Pay per click (PPC) strategy in SEO is one of the most effective ways to drive traffic to a website. However, implementing PPC activities does not end in setting up a search ad and paying the advertising platform for every user click. It also requires keyword research, competitor research, and landing page optimization.
Keyword research involves identifying popular search terms that companies can use in their ads. Firstly, the company has to pick a broad keyword, then move into more specific ones to narrow down the target. It is important that when doing keyword research, the search intent is also noted. This is to ensure that the ad will deliver what the searchers are really looking for.
Competitor research is also essential to know how the other companies are bidding and what keywords are giving them high traffic. A PPC competitor analysis not only determines the other players in the field but also tracks their efforts and compares them to the company’s performance. Understanding the competition allows the business to plot strategies that capitalize on the other’s weaknesses and avoid the obstacles presented by their strengths.
Meanwhile, landing page optimization makes sure that once there are leads, the business has the highest chances of converting them into customers. Landing page optimization involves enhancing website elements like employing simple yet catchy visuals. Deploying PPC advertisements with a PPC company without taking care of the landing page makes an effort and the costs of the activity useless.
Learn more about the other techniques to run a successful PPC campaign and how to acquire PPC services with an infographic from Digital Marketing Agency.