Paid advertising or pay-per-click is an effective way to draw more traffic to the site and increase conversion. However, though it is a great way, it can be expensive if the marketers are not careful. If they do not get the full return on investment, the whole marketing effort becomes unsuccessful. 

Paid advertising refers to organizations’ online methods to attract more customers by paying for ad space, other websites, or social media. There are various types of paid advertising, but the most popular paid advertisements are-

1. Paid Search-Through this process, businesses can stay at their preferable position, even above organic results, with specific keywords. There are various paid ads, like PPC ads, responsive ads, display ads, etc. 

2. Social Media Ads- Organizations can run advertisements on different social media platforms to attract more audiences. The most popular platforms are Facebook, Instagram, LinkedIn, Youtube, Pinterest, etc. 

3. Banner Ads- Businesses can put a banner at the top or bottom or any preferable position of a webpage. 

Before starting a paid advertising campaign, let’s look at the steps involved in paid advertising. 

Steps Involved In Paid Advertising

1. Use Long Tail Keywords

Longtail keywords are several words long. They are essential as they are more likely to match the words searchers use on the internet. Marketers should remember that long-tail keywords are not used for getting higher traffic but to achieve quality traffic and a better conversion rate. Long-tail keywords are longer, more specific, and make up the majority of search-driven traffic.

Marketers make mistakes by choosing the wrong keywords with SEO or pay-per-click advertising campaigns. So marketers should select the best source of keywords from the website.

2. Regularly Track The Paid Ad Results

Marketers should track the paid advertising campaign to get the best results. Google Analytics is an excellent tool to measure the metrics. Online platforms allow tracking everything. So marketers should set up this tool to track the overall performance. 

3. Landing Page Creation

A landing page is where visitors land to visit the brand or get offers. The landing page allows the marketers to customize the message for incoming visitors. Custom landing pages permit visitors to take specific actions, like downloading a free ebook. A landing page tracks the visitors easily, which is an added advantage. Marketers can create a specific landing page for each keyword in some cases. 

To convert more visitors into customers, marketers should add a compelling call-to-action button to guide the visitors to take the desired action. 

A/B testing is another effective way for minor tweaks and adjustments that can make a massive difference in the overall conversion rate. A/B testing is a scientific method that indicates the best process. It is an ongoing process, so marketers should keep testing and modifying the pages. 

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