With more and more affiliates in many online casino niches these days, an organic strategy can only take you so far on its own. As a result, paid media has become more popular and essential in equal measure – and many websites use pay-per-click (PPC) campaigns to reach their desired audience.
But what is PPC, and how can you successfully set up and implement a campaign? Let’s find out.
What Is PPC Advertising?
PPC advertising involves setting up a campaign where you pay each time someone clicks on your ad. This has a significant advantage compared to the likes of cost-per-mille (CPM) campaigns, where you pay based on impressions (even if someone doesn’t click through).
You can implement PPC advertising in search engines, as well as on social media. Now that you know what it is, let’s identify what you need to do to enjoy a successful campaign.
The Initial Phases
Before you set up your campaign, you need to consider numerous factors. Above all else, you must know what the goal is once people click through. Do you want to lead them to your services page, or are you simply looking to build a newsletter; alternatively, is your objective something else?
Once you know what your main objective is, you can focus on determining which audience you’d like to reach. Doing so will enable you to segment your ads better, meaning that you can get your eyeballs in front of more of the right people.
When you’re aware of your audience and objectives, you’ll need to make sure your content is clickworthy. Focus on short copy and appealing visuals; bright colors typically stand out well.
Implementing Your PPC Campaign
Once you’ve created your visuals and copy, you’re ready to take your ads live! Choose the platform you want to use; AdSense is popular, but advertising on Bing might help you stand out with lower competition.
Alternatively, you can use social media platforms to implement a PPC campaign. When you’ve chosen your channel(s), create an account and set your ads live.
We recommend putting your ads up for at least seven days to get a good idea of whether they were successful or not. You can reach a lot of people in 24 hours, but it’s much easier to see if something works over an extended period.
Fine-tuning for Future Success
As your campaign progresses, you’ll need to measure the success of your ads. The easiest way to do this isn’t necessarily by how many people click through, but by who takes action. If people close the tab after reaching your landing page, you’re probably doing something wrong.
When your campaign is complete, you should look at what worked and what didn’t. As you move forward, make tweaks where necessary to ensure that you learn from your mistakes.
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