How to Craft an Effective PPC Marketing Strategy

PPC Marketing Strategy

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their advertisements is clicked. Essentially, it is a way of purchasing visits to your site, rather than attempt to “earn” those visits organically.

Pay per click advertising is a vital element of a complete search engine optimization strategy since it brings in instant results. You can achieve lots of different goals with PPC, and several of the most common causes to use these advertisements includes identifying new leads, improving visibility, bringing more traffic to your site, and raising your conversions. In the end, however, the one reason that businesses use PPC is to grow. Whereas PPC is easy to execute, it does take some planning plus preparation, so today you’ll learn everything on How to Craft an Effective PPC Marketing Strategy

Search engine advertising is one of the trendiest forms of PPC. It permits advertisers to bid for advertisement placement in a search engine’s sponsored links while someone searches on a keyword that is connected to their business offering. For instance, if we bid on the keyword “PPC software,” our ad may show up in the very top spot on the Google results page.

Crafting the correct Strategy

An effective PPC marketing strategy needs time, effort, and expertise, but tactic makes all the difference. The first step in the planning stage is pinpointing the targeted audience—who your viewers are and wherever they are in the purchasing cycle–and determining the goal of the paid search effort. Whether it is leads, sales, or conversions, the campaign goal must align with and support the organization’s general marketing strategy.

The next step is diving into who your competitor is and the keywords they are using. Depending on how many contestants are in the market, it might make sense to prioritize them somewhat than try to outrank all of them all at once. Do not assume competitors cornered the marketplace on all the finest keywords; use keyword tools to see if there are high-value terms additional marketers are neglecting (niche B2B acronyms plus model numbers are frequently overlooked). And be cautious to not cast too wide a net. As stated above, the B2B audiences are smaller as well as more focused than a B2C audience, thus making certain to fish where the fish are.

Once the audience, goal, and keywords are recognized and agreed upon it is time to establish key performance indicators (KPIs) as well as plug the goals into Google Analytics toward track the KPIs.

Finally, decide the budget allocation based on the preferred keywords, the anticipated CPC cost, and the prospective impressions and clicks estimated. Once the campaign launches, Google’s algorithm would monitor it for two to three weeks. Throughout this time the search engine is learning your keywords, keyword match type, and bidding to determine how you compare to others competing inside the same auction. From that point on, continue to optimize based on related metrics such as CPCs, CTRs, CPAs, conversion rates, impression share, and ROI to stay competitive inside the auction.

Understand your audience

Every PPC-related article on the internet would likely tell you that you require understanding your customer for your PPC campaigns to perform better.

However, in Digital Marketing knowing your audience goes outside demographics. You will need to essentially understand their shopping pattern, motivations, plus reservations before purchasing to craft the perfect PPC strategy.

Depending on your customer base, whether they’re B2B or B2C, these values would differ tremendously. 

Create a PPC budget

The number one complaint that most advertisers have while it comes to setting up a paid search campaign is determining the budget. Yet, it is one of the most significant parts of your PPC marketing plan. We all have a promotion budget, so you require determining where paid search fits into this. You constantly want to be doing a mix of promotion tactics, especially at the start, to ensure that you are finding your target audience no matter wherever they live on the web.

Based on all of this, determine if you could feasibly do the recommended budget. If not, then you may want to go back to those niche keywords otherwise audiences thus you can create a more practical budget.

Analyze competitive landscape

Analyzing the competitive scenery teaches you who your main paid search competitor is, what they are doing that makes them booming, and how aggressive your campaign must be to compete.

If you are not sure who your competitor is, use Alexa’s Audience Overlap tool to recognize sites competing for your audience. You could then jump to the Competitor Keyword Matrix to see both organic as well as paid keywords from up to 10 of these contestants. Export these competitor keywords as well as prioritize them based on how well they are performing for the competition.

 Research keywords

All searches, whether paid otherwise organic, start with words typed into a search box. That makes user-centric keyword research the foundation of any successful PPC marketing strategy.

You must already have lists of contestant keywords from the previous step. That is a good start, but it is not the only way to discover PPC keywords. Start analog, brainstorm broad keyword terms around product features otherwise verticals. A fashion eCommerce site may start with the extensive-term “women’s shoes,” for instance. You can then use tools like Alexa’s Keyword Difficulty tool to make out this head term with connected keywords.

If your site has a search function, export the entire search from the last 90 days, and then classify them by type. This is a verbatim list of what people search for one time they are on your site; it is worth considering these terms in paid advertising campaigns if you have content otherwise can create content that fills the search intent.

Define your account structure

Now you are ready to start executing the paid search tactic. To set up your Google account, you’ll require defining your Campaigns plus Ad Groups. Most accounts would have a few broad campaigns, plus a set of a few advertisement Groups inside those campaigns. You will set your budget at the campaign-level, and you will determine your keywords at the advertisement group-level.

To describe your Campaigns, start by looking over the terms you have identified from your keywords research plus by identifying the action you want users to take while they click to your site from those terms. For instance, if you sell men’s clothing, you may create a campaign for jackets, as well as the goal of the campaign, might be to get searchers in search of men’s jackets to come to your site as well as make a purchase.

Build PPC landing pages optimized for conversion

Your ads must take searchers to specially created landing pages. The closer the match between landing page content plus search intent the upper the conversion rate. If you just send all searchers toward a generic page, say, your home page they will feel frustrated and bounce. This would negatively affect the Quality Score, meaning the ad would have a lower chance of showing up in searches.

Identify Negative Keywords

You cannot just set your paid search policy to autopilot once you are done with the execution stage; a flourishing Google Ads strategy has steady tweaking built into it. That is what we call the Optimization Phase.

Start by identifying useless keywords using the Google ad Search Terms report. Search for keywords that explain high impressions however low CTR. Consider tagging each as a negative keyword—that just means your advertisement will not show up while people search that keyword. Through cutting out negative keywords you will focus your budget on the higher-performing keywords plus have a better chance of rising CTR, which in turn would help increase Quality Score.

Now is furthermore a good time to limit any campaigns you have running on a broad match. Broad match means your ad will appear on pertinent variations of your keywords, even if they are not in your keyword lists. This is a great method to start a campaign; however, running broad matches for too long could waste ad dollars. Focus on the terms that are showing a high conversion rate, as well as restrict them to phrase match otherwise even exact match type.

Increase ROI

Return on investment for paid search is determined through the goals of your paid search campaign, similar to cost per click otherwise cost per conversion. Optimizing paid search ROI means paying less as well as getting similar (or better) results.

Over the short plus medium term, improve campaign ROI by distributing your budget better. You could do this by ruthlessly abandoning low-performing keywords, along with reallocating budget to high-performing advertisement groups.

Long term, work on raising your Quality Score. This could involve improving the landing page experience, writing more persuasive ad text, or writing ads that more strongly match the intent of the user. Upper-quality scores mean the cash you spend on the ad will go farther, which will go a long way in the direction of optimizing ROI.

Measure and Report

Measurement as well as reporting must be baked into paid search policy. If you don’t plan measurement actions, reporting would fall by the wayside.

How you report on ad performance depends on the objective of your PPC strategy. That said, you will find most of the info you need in Google Ads reports. Several of the basic reports are as follows:

Auction Insights: Compares you to the competitor. Use this report to plan strategic activities.

Search Terms: show you which terms are getting clicks. Use this report to spot negative keywords as well as identify keywords for a precise match.

Campaign Performance: Shows performance on the campaign level. Use this report to get a bird’s-eye view of performance over time.

Ad Performance: explain how each of your ads is performing. Use this report to find themes around ad copy as well as calls to action.

If you report paid search results monthly, comprise increases and decreases month over month, in addition to the context around those changes. For example, if conversions rose owing to seasonality, that must go in the report. Finish up with the estimated impact on long-term goals, plus determine what actions you’ll do next month to construct on (or improve) present results.

Play the Long Game

B2B sales cycles are longer than the B2C sales cycle, so it is critical to monitor your site plus analytics and optimize as data becomes available. Visitors are not necessarily going to hit a “Buy Now” button for high-dollar technology products plus services. It’s significant that you build a retargeting campaign into your digital advertising programs to stay in front of the client with high-value, pertinent content, and offers all over the buyer journey. As you continue to promote, your contacts will return to your site for more info. Be sure to build devoted landing pages with forms to capture email addresses plus build a nurture campaign with other engagement opportunities to accompany the paid search campaign.

Pay-per-click advertising is more intricate for B2B than B2C, however with the right approach; it is both effective and efficient. For utmost effectiveness, it is best to rely on Pay per click expert to guide targeting, keywords, along ad development. If your business doesn’t have the luxury of internal PPC expertise—few do—contact Experts for a free digital audit. We bring widespread pay-per-click experience toward B2B tech marketers and could craft your next campaign base on your exclusive business requirements.

A Strong PPC Strategy Equals Better Results

It’s easy to get caught up in the enthusiasm of bidding and forget to apply tactical thinking to pay-per-click marketing. Take a step back, plus invest the time in building solid basics for paid ads.

Focus on execution as well as optimization activities that are firmly aligned to considered goals. Remember that booming PPC strategy has testing plus tweaking baked into them from day one. This will make sure that you can pinpoint which activities drive profits and which are costing you cash. Your wallet would thank you.

What Is PPC? Learn the Basics of Pay-Per-Click (PPC) Marketing Campaign [PPC U]

ppc marketing

If you have a website and want to generate revenue out of it then you need to do marketing. You can either opt for organic marketing and marketing on social media platforms or choose to do PPC marketing campaign. If you have just heard about PPC campaigns or are curious to know more about it or you are already aware of PPC marketing, then read on to know more about the basics of PPC . If you want to make use of PPC for your website and business but do not know where to start, then here you will get complete information about basics of PPC. We will tell you everything about pay per click advertising and how you can make it work for your business. Let us first learn the definition of PPC to get a better understanding of this marketing technique.

What is PPC?

PPC means pay per click which is an internet marketing model that allows advertising by paying a fee every time the advertisement is clicked. It is a way by which website owners buy visits for their web pages in a short time rather than doing organic marketing to attract visitors.

PPC is an advertising platform that is included in search engine advertising. This system allows businesses to bid for placement of ads in the sponsored links of search engines and show up when a user searches the keyword which is associated with their business products or services. For instance, if we are planning our bid on the keyword PPC software when someone searches for software for PPC then our link will show upright on the top of the search results. Below the paid sponsored links, links of pages with organic optimization are listed. So PPC gives the benefit to stay ahead of pages that are optimized organically after months of planning and work.

But search engines do not charge anything for showing your page in top results in search results. When the ad is being clicked by a user and the search engine sends a visitor to your website then you are charged a small fee by the search engine. If the PPC marketing campaign that you have set up is accurate then the fee charged is trivial. This is because the amount of revenue that you will generate out of that click is much more than what you are paying for it. In simple words, if you are paying a few dollars for a click but in turn making a business of hundreds of dollars then your campaign is worth it.

The concept of PPC marketing campaign might seem simple i.e. You must search for keywords and then bid on it. But in reality, to create a winning campaign of AdWords, you need to do a lot of research and you need experience too. It includes researching well to find the right keywords for your business, then organizing the keywords to make a well-organized campaign, and create ad groups, creating landing pages associated with your PPC campaign that can bring about lead conversions. If you can create intelligent targeted and relevant pay per click campaigns, then you will be rewarded by search engines in the form of low charges for ad clicks. If your landing pages and ads are considered as satisfying and useful by users then google will reduce the ad charges for you, this will lead to better profits for your business. So, if you are planning to make use of paid AdWords to promote your brand, product, services, or yourself then it is better to learn how to do it right first. If not, then you can hire a PPC campaign digital marketing specialist to do the job for you. In either case, it is better to know about PPC, and it’s working so that you know that your money is being used in the correct way of marketing.

What is the concept of Google ads?

Google ads such as earlier known as Google AdWords is the most popular system of PPC advertising globally which works for all industries. This platform of advertising enables organizations to make ads that appear on the most popular search engine I.e. Google as well as on other apps and properties of Google.

These ads are operated on the model of pay per click, wherein the users place bids on keywords and they pay for every click made on their ads. The businesses do not pay anything unless they get a visit on their web page via the search engine. When a user initiates a search then the algorithm of Google digs into the numerous ads that are placed by advertisers and randomly chooses a set of ads that are shown in the top position on their search results page which is the valuable ad position. The ads that appear on top are chosen based upon several factors such as the quality of advertisement, relevance between the ad campaigns, and search keyword as also the size of the bid for the keyword. 

To be more specific, the business which gets to appear on the top position is chosen based on the Ad Rank of the advertiser which is a metric calculated by multiplying two important factors. These are CPC of the bid which is the maximum amount which an advertiser is ready to spend and QC I.e. quality score which is a value which is calculated based upon landing page quality, click-through rate, and relevance of your advertisement. The top advertisers that get their place on a search engine page get the benefit to reach out to potential customers at minimal cost which suits their budget. It can be considered as a type of auction too.

Using Google ads to perform PPC Marketing Campaign is quite valuable because Google is the top-rated and most used search engine, there is massive traffic on the search engine of Google and so by advertising on this platform you get a greater number of clicks and impressions of high quality on your web pages. How frequently will your ad appear on the search engine page would depend upon the match types and keywords that you are choosing? Numerous factors determine the success of your PPC ad campaign, but you can get a lot of benefit by focusing on these points:

  1. Keyword relevance: Choose keywords that are relevant to your products, services, or brand that you want to advertise. Make use of related keywords list, long-tail keywords, tight groups of keywords, and use appropriate text or image or video in the advertisement. You can make use of the keyword search tool of Google for the best results.
  2. Quality of your landing page: create landing pages that are highly optimized with relevant content, persuasive, and have a simple call to action that is tailored to the needs of the user’s search queries.
  3. Quality score: This is the rating given by Google to the quality of your ad based on the relevance of the keywords you are using, PPC campaigns, and landing pages. Businesses that get better quality scores can acquire better advertising and clicks and that too at less price.
  4. Creative: it is vital to make an enticing advertisement. You can make use of ad creator tools too that will help you create awesome ads for the display network that can demand being clicked. 

PPC Keyword Research:

It can be too much time consuming to do keyword research for your PPC campaign. But it is an indispensable and most important aspect of your marketing campaign, after all, you want high returns from your marketing investment. The entire PPC campaign is built around keywords and if you want to run a successful Google ad campaign then you need to grow as well as refine your keyword list for PPC continuously. If you are planning to do keyword research only once while you start your first campaign then you will miss out on a lot. You will miss out on thousands of long-tails, valuable, highly relevant, and low-cost keywords that can benefit your website and marketing too. So, it is important to keep a check on your campaigns, analyse their effectiveness, and constantly update and upgrade your ads and keyword list as well.

Here are the components of an effective keyword list for PPC campaign:

  1. Relevance: any business would not like to pay for web traffic that just browses on your website for a few seconds and then disappear. It will do no good for your business because irrelevant traffic has nothing associated with your business. So, it is necessary to search for targeted keywords that will provide you with a higher click-through rate in PPC campaigns, increase your business profit, and effectively reduce your cost per click. It means that the keywords that you choose to bid on should be very much related to the services or products that you want to sell.
  2. Exhaustive: the keyword research that you do should include not only the most frequently searched and most popular terms in your niche, but it must also include the long tail of the terms used for searching. These are known as long-tail keywords. These types of keywords are less common and more specific, but they also benefit by adding up to account for the major part of your search-driven traffic. In addition to this, they have very little competition and so they are not that expensive too.
  3. Expansive: the nature of PPC is iterative. So you must constantly expand and refine your PPC campaigns and make an environment wherein your list of keywords is continuously adapting and growing.

If you want to see the very high-volume and industry-specific keywords for use in your campaigns of PPC then be sure that you check out all the popular keywords. 

Managing the PPC Campaigns 

After you create the new campaigns, you need to manage this regularly and make sure that this would be continuing to be more effective. The regular activity on the account is the best predictor for successful accounts. You must continuously analyze the performance of the account and have to make the below mentioned adjustments for optimizing the campaigns.  

Add PPC Keywords: You must expand the PPC campaigns by adding the popular keywords which are very relevant to the business.

Split the Ad Groups: You need to improve the quality score and the click-through rate by splitting the ad groups into very much smaller and more relevant ad groups. This will help you all in creating more targeted landing pages and ad text

Adding Negative Keywords: When you are trying for non-converting terms like the negative keywords then this would improve the relevancy of the campaign and this will reduce the time which is wasted. 

Review of the Costly PPC Keywords: Under-performing Keywords, you can remove them if this is necessary. 

Refinement of the landing pages: When you are modifying the content and align them to the landing pages then this would be individual search queries which will boost the conversion rates. Never send all the traffic on single pages. 

As you move forward to the different elements of the PPC campaign management then you can learn more about it. 

When you are ready for starting the PPC then you can skip the setup of the Google Ads account for the time being. 

If you are already having some of the Ads accounts, then we would be suggesting using some of the Free AdWords Performance. This will help in the zero areas of improvement. In as less as 60 seconds you would be receiving the customized reports grading for the performance of the accounts. There are other 9 key areas which include the Quality Score, click-through rate, and account activity. If you have just heard about PPC marketing campaign or are curious to know more about it or you are already aware of PPC marketing, then read the above details well. If you want to make use of PPC for your website and business but do not know where to start, then here you will get complete information about PPC.