Online marketing professionals will have an array of options at their disposal. One of these will derive with the pay-per click (PPC) advertisement options that are promoted by Google Adwords, offering brands a chance to score visibility if they pay the right price.
Some will opt for generic commercials that simply regurgitate the same marketing spin they’ve been told to stick to. Yet these PPC spots have their own pathways to success and to get the most out of your investment, you should follow a couple of essential rules.
Tap Into Trends
One of the greatest assets about PPC advertising is the instantaneous nature of it. Within a 24-hour cycle a PPC spot can be born and killed off and this gives the owner great flexibility. So what should be respected here is the fluctuating nature of the news cycle and factors that are suddenly trending within a niche. Take note of the keywords that are suddenly garnering buzz and issues that you can utilise at your disposal. Traffic will tend to flow in patterns and by tapping into a hot topic that is creating a lot of debate and interest, why not throw your hat into that ring and generate some impressions?
Be Cheap With PPC
This is something of a strange admission, but it is ok to be cheap with PPC. Do not feel obliged to spend important dollars in this field because your long-term success will live or die by your SEO strategy that builds the brand for the long-term. Should your keyword competition be fraught with high prices, look for the cheaper alternative and push those spots on Google and Facebook. This will keep the balance sheet in check and ensure that your investment is being spent wisely. PPC is about the sugar hit of instant visibility, not scoring loyal customers for decades.
Crowd The Keyword Market
The theory of “less is more” does not apply to the world of PPC. This is an environment whereby visibility is king with space coming at a premium, regardless of what niche you are discussing. Here is where your internal keyword strategy will produce a number of terms and phrases that you will build around. To get the maximum out of these keywords, develop individual PPC ads that are garnered around a variety of keywords. Why settle for one when you can have multiple in activity all at once?