it is transparent in the results you get for your investment. Today, its pretty easy to track exactly which ads your target audience clicked on, what path they chose on your website (or landing page) once they were redirected to the page, and if they filled a form or bought your product online.
2. Maximizing conversions: Remember that paid search is probably the online digital marketing channel that allows you to precisely target your prospects at the exact time that they are looking to buy your product or service. The fact that they are searching for that particular keyword means that they are extremely likely to be at the transaction point in the buying lifecycle. All of your other efforts to build your brand and reputation have resulted in this point in time. To ensure that you maximize conversions, create a compelling reason for them to buy (or reach out to you for a quote). Having an extremely well designed landing page, which serves the primary purpose of pushing that prospect over the edge, can be achieved through intelligent user interface design and strategically drafted content. Obviously, ensure that you have the right calls to action so that your prospect can get what they want with a single click.
3. It’s not just for e-commerce: Today, paid search has become the platform of choice for not just e-commerce retailers that are selling products online but for also businesses that are in the B2B space. Businesses are also searching for services and products online for their companies and tapping into this stream of potential business is lucrative. To make sure you leverage this opportunity, craft your keyword strategy with thought and ensure that the landing page talks to the audience – give them enough reason to reach out to you with easy to understand product/service descriptions, customer testimonials that talk about what a great experience they had when dealing with your organization and make it simple for your prospects to express their need (remember, no one wants to fill a daunting 20 field form).