Whether you are looking to expand your list for email
marketing, Facebook retargeting, or even for pay-per-click (PPC) remarketing,
growing your list via paid channels gives you the opportunity to quickly and
effectively add more leads into your funnel.
In order to get these leads, your PPC campaigns will need to
be on point. Keywords will need to be meticulously
chosen, ad copy will need to be cleverly written, and budgets and other
settings will need to be carefully adjusted. And even when you have a system
that is pulling in good results, continual tweaks are needed to maintain
campaign success.
So here are our 5 tips for enhancing your PPC to grow your
list:
1. Choose Your
Keywords Wisely
The keywords you choose can truly make or break your
campaign. Using the wrong keywords could lead to people clicking on your ads,
but ultimately not being interesting in what you’re actually selling; costing
you money, without gaining any leads.
2. Improve Your Landing
Page
Another major component to PPC success is the optimization
of the page where you’re sending visitors. Not only does landing page
optimization affect user experience, but it also helps determine the quality
score of your ads. Quality Score is looking at the quality of your keywords, ad
copy, and landing page, as well as historical performance of your account. A
good quality score can lower costs and improve rankings.
See how to better optimize your landing pages in our latest
article:
3. Utilize Site Links
and Ad Extensions
Site links are great for sending people to the exact page
they are looking for. This creates a better user experience, while also taking
up additional space on the search engine results page. This also gives you a
good way to test different calls to action in order to attract users and get
that click.
4. Optimize Bids
The day-to-day tweaks to your PPC campaigns include
adjusting your budget and bids. For top-converting keywords, it is important to
keep them at the top of search engine pages by adjusting your bids to keep them
competitive. For keywords that aren’t performing well, but are still important
to include, use features like Google’s “first page bid estimate” to lower bids
to the bottom of the first page and reduce spend.
5. Diversify Your
Strategy
After a recent change in Google’s search page layout, there
is now less real estate for paid ads. This switch hasn’t caused a major jump in
advertising costs but it does bring up the point that housing all of your
marketing budget in one area is never a great idea. Other search engines like
Bing and Yahoo, and even social media channels like Facebook, offer advertising
solutions that can add a lot to your PPC campaign.
Building your list is great when starting your marketing
strategy, and using PPC is one of the quickest and most effective ways to build
your list. From there, you can communicate with them to either gain them as a
customer, or to continue your relationship and have them purchase from you
again.
If you need help with your PPC setup and optimization or
growing your email list, contact Sales & Marketing Technologies by calling
(407) 682-2222 or using the contact form below.