Used judiciously, PPC, or pay per click advertising, can add oomph to your bottom-line, directing more traffic to your site and generating lots of leads. However, PPC used without a plan and parameters can also become nothing more than a way to drop advertising money down a big well. So, if your a site-owner that wishes to use your limited marketing funds wisely and has also elected to use PPC then you must have a very specific goal to meet with your PPC funds, one that you will not deviate from. That goal can be to introduce a new product. It can be to up the profile and recognizability of your brand. It can be to get a buzz going about a new event that is specific to your company. Whatever the goal it needs to be very specific. Therefore the targets must be aimed for exactly. Decide if you are seeking buyers in a certain zip code, for example, and keep to that goal. Whatever, the goal, or strategy, do not exceed your stated budget, or borrow money from one pot to finance another. That is a path to peril. Use longtail keywords to develop your advertising campaign ads. That way they more exactly match browser’s search criteria. It’s wise to also include excluding words to further tighten the search focus. Consider also the use of extensions to your ad. These add pm extra data for the browser to utilize and then find your site more easily. Finally, always monitor and analyze your ad campaigns to learn what is doing the most for your business and what is not.
- A marketing budget with parameters is always smart, but all the more so when dealing with PPC. Do not exceed your parameters.
- If you exceed your daily budget despite your best intentions, it is not wise protocol to borrow from the next day’s allotment.
- It is savvy however to combine marketing goals, such as sales and lead generation into one single campaign.
“Since a small budget limits the amount of advertising campaigns you can have, you need to prioritize your goals and stick to them.”