The dos and don’ts of paid online marketing
The world of online advertising can be tricky to navigate. With the amount of information available, it’s hard to know what to do, what to invest in, and how to interpret the data. Paid ads can be worthwhile, but only if you know what you’re doing. If you don’t or are just dabbling—hoping for the best but crossing your fingers that you get it right—chances are you’re wasting your time and money. Nevertheless, you can learn.
Are you doing it right?
It’s all about audience conversions. You may get impressions, but unless they’re turning into clicks and purchases, your paid ads are not working. What’s the solution? Google Trends. This digital resource gives you access to a vast amount of free information about your audience: what people are searching for, whether the searches come in patterns, and much more. It allows you to bid on the most popular keywords to increase your visibility. Most importantly, it allows you to check what your audience is looking for, and that’s where you can turn impressions into conversions. Then you can include the right keywords in your website copy to enhance search engine optimization (SEO), climb the results page organically, and ditch paid ads for much more profitable advertising (SEO is free).
If you want to opt for paid ads but are not sure where to begin, here are some of the dos and don’ts.
1. Make sure that your ad’s landing page is relevant
If your ad is not representative of the landing page...
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