If you are on this page, you must be familiar with the word paid search advertising, but you may not know what a pay-per-click campaign is. If you are an owner of your business or a marketer, this is your chance to learn the strategies to make way for your target audience to your domain. However, knowing and implementing the power of digital marketing is not easy. Here, we will discuss the steps to harness the power and build effective paid search strategies to maximise ROI.
Paid Search Strategy: What Does It Mean?
In a paid search strategy, one can plan, implement and optimize in a systematic way by selecting the effective keywords, address to the right audiences. Well-constructed techniques can lead you towards your audiences at the right time and generate customers, improve brand visibility.
Search engines will decide the rate of your ads based on some of the following concerns:
Bidding
When businesses take advantage of a paid search strategy, they bid on particular keywords which are relevant to the service or products. On the other hand, the PPC ad agency set a maximum amount for the business owners who will pay for a click on the ad. Whenever a user puts in a relevant search query, the auction begins.
This is the concept of pay-per-click, in brief. It defines the cost of each click on a specific advertisement. According to the terms, the advertisers only pay when the ad gets a click.
Quality of Ads and Landing Pages
Google evaluates ads and landing pages and allocates a quality score based on their effectiveness and relevancy. A well-planned landing page is crucial for transforming paid search traffic into customers. Make sure that the advertising copy aligns with the landing page and delivers a seamless user experience.
Keywords
The use and the frequency of using keywords can affect search engine order. Keyword optimizing build the formation of successful paid search technique. You can start with locating identical keywords that aligns with the search of the target audiences. Next, you can consider the search volumes by using keyword tools.
Check for the different type of keywords such as informational, transactional, commercial and many more. Categorization can help you tailoring advertisements and landing pages for the maximum possibilities.
Extensions
Extensions are pieces of information that a marketer adds to search ad to provide users more context, importance, and options. These are some example of ad extensions:
To enhance the result, you can add extensions. It adds more value and context by providing additional information and options. For example:
- Sitelink extensions: By clicking this extension link, an user reach to a specific webpage. It mostly have been seen in the advertises.
- Call extensions: It allows users to click or tap the ‘call now’ button on screen for contacting the advisers directly.
- Location extensions: It shows the business’s address beside the ad. It is easier for an user to locate and visit the organization.
- Callout extensions: This extension allows the highlighting of any specific features or information, offers, sales, or benefits in an ad.
- Review extensions: Review extensions showcase positive feedback, ratings, or testimonials from sources.
- Price extensions: Price extensions showcase the price and a list of products or services.
PPC: Why It Is important For You?
We can explain PPC as an asset rather than a marketing expense. It offers more benefits than SEO or social media.
Immediate results: If we start comparing PPC with SEO, we will see several differences. For example, SEO takes more time to show results, whereas PPC can drive traffic immediately. Moreover, it approves ads on the same day by providing exposure. Using multiple platforms like Google Search, which offers paid Google ads, and image ads on Instagram, and YouTube, which offers video ads, can boost the visibility of your brand.
PPC advertising inspects specific interests, demographics, and locations based on the target audiences. Moreover, it tracks the behaviour and interests of the targeted individuals. By tracking search history, Facebook can spread your ad to the consumers, which may convert into sales.
Measurable: PPC allows results that can be measurable. It will help you to track conversions, ROI, and KPIs.
Cost-effective: In addition, it is cost-effective than the contemporary advertising methods. Like, billboards, print or television ads. As PPC advertising company can set a budget and only pay if an user clicks on the ad.
Branding: The pay-per-check campaign helps to increase brand awareness. Even if the visitors don’t click on the ad, they may still see it and recall the brand.
Complementing SEO: On the other hand, PPC works as a supplement to the SEO. As it is used to drive organic traffic, PPC aims to increase immediate traffic.
What is important for pay-per-click campaign strategy and campaign planning?
Before you plan for a pay-per-click campaign, you must consider several steps:
Target Audience: Specify the demographics of the individuals you want to reach with your ads, including their bios, such as age, gender, location, interests, and more.
Aim The Target: Clear your vision about the purpose of pay-per-click campaign and how you use it to achieve your goal. Additionally, you can increase website visitors, operate online sales, or generate leads.
Analysis keywords: Identify the terms and phrases your target customers are using to search for relevant products and reach out to them.
Compulsion Power: To grab the attention, check the headlines first. If your ad is text-based, the headline is the key to driving the audience. Once they are impressed and curious, they will go through your website and even spend several minutes making decisions.
Facebook, Instagram or else?: Showcasing your ad on the right platform is a plus. But what is difficult is which one is more beneficial for you to post your ad on. There are several options, such as paid Google ads, Microsoft Advertising, Meta ads, and more.
Track the activities: Optimize the performance of your ads and customize the settings accordingly to measure the results of your pay-per-click campaign and reach your goals.
Go For The Best: Attempt other ad formats, such as text, images, and videos, and test them with diverse targeting possibilities to decide what performs best for your campaign.
Fix a budget: Build a budget plan for investment in ads and try to stick to your plan
Top Strategies For A Winning Pay-Per-Click Campaign
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Utilize lookalike audiences
Using lookalike audiences can result in significant turnover for your website. By creating a list from an existing list of customers, you can customize your own lookalike audience list. However, there are several ways that you can try your hand. The best and easiest way is to download an email with details and upload it to Facebook.
Yes to Branded keywords
There are common mistakes that most brands make by bidding on industry-friendly keywords, which are mostly competitive. Making a wrong decision can drain the money fast. On the other hand, if your products are already available on eBay or Amazon, then your customers will search for your product on Google.
For example, to buy a product from Adidas, customers will search by the name in Google as “Adidas shoes” or “Adidas athleticwear.” So the PPC advertising company bids on the keywords “Adidas+ product name” to reach to the target customers. Customers may find you on Amazon or they may want to purchase directly from your websites, or they just wany to study about the materials.
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Try the VIDEO
We all love watching videos and what would else be the best way to convey your message to the audiences. Besides, a short video can engage people with the content. Moreover, videos hold the maximum ROI for advertisement of e-commerce campaigns. Most of the e-commerce labels use different videos as ads on Instagram, Facebook, e-marketplaces, etc.
Here are some different types of videos you can initiate:
- Video on the brand story
- Display your brand features
- Add user-generated photos
- Include videos of influencers
- Use customer reviews on products
- Showcase manufacturing and material
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UGC and influencer content
People trust results, so promote your products through a review from a satisfied customer. A study says almost 55% of customer rely on the user-generated images before buying a product. It adds that 86% women use social medias to have a shopping recomendation. You ca hire influencers and ask them to create videos of themselves with your product to make a bigger impact.
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Launch on new social platforms
As Facebook and Instagram have become more popular platforms for promoting products, they are imposing limitations and costs. You can try new platforms to emerge and new target customers.
If you are not satisfied with Facebook sales, you can try Pinterest, which is cost-effective too. If staying on Amazon is beneficial to you, paid Amazon advertising would be cheaper than Facebook and Google.
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Follow the Funnel Steps
Another mistake that brands make is not researching market sales and customer behaviour. They target holidays or any particular events for pay-per-click campaign. However, they fail at last. By following the marketing funnel effect- top, middle and bottom, you can set up your advertising campaigns.
TOFU (Top Of The Funnel)- TOFU defines the people who are in the early discovering phase and are checking your products but not actively shopping. Choose advertisements that focus on your story more than your products. The influencer can do an unboxing or showcase any larger cause of your promotion.
MOFU (Middle Of The Funnel) – People, who are under this category shop actively and compare different products. Now take advantage and give them the option to compare your product with others.
BOFU (Bottom Of The Funnel)- Visiters under this category have the highest intent. After comparing the products, they search to buy something, and this could be your brand also.
Conclusion
Ultimately, paid search advertising can be expensive sometimes without proper research. Every established business sets a daily budget for running ads and pays for each click. This implies that companies can manage their advertising expenses and ensure they are obtaining a positive return on investment.