What are paid ads? 

Paid ads or pay-per-click (PPC) advertising refers to an online advertising model in which users take part in real-time auctions in order to get their ads shown across search engines such as Google and Bing, chosen websites and other online platforms or networks.  
PPC advertising remains one of the most effective ways for businesses to get new leads and drive sales, so naturally, you want to make sure your paid ads are optimised so you're getting the best return on investment possible. We're going to list our six main tips on how you can make the most out of your paid ads and scale your brand online. 

Ensure your ads lead to relevant landing pages 

This may seem obvious but you'd be suprised at how many businesses think leading people to their home page rather than to the precise product or service they are advertising is a good idea. If you don't currently have a page on your website that shows exactly what you are advertising and how to access that product or service quickly, you may be getting click throughs but losing out on sales.  
Go through your website and optimise each product or service page before creating your PPC campaigns and create new landing pages where necessary. New landing pages are especially good for event-specific product launches or discounts eg. for Black Friday, Easter, Christmas or Valentine's Day. 

Update your keyword lists regularly  

When you first created your PPC campaigns you'll probably be using a range of different keywords so you can see which ones work best for you. You can divert your budget for those under-performing keywords for new keywords or to increase your budget for your better-performing ones.As you pay a certain amount for each keyword, this will ensure you are getting better results over time as you continue to optimise your campaigns. 
It's also important to continuosly optimise your campaigns by performing SQR's and expanding your negative keyword lists to make sure you're not bidding on irrelevant terms that do not get you clicks from potential buyers. For example, if you sell wedding atire you would not want to rank for terms such as "clubbing outfit" or "casual dress" you'd want to make you're only bidding on styles that you offer in order to make your money go further. 

Utilise relevant ad extensions 

There are more to paid ads than just your headline and description, you know! if you don't know about ad extensions, you need to learn about them fast. They come in the form of sitelink, callout, and review extensions and are a free add on to your paid search ads. They let you make the most out of your paid ads and also make your ad bigger when it's shown, making it more likely people will see it and read it so if you're not currently utlising them, go and update your campaigns.  
You can also use ad extensions to let users know what your product, service or business is all about with direct links to pages on your website, as well as letting people call or contact your business directly. 

Develop a remarketing strategy 

Google ads remarketing (sometimes referred to as retargeting) is a form of online advertising that involves tracking site visitors and sending them relevant ads on other websites that they visit such as social media platforms.  
This is a great strategy to push potential leads down the sales funnel and convert them into paying customers; especially if they weren’t ready to purchase the first time round or you weren’t able to capture their email address or contact details. 

Improve your copywriting skills  

When it comes to paid search, copywriting is one of the most important things you need brush up on. As your ads appear on search engines as results after someone types in the keyword you're bidding on, you don't have the luxury of showcasing images or videos. Your copy is what entices people click on your ad and to see what it is you're selling rather than another search result so it's important you get it right. 
One of the best way to get ROI is to hire experienced copywriters who've worked on similar PPC campaigns in the past as they know all the tricks of the trade to draw people in and make them want to click on your ads. 
If you're going in alone, make sure you do indepth research into your industry, your target audience and ad writing techniques so you could still give your ads a great chance at success.  

Optimise website performance & UX 

Before creating and paying for ads that lead people to your website, make sure your website is optimised and easy for users to use. Check that your text is easy for visitors to read, your website is easy to browse and is attractive to the eye. A lot of this has to do with design, such as using the right fonts, breaking up longer paragraphs, and using different content formats like images and videos wherever relevant. 
Another important consideration is technical SEO and making sure your website is as fast as possible and people don't get led to dead ends or to broken links. People tend bounce from website that do not load within 2 seconds. If you want to check how fast your website loads, use tools like GTmetrix, Pingdom Tools, or Google’s Pagespeed Insights. 

Stay in touch 

Diving into PPC by yourself can be intimidating so make sure you do your research before investing time and money into it yourself. And of course, if you are considering expert help to boost your business online, our friendly team is here to help! 
Follow us on Facebook and Instagram @wearedigitalturtle for marketing tips, industry news and updates on our latest blog posts! 
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