SEM (Search Engine Marketing) comprises of SEO (Search Engine Optimization) and PPC (Pay Per Click). SEO is a cost-effective way to create awareness, promote products, and achieve other goals. Many small businesses leverage it during the early stages of their business.
This is because you can get faster results if you design a foolproof PPC campaign. It involves paying a fee each time someone clicks your ad on search engines, websites, or social media. Ads won’t show up once you’ve reached your daily budget.
Does PPC provide any real benefit to small businesses?
There are other ways to get traffic to your website, like SEO marketing. The major downside is that it’s time-consuming. Business owners often wonder if PPC is worth the investment. Many of them are running their businesses on a shoe-string budget and won’t want to risk losing funds.
Local businesses keep competing with each other in the ever-changing digital marketing landscape. Your best bet is to entrust your PPC ads into the hands of a reliable digital marketing agency if you’re struggling with driving enough traffic to your site.
This will double your chances of getting a better ROI and beat the competition. One of the cons of PPC is fraudulent clicks. However, you can prevent certain users from viewing your ads with AI-powered software.
Never make the mistake of replacing your SEO efforts with paid advertising. Both approaches should complement each other instead.
5 Steps to take when running PPC Ad campaigns
Factors such as landing pages and keywords will determine the effectiveness of PPC ads. It should be noted that all these factors are important. Weigh the pros and cons of each platform before choosing any. The popular ones include Google Ads and Bing Ads.
Here are some essential things to note before developing a PPC campaign.
1. Set Goals
You can use PPC to generate leads, increase sales, or drive more traffic. Goals metrics are quite different from campaign metrics. It’s imperative to evaluate business goals when designing ad campaigns. Be clear about the technique you will apply when measuring each goal.
For instance, brand awareness can be evaluated via direct traffic and social engagement while you can track sales through CMS software. Creating quality content for each page is sure to lower the bounce rate and boost the conversion rate.
2. Create A Framework
The next thing is to define your target audience, campaign theme, and the yardstick for measuring success. This will have a great impact on your goals. Research the best platforms to reach your audience at this stage.
3. Conduct Keyword Research
Keywords are part of your investment and will affect your QS (Quality Score). Given this, take your time when finding them. Narrowing down keywords helps marketers and business owners to come up with specific keywords that can convert.
Make sure that assign targeted and relevant keywords for ad groups. The rule of thumb is to have around 1-5 keywords for each group. Check their performance and remove the ones that are ineffective during the campaign.
You can set negative keywords so that search engines will recognize the terms you don’t want to rank for.
4. Craft Compelling Ad Copy
Your ad copy isn’t for every online visitor. Nevertheless, it must convince your prospects to click your ad. One thing that differentiates powerful copy from bland ones is that the former will provide a solution for target customers.
Investing in your ad copy is a smart way to reduce costs. Remember that you must maximize a few characters to create a lasting impression. Write in a tone that your target persona will understand and use a clear CTA (Call To Action). You can hire a copywriter to handle that aspect.
5. Design Powerful Landing Pages
It’s risky to overlook the landing page as it’s where your users will be directed to after clicking the PPC ad. Be confident that it can convert effectively and suit your ad. Such a landing page boosts your QS.
The kind of experience you offer should be seamless and don’t promise what you can’t deliver. Display ads, social ads, and search ads, which tend to appear in SERP (Search Engine Result Pages), are some of the campaign types available.
In case you want to try a different option, it’s ideal for testing them frequently and gaining insights to improve your strategy.
Tracking your PPC ad campaign
The important metrics to track include CTR (Clickthrough Rate), impressions, clicks, QS (Quality Score), and conversion rate. Take advantage of tools and software to optimize your ad. PPC ads require constant monitoring.
This is the key to gaining fresh insights and having a successful campaign. Besides, you will know the exact areas where you should allocate your resources.