Paid search advertising like Google pay-per-click (PPC) ads are critical for Houston businesses to stay competitive and reach the right customers. After all, 76% of consumers look for a company’s online presence before visiting that company in person, so being found online by Google is key.
Houston PPC ads place your business at the top of search results, making you highly visible to prospective customers. With just one click, these ads drive users directly to your website. HubSpot reports that almost 65% of people searching online have clicked on a Google ad.
PPC ads use keywords relevant to your business, service, or product. When a potential customer types in a search using those keywords, your ad appears. However, without the right keywords, your valuable clicks could be going elsewhere. That’s why it is so important to research and identify the keywords that will drive success for your ads.
By crafting a well-defined and data-driven keyword strategy, you can effectively target the actual terms that consumers are actively searching. This ensures maximum ROI from your PPC campaign.
We have over twenty years of experience helping businesses optimize their online presence and get found by customers online. Read on to learn more about how to choose and optimize keywords for a successful PPC ad campaign in Houston, or contact our team so we can take care of it all for you.
Google PPC Ads in Houston Are Highly Effective
PPC ads reach an impressive 90% of all internet users and are a proven way to increase traffic to your website while generating qualified leads. In fact, 50% of people who click on a PPC ad are more likely to make a purchase than those who come through an organic search result.
The beauty of Google PPC ads lies in their simple yet effective payment structure: you only pay when someone clicks on your ad. This means that you won’t waste money on expensive ad campaigns that don’t yield results. Additionally, with the ability to set a daily budget and adjust your target keywords as needed, these ads have the flexibility to fit your specific business needs.
Your Keywords are Critical for a Successful Ad Campaign
When it comes to running a successful PPC campaign in Houston, the most crucial element is selecting the right keywords. These act as the foundation of your entire campaign and impact everything from your ad relevance to your costs.
Your goal is to find high volume, low competition keywords. These are search terms that a significant number of people are searching for, but not many businesses are targeting in their PPC campaigns. This means your ads can reach a larger audience at a lower cost, as the cost of a click typically increases with competition.
Choose a minimum of five keywords, but no more than 20 for your campaign. Ideally, you should target to find around 10 to 15 strong, relevant keywords for your Houston PPC ad group.
Consider Your Customers and Competitors
Creating a pool of potential keywords may seem overwhelming at first, but it’s a vital first step in online advertising. To start, think like your customers and imagine how they would search for what you offer. This way, you can uncover hidden gems and find search terms you might have missed.
Additionally, studying your competition and analyzing their successful keywords is important. By doing this, you can gain valuable insights and improve your own keyword selection process. It can give you an idea of what is working in your industry and how to differentiate yourself from competitors.
To ensure your keywords are data-driven, consider using keyword research tools like Google’s Keyword Planner or Semrush. These tools can help you find popular search terms related to your business and provide valuable metrics such as search volume, competition level, and estimated cost per click.
Paying attention to the details in your keyword research optimizes your investment in a Houston PPC campaign so that you can start to see positive, measurable results.
High Intent versus Low Intent Search Terms for Houston PPC
The key to finding the right words lies in striking a balance between high and low intent terms. High intent keywords are search terms that indicate a strong intent by the searcher to make a purchase, such as “buy winter boots online”. In contrast, low intent keywords are more informational and suggest that the searcher is in the early stages of research, such as “best winter boots for hiking”.
If you only focus on high intent terms, you may miss out on people who are still researching your product or service. On the other hand, if you solely target low intent terms, you may attract a lot of traffic, but not necessarily from individuals who are looking to make a purchase. Make sure you identify keywords that accurately describe your niche as well as generic terms that anyone can understand without prior knowledge. Doing so will help you attract a wider audience while still ensuring that highly-motivated prospective customers find your ads.
Capitalize on Long-Tail Search Terms
Whenever possible, incorporate relevant long-tail search terms into your keyword list. These are specific and detailed search phrases that are usually longer in length. Long-tail keywords are extremely valuable for businesses who want to rank in organic Google searches. They are more specific, less competitive, and have a higher success rate of converting searchers into customers.
For instance, consider the standard keyword “running shoes”. It’s generic and highly competitive. On the other hand, a long-tail version of this keyword could be “women’s waterproof trail running shoes”. This long-tail keyword is far more specific, significantly less contested, and more likely to attract visitors who are interested in buying this particular type of running shoe.
Around 70% of online searches are attributed to long-tail keywords, which means businesses that target the right ones can tap into a higher volume of searches. Furthermore, because these phrases are more targeted, businesses can attract a more relevant audience to their site through strategic Houston PPC ads.
Continually Review Your Metrics and Adjust Your Campaign Keywords
Analyzing metrics and monitoring results is essential to ensure your Houston PPC keywords are optimized. Tracking your click-through rates, conversion rates, and cost per click is key to understanding which keywords are driving traffic and conversions.
You can also use A/B testing to try out different variations of your ads and see which ones perform better. This type of testing, also known as split testing, involves comparing two variations of an ad component to determine which one is more effective.
Continuously reviewing your keyword list ensures that you are attracting the right audience, leading to better click-through rates and conversions. By constantly adjusting your keywords, you can remove underperforming ones and add new, relevant keywords that will improve your campaigns.
Additionally, keeping an eye on your competitors’ PPC campaigns can provide valuable insights and help you stay ahead of the game. Take the time to analyze your data regularly and make informed decisions to help improve your campaign’s performance.
Planning, Execution, and Management for Houston PPC Ads
When it comes to digital marketing, rely on an experienced team that can take care of all your online advertising. At Bizopia, our wealth of experience in SEO and Houston PPC allows us to create and manage local campaigns that maximize your ROI. Partner with us to get the most out of digital marketing so you can focus on your business. Contact us today to learn more about our services.