What is effective PPC? A PPC strategy is the method of generating more clicks on your website. An effective PPC strategy involves getting more traffic to your website by employing the right strategies for your advertising campaign. It is a paid activity. A few types of PPC ads include social media advertising, display advertising, and affiliate marketing.
The Need for Developing a Competitive PPC Strategy
The ever-evolving PPC strategies are becoming a significant factor in the success of web-based businesses. PPC stands for pay-per-click, where the advertiser pays a certain amount of money to the search engine every time their ads are clicked by the visitors. Many marketers have cited that the returns on investments are high with PPC advertising. This is why you should be well aware of the 4 pillars of effective PPC strategies.
Pillar 1: Define Goals -Audience Targeting and Geo-Targeting
Goal setting is the primary step in running a successful PPC ad. Goal setting involves identifying the objectives of the PPC ad. It can be:
- Increasing brand awareness
- Generating leads
- Selling products
- Increasing website traffic
Each objective will have a different strategy. These strategies form the foundation of the entire ad campaign.
- AdWords Audience Targeting
There has been a huge shift in how Google treats keywords and this change has been undeniably towards the “intent of the user”. There are three main categories based on the search intent of keywords:
- When a searcher wants to make a purchase, it is called transactional.
- When a searcher wants to learn about something, it is called informational.
- When a searcher wants to locate a page or a website, it is called navigational.
Every business can target the aforementioned categories of keywords to form an ad strategy. For instance,
- An e-tail business can make use of transactional keywords.
- A service-led business can use informational keywords.
- App developers can target navigational keywords.
Most businesses understand the importance of personalized ads. These ads can be targeted at a specific category of people living in a certain radius of an area, country or city. Geo targeting you PPC ads help in increasing the relevant impressions and hence, there is more return on investments.
Pillar 2: Keywords
Keyword research is one of the basic steps in any digital marketing strategy and universal to all kinds of brands and businesses. This is also one of the most sought-after PPC services. There are two types of keywords that you must know of-
- Exact Match:
These are also referred to as content that matches all the keywords in a search query. This means your ad will show up only for a limited set of keywords.
- Broad Match:
Your ads will show up for keywords that are considered relevant by the search engine.
- Negative Match:
Your ads will not show up for the search queries that contain these keywords.
As a marketer, you need to implement this in your PPC strategy to devise a better and more effective ad campaign.
Pillar 3: Optimizing Landing Pages
Merchandising is a common term used in the retail industry and is responsible for generating sales; the same can be said for e-tails. Your landing page is a huge determinant of the sales you make online. The important components of a good landing page include impressive and clutter-free layouts, readable fonts, and most importantly an interactive user interface. A few steps in optimizing landing pages are as follows:
The landing page must be relevant to the end user for a higher conversion rate.
There must a clear and understandable CTA embedded on the landing page. A second CTA has a higher conversion rate.
You must be able to do conversion tracking. Here, you can get data on what is working for you and what’s not. Likewise, you can make changes to the current campaign and improvise.
Pillar 4: Ad Copy
It can be a daunting task to get the searcher to click on your ads. How can you really get their attention? The answer is very simple – by creating a great ad copy! You can add a few differentiators to your ad copy to set yourself apart from the other advertisers. The vital elements of an ad copy are:
- USP (Unique Selling Propositions)-
You can highlight the USP of your product/ service to stand out such as “Lowest cost”, “First ever”, “Ranked best in the country”, “certified quality” and more.
A CTA is very important for conversions. You must include a CTA to your ad copy to perform better than the competitors, especially for transactional keywords.
For an effective PPC strategy, these pillars can be used as a checklist before you set out to create another ad campaign. By making sure you include these in your ads, you will definitely make more conversions. Alternatively, you can hire services for your online business for better ROI.