What is PPC and how does it work?
PPC or Pay per click advertising is a marketing model where advertisers pay a fee based on the number of clicks on the ads.
In other words, it is a way of buying visits for your site instead of earning them organically.
Every time your ad is clicked, sending a visitor to your site, you pay the search engine a minimal fee against it.
When the PPC strategy works perfectly, the fee seems trivial, as the visit is worth more than what you are paying.
What are the common mistakes of PPC campaigns?
Pay per click advertising is known to be one of the fastest ways to generate customers.
However, it can go all wrong if the PPC campaign is not done in the right way. Many people end up making errors when running paid online ads which often lead to them believing that PPC marketing isn’t for them.
Here are some of the common mistakes people make while running pay per click campaigns.
- Incorrect targeting:
Failure to target the ad properly could mean your ads are going to the wrong customers which can be the biggest mistake in the marketing strategy.
- Improper bidding:
Not all PPC campaigns are successful. And in some cases, it is the improper bidding.
If your ads are converting well but are not able to generate enough clicks, try raising the bids.
This will help you find out whether you are just having a bad pay-per-click campaign or a PPC strategy in a highly competitive space.
- Ad copy and creative’s:
Ad text becomes crucial when it comes to marketing. It can be an even more difficult thing for you if you are new to online marketing and have never used an ad network in the past.
Even if you have the experience, the fact that every ad platform demands a different style of copy can make it harder.
There are other reasons like not split testing etc. which leads to failure of PPC campaigns.
Let's look at how to turn the PPC campaigns into successful ones.\
How to make it right?
Building a winning PPC campaign calls for a lot of effort and strategies: Researching and selecting the right keywords to organize them into well-organized campaigns and ad groups to set up a PPC landing page which is optimized for conversions.
Search engine rewards those advertisers who create relevant intelligently targeted PPC campaigns by charging them less for the ads.
That is if the users find your ads and landing pages very satisfying, Google charges you less per click, leading to more profitability for your business.
So if you are planning for Pay per click advertising, it's important to use the right tactics to make it a successful one.
- The focus of the campaign:
PPC campaigns come as a great strategy when we think about the instant promotion of a business product range.
The focus of the campaign should be based on what the business in question thinks is worth promoting which can range from reselling of the best selling products or shift to a new product or seasonal promotion.
This is one of the key information for the PPC advertising agencies as based on this information the agencies will choose the most appropriate keywords and landing pages of the website.
- Setting an objective:
PPC advertising is measurable, that is the data of the ad can be recorded and reported against the key performance indicators.
The objective of the campaign depends on what the business wants from the campaigns. Some of the key questions that need to be clear before setting up the objective are:
- Should you focus only on ROI (return on investment) or should also focus on CPA (cost per action).
- Is the goal only to drive customers to the website in which the number of clicks will be more valuable than conversion rates?
A PPC expert will help you answer all the probable queries and create a reasonable and achievable objective.
- Keyword search:
Keywords are crucial for a successful PPC campaign. They are used for reaching the target customer based on the searched queries.
Once the objective for the campaign has been defined, the next step is to work on the keywords.
Keyword planning tools can help you get the potential keywords, but the list should be narrowed down if there are any budget constraints based on the objective of the campaign.
The next step is to decide whether the keyword should be broad, phrase or exact match.
Exact match keywords trigger ads to appear more before targeted customers, whereas broad keywords give more volume.
For an efficient campaign, it is advisable to go for a mix of keyword types.
- A value approach for your keywords:
When it comes to what should the keyword focus on, it should be a valuable approach rather than focusing only on details and description of what you offer.
For instance, instead of focusing on what services you are offering, describe the values and benefits of the services.
- Enhancing the quality of your Ad words:
Increasing the quality of your keyword will lead to enhancing the quality of your leads.
Google Adwords focuses on the relevance and usefulness of your keyword to users and based on these the quality score is given.
This becomes important for every PPC campaign, as optimizing your quality score will help in reducing the CPC (Cost per click). This means you will pay less for reaching your target customers.
One of the best ways for increasing the quality score is to target the correct keywords.
Bidding your way to high ad position can lead to a higher click-through rate.
Try to do some of your research on the top keywords which can be helpful for your business.
- Mobile users friendly:
For a successful PPC campaign, it is important to optimize the content for mobile users.
As half of the searches are done on mobile devices, therefore this strategy is most likely to double the conversion rates.
Some of the ways to enhance your mobile presence:
- Focus on the landing page:
It is important to take a user-centric approach while building the landing page. Having a mobile-friendly landing page and website can help get more traffic and leads.
If you want the users to leave a mail for inquiry, you can create one link for the same at the top of your landing page.
If you want customers to have an easy purchase experience, make a checkout process that works well with mobile.
- Advertising at optimal times:
Just like social media platforms, there is also optimal posting time for your advertisement.
Choose focal hours for the campaigning.
Segment your data by device and hour of the day on different platforms, based on when your audiences are most engaged. You might get a lot of clicks from commuters or office lunch hours.
If you know your users will be using their phone before bed, run the ads between 9pm-11pm, or if you know your target customers will be on their desktop on their office hours, try running the ads during work hours.
- Keep your titles short:
Having short and punchy titles can grab the attention of users while they scroll through the search engine results.
A clear CTA (call to action) in your headline will help in resolving the customer needs and increase conversion rates.
- Remarketing your past customers:
Sometimes there will be users who stay on your site for a long time without completing actions.
They neither left an email or purchase anything nor subscribed to your newsletter.
Remarketing becomes crucial when it comes to recapturing their attention. This helps in reaching customers by influencing their search experience.
- Location-based advertising:
As per a study from Google, location-based advertising is quite effective.
The physical location of a business can play a key role in appealing nearby web users.
By setting location parameters for an ad, nearby people are more likely to see your post, even if they didn’t search for the specific location as a keyword.
- Negative keywords:
Negative keywords are a boon for all PPC campaigns as it can help avoid budget leakage from your PPC campaigns.
Whenever your ads are triggered by irrelevant queries, they are pushed down to lower positions resulting in drastic fall of CTR. This is when the need for negative keywords comes.
Negative keywords help in preventing the ads from getting triggered by irrelevant search queries.
They help in driving the targeted and qualified traffic resulting in increased conversions, thus improving your quality score and reducing the cost per click.
PPC marketing is a very important and effective digital marketing tool for every business owner and digital marketers can fully utilize them for boosting success in their marketing campaigns.
But knowing the process is not enough as knowing and getting familiar with the important points becomes vital for success in Pay per click advertising.