When it comes to availing cost-saving in marketing a business, it is no surprise that SEO and content marketing take the lead. They’re affordable and deliver results, can be outsourced and thus, have become wildly accepted as marketing tools across industries.
Yet, what may come as a surprise to many is that despite all these advantages of SEO and content marketing, is that over 7 million advertisers invested in a total of $10.01 billion for PPC ads in 2017.
But what is a PPC ad campaign? PPC stands for pay-per-click which is an internet marketing model. Advertisers pay a few each time somebody clicks on their ad and search engines use this opportunity to charge certain advertisers less for ad clicks depending on the relevancy and quality of their pay-per click campaign.
74% of brands claim that employing PPC has contributed largely to their business. Of course, these statistics explain to us that PPC is popular among the brands- but how is it exactly driving business for them?
2017 showed us that 58% of millennials purchased something due to an online or social media ad. Search ads increase brand awareness by as much as 80%. And lastly, 41% of clicks go to the top 3 paid ads on the search results page.
This means that if it’s a race to win the most clicks and hence, get noticed, then the ads that help you reach that finish line first are exactly the ones most in demand. But how can you make sure that you’re achieving that target within your budget? The key is to optimize your campaign to the fullest potential it can achieve and here’s how you can achieve that and receive that ‘tech’ mastermind status at the same time.
1) Undergo Comprehensive Research
If you aren’t well versed with it already, here are two words you absolutely can’t ace a successful PPC campaign without- customer research.
Consider this a step that’s probably as important as the market research of your brand itself. This is where you’re testing the waters with regard to what your customers want, what they’re looking for, where do they usually find it and how they’re searching all of the above.
Once you find your customer data, the next step is to create a set of relevant keywords, often known as a seed list which is an extremely accurate representation of what your customers associate with your products. This is also the part where I make a distinction between branded and non-branded keywords.
2) Choose & Organize your PPC keywords
After creating your seed list, you can head over to the Google AdWords Keyword Planner which provides different options for keywords depending on your seed list. It allows you to search volume data and trends and once you place your list in the text field, the planner will validate all your keywords. By doing so, it provides information such as the average monthly search volume, suggested bid for the keyword, which is the estimate of the cost-per click regarding that keyword, and how much in demand it is.
An important point you should remember is that keywords which are more in demand and thus, more competitive tend to have a higher cost per click than low competition keywords.
Now that you have all the data regarding your targeted keywords, you can compile in to a group of keywords that are related to each other. At the same time however, you have to ensure that your ad groups are tight and relevant to your keywords in order to ensure that they perform well
Let me explain with the help of an example. A detailed and specific term such as ‘Java Script’ is bound to have more purchase intent rather than a search for a broad term such as ‘software solutions’.
What is the main difference between a brilliant ad copy and a substandard one? It’s all in the ROI.
The most closely your ad copy target your audience, the larger chance you have of them clicking and thus, converting.
Taking it a step further- is to craft an extremely personalized ad that brings out the value of your brand- and you can do this by assessing how the consumer behavior of your target audience.
How can you personalize your ads? Personalization doesn’t mean targeting your customer’s name- however, it means advertising your brand in a way that it caters to and is relevant to their exact needs and interests by understanding the psychology of your ideal customer.
Since an ad copy has limited space, you have to make use of the headline, description and display URL to make it as compelling as you can. There are five major techniques to do this and often they have to be employed simultaneously to bring about the result you’re looking for:
Advertise your USP: This is where authenticity comes in. If you can draft your ad copy in a way that promotes your unique selling proposition (USP) and at the same time provides clarity on what lies behind that click, you will attract more qualified users as well as sales conversions.
Valuable: This is not the area where you should compete on pricing. Instead you should focus on the value it has to the buyer and what your brand has to offer rather than only a price advantage.
Believable: Another factor apart from USP is to keep your offer realistic. If you make it look too good to be true, consumers could be wary since they’re deal hunters and careful when it comes to spending money.
Include Keywords: If you want to be visible, you have to make sure that your keywords are added in your ads and done so naturally, without shoehorning them.
4) Relevant Call to action
This is also a step where you have to tap into the consumer’s psyche. Two words that are extremely actionable are, “Get” and “now”.
A few other words that are equally compelling are
-Your and You: Words like these appeal to the personalization aspect of the consumer
-Free , Save, Shipping: These words have a strong link to the cost consciousness of a consumer.
-Best: This words speaks to the ‘value’ oriented facet that we spoke about earlier.
When creating a relevant call to action, make sure to focus on action. Data shows that when focusing on action words, ‘Get’ and ‘Buy’ have the most impact.
5) A Welcoming Landing Page
All the traffic that is currently arising through your PPC ad needs a virtual space that is equally, if not more compelling to keep the consumer invested in your brand.
Yet, most people tend to direct their ad traffic to their homepage, which shouldn’t be done. Why is that? This is because different ad groups target different aspects of your brand, and clicking on the page should take the consumer to the page most relevant to your ad to keep the attention span of the visitor.
If you ad and landing page is cohesive, then the visitator has a better experience of understanding your product offering and thus, a higher chance of conversion. Moreover, this has the added advantage of reducing your cost per click by improving your ad quality.
You can craft a relevant landing page through
- Product descriptions that are relevant to your target audience and clearly communicate value to them
- Remember that visuals always have a higher impact on visitors and thus, you should support your text with them.
- Your landing page must be optimized so that it loads quickly and deliver a smooth function mobile experience.
Drafting campaigns that are relevant require targeting of conversions and not just clicks. This is why it’s important constantly monitor your ad performance and make necessary variations to it as you continue to accumulate data.
One advantage of PPC is that it delivers results in a short span of time, which is why it can be employed especially for brands looking to for speedy customer acquisitions.
That being said, it doesn’t mean that obstacles won’t arise. This is why this guide is a ideal for all those looking to ace their next PPC campaign.