Big Fish, Little Fish, Pay Per Click
I'd like to talk this week about the way in which companies with smaller advertising budgets should approach pay per click marketing. It's easy given an unlimited budget and a list of keywords to buy your way to the top of the listings. Just look at some of the big fish out there who have poor pay per click campaigns running but have the budgets not to care too much about their targeting or quality of campaign.
There are some important factors to bear in mind when devising your pay per click strategy for your website if you are running with a smaller budget. In my opinion, one of the most important factors is going to be your landing page. You need to get your message across clearly and quickly to the user, letting them know that you are exactly what they are looking for. Give clear contact options on your landing page, clear phone number, quick enquiry form etc. Have every chance possible of someone making an enquiry.
Understanding your budget and how much the traffic is going to cost you is another key element in achieving pay per click success. Too often I come across accounts where advertisers are trying to achieve beyond their means. If your industry is competitive and expensive then you’ll need to focus on a specific area of your business that you know is strong for you. Consistency is the key on pay per click and being restricted in terms of appearance by your budget is not the way in which to improve performance.
Quality Score is a key factor to bear in mind on any pay per click account but even more so when you’re running on a smaller budget. This is where the quality of the research and account structure is important in achieving the relevancy needed to provide high quality score and lower CPC’s.
Being able to understand your advertising budget and the limitations in relation to pay per click is so important. This is where the experts come in, Click Consult are a leading Pay per Click (PPC) Management Company with over 25 years combined PPC Management experience. Contact us for more information by calling 0845 205 0292
