The goal of a typical Pay per Click (PPC)
campaign is to get you the maximum number of clicks. However, these clicks are
only beneficial if they are from people who are actually interested in your
products and services. People who just click on your ads out of curiosity may
not bring you more business. This is what happens when you rely on contextual
advertising. This advertising model may get you several clicks, but most of
them are likely to be “curiosity
clicks”. To get business, you need qualified clicks from people who are
looking for whatever it is that you offer.
You can get these clicks by:
- Creating a landing page – if the page addresses the specific needs of the searchers, it can fetch quite a few clicks. Just make sure you keep your keywords in mind while designing the page. These should preferably be the same keywords that you need to bid on as a part of your Pay per Click campaign.
- Targeting specific ad groups – if your audience comprises several small groups, you can get them to click on your ads by acknowledging their existence. For example, people who are looking for “messenger bags for women” may be different from those who need “messenger bags for men”. If you only offer messenger bags for the ladies, there is no point in targeting the latter.
- Investing in location-specific campaigns: if your business is based out of multiple locations, you should preferably have a different campaign for each of them. Otherwise, you may unknowingly compete against yourself.
A good Pay per Click agency in Sydney (or
wherever you are based) can also help you in increasing the number of qualified
links by making the necessary changes to your existing campaign.
