For most digital marketing strategists, online advertisement is the bread and butter. Without it, a website simply can’t sustain itself in the long run. Those of you who are after quick wins can always opt for Google Ads as it helps get some traffic almost instantly but of course, you will have to pay the price for it. Nope, you don’t have to sell your soul to Google, rather they ask for a share of your marketing budget instead.
The value of that click is agreed upon beforehand with the advertiser, and everyone walks away from the deal a winner. However, there are other ways to benefit from a working knowledge of PPC advertisements that can help drive traffic to your website and maximize your advertising revenue.
1. Know Your Keywords
Different ads have different payouts based on their value to the advertiser. For most programs, which ads will show up on a website depends on the keywords being used on a page. This gives advertisers their best shot at making a connection with your readers. So, clearly you should be focusing on keywords with a higher PPC rate. Generally, the highest paying ads focus on insurance, medicine and loans. This means, thanks to other savvy marketers, that these are also extremely competitive niches and difficult to rank for. Unless you are a major player in internet marketing, it may be best to focus on less competitive topics. Any keyword with a PPC value over one dollar is a good target for most.
2. Focus on High-Quality Visitors
The people who visit your website play a strong role in what your PPC rate will be. For example, different nations vary dramatically in their ratio of clicks to purchases, so many advertisers put a much lower PPC value on clicks from some countries such as India. This particular problem can be easily dealt with by choosing what ads to show to people from specific nations, but it’s also important to remember that a large amount of traffic with only a few click-throughs is essentially useless. To prevent this from happening, keep your focus on each page tight and geared toward people who are looking for something. Don’t focus on two different keyword groups on one page, as you’ll just dilute your revenue potential. It’s your job to bring viewers in, give them a bit of what they need and then let the advertisers do the rest.
3. Place Ads Strategically
As an internet marketer, you probably understand how to craft a web page. You know how to lay out your content and space keywords just so for optimal results, but have you considered how your advertisement placement could be helping or harming your search engine ranking? Prior to the infamous Panda update, pages plastered with ads, especially above the fold, were a common sight. However, Google’s search algorithm has started taking the number of ads and their position on a page into account. A page with too many ad spots or advertisements that push content below the fold now faces penalties. Plus, many web browsers today are put off by overt marketing and may click away rather than try to determine what is an ad and what is content. In order to keep Google and your viewers happy, frame your ads around the content rather than obscuring it. A good format is to have one header, sidebar and footer ad, but you can tweak things to your liking.
The field of internet marketing is constantly changing, and there’s always something new to learn. As you continue to expand your websites and projects, remember that even the most basic aspects of marketing can still teach you valuable lessons. By considering what has made PPC advertising so profitable, you can improve the performance of every part of your website and start to see profits like never before.Last modified: March 8, 2021