According to researchers, this method, accounts for 65% of ad clicks.
To create a successful PPC campaign, businesses should establish highly focused, specific keywords and phrases in both their ad copy and on their company websites across all channels. These keywords embody company priorities, products, brand messaging, and competitive insight.
For successful PPC, destination URLs (landing pages) must be optimized with relevant keywords and phrases used in the ad copy. In terms of digital marketing, these keywords and phrases can be determined by using Keyword Planners, that provide the most popular search queries related to your keyword terms. Shorter terms and phrases are more mobile-friendlier and should be prioritized.
Similar to engagement marketing, pay-per-click (PPC) models rely on data gleaned from individuals’ online behavior. The PPC model is used in digital marketing to boost website traffic by delivering highly relevant advertisements to consumers online.
Testing in PPC
- Tone of voice
- Key words
- Types of offers
- Mobile versions of content
In order for your PPC ads to be successful, always keep testing. This is done by testing their PPC ads and landing pages using A/B testing - creating two different versions of an ad and seeing which one converts.
These tests reflect whether digital PPC strategy should continue as-is, or if retargeting is necessary to increase conversion rates.
Then SEO Comes Along
Increase a website’s online search results ranking, and organic site traffic by using popular keywords and phrases. Strong SEO strategies are hugely influential in digital marketing campaigns since visibility is the first step to a lasting customer relationship.
Though the concept and its execution changes regularly as new devices are introduced to consumers and people become more adept at researching brands, SEO isn’t new. Optimizing content to rank high in online searches and improve organic traffic requires painstaking industry and keyword knowledge.
Most businesses base their SEO ranking on Google, as this search engine holds 67% of market share. Google Analytics informs businesses of the keywords most commonly searched by consumers from particular industries and demographics.
Title Tags & Meta-Descriptions Influence Traffic
A title tag defines the title of a website landing page and tells internet users what information a page offers. Meta-descriptions are tiny snippets of content that provide extra insight into what consumers can expect from a site. Every page on a business’ site should have strong, relevant title tags and meta-descriptions. Keep in mind that too many keywords can overwhelm search engines and resemble spam. Title tags and meta-descriptions improve SEO rankings and click-ability.
SEO Tools help companies swiftly identify keywords that drive the most revenue and opportunities for inbound marketing. It also alerts marketers to inbound linking options based on keywords that online users search frequently.
Go Mobile While You’re At It
Engagement marketing enables content to be accessible to consumers on all mobile devices. Websites must be responsive, altering interfaces and content for mobile devices, as soon as landing pages. Studies show that nearly 60% of mobile users think poorly of businesses with no mobile-friendly website.
In addition, SEO keyword strategy must consistently produce engaging content and re-distribution of same by others. Since online visibility improves SEO, create quality content that attracts and helps your readers. Keyword stuffing just wastes time. The whole point is to Impress site visitors with valuable information.
Diversity across digital platforms matters today more than ever. Engagement and digital marketing now share equally in helping your business thrive so showplace your products or services. Use the tools outlined here to draw in new customers and move above and beyond the competition.