Driving business online takes a lot of consistent hard work. Between the writing and content creation, image search, development and editing, and the social media development and engagement, hours of your day can be swallowed up. Competition is fierce and it takes a lot to set yourself apart from the masses.
Many business owners use payperclick ads of one sort or another to help push their business online. With the development of social media payperclick (PPC) ads as well as traditional search engine ads, the options for use are growing.
Using PPC as an option to drive your business is a useful tool, if you are using it in the right way. By simply choosing to throw an ad out there using a highly searched keyword or one that your competition is using, might be a mistake that will cost you money.
The key is to know what your potential customers are looking for when they click that link. You have to anticipate what their intent is with that keyword vs. what you are offering in your ad as well as the result of the click. Do you want a sale from the click or a response for a specific result? Does your landing page copy reflect your needs too?
For example:
The difference between the search for "Ford F150" and "Ford F150 Parts" is huge. If you are looking for reviews of information on the F150, your search term is going to determine that you want information. As you scroll through the SERP for Ford F150, you will find all sorts of information, images, and reviews on this product. However, that is a broad keyword and if you want to use something like that in a PPC ad, it may not bring the results you are looking.
If your business is selling parts or the trucks themselves, you have to refine the ad to include the intent and the focus of the ad to get the clicks you desire. The conversion for what you want from the click is then on your website copy on the landing page.
As a consumer, you see ads all day long. What inspires you to click on an ad? How is the keyword used in such a way that it will get you to click?
You have to look at the emotional side of the word usage. Focus your keywords to create an actionable response. Using broad words is great for some when the keyword is about their own product, like Ford F150. But if you are offering a service or product having to do with that item, refining your keyword is going to get the clicks.
Take a look at your click-throughs and try refining your keywords to find what your perfect customer is needing from you. Information or product? Do you want a sale or a response?