Managing your PPC marketing campaign can be tricky, especially if you don’t know what you’re doing or how to measure your effectiveness. Fortunately, effective and efficient management of your campaign does not require an expert, but there are steps you must take in order to guarantee success with PPC marketing. This ultimate guide to PPC marketing will show you how to start and manage an effective PPC marketing campaign that meets your goals while keeping within your budget.
What is Pay-Per-Click (PPC)?
The term Pay-Per-Click refers to an online advertising model in which advertisers pay a publisher (typically a website owner) every time a visitor clicks on one of their ads. This type of program is called pay-per-click because you only pay for each click that your ad receives—there are no impressions or views involved, just clicks. There are three main types of Pay Per Click (PPC) marketing: Google AdWords, Yahoo! Search Marketing and Microsoft Bing Ads. Each platform offers its own advantages and disadvantages, but all have benefits that can help your business stand out from competitors in search results pages (SERPs). The key is finding out which platform fits your company’s needs best.
Planning and Targeting your PPC Campaign
Choosing an online marketing campaign is difficult enough—you want your message to reach as many people as possible, but you also want it relevant and easily accessible. One such way of doing that is through pay-per-click (PPC) advertising. Unfortunately, setting up and managing a campaign can be just as difficult—and that’s where a good PPC Company comes in. A good company will offer expert advice, not only for how to set up a campaign but also how best to target it toward customers who would find your product or service valuable.
Setting up your AdWords Account
Choosing a name for your company is more important than you might think. It’s not just a matter of vanity—the name you choose can help users find your services and products in search engines, which means it’s crucial that you pick an easily recognizable name. If your business is local, consider using your city or state in your company name. When choosing keywords for targeting with paid search, be smart about how you select them. If a keyword has extremely high monthly searches but low conversion rates, AdWords may not be a cost-effective way to market yourself on Google.
Testing, Optimizing and Measuring
There are a few different strategies for optimizing your ad campaigns. First, if you’re using a software platform, make sure you’re continually running tests on each of your keywords and ads to see which ones are generating results (and continue testing those!). Second, it’s important to track your campaign performance so that you know what works and what doesn’t. There are a variety of ways you can measure performance, such as how many visits resulted from ad clicks or how long it took for customers to purchase after viewing an ad; experiment with these different options until you find one that makes sense for your business. Third, don’t be afraid to adjust based on seasonality!
Writing Great Ad Copy That Converts
One of your key jobs as a marketer is writing great ad copy that converts. After all, your customer can’t buy what you’re selling if they don’t click. In some cases, like if you run display ads or have a self-serve campaign (like AdWords), even clickthrough rate won’t tell you whether your ad was successful—it just means more people saw it. The only way to truly know if an ad is successful is if someone takes action after viewing it. So write great ads that not only get seen but also convert customers by explaining what your product or service does and why they should care.
Choosing the Right Keywords
When you’re paying for clicks, it’s important that you choose effective keywords for your pay-per-click (PPC) marketing campaign. The words people use when searching in Google are known as keywords. If your business name is Joe’s Plumbing, then some keyword variations you could use might be: Joe’s Plumbing Austin TX, Joe’s Plumbing Services, or plumber in Austin Texas. It’s a good idea to take a look at your competitors and see what they’re using. You can also use a tool like Keyword Planner by Google to get an idea of how many people search for certain keywords each month.
Bidding Strategies That Work
While it’s true that you want your company to be at the top of a Google search page, your success isn’t solely determined by ranking on first page. You have spend money in order to make money with PPC marketing. Pay-per-click (PPC) advertising campaigns are often more effective than other types of online ads because they target keywords and phrases that are more relevant to your business. So even if you rank at #3 on first page, if what you’re bidding on is less popular than what people are searching for in general, you’ll end up spending money without converting very many visitors into leads or customers. Though there’s no magic formula when it comes to PPC marketing, here are some strategies that have worked well for our clients.
Tools, Tips and Resources for Managing your SEM Campaign
It can be a little daunting knowing where to start when you’re just getting into online marketing. Sure, you have all these ideas about how your business could be reaching new customers, but with so many free tools out there, it can be hard knowing which ones are actually worthwhile. As an SEM agency (an acronym for search engine marketing), I get questions all day long from people who want to launch their own digital campaigns but don’t know where to start. Here is my list of must-have tools and resources that will help you manage your PPC campaigns.
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