Have you ever wondered how Google and Facebook became the behemoths that they are today? Particularly since they don’t really, well, sell anything? The answer is ... drumroll, please ... ad revenue. Everything these companies provide is free to use because they make their money using the information they collect to help other companies advertise directly to you. And one of the biggest parts of that advertising revenue is pay-per-click, or PPC.
PPC is a form of Internet marketing that allows companies to target customers quickly and easily in the most cost-effective and relevant way possible. Advertisers only pay a fee when their ad is clicked on ... not before. In other words, you only pay for ads that work, which is a pretty sweet deal when you think about it.
“PPC is one of the greatest aces up an advertiser's sleeve,” says Jason McCloud, Executive Director of Integrated Marketing and Communications for Sage Age Strategies. “When it’s working correctly, the pay-for-play fee structure has a huge ROI.
However, says Jason, a successful PPC campaign is more than simply putting ads out there and hoping that your potential residents will click through. “As with any form of advertising, you need a well-thought-out strategy in order to ensure your PPC campaign is working as hard as possible,” he says. “That means not just creating a targeted approach for your advertising, but also investing in branded images, landing pages and the right keywords in order to attract a consumer that’s not just good ... but ideal.”
What Goes Into Creating a Successful PPC Campaign?
“A winning PPC campaign includes everything from selecting the right keywords for your target, to organizing the keywords so they match your ad groups and campaigns, to developing landing pages that drive to conversion and more,” says Jason.
Being successful is essential – and not just because it puts dollars in your pockets. “In the PPC world, the successful are doubly rewarded,” says Jason. “If your campaign is relevant, properly targeted and successful, search engines like Google will reward you by charging less per click, meaning higher profits for you. That’s why it’s essential to use PPC correctly so that you can build and drive success for maximum profit with minimal cost.”
Here are a few types of ads that shore up a successful PPC campaign:
- Search ads are the most common form of PPC. These are text ads and website links that show up on the side of the search engine when your target customer searches for the keywords that are most relevant to your business. This is what most people think of when they hear the phrase “PPC campaign.”
- Display ads or “branded images” as we call them at Sage Age, are image-based ads that are placed on websites beyond search engines. They’re not directly PPC (you’ll have to pay whether a customer clicks through or not), but they areshown to only the potential customers who’ve used the specific keywords you’ve chosen. They often appear as banners or more traditional-looking ads.
- Social ads are any ads that you see on social media sites such as Instagram, Facebook, Twitter, Linkedin, etc.
- Remarketing allows you to target customers who’ve previously engaged with your site or company in some way, shape or form. Ever noticed how ads seem to “follow” you from site to site? That’s remarketing in action.
Three Optimization Tips for Successful PPC Campaigns (Hint: It All Comes Down to Keywords)
1. KNOW the keywords that work for your business.
What keywords are your target customers searching for? In the senior living industry, a safe bet that some of the ones your prospects are using are “senior living,” “senior living in [your city],” “assisted living,” “memory care” and so on. By knowing what they’re searching for, you’re more likely to get in front of them because you’ll...
2. USE the keywords that work.
This means linking your ads with the appropriate keywords. But it also means making sure that your landing pages – the pages that your click-through ads take prospects to – have relevant content and keywords as well. So if you have an ad that targets the phrases “senior,” “summer activities” and “Boston,” you should be sure that the landing page it links to is about summer activities in Boston for seniors.You also want to, whenever possible, provide a backlink (a clickable link that directs visitors to a page on your website – you’ve seen some of them in this article). Also, it’s important that your content doesn’t come across as spammy or overly saturated with keywords – you want it to be relevant, concise and, above all, spark interest for your consumers.
3. REVIEW your keywords on a continual basis.
The thing with PPC campaigns, says Jason, is that the algorithms that are used to display ads are constantly changing – practically every day. “PPC campaigns aren’t a set-it-and-forget-it style of advertising – you need to be constantly on the alert and watching how your campaigns are performing, what’s working, what’s not and what needs to change in order to be more successful,” he says. “That’s why it’s essential to work with a partner who understands the intricacies of this form of advertising and who are constantly reviewing and updating best practices for PPC to ensure the highest success possible.”
Sage Age Strategies: Creating Compelling and Successful PPC Campaigns That Drive Results
Ad copy, says Jason, may be the first impression your potential customers will have of you, which is why it’s essential to make sure your PPC campaign isn’t just working technically, but is also as compelling and engaging as it can be content and design-wise.
“Distinctive ad copy that stands out from the rest and grabs the attention of your customer is what makes or breaks your campaign,” Jason says. “In an age where people are used to filtering out the static of marketing messages, anything that can get them to pause and read makes it that much more likely to convert them into a click. And then, hopefully, a signed client!”
Sage Age Strategies, as experts in advertising for the senior living field, are thoroughly versed on how to create compelling, engaging, well-designed and written ads that grab the attention of your customers. It’s all part of our approach to integrated marketing techniques that include PPC campaigns, direct mail campaigns, consulting services, surveys and focus groups and more.
If you need assistance in any areas of senior living development and integrated growth strategy to improve your business results, we invite you to contact us today to learn more about our proven strategies that have transformed other senior living communities like yours.
Sage Age Strategies is a multiple-award-winning, strategic growth, marketing and consulting organization that operates exclusively in the unique senior living marketplace. For more information, please call or email Jason McCloud at 614.795.7373 / email@example.com. You can also visit us on our website at www.sageagestrategies.com/.
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