A successful PPC (pay-per-click) requires a solid strategy. There is so much to be explored in the Google Ads space but for that, you will have to know the correct way to leverage PPC tools.
A winning PPC strategy involves proper planning, launching, measuring, and evaluating campaigns.
Here are the steps that can be taken to develop a strong PPC strategy:
The most important step is to define what you are looking to achieve with your PPC strategy. There are so many different PPC targeting options available today. Some of the most common goals include creating brand awareness, increasing site traffic, generating leads, powering sales and ensuring repeat sales.
The next step is to have a proper grasp of who your audiences are and what their demographics look like. You need to have a clear understanding of where they fall in the decision-making funnel. You may want to check what stage (Awareness, Interest, Desire or Action) are they in.
Choosing the correct tool to reach them
While there can be several ads that you can choose, there are going to be certain messages that your audiences would prefer more. You will have to find out what those messages are by trying out multiple variations. Engaging ads are necessary to prove to the PPC platform that you are a good customer for them. Once you do that, they will reward you by showing your ads more often for lesser money.
Optimising landing pages
It may not be easy to create unique optimized landing pages for your ads when you are targeting large amounts of keywords. But it’s a wasted ad spend if you direct visitors to generic product or landing pages. It means visitors are less likely to convert and their on-site behavior can lead to poorer Quality Scores. This means reaching them through PPC will be even more challenging.
Leading customers to purchase through a well designed funnel
Once you deliver the right message to your audience, you will have to lead them down a properly designed sales funnel. You will have to make an effort to plan what steps users are taking down the funnel in order to make the purchase.
Using Search Advertising
This is an effective tool that helps in case the audience you are trying to reach are toward the bottom of the decision-making funnel. It is useful when people have the desire and are ready to take action. You will have to use actionable keywords so that people can find you.
- Creating your ads
Once you have completed the initial process of audience targeting set up and then created your relevant landing pages as well, you will be ready to create and optimize your ads. Your ads are an essential conduit linking search intent or audience interest with the landing pages that you have already optimized. The basic focus is to briefly illustrate your USP and offer value to your audience. While creating the ads, you may want to experiment with different content, rich visual imagery, extensions, and other elements to optimize your ads.
Analysing your strategy
Once the ads have been created, you may want to analyse your strategy once again. The focus of your analysis this time is identifying what keywords and targeting features will help power your campaign goals. You will have to check some important metrics like
Clickthrough rate: helps check relevance of your ads content vis-a-vis keyword or audience targeting
Conversion rate: a low conversion rate may indicate that your ad spend is better optimised for higher performing keywords
Cost per click: amount you are willing to pay to get the attention of your audience
Cost per acquisition: indication of how competitive your keyword is
Quality Score: aggregate of the effectiveness of a range of factors including ad relevance, landing page relevance etc
Return on ad spend: evaluates the effectiveness of ad spend
A strong PPC strategy consists of a host of goals that are well designed to reach out to the consumers and lead them down the sales funnel towards a purchase. In order to be more organised, you can create a chart that consists of the goals, key messaging, keywords themes etc and ensure all the areas are covered.
Atul is Founder & CEO at Xenia Consulting. He has over 22 years of experience in marketing, across corporates as well as SME,start-ups. Over the last 5 years, he has gained significant expertise and has helped several companies drive growth leveraging digital marketing