After playing around with your stretched startup budget, you managed to scrape together enough cash to hire the hottest web developers and designers around.

And although your website looks divine and works perfectly, there’s been one major drawback – it’s not getting enough traffic.

When you are just starting up, it is always encouraging to get results quickly as that will motivate you to stay in business and do more of what works.

When you first heard about pay-per-click (PPC), it sounded like all your dreams come true.

Get an ad up on Google and watch the customers flood in.

But as the months go by and it isn’t bringing the kind of returns you were hoping for, you’re quickly realising that mastering PPC marketing isn’t simple.

So how do you make the most of your PPC campaigns?

What is PPC?

Before we launch into more in-depth next steps, let’s backtrack and check you’ve got the basics sorted – what exactly is PPC?

PPC marketing is the use of keyword-based Search Ads or banner-based Display Ads to drive traffic to your website. When someone clicks on those ads, you pay a small fee.

PPC enable you to achieve traffic success. You can get targeted traffic to click on your links and you pay for only those clicks.

Paid Search is the most common type (placing your ad in search engine results) but display ads are also popular (positioning your ad on relevant websites through the Display Network).

To really boost your business’s online visibility, you’ll probably use a mixture of both.

What more can I do?

As with all startups, every penny you spend counts, so you need your PPC campaigns to perform well. But it takes a lot of time and effort to build the momentum of ads.

That’s why lots of businesses outsource pay-per-click to digital marketing firms with the technical knowhow to expertly target ads, ideally ensuring that only AdWords qualified individuals work on their campaigns.

If that’s not an option for you, then here are a few top tips to help you make the most out of your current campaigns.

#1: Perfect your copy

You’ve not got a lot of space to play with in your ads, so make sure they’re cohesive and saying exactly what you need them to.

A lot of that comes down to keywords, but don’t neglect your call to action. Instead of resting on the standards like ‘buy now’, get creative and experiment with other options.

#2: Focus on retargeting

Ever browsed an online shop only to find their ads forever popping up afterwards? That’s retargeting, and it’s great PPC tactic for pulling visitors back to your site and hopefully converting them.

Using the Google Display Network, you can make your ads follow customers who’ve looked at your website around the internet.

#3: Dedicate time

PPC isn’t as simple as crafting a few campaigns and then sending them out to fend for themselves. They need careful monitoring and optimisation to continue performing as successfully as possible.

Dedicate an hour a day to PPC, keep doing keyword research and change things up when need be.

Have you got any other top PPC tips for increasing website traffic? Leave a comment and let us know.

Founding Editor @Alltopstartups, Contributor @Entrepreneur, Columnist @Inc. Magazine and Curator at Postanly (his free weekly digest of the best life and career improvement posts on the web. Subscribe for free.

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