Paid advertising is one of the ways of driving more traffic to your website, consequently increasing your sales. However, it can sometimes be an expensive option if care is not taken. Therefore, it is essential to be as discerning as possible when going for paid online advertising.
Below are some of the things to know before advertising on the internet.
Understand How Long Tail Keywords Work
The primary thing to understand before doing paid advertising, especially buying search engine optimization service is how keywords work. Google’s Adwords tool is one of the most significant resources that can be used in discovering relevant keywords.
However, the crucial challenge with this tool is providing users with broad keywords, otherwise known as “head’ keywords that are expensive and far less effective. Advertisers are therefore advised to be on the lookout for “long tail keywords,” which are usually longer and more specific and make up most of the search-driven traffic.
Choosing the wrong keywords is one of the biggest and unfortunately most frequent mistakes made by most first-time marketers when it comes to SEO or pay-per-click advertising. Therefore, it is advised that you go for a large number of lower-traffic terms as opposed to a small amount of higher-traffic terms if you want to get more bang for your bucks.
Know the Territory
There are several places to purchase ads, with each of them having its pros and cons. Therefore, it is imperative to understand the major types of paid advertising before settling on a particular one.
Display Ads or Banner Ads – Banner ads or display ads are standard and unique as they are easily noticeable on the page. They come in different sizes and can be very useful in getting customers if appropriately used.
Text Ads – Text ads are commonly seen on the primary Google search page, and are generally affordable especially when compared with display ads. The success of text ads is highly dependent on proper keyword research and A/B testing.
Below are some of the places to list your ads.
Google AdWords – This is an obvious choice for many internet marketers and businesses. They offer text and display ads in association with highly targeted keywords. It gets even better as Google tends to reward long-term customers with better “quality scores.”
Bing or Yahoo – Bing and Yahoo offer alternative ad platforms to Google’s, combining display and text ads with targeted search terms.
Other great places to put your ads include Twitter, Instagram, Facebook, LinkedIn, and StumbleUpon.
Ensure Your Tracking is Ready
You should only buy paid ads if you can see how your ads are performing. Unlike traditional marketing, it is easy to see the performance of your campaign with online advertising. Google Analytics is a must-have in this case, and thankfully, it is free and easy to install.
Another vital tool that can be used to track the performance of your ads is Kissmetrics. The tool allows you to see the amount of traffic received as well as the number of clicks converted.
Create a Landing Page
Landing pages are great for three significant reasons:
They allow you to customize your message for new and incoming visitors, meaning that you can continue to send them messages to create a cohesive experience.
Custom landing pages let you push visitors to take specific actions like downloading a free eBook.
They make it easy to track your visits.
Combining this strategy with easy funnel-tracking tools such as Kissmetrics allows you to gain lots of information on how to reach and sell to new visitors.
Once you have been able to create a landing page, it is equally important to develop a call to action that allows you to convert a visitor into a customer or lead. A call to action has been described as the difference between a sale and wasted money. A right call to action should push visitors towards the action to be taken.
Use A/B Testing – Launching your page and creating a call to action is not the end, as you will also need to make some tweaks and adjustments to get the best from your page. This is where A/B testing comes to play.
A/B testing helps to test and determine the methods that work best. Examining a single change allows you to see conclusive results about what works best. It is worth noting that A/B testing is continuous and you have to keep testing and modifying to get the best and improve your overall conversion rate.