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Pay per click marketing is one of the best forms of paid advertising. If done properly, it also has one of the best conversion rates as far as digital marketing is concerned.

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With pay per click advertising, online marketers only pay the owner of an ad space only when the ad is clicked and which in turn helps customers save money. The price a marketer pays per click is determined by bidding and other factors such as landing page quality, CTR, etc; all of which shall be discussed in subsequent sections.

Pay per click marketing is of different types, namely: paid search marketing, display advertising, social media advertising, retargeting PPC marketing, price comparison website advertising, and affiliate marketing.

How is Pay Per Click Marketing Important to Digital Marketing?

what-is-paid-advertising

Savvy online marketers know how to leverage on all marketing channels be it SEO, social media marketing, content marketing, video marketing, etc.

Although pay-per-click advertising can be expensive, depending on various factors, it is also found to be a lot regarding in terms of ROI.

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A major determinate of online marketing is the ability to properly define a target audience. The different categories of pay per click ads allow marketers to further customize their campaigns for a target audience. For example, you are most likely to have better PPC success for some niches with display ads than you would with search ads.

Marketing plays a crucial part in any company’s success. Great products alone do not guarantee revenue but the ability to show it off to other people and convince them to buy from you and not from someone else – there are other folks out there, trust me.

Since the evolution of search, pay per click advertising has changed the world of the marketing industry.

Pay per click advertising is important to digital marketing because it provides an opportunity where marketers can better target their audience, tools for measuring marketing success in real-time, and most importantly, advertising at very cheap rates as compared to television commercials, billboards. and newspapers.

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Types of Pay Per Click Advertising

Pay per click advertising can be categorized into six types namely:

  • Paid Search Marketing
  • Display Advertising
  • Social Media Advertising
  • Retargetting PPC Advertising
  • Video Advertising with YouTube
  • Affiliate Marketing

As you can see from the above, there is a range of different pay per click advertising model available with some popular than others.

In recent times, the most popular PPC models are the paid search marketing, social media advertising, display advertising and video advertising with YouTube.

What Is The Difference Between Pay Per Click & From Search Engine Optimization?

paid advertising difference

Pay per click advertising effort is a type of online marketer where a digital marketer gets traffic to a website through paid efforts. This type of traffic is referred to as paid traffic.

That being said, search engine optimization is a digital marketing technique where an online marketer gets website traffic through organic effort. SEO website traffic is referred to as organic or free traffic.

Another difference between PPC and SEO is that the pay per click advertisement gives immediate success but SEO takes time.

Why Should You Use Pay Per Click Marketing?

Why you should use pay per click marketing

Now you understand a bit about paid advertising and it’s benefits, why should you use it over other methods of online advertising?

The reason is what I mentioned before, the results are almost immediate. All you need to do is create an ad, create your landing page, set a bid, and you’re good to go. Your ads will be enabled within minutes and you will notice an increase in your website traffic.

Another great reason to use paid advertising is that it that it’s not as expensive as you think. Although some keywords can cost a lot of money, however, you can use long-tail keywords which are very cheap. This means you don’t need to focus on the expensive ones. Instead, you can target 100 cheap keywords and get just as much traffic as the big ones.

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How to Increase Pay Per Click Ads ROI

Pay per click advertising has a lot of moving parts. Paid advertising might be an excellent advertising solution for many businesses, but you always need to be aware of your ROI. Tracking your conversion rate will show you how your ads are performing.

For example, you should look at ways to decrease your cost per acquisition if you’re spending $500 a month to make $100.

There is, however, another way to improve your ROI without lowering your cost per click. Please check out the comprehensive article at 1 in 4 ad clicks is fraudulent.

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Increasing the conversion rate of a lead capture page entails optimizing some of the landing page elements.

Generally speaking, a website landing page can be said to be the entry point for a website. Landing pages are usually static by design.

In online marketing, a website landing page (also known as as a lead capture page), is a single static website page that a searcher she when she clicks on an indexed page on search engines, marketing promotion, marketing email, or an online advertisement.

10 Insane High-Converting Landing Page Elements

The main purpose of any landing page is to convert website visitors into paying customers with prominent call-to-action buttons.

Conversions are of different forms and types. For example, newsletter signups, online form submission, free product trials, etc.

There are a number of techniques and strategies used in creating high-converting landing pages. Highlighted below are ten landing page elements that can help your landing page generate more conversions:

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1. Write a Compelling Headline

Landing page elements - writing a compelling headline

Designing a high-converting landing page starts with selecting a compelling page title or headline. As a matter of fact, the success, or otherwise failure of your landing page has a lot to do with your page headline or landing page title.

A page headline must be compelling, and captivating. A landing page headline must able to trigger certain emotions that will compel website visitors to take your desired action (s) which may be to request for a product trial, subscribe for newsletter, make a purchasing decision, etc.

Your headline or title must contain at least one power word and at least another that drives emotions.

2. Structure Your Content to Show Value Upfront

structure your content

Website users remain the most impatient set of people. According to the 15 seconds rule by time magazine, you only have 15 seconds or less to make an impression on your site users. By this, we mean that you a website visitor will make the decision to either leave or remain on your website in fifteen seconds or less.

That being said, what makes a user read through your landing page and take the desired action is value.

Therefore, it is important to always highlight the value(s) your website visitors will get by subscribing to your service in the top area of your landing page.

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Highlighting the values upfront before describing them in details is one of the best strategies for designing a high-converting landing page.

3. Show Testimonials

client testimonials

One of the few things common to all high-converting landing pages is customer testimonials. Testimonials help improve your landing page conversion rate because they add some legitimacy to your landing page and make people more willing to buy from you.

Since online shopping and e-commerce continue to dominate the retail market, customer reviews or testimonials are important to your conversion in that they show the kind of experience others have about your website and makes new buyers comfortable making purchases or signing up for your products.

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I always consider customer testimonials as the PR you are not paying for. You are simply using other people as your own mouthpiece.

This is part of herd mentality and the reason all the worlds biggest online companies, such as Amazon and E bay have based their whole platforms around customer reviews and/or testimonials.

4. Lead Capture

building a lead capture form

Lead capture the process of saving or capturing lead information such as name, phone number, email address, etc in order to convert them into paying customers.

Lead capture has two important components which are the lead capture form and the lead magnet.

A lead capture form can be anything from newsletter form, contact form, product trial form, signup form, etc. The common information usually captured by lead forms are the full name, email address, and phone number.

A lead magnet is often some form of incentive online marketer offer potential customer in order to get their email address and other contact information. The most common types of lead magnets are ebooks, videos, podcasts, infographics, etc.

Lead captures are the most integral element of any landing page and greatly determines landing page success.

5. Prominent Calls-to-Action (CTA)

Call to action button

Calls-to-Actions (CTAs) are another category of important elements of any high-converting landing page. Calls-to-Action (otherwise known as triggers) are various buttons or links placed at strategic sections of a landing page that will trigger an action when clicked upon.

For example, a “download” CTA can load a popup containing a lead form. A website visitor will then need to submit some information before he or she is able to access the download area of the website.

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Knowing the right CTA to use at every given time is important to the overall conversion of your lead capture page.

NB: CTAs must not be randomly used but rather with clear-cut purpose. This is because random or overuse of CTAs might show you as being desperate and turn off some of your potential customers.

I always recommend two CTA at most for any landing page.

6. Consider Placement of your CTA Buttons

calls to action placement

It is not enough to have Calls-to-Actions on a given landing page. This is because the wrong use of CTAs can cause more harm than good.

The right placement of CTA is another important element that determines the conversion rate of a given website page.

My approach always is to have at lead two CTAs with at least one at the end of the content.

Excellent use of CTAs on landing pages is another way of increasing the conversion rate of the page.

7. Highlight Your Clients

highlighting your clients

Everyone wants to see a list of the jobs or companies you have worked on in the past.

Savvy online markets have learned to think like their own customers. As the owner of a big corporation, would you rather work with someone that has a proven track record with Microsoft, Google, British Airways or another person with zero track record?

Highlighting some old or current clients on your landing page adds more credibility to your site.

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You can simply add a project portfolio to your landing page in case you do not have anyone in your clientele list. Showcasing what you have done or executed in the past ina good way to improve your landing page conversion.

I always recommend that you add your biggest clients or portfolio to your landing page

8. Remove Menus

Landing page elements website menus

The purpose of any landing page is to capture leads. Therefore, it is important to reduce the number of links in order to achieve this. For example, a common practice is to remove all links on a landing page.

Online marketers remove all links from a landing page because they often do not want website visitors to have any reason to leave their lead capture page without converting.

Removing all menus and links from a landing page is another strategy that can help improve on its conversion.

9. Create urgency

create-urgency

Have you ever come across a landing page with a countdown or ran into an offer that ends the moment you close your browser window? The answer is most likely yes. We have all come across those squeeze pages at one point in our lives.

Successful online marketers know that people make purchasing decisions based on how they feel at a given point in time.

Asides love and fear, the most intense emotions are the ones with some sense of urgency.

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Another element that often increases the conversion rate of a landing page is urgency. Create a sense of urgency around your product, make the limited offer lasts just for a few hours and you will see your conversion rate go up.

10. Follow a Z Pattern

z pattern

The Z pattern remains the most common and one with the best conversion rate. As shown in the image above, the Z pattern shows how website users often read website content. Majority of website users read the screen from left to right and a lot would jump to another important spot on the website after the first paragraph.

Top social media websites such as Facebook, Twitter, Linkedin, etc all use the Z design approach to their landing page.

facebook z pattern

Although, I always personally recommend a single Z design pattern as in the case of Facebook and the majority of other websites, however, the multiple Z design pattern will also achieve the same result.

writzig-zag-pattern

Sometimes, the difference between a low-performing landing page and a high-converting landing page is the design style and pattern.

Savvy social media marketers are aware that hashtags are important for getting their message and brand(s) to the right audience. Since it was first used by Chris Messina in August 2007, hashtags have grown into one of the most important tools for driving social media reach and engagements.

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You might also like to read:

  1. 16 SEO Trends to Watch Out For in 2019
  2. 25 YouTube Stats [Infographic] For Video Marketers in 2019
  3. How Google+ Plus for Consumer (Personal) Accounts Shutdown Will Affects Your SEO in 2019 and Beyond
  4. 5 Proven Tactics to Drive Target Audience to Your New Website
  5. 44 Top Social Media Management Tools For Your Business in 2019 – The Complete List
  6. Social Media Marketing Strategy – 10 New Ideas
  7. Top 30 Social Media Analytics Tools for Business in 2019 – The Complete List

Hashtags(#) are used to achieve a similar result on all social media platforms including Linkedin, Twitter, Facebook, Instagram, Pinterest, etc.

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How HashTags(#) are Used

Hashtags are important and used for many purposes, below is a list of popular use of hashtags on various social media platforms:

  1. Reach more people.
  2. Increase brand visibility.
  3. Drive Engagements.
  4. Market or Promote Event.
  5. Get in touch with the right audience – target audience.

Although hashtags can get your message/brand in front of the right people, using the right hashtags will get you better results.

Determining the right hashtags to use can sometimes be difficult.

Hence, below is a list of what I consider to be the “Instagram HashTags: 200+ Essential Marketing HashTags for Business in 2019 – The Complete List” for your business in 2019.

How Best To Use HashTags(#)

Random use of hashtags do not get you the best result but the right use of it. The right use of hashtags encompasses

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Daily Specific

Hashtags such as #MondayMotivation, #MindfulMonday, #MCM, #TransformationTuesday, #TravelTuesday, #WCW, #WaybackWednesday, #TBT, #ThoughtfulThursday, #FashionFriday, #FlashBackFriday, #SaturdaySpecial, #SaturdayStyle, #SundayFunday, #SpotlightSunday, etc can get your message to the right set of people immediately. With Hashtag like these, you’re able to properly target social audience based on interests. For example, you can use the hashtag #ThrowBackThursday or #TBT to tag your old pictures, posts, and/or events. your

Events Specific

Programs Specific – Social Programs – Hashtags are also very important for driving visisbility and engagements for various programs and causes. For example, are you an owner or do you lead an organization that drives social impact and looking for more visibility for your posts and brands? Hashtags such as #notforprofit #impact #MDG #nonprofit #DoSomething #advocacy #changemakers, etc

Platforms Specific

Although Hashtags are uniform and work pretty much the same across various social media platforms, they can also be platform specific. For example, #instagood #instamood #instadaily #love #lovequotes #loveyourself #lover will perform better on Instagram than on any other platforms.

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200 Popular HashTags for Your Business in 2019

#love #instagood #photooftheday #beautiful #fashion #tbt #happy #cute #followme #like4like #follow #me #picoftheday #selfie #instadaily #friends #summer #girl #art #fun #repost #smile #nature #instalike #food #style #tagsforlikes #family #likeforlike #igers #fitness #nofilter #follow4follow #instamood #life#travel #beauty #vscocam #sun #bestoftheday #music #followforfollow #beach #instagram #photo #sky #vsco #dog#l4l #sunset #f4f #ootd #pretty #swag #makeup #foodporn #hair #cat #party #girls #photography #cool #baby #lol #tflers #model #motivation #night #instapic #funny #gym #healthy #yummy #hot #design #black #pink #flowers #christmas #blue #work #instafood #fit #instacool #iphoneonly #wedding #blackandwhite #workout #lifestyle #handmade #followback #instafollow #home #drawing #my #nyc #webstagram #sweet #instalove #marketing #b2cmarketing #b2bmarketing #strategy #mktg #digitalmarketing #marketingstrategy #mobilemarketing #socialmediamarketing #promotion #picoftheday #selfie #follow #followme #fashion #happy #me #cute #beautiful #tbt #photooftheday #instagood #love #1MinMillenial #30DaysOfValue #30DS #4C #4In4Challenge #5Videos #AccessForAll #AlwaysAStudent #BERHOFFNetwork #BrandIn30 #BridgeConnections #CongressionalOrder101 #ConnectingHumans #ConsciousKindness #ConversationInProgress #CVideo #DeliveringHappiness #EmbraceTheSuck #EpicDads #EpicMums #FaithThroughFire #FansOf3 #FlavorFragranceFriday #FoodScienceTrivia #FreedomClub #FunctionalMedicine #GenuineHero #GetLouder #GoalsTogether #GuestWrite #HumanSuman #InItTogether #ISpySwag #JustQ #JustStart #KiraSparks #KnowledgeIsPower #Leadership #LetsGetHonest #LinkedInCreators #LinkedInFam #LinkedInLocal #LinkedInRealConnections #LinkedInVideo #MoneyTips #MyFirstVideo #My1stVideo #MySilentVoice #MyTinyHuman #OneMinuteWeekly #OptimizeLife #Parentrepreneur #Professionalpedia #PSA #RuckThoughts #SalesFromScratch #SilentVoice #StudentsOfLinkedIn #SynergisticRevolution #TeamBuilder #Unlearn #VoiceOutSeekers #WhatWhyWho #WomenOfLinkedIn #YouAreMore #YouGotTheJob

Final note

Above are the 200+ Essential Marketing HashTags for Business in 2019. Think I missed out on any? Why not leave me a comment and I will review and add it and/or them to the list.