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Your expert guide to using PPC to sell more products

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Vicki Nichols

Digital Marketing Lead

How you can use PPC to sell more products

The Internet has made it easier for consumers to easily purchase products or services without much effort. From your weekly shop to the latest iPhone release. Nowadays purchases can often be made in just a few clicks.

It is vital that businesses take advantage of the opportunity to advertise to these people. Pay-Per-Click (PPC) or Paid Search advertising is designed to help businesses like you drive relevant traffic to your website that turns into sales or leads.

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Benefits of using paid search advertising

  • Target a specific audience

PPC advertising allows you to target specific audiences based on their demographics, interests, and behaviours. Ads will be shown to people who are more likely to purchase your products or services.

  • Near-instant results

Unlike other types of advertising, PPC advertising can provide instant results. As soon as your ads go live, you will see instant traction, such as clicks, impressions and most importantly sales.

  • Increased visibility of your brand

PPC ads can increase the visibility of your product and service. These ads are shown at the top of search engine results pages. You can also bid on your competitors’ names to gain your ad position to divert traffic to your site. This means you will be able to rank higher compared to your online competitors.

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  • Cost-effective

If you do it right, PPC advertising can be cost-effective as you only pay when someone clicks on your ad. You do not pay for ad impressions that don’t lead to clicks or sales.

The rising popularity of online purchases will likely result in a rising number of competitors in the online space. To make sure your business stands out from the crowd, it is vitally important to invest in digital marketing, especially paid search.

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Tips on how to use PPC to effectively advertise your products

1. Set clear campaign goals

If you don’t set the correct goals then your campaigns are doomed to fail. During setup, clearly define your objectives e.g. generating leads or conversion focused.

This helps create a more targeted and effective campaign.

2. Choose the right keywords

This is absolutely crucial! Before you start putting money behind PPC campaigns to sell your products, make sure that you do keyword research first. You should try to aim for keywords with a conversion focus that have high search volume and low competition. This way you’ll be more likely to get a good cost per conversion.

3. Target the right audience

You could have the best ad copy and be targeting the right keywords, but if your audience isn’t right then none of it will matter. The great thing about PPC platforms is that you can target your audience based on things like demographics, interests, locations and behaviours. This way you can reach the right people at the right time, with the right message.

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4. Write compelling ad copy

Writing PPC copy is an art form. You need to make sure that you’re being concise and relevant whilst also persuasive and appealing. Some things to focus on are emotional triggers or highlighting the unique selling points (USPs) of your products.

5. Make use of ad extensions

Using ad extensions can help your ads take up more space in the search results and improve click-through rates. It’s completely free to add them to your ads, so it’s definitely worth using them!

What ad extensions should you focus on?

The answer is that it depends on your goals, as well as your business. Good ad extensions to include are sitelinks (links to areas within the website e.g. sale areas), callout extensions (quick blurbs of text e.g. ‘free delivery’ or ‘sustainable packaging’), call extensions, price extensions and location extensions.

Other examples you might consider include lead form extensions (great for lead-gen), image extensions, structured snippets and app extensions.

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6. Set a budget and stick to it

Budget is hugely important. After all, you need to make sure that you’re not overspending on your ads. Many of our clients prefer to work on a ROAS (return on ad spend) basis rather than a formal budget. Either way, you should make sure you aren’t spending too much without getting it back.

7. Monitor performance and optimise

A lot of the time you’ll launch campaigns and find that your audience isn’t behaving quite like you expected them to. For example, maybe they’re using a variation of a keyword instead of the one you’re targeting. Either way, the benefit of having clear visibility of campaign performance is that you can use this information to improve!

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8. Use remarketing

In an ideal scenario, your customers would want to buy from you the first time they come to your website. The truth is, very few people are ready to buy immediately. This is why remarketing campaigns are a popular method for using PPC to sell more.

Remarketing ads allow you to show your ads to people who have already visited your site. This way you can make sure that when they are ready to buy, you’re the one they purchase from.

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9. A/B test to get the best results

Using A/B testing is a great way to optimise your campaigns. It’s where you test a single variation on 2 audiences of the same size and you monitor which one does best. For example, you might be running display ads where you’ve chosen to test font colour to see which drives more clicks. Once you’ve run your test you can then apply the winning variation across your campaigns for better results.

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Are you ready to run better PPC campaigns to sell more?

Our digital marketing team are experienced in running pay-per-click campaigns. They’ll work with you to identify your goals and how PPC can help you achieve them. We’ve already helped so many of our clients sell smarter with paid search. Will you be next?

Contact us today to enquire about PPC management 

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