Search advertising definitively increases the structure of revenue and drives in more traffic and boost up recognition of the brand. It works hand to hand with organic search marketing. Remember it gains traction as search advertising increases sales.
It depends how according to Google a particular business receives average $2 revenue for every $1 on paid advertising on Google ads. But with PPC to work seamlessly a stable foundation needs to be built. A robust PPC strategy is the key to planning and executing and optimising ad campaigns.
Let us discuss a few major steps that allow you to run a successful PPC strategy. No matter how you plan to organize your Google Ads auction bidding we would help you out to get a clear insight about the entire process.
- Defining The Goals & The Budget–
Firstly you need to ensure that PPC goals align with overall digital marketing strategies. For instance, if your overall aim towards marketing for this quarter is to increase the traffic the goal of PPC would be to achieve high clicks through rate to the site. Once the goal is set the activities will help you to achieve the goal that becomes apparent.
Now you need to ensure that the paid marketing goals are not accurately working against existing organic marketing goals. All you need to do is check out your organic share of voice for Keyword you are in want to incorporate in the paid search budget.
You need to determine how many shares of voice you are capturing from SEO efforts. Carry out a complete analysis before you add the keywords that are already bringing about a large amount of traffic to the respective site through PPC campaigns.
In the next step, all you need to do is define the Key Performance Indicators (KPI’s). For instance, the key goal of PPC is to generate leads and the KPI’s should be the number of sales and the marketing qualified conversions you are aiming to increase through paid search. All you can do is activate the conversion tracking in Google Ads for this parameter to work seamlessly.
Now you need to track your budget and identify the search terms that you plan to bid on and look at how many clicks you can expect realistically. The exact number of clicks generally depends on numerous factors.
This may include the quality of ad copy and it might be the robustness of the landing page as it is directly related to the search query. Make sure of noting the aggressive nature of the bids being placed by the competitors. A study suggests that almost around 33% individual will click directly on the paid ads if it answers the search query.
In the final step, you need to identify the breakeven point between where the particular paid marketing efforts commence generating a positive ROI. If the PPC service is not capable of breaking even in the stipulated frame of time, you need to reassess.
- Knowing About The Competitive Landscape–
As you analyse the particular landscape, you can get to know who the main paid search competitors are. Make sure what they are doing and is your campaign aggressive enough to compete with them. If you are not sure use tools to find out about them and make your task seamless. Through competitor keyword Matrix you can find out both organic and paid keywords from 10 competitors. Google Ads does have specified characteristics that help you to outrank the competitors.
- Keyword Researching–
You need to have a list of competitor Keyword ready so that things become easy for you. That would indeed be a good start, but that is not the only way around. All you can do is go ahead for Analog and then know about the broad keyword terms around the product characteristics or verticals.
If the site does have a search function you need to export all the searches from the last three months and next you can categorize them by type. If you are ready with the content or you can create content it fills the search intent. Lastly, you need to access your sites Google search console and get a grab of the existing organic list of keywords with a high click-through rate (CTR).
- Writing Efficient Ad Text–
Here you need to get acquainted with the search engine’s basic policies around ad texts. Make use of targeted keywords at least once in both the ad headline and the body of the text. You can make use of action term like “Sign Up” right at the beginning of the ad copy so that the users are aware of what really to expect when the click is applied.
Finally, you can match up to your PPC goals and objectives. You can include the price or the relevant statistics in the respective ad copy. Remember that the searchers are drawn to the ads that make accurate and concrete promises.
Make sure that you live up to these promises on the landing pages. Do not forget about the display URL as searchers at a time copy the URL to guide their respective navigation. Make sure that the display URL is very much user friendly. At the same time, they need to be descriptive about where they would land. Check out the competitor’s ad copy and then you can differentiate.
- Building PPC Landing Page For Optimising Conversion–
The ads that you are posting should take the searchers to create landing pages. As the gap between the landing page content and search intent decreases, the conversion rate increases. If you are sending all searches to a generic page, that might have a negative impact & affect quality score. What it means is that the ads will have a lower chance of getting visible in the search results.
Keep the keywords & messaging in a constant flow between the ad text and the landing pages. Each landing page needs to have a solitary call to action based on your key metrics right from the planning stage. The design needs to remain simple and user friendly.
There are quite a few elements that slow up a particular site and you need to identify that hazardous element. Make sure of addressing those factors and make your website seamless. Your only objective at this point is to make the visitor accomplish the particular goal.
To be honest, few more areas fall under PPC strategy like researching the negative keywords and finally measure the report, but we have discussed the key areas. We being a professional PPC marketing company are always eager to execute our plans into action.
Our campaigns have brought about halcyon days for many and we hope to continue the valued task in the days to come. All you can do is count on us so that we can help you to make your business get a valued reach.