Guide to Expand business with PPC marketing
PPC marketing is an attractive option that is often entertained by online companies, regardless of their size, industry or buyers’ personas, for targeting potential customers via online adds. Given that the Internet has transformed the manner in which business is conducted, it levels the playing field for any organization that wants to reach to potential clients and widens its reach by using tools such as PPC marketing, enabling businesses to capture the mindsets of prospects and converts them into leads and customers.
The notion of PPC marketing
PPC marketing is an easy way for conducting your digital marketing operations, as its acronym states “Pay-per-Click,” monitoring your online advertising budget by only paying when visitors are clicking your ads. It is often considered relevant for attracting traffic to your website in a rapid manner, subject to how much money you invest in PPC and if your ads reach higher placements on search queries from strangers on the web.
Such intricacies behind PPC’s operational capabilities are run via Google AdWords the standard platform for initiating a PPC marketing campaign for your online business, and also using Google Analytics to monitor your website traffics statistics. We’ll start by guiding you on how to set up a PPC marketing campaign by using Google AdWords.
Setting up your PPC marketing campaign
PPC marketing consists on a search engine advertisement, meaning those Ads or promoted links that place on top of search engines like Google when they’re yielding a result from users’ queries.
Google AdWords is then the search-engine advertising tool that is used for placing such links as promoted links on search engines results like Google’s, targeting the people you are appealing to.
One of the first features that you will need to muster on Google AdWords is its Keyword Planner. The Keyword Planner will help you analyze your website and make suggestions on which keywords are most suitable for your ad-placement and to your landing page for converting visitors of your website into leads. Remember that keywords are the words that people type in on the search bar of search engines like Google when looking out for a solution or answers for a problem.
For this reason, having the right keywords for your offerings on the advertisement you will place online is crucial, and Keyword Planner will help you along the way, by showing you potential keywords, search volumes and a budget planning for this type of online marketing campaign.
Following on the previous set-up steps, we then start to create the campaign. We will take into consideration few basic settings such as the targeting location, the audience, invested budget among other details like the heading and description of your ad text.
For example, you may place your targeted ad placement based on specific locations that will help you address what your buyer personas are looking for, based on the geographic orientation where you wish your audience to be located.
Guidelines for starting your PPC marketing.
These considerations that we previously mentioned will be shaped again in using Google AdWords for your online PPC marketing campaign. In here, we will focus on three areas worth of paying attention to initiated your PPC marketing campaign.
Beware of the budget.
PPC marketing is often considered a cost-effective approach to digital marketing because you only pay when the ad is being clicked. However, cost-effective does not necessarily have to be cheap. For this reason, it is optimal to start from low levels of investment and then ramp-up this online ad expenditure on those ads that are proving to be effective.
Keyword Quality is the treasure trove.
Keywords should be assessed on their quality and relevance. You might have created a remarkable PPC ad on Google AdWords. But if your offerings are not aligned with a keyword or keywords (long tail keywords) that can attract the traffic you desired for converting visitors into leads and increase the likelihood of your online sales. In that case, all your PPC marketing efforts will prove futile.
On Google AdWords, you can overhaul the statistics based on the quality of those keywords per every ad placement you create, based on a total score of 10. It is recommended to put on hold or eliminate those keywords that are underperforming based on this scoring metric.
Additionally, you may include keywords that would be detrimental to your PPC marketing campaign on a “negative keyword list” in the case for those keywords that are not being relevant for driving you traffic to your ads.
The last and ultimate step will be to analyze your results, overhauling whether your keywords, as well as your ads, are driving you closer to your online goals as a business.
Analyze your PPC marketing results.
One of the most beneficial aspects of digital marketing is that you have access to your data and can measure your efforts. The data or metrics that Google AdWords or Google Analytics yields, will consist of some impressions, clicks, Click-through rates, bounce rates and the average cost of each single PPC ad you will create.
Some impressions will tell you how many people have seen your ad on their search-engine query results. If your ad is not being seen, then is not proving useful to reach a wider audience and therefore increasing your online sales.
The number of clicks as it simply implies, entails the number of times visitors have clicked your ads, telling you about the level of engagement your ad is having with visitors on search engine query results. Again, having in place an ad that doesn’t get visitors to click on them will not become useful either. Just a small caveat in here: remember that as people start clicking your ads, PPC marketing means that such ads will also prove more expensive as you “pay-per-click.”
Your Click-through rates will mean that for each one of your ad placements and the number of impressions, what percentage of those impressions are clicking the ad. This metric is highly useful for gauging if your PPC marketing campaign is being effective because it reveals the likelihood of visitors making a purchase or simply becoming leads for your company. Also, there may be visitors that turn away after glancing at your ad and clicked on it but drifted away as they navigated on it. This is referred to the bounce-rate.
And then we turn on the average cost per click, proving you a simple average cost per each click received from an ad.
Why is it so important to keep track of these metrics? Again, they will reveal whether your efforts are proving useful to your goals or should they need to be modified. Pay attention to details, mind the budget you will invest and always align your keywords with your PPC advertisement to direct more traffic into your offerings.
In case you have any doubts or questions, you’re always welcome to visit us at any time, to jumpstart your online presence and sales growth by using PPC marketing.