Do you know what makes a PPC campaign different from other digital marketing strategies? Well, if you invest in PPC marketing services, you can expect guaranteed returns. Sounds too good to be true? It may, but the statement is 100% literal. When they click your ad, you start making money. However, just like any other marketing campaign, PPC performs only when you come up with the right strategies. Not sure where to start? Keep scrolling to get the clue…
Understanding PPC Marketing
Before you get into the core PPC technicals, you should understand what PPC marketing refers to. Well, PPC (Pay-per-Click) marketing is a form of online ad. As the name suggests, it employs clickthrough rates and many other performance indicators. The goal? Gauging how efficiently your online ads perform.
Overall, PPC intends to generate responses from your potential buyers. They will likely click on your ad because they want to know what you have for them.
The PPC Ad Networks
So now you know to display your ad, you need a platform/network. Today’s PPC experts prefer a few. The below list shows them according to popularity ranking.
1. Google Ads
2. Youtube
3.Microsoft Ads(Formerly Bing)
4. Instagram
5. Meta
6. Linkedin
7. Pinterest
8. X(formerly Twitter)
9.Ebay
10.Amazon
11. Yandex.Direct
12. Adobe AdCloud
The Secret Sauce of a Well-performing PPC Campaign
It would definitely be awesome if all PPC campaigns could bring in the desired result. But, it merely happens. PPC campaigns perform only when they are strategic and skillfully designed. If you have hired a professional PPC agency or decided to give it a try yourself, check out the below hacks. They may help you make your campaign successful.
1.Crack the Components
You can’t design a promising PPC campaign if you don’t know about the basic components of any random paid search strategy.
So, coming straight to the point, there are four essential components of paid search:-
KW Research
Paid search platforms don’t know your business, and neither do they know your products. All they understand and process is keywords (KW). They trigger the display of relevant advertisements. Confused? Take it this way: You go to Google and search for shoe shops in Washington DC.
You will see ads from many businesses that have used keywords like ‘shoe retailers in Washington DC’ or ‘best shoes in Washington.’ Remember, keywords are the building blocks of paid search campaigns. Hence, when you go ahead to create a KW list, make sure they are relevant to your products and services.
Besides the generic search terms, you will have to use longtail KWs. Why? Simple – they make up for 70% of total search traffic. Also, you should always pick up keywords with higher click-through rates and cost-effective cost-per-click.
Ad Auctions
When Google search gets the hefty responsibility of deciding which ads will show up on the result page, an ad auction takes place. Generally, Google picks up ads with the highest bids. But there are many other factors that count. They include bid, ad quality, ad extensions, and formats.
The bid refers to the maximum price you want to spend for a click on your ad. You can adjust them anytime. When it comes to ad quality, it’s the quality score of your ad, and Google gives you that score. Generally, it depends on your ad’s relevance and usefulness. You can check this score from your Google Ad account.
The third factor, ad extensions, and ad format, can alter your ad’s clickthrough rates and ranking. Extensions may include your website, promotions, contact number, business location, etc.
Ad Groups
Let’s keep this very clear: your PPC ad may not be a fantastic match for the keyword you have targeted. What happens in such a scenario? Well, if you hire a master of PPC marketing services, they will create ad groups for your campaign.
Those ad groups will contain related keywords, text ads, and landing pages. They can also help you to improve the results by keeping a consistent message in the ads of the same group. They will also check if your copy fits your potential buyers’ search intent. Sounds way too complicated? This example will simplify this for you:
You sell spring rolls in New York. Now, a customer searches for the ‘best spring roll in New York.’ They see a PPC ad that directs them to your eateries’ landing page. So, they are getting exactly what they were looking for. Therefore, you are more likely to convert this lead. It has come from your campaign, which features landing pages and integrated keywords.
Quality Score
This is how Google rates your ad, depending on its quality and relevance. Here, the ‘quality and relevance’ measures your ad copy’s landing pages and PPC. The score comes on a scale of 1-10. 8-10 is very good. 6-8 is good. Anything less than that is hopeless (yes, that’s what Google says). Needless to say, a ‘very good score’ pumps up your ad’s ranking and reduces your cost per click.
Note: The quality score depends on your ad relevance, historic Google ad account performance, landing page experience, and clickthrough rate. Overall, Google wants to figure out whether or not your ad truly gives a satisfactory user experience.
2.Learn the Management
Only launching the campaign is, of course, not enough. You will have to manage it properly. There are two dimensions to managing PPC campaigns:-
Monitoring Your Campaign
You will have to monitor your campaign frequently. To do so, you will have to set up detailed tracking and reporting. For example, you can implement Google Analytics or your ad platform’s native reporting to lock data. You can also look at the impressions, clicks, CTR, conversions, etc. In addition, you should check if the tracking codes are relevant and if the conversations are properly configured.
But that’s not all! You must check how your campaign is performing every day. If it’s a big one, you can go for weekly monitoring. When reviewing your campaign’s performance, closely look at various metrics. They must include clicks, CTR, impressions, and conversions. They help you identify trends. Consequently, you can take a call on deviations or changes.
Finally, you should compare the performances of different ad groups. This way, you can point out new optimization opportunities.
Analyzing Your Campaign
The other facet of efficient PPC campaign management is campaign scrutiny. You can break down your data depending on your type/nature. For instance, you can arrange granularly based on device type, time of day, audience, location, etc. This way, you will get an idea about the patterns and insights.
Next, you will have to sort high-performing and low-performing segments. Once you do that, go ahead and adjust your bid, targets, and creatives. In the next step, you can use updated filtering options and segmentations. You will get them from your ad platform. Their only goal is to help you go deeper into the data.
You will also have to set up automated notifications. This way, you will be able to respond quickly to every opportunity. Finally, you will have to check how your competitors are placing their ads. Furthermore, you can also check industry-level trends, shifts, and seasonality.
Finally, you can adjust your tactics depending on the data you get after rigorous scrutiny. You will have to be highly consistent, and data should drive your decisions.
3.Know the Costing
Before you launch your PPC campaign, you should have an idea of the cost. Generally, they are affordable. However, the cost can hover around a minimum to maximum range based on your chosen platform. As such, Google Ads may cost you something, while Meta ad costing can be different.
In general, keywords, competition, ad quality, and industry impact the ad cost. Whatever it is, Google’s formula goes this way: ad rank of the ads that appear below yours / your quality score + $.01. Sounds like a riddle? Let’s solve it.
Suppose the ad rank of the company/service below you is 10. Your quality score is 5. The calculation will be 10/5+.01 = $2.01. And what about your ad rank? Google’s formula for calculating it looks like this: your highest CPC bid x your ad’s quality score. Now, your highest bid is $4, and your quality score is 14, so your ad rank will be 56. So, to get a better quality score, you will have to pay less per click and manage a better ranking on the search engine result page.
Does all this sound too technical? Well, you don’t have to manage everything yourself. Instead, seek help from the best PPC management company in your area and focus on boosting revenue. They will boost your ranking for you.
Bottom Line
That’s all about pumping sales with PPC. If you know the tricks, it will go a long way. So, why wait? Find out a good agency that provides tailor-made PPC marketing services. It can help you make the most out of your investment. And, you will be happy to achieve your sales figures. All the best!