What is PPC?
Landing on Google’s first page is no easy feat. Now, with so much competition, brands need to understand the inner workings of PPC marketing. PPC, or pay per click, is a way of advertising online. Businesses create ads and pay a fee when someone clicks on it. Most people looking to venture into PPC marketing turn to Google Adwords. But before you start to think of strategy, you need to understand the benefits of PPC marketing.
How Does PPC Work?
PPC seems complex but in essence, it's more of a systematic process. When an ad spot opens on a SERP, search engine results page, the auctioning for keywords begin. The quality of content, ad placement and your bid amount all play a role in who wins top placement. For example, if you were looking for Long Island PPC management, you would have to tailor your content and ads so that it ranked higher than others competing for the same spot.
Benefits of PPC
PPC marketing does more than help you rank online. When done correctly, it can help you reach your KPIs and increase ROI. The key is understanding how to set up campaigns based on your goals.
In addition, results from PPC campaigns can give invaluable insight into consumer behavior and how your ads are performing.
Determine Your Goals
As with any type of marketing strategy, you need to define your goals. If you're just starting out, maybe you want to build brand awareness. Or, if you're an established brand and want to boost website traffic, you need to tailor your PPC strategy to reach your target audience at the right time. The idea is to have them take action, regardless of where they are in their customer journey.
Creating a Campaign
PPC campaigns need to be tailored to suit your needs. For instance, if your goal is to increase visibility, you'll want to create ads that use specific keywords in those ads. You also need to think of ad placement. Where you place your ads is just as important as they copy. If either falls short, you ad may not perform well. You need to use keywords that someone in this phase of customer journey would use.
You should also consider social media PPC. Using broad keywords in the awareness stage can boost visibility. However, using such broad search terms may result in a higher click-through-rate cost. A good rule of thumb is to keep cost under a dollar.
In this stage, consumers are starting to think about making a purchase. They may use more specific search terms to find exactly what they want. At this point, your PPC strategy needs to mimic what they are doing. This includes inviting copy that makes them want to know more. In addition, your keywords also need to reflect what consumers are searching for online. Banner ads and ads that are highly responsive usually perform well at this stage in the buyer's journey.
Generating sales can be tricky. Even when people land on your website, they may not be ready to buy. Lead generation ads can help by capturing emails, which you can use later for retargeting marketing. At this point, your CTA needs to demand attention. Offering something for free, whether it's a free consultation or demo, or even sample product, is what you need to focus on.
Someone who is ready to buy acts different than someone who is still in the consideration phase. People in this category have intent to make a purchase, so your ads need to deliver. Content needs to be tailored to entice them to finalize the purchase.
Discount coupons, financing and shipping options should need to reflect in your copy. Sometimes, simply knowing that shipping is free can create a frenzy, especially if it's international shipping.
A successful PPC strategy is multi-faceted. It needs to include all of the goals that you hope to reach through the marketing funnel. The key is to optimize, analyze and refine through the buyer’s journey. If you're struggling with your PPC strategy, Long Island PPC management can help. Contact us today and we'll help you rank tomorrow.