Are you searching for a way to reach your audience and increase sales with more than just organic reach? A pay-per-click advertising strategy may be the solution you’ve been looking for whether you’re a small mom-and-pop shop or a large Fortune 500 company. With a PPC campaign, you can maximize your investment while engaging with customers and improving your site’s ranking.
Keep reading below to learn more about PPC campaigns and a variety of things you can do to be successful when using them.
What is PPC?
PPC stands for “pay-per-click,” and is a type of online marketing where marketers run advertisements targeting certain keywords (usually on Google Ads and Bing) and pay a certain amount each time a visitor clicks on their ad. You essentially bid for a spot at the top of the organic search results and then get charged for every click. This method of advertising is designed to drive traffic to a company’s websites and boost conversions.
There are a variety of ad formats that you can use in a PPC campaign, from video, display, and shopping ads to search and Gmail ads. Google Ads is the most popular platform, as it provides businesses with the largest pool of prospects and countless campaign options to fit their specific goals.
You may also be interested in our blog, “The Ultimate Guide to PPC.”
Why Is PPC Important?
So, how does a PPC campaign work in your favor? PPC offers an excellent means of acquiring new customers, as search engines are heavily used by customers looking for specific products and services. These ads have precise targeting capabilities that are much more effective than traditional advertising tactics, allowing you to display your ads to the right people.
Today, millions of companies are competing for the same keywords, making it difficult to rank high on the first page of search results. However, when paired with an effective SEO strategy to develop and maintain domain authority, a PPC campaign can boost brand awareness and aid overall keyword ranking.
Benefits of PPC Campaigns
There are plenty of advantages to starting your own PPC campaign. Here are just a few:
- PPC Can Be Measured and Tracked
Success is often only discovered through measurements and tracking. Measurability and tracking are two key components in any successful marketing campaign, as it offers you insights such as impressions, clicks, conversions, and other significant campaign progress details. PPC ads offer in-depth statistics that show you how your campaign is performing, the traffic you’re receiving, where your traffic is originating, and how many ad clicks you’re getting for your selected budget.
- You Control Your Budget and Ad Run
Need to start small? No problem. With PPC ads, you can set your own budget and bid spend, ensuring that you’ll never pay more than you can afford. You can easily change your budget preferences up or down depending on your results. You’ll also be able to temporarily pause your ads or set an ad schedule that works best for your needs. This flexibility puts the control back in your hands, so you can reach your marketing goals.
- Reach Farther and Wider with Enhanced Targeting Capabilities
PPC ads let you reach people that aren’t in your target audience and those that have already become acquainted with your company. With PPC, you can switch up the way you target by targeting keywords only, implementing remarketing techniques, concentrating on specific demographics, and much more. The options are limitless so you can benefit from a wider reach and a larger pool of customers!
- PPC and SEO Work Together On Your Behalf
Your PPC ads and SEO strategy actually work together to improve your ranking and drive traffic to your site. One of the best parts of using both simultaneously is that your performance data from Google Ads can give you helpful data and direction for keywording in your overall SEO plan. On the other hand, organic performance data from your SEO strategy can assist you with your PPC ads. When implemented effectively, these two marketing techniques work successfully as a team, making them two remarkable assets to your business.
PPC Checklist for Achieving Your Advertising Goals
Does this article have you all pumped up for PPC? If so, it’s easy to get started with your own campaign! For extra guidance, we’ve compiled several checklist items to help you start off on the right foot. Let’s take a look:
- Pinpoint Your Goals
First and foremost, you need to ask yourself what you want to accomplish with your PPC campaign. Different goals require different approaches. Are you looking to expand your market? Achieve a lower cost-per-click? Zero in on a specific audience demographic? Or maybe you’re looking to discover more leads that are outside your target audience. Determining your company’s goals and focusing on ROI is always a critical step toward success. Fortunately, PPC ads can help you achieve many advertising goals, from boosting brand awareness and lead generation to capturing recurring sales.
- Discover Your Target Keywords
Another key aspect of a successful PPC campaign is targeting the right keywords. Depending on the product or service you’re selling, you’ll want to do some extensive research to see what potential customers are searching for online. The keywords could be the name of your product or service, the industry you’re in, or commonly searched words or phrases relevant to your company’s offerings. When you understand your target audience and their search tendencies, you’ll be better equipped to include those same keywords in your PPC ads. This will give you a better chance of capturing the user’s attention with your ad, leading to a click, and turning them into a customer.
- Create Compelling Ads
The next step is to develop your PPC ads. Remember that your goal is to snag the viewer’s attention immediately. You really only have a few seconds to do this, so your ads need to be eye-catching, relevant, and keyword-rich. With the Google Display Network, you can choose from a variety of ad formats including text, images, videos, and mobile ads, and can even utilize some pre-made templates if needed. Choose one or a combination of these formats, depending on what best suits your audience, and make sure to keep the ad copy short and catchy to make a great first impression. Also, be sure to include a strong call to action (CTA) to give interested users a way to take action.
- Choose Your Targeting Preferences
PPC ads come with exceptional targeting capabilities for search, display, and remarketing ads. You can effectively target users based on search behavior, the content they’ve viewed, their geographical location, demographics like marital status, age, and ethnicity, and other online behaviors. Decide how to best target your potential customers and test them out. And the best part is, if your targeting settings don’t seem to be working well, you can adjust them quickly and easily.
If you want some more information on PPC ad targeting options, we suggest you check out this helpful article from Search Engine Journal: “A Complete Guide to PPC and Targeting Options.“
- Design Landing Pages
Don’t just focus on the ads and forget about the landing pages. Your visitors need somewhere to land once they click! This landing spot could be a specific page on your website or blog article, but most of the time it’s beneficial to use pages strategically developed around a single objective. These more focused and highly targeted pages can house a special offer or include specific information relevant to the person who clicked on your ad. The whole goal of a landing page is to encourage the viewer to take action and eventually result in a conversion. Without them, you could be missing out on potential customers!
- Set Up Tracking
Once you’ve determined your goals, found your keywords, created your ads, chosen your targeting, and developed your landing pages, the final step is to set up your tracking through Google Analytics. After all, how will you be able to see your progress if you don’t track your ad performance? There are a number of Key Performance Indicators (KPIs) that can give you an idea of how your ads are doing. A few things to consider are click-through rate (the percentage of people who clicked on your ad), impressions (how many visitors saw your ad), clicks (how many visitors clicked on your ad), conversion rate (how many visitors clicked your ad and took the desired action), bounce rate (the number of visitors who left your site without taking action), cost-per-click (how much you pay for each ad click), and cost-per-acquisition (how much you’ve paid for each new customer).
Succeed in PPC with Search Engine Marketing Professionals
The world of PPC ads can be a convoluted and overwhelming place. We understand the need for a helping hand, and that’s why the team at Zeidan Digital Marketing is here for you. Our talented SEO specialists are well-versed in pay-per-click advertising, so you can sit back, relax, and enjoy all the incoming leads and increased sales. You’ll never have to worry if your money is well spent as you watch your business rise in search engine ranking.
Are you seeking assistance with implementing a pay-per-click campaign? Or maybe you need some guidance on inbound marketing, marketing automation, or one of our other trusted digital marketing services. Don’t miss out on quality leads! Contact us today by calling 1300 353 237.