In the ever-growing digital atmosphere, it is more accessible now more than ever to reach potential customers and expand your business and brand.  One of the best ways to do this is through paid search ads.  Knowing how to utilize these ads through your own ppc strategy is  essential in broadening your business, while reaching and keeping consumers.  Here are four easy tips to make paid search ads work for you.

1. Select Relevant Keywords - Because keywords are the bread and butter to a paid search campaign, it is important to make sure your keywords are relevant to your website.  You should think to yourself, “if I was looking for my business, what would I type to find my website?” Don’t be afraid to use longtail keywords, especially if your business is unique or more uncommon.  Longtail keywords will help consumers find your website when searching for something more specific.  

2. Content Matters - We have all heard that content is king.  Your website should have pertinent information and content around who you are and what services you provide.  Websites that have too many images and not enough text will likely have lower performance, as consumers aren’t able to gain enough information to move forward with a purchase or service. Make sure that your website is user friendly and that consumers can find information like your services, hours of operation, and phone number for the best campaign performance.

3. Select The Best Bid Strategy For What You Want To Achieve - There are several bid strategies to choose from when it comes to paid search ads.  It’s important to make sure that the bid strategy you choose will help you to attain your goals for a successful campaign.  

   CPC (Cost Per Click) - Cost per click is the foundation of all paid search bidding strategies. This is an optimal strategy for gaining clicks and driving traffic to the site. With this strategy, you can get the most clicks within your budget. 

   CPA (Cost Per Action/Acquisition) - This strategy is meant to drive more conversions by maximizing your budget around conversion optimization.

   Target Impression Share - Allows your ads to stay at the top of the search engine results page above other competitors.

4. Align Campaign Goals and Target Audience - It’s imperative to keep in mind the goals of the campaign, whether it be to drive traffic to your website or generate conversions. If there are too many goals and objectives, it’s better to keep them defined within ad groups or even separate campaigns.

With the limitless advertising possibilities on the internet, the above tips will help you jump start or revamp your paid search campaign and increase visibility and conversions for your business or organization. So, update your web content, find your target audience, freshen up those keywords and bid strategies, and make PPC ads work for you.