Is your company visible in the search results?
PPC advertising goes by many names: paid search, paid social, pay-per-click advertising, search engine marketing and social media advertising. They are the advertisements above and on the right side of the organic search results or within or beside your social feed. With 91% of users searching for products and services on search engines, your customers are looking for you but simply may not be able to find you. While building credibility on search engines brings high value, social engines provide an additional channel to capitalize on visibility and credibility.
CREATING A PPC ADVERTISING STRATEGY
The art of PPC advertising is an absolute science. From writing headlines, ad copy creation, keyword and target market research, understanding the keyword relation to the buying cycle, bid management and campaign management, it could quite easily be a full-time job.
We won’t start a campaign until we understand your customers, your products or services, and what your customers expect and want along their buying journey. We then design a customized advertising campaign to meet the customers along their journey!
Throughout this process you can be as involved in the planning and tracking of your campaigns as you would like – whether it’s at the beginning of our 3 month strategy planning or weekly as we adjust and optimize tactics to bring the most value to your business objectives. Maybe you don’t care how we get the results, so long as the needle is moving. That’s okay, we get it and we won’t force the details on you. However, if you want to know the specifics we are more than happy to dig into the data and geek out.
Here are some of the processes necessary for a PPC advertising strategy.
- Product or services analysis
- Google AdWords configuration
- Facebook Ads Manager configuration
- Keyword research
- Ad copy creation
- Bid management
- Ongoing ad optimization
- Ongoing campaign optimization
PPC is the fine balance of pulling the correct levers at the correct time and not hesitating to pivot when you see data trends occurring. It’s nonstop A/B testing, constant tweaking of the dials and tracking the impact of each of those changes. Ad optimization is always ongoing and is dictated by the wealth of data that the advertising platforms provide.
Ad optimization, in its simplest form, is:
- Rewriting ad copy
- Changing or creating new landing pages
- Refining targeted keywords
- Raising/lowering bids for keywords
- Creating new ads
- Changing visuals
Constant data analysis allows us to optimize campaigns based on past and current conversion data. Campaigns can be optimized to target potential customers during a specific day of the week, during only certain hours of the day, in a specific city on a specific device! The level specificity that PPC advertising allows is endless and we leverage and access the data daily.
Campaign optimization is a vital component of the advertising strategy and, when done correctly, will quickly lower your cost-per-click, improve click-through-rates, improve ad Quality Scores, and, ultimately, lower your cost-per-acquisition or cost-per-conversion.
Campaign optimization, much like ad optimization, is ongoing throughout the entirety of a PPC campaign. In short, campaign optimization includes:
- Changing the campaign display schedule based on time period comparisons
- Adjusting maximum cost-per-click based on previous conversion data
- Adding “Call Extensions” to existing campaigns
- Adding “Sitelinks”
- Adjusting campaign budgets
Want to start the discussion with us about PPC Advertising? We’d love to talk to you!
- What are your goals for your paid advertising?
- Are you doing your PPC in-house or with an agency?
- What are you wanting Users to do? i.e. Call, buy, complete a form
- On which platforms and/or channels are you using PPC?
- What is your monthly budget for PPC?
- What are you current PPC conversion rates?
- Are you using custom PPC landing pages?
With a fine-tuned PPC advertising campaign, this avenue of advertising can quickly prove to be a viable marketing channel for your products or services. PPC advertising will get your company to the top of the search results for any keyword(s) along with social feed visibility starting on the first day of the campaign. PPC advertising is so prevalent because, well, it works and ROI, unlike most traditional marketing strategies, can be easily measured. To learn more about how PPC advertising can increase your revenue starting from day one, drop us a line and we’ll schedule a discovery call to determine how PPC advertising can help your drive additional sales to your website.