Increase Your Impressions
Every pay per click (PPC) ad starts with impressions. Impressions are the foundation by which everything else is built on. You can not get a conversion without a click and you can not get a click without an impression.
Why Should I Increase My Impressions?
- Clicks: Your pay per click ads can not generate clicks without impressions so increasing your impressions may turn into more clicks.
- Marketing & Branding: Pay per click ads can help establish an identity for your product/service and company. The more users see your image or message, the more likely they will be to remember your product/service.
Tip #1: Make sure your ads run continuously throughout the day
- The more keywords you have triggering your pay per click ad, the more chances your ad has to be displayed.Description: Take into account the recommended maximum cost per click for each keyword and set your daily budget in accordance with projected expenditures. Monitor the performance of your keywords and adjust your budget to fit the actual expense.
- Reason: If you reach your daily budget, PPC services will automatically discontinue running your pay per click ads for that day. If you reach your daily budget on a regular basis, or come close to reaching your daily budget early in the day your pay per click ads will begin to run intermittently.
Tip #2: Add new keywords
- Description: Evaluate the keywords you are currently using and make sure there are no variations of current keywords or new words you are not using. Make sure the new keywords are still directly related to your product/service. Include the singular and plural versions of your existing keywords. Consider using misspelled versions of your keywords as well.
- Reason: The more keywords you have triggering your pay per click ad, the more chances your ad has to be displayed.
Tip #3: Broaden your distribution settings
- Description: If you have set your location targeting to just your immediate area, but have the capability for wider distribution, broaden the settings to include a wider regional or national audience.
- Reason: You may be cutting out a large amount of potential traffic, and serviceable consumers by limiting yourself geographically in searches.
Tip #4: Reconsider your keyword matching options
- Description: With Google AdWords and other pay per click services, you can choose between several different keyword matching options. This controls the opportunities your pay per click ad will be triggered. For example, there is a big difference between exact match and broad match with Google AdWords. If you are using phrase, exact or negative keyword matching you are limiting your impressions to some degree. You need to review each instance you are using those keyword matching options to see if any can be lessened or removed.
- Reason: By using a broader keyword matching option, you will increase the number of opportunities your pay per click ad will be displayed. It will likely mean your PPC campaign is not as cost effective, but it may be trade off you need to get more impressions.
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