Is your company visible in the search results?
PPC advertising goes by many names: paid search, pay-per-click advertising and search engine marketing. They are the advertisements above and on the right side of the organic search results. 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.
CREATING A PPC ADVERTISING STRATEGY
The art of PPC advertising is an absolute science. From writing headlines, ad copy creation, keyword 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 – when they’re ready to convert!
Below are some of the processes necessary for a PPC advertising strategy:
- Product or services analysis
- Google AdWords 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
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 you 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
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) 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.