Paid search marketing is a lucrative strategy that can provide strong returns for every dollar spent. However, PPC marketing can have a steep learning curve for newcomers, which doesn’t mix well with the paid element of online advertising.

It’s often said that paid search takes only minutes to start but years to master. This discussion will provide you with some tips and tricks to squash that learning curve and become a PPC master.

Explore New Opportunities

Many marketers make the mistake of never leaving their comfort zones. They start to see positive results from a handful of keywords or ad groups and then they stick to these safe waters for good. This will continue to provide returns in the short-term, but eventually the well will start to run dry and those returns will be less and less impactful.

When it comes to PPC marketing, change is a constant, which means the strategies that pay off today may not produce the same returns tomorrow. You can’t continue to turn over the same rocks and expect to find different results. Instead, you need to move beyond the safe waters and explore new opportunities, whether keywords, ad types, audience targeting options, etc.

Build Landing Pages With Care, Seriously!

Your landing page is the final piece in the paid search process. You don’t want to lose valuable business at this stage, especially because you’ve already paid for the click! Thus, you want to spend extra time optimizing your landing pages and ensuring that you’ve provided the perfect followup to your ad messages.

To create an exceptional landing page experience, you need to think about a number of factors:

• How fast does this page load on mobile and desktop devices? Are there any content elements that can be removed to speed up load times?
• Is the landing page relevant to the keyword terms targeted by your ads? This is a crucial factor that Google uses to determine your campaign’s quality score.
• Does the landing page follow up with the same offer, product or CTA that was discussed in the ad content?
• Does your landing page add value to the ad experience in the way of additional information, testimonials, reviews or other assets that help a potential customer make a decision?

Ignore Google When It Comes To Ad Group Size

When you’re creating your ad campaigns, Google recommends creating ad groups that include as many as 20 keywords. While Google is usually pretty good with their recommendations, this is one that you can ignore. When you have a lot of keywords targeted in your ad groups, it becomes harder to create ad messages that are on-theme with every term.

Instead, keep your ad groups small. Some marketers even utilize single-keyword ad groups to ensure that every message is relevant to the target keyword! 

Spend Some Money To Make Some Money

If you’re new to PPC marketing and are creating your very first paid search campaign, you should expect to burn through your budget pretty quickly in the beginning. While these tips and tricks are good guidance, you still need to conduct some experiments on your own and that means spending some of your budget on strategies that may not work at all.

Remember, your PPC environment is completely unique to the experiences of other marketers. Your audience, competition and situation are all unique to your business. The only way to learn how to navigate that space is to get out there and try! In the beginning, you’ll waste some money on bad strategies, but you’ll gain valuable insights that will help you make your future efforts profitable.

Effort, Effort, Effort!

You want to know what the secret to PPC success really is? It is effort. You’re going to compete against businesses with more budget, resources and marketing expertise. It may seem like an uphill battle, but time and effort can overcome the odds. 

As Derek Jeter, former captain of the New York Yankees, said, “There may be people who have more talent than you, but there’s no excuse for anyone to work harder than you do.” The more time and effort you put towards managing, monitoring and optimizing your campaigns, the greater your results.

Here you can consider 2 articles to find more opportunity in marketing.

https://ppcexpo.com/blog/what-is-cross-marketing

https://www.wordstream.com/blog/ws/2013/10/15/multi-channel-marketing

Conclusions

Unfortunately, there are no shortcuts to becoming a paid search master. But, with these tips and tricks, you’re on the right path towards improving your PPC campaigns. Remember, effort is at the heart of every successful PPC strategy.