Helping Small Businesses Grow
PPC marketing is essentially a model of advertising, where marketers or businesses place ads on specific platforms and then pay every time their ad is clicked on.
Unlike SEO, which may take a few months to increase traffic, PPC marketing can yield almost immediate results.
What Is PPC Marketing?
In the United States alone, 64% of searchers click on Google Ads when they are interested in buying a product or service online. This means that – even though SEO is an important (and free) tool for long-term, continuous website traffic – PPC campaigns will get you qualified leads when you have some money to spare and want to sell as soon as possible.
How PPC Marketing Works
One of the most popular PPC platforms is Google AdWords. You will sign up to the platform, create advertising campaigns, select the keywords you want to target, and write ad copy.
Once the campaign has begun, you will pay whenever online searchers click on your ad and get redirected to your landing page. Google Ads are a great way to increase brand awareness, generate leads and drive up conversions. However, not all types of campaigns are the same – and this is where many first business owners get confused.
Google Search Ads vs Display Ads
Specific types of PPC campaigns serve different purposes. One of the most prominent ad formats among advertisers is the search network. Mostly, marketers will start with search ads and then eventually start using display ads, in order to mobilise their remarketing potential.
Both search and display ads are highly effective when used for the right purpose. Knowing these differences in advance is crucial if you don’t want to waste your budget on clicks that won’t lead to conversions.
Search ads are one of the most effective ways to cater to audiences who are already searching for a specific product or service online. Thus, search ads are best used for capturing intent.
In other words, you need to know your audience’s intent – only then you can bid on the keywords they are using.
It is important to realise that search ads are the best way to advertise to people who are looking online for a solution, service or product to buy as soon as possible.
When they go online, they expect to find a relevant solution to their problem.
How To Do Keyword Analysis for PPC
A PPC campaign without properly researched keywords is a horrendous waste of money. You may still get leads in, but will they be qualified? Probably not.
You will need to know your target audience, the keywords they are searching online, and what keywords your main competitors are using.
In order to find all that out, you need a keyword planner – preferably a free one. There are two that do their job almost as well as the paid keyword planner tools: the Google AdWords Keyword Planner as well as Moz’s Keyword Explorer.
Both will show you volume data, keyword trends, and cost per click for each keyword. Most importantly, they will also give you specific keyword suggestions for your campaign.
In order to target your audience, you need to find keywords specific to their search intent. The more relevant the keywords for each ad group, the more qualified the leads.
Why You Need To Remember To Include Negative Keywords
Why Your Ad Copy & Landing Page Matter
To increase ROI, both your ad copy and your landing page have to have one thing in common: they have to be personalised. According to a study published by Autopilot, 73% of consumers are extremely frustrated with generic advertising.
To write personalised copy for both your ads and your landing page, you need to (a) include the main couple of keywords and (b) know your target audience.
By personalisation we mean the relevance of your ad to your audience. It has to be tailored to their problems, needs, and interests.
The closer you manage to capture these needs with your ads, the more clicks your PPC campaign will generate.
Most importantly, your ad and landing page copy should include your Unique Selling Point (USP).
In the end, people do not want generic advertising – they want a convincing, trustworthy brand that takes care of their needs and wants.
Lastly, Include A Call To Action
- Your (personalisation)
- Best (value oriented)
- You (personalisation)
- What is their brand narrative/USP?
- Who is their target audience?
- What do they want to achieve with this campaign?
Only then I will be able to determine suitable keywords, copy for the ads and landing pages, and the right kind of CTAs.
To sum the whole thing up: people are flooded with generic advertisements. If you want to stand out, you have to do your researcch and then personalise, personalise, personalise.
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