For a startup marketer thinking about leveraging on Pay Per Click (PPC) marketing. The amount of data and factors to consider to come up with a comprehensive PPC campaign strategy can be overwhelming. There are many factors to consider, you will soon exhaust yourself from the information overload, not to mention the cash concerns especially hitting startups.
However, by thoughtful planning, careful consideration, and the right strategies, PPC marketing can be an excellent tool to get your business off the ground. It should, of course, be used as a compliment to your other tools in marketing campaigns. At Evolution DMA, we would recommend the following five key aspects about PPC that will certainly make your marketing campaigns take off.
(1) Identify a particular goal
At Evolution digital marketing, we believe the best way to identify your PPC goal, is by working from the end point coming backward. Here what you need to define is what you hope to achieve when it is all said and done. You need to be as precise as possible in identifying your goal, and then align your overall PPC campaign towards that goal.
Next, you must come up with an advertising plan that drives you towards achieving the defined goal. The following are some questions you can ask yourself to help you come up with a comprehensive plan:
What is your product? What makes your product different from your competitors? Where can you offer this product?
Who is your target audience? Who are the potential customers? What do you want the customers to do (e.g. buy, sign up, subscribe)?
How much can you afford to spend on PPC campaign (e.g. per month, per signing up a customer, per sale on one customer)?
You need to answer the above questions and be as accurate as possible. This means you will have to spend some time in coming up with the right responses to these questions.
(2) Identify a comprehensive list of keywords
Now that you have defined your product, who you are targeting, and what you want your targeted audience to do, coming up with a list of keywords should be easier. It is also easier to come up with the most relevant and comprehensive list of keywords for your PPC campaign.
You should know that long-tail terms keywords are more effective compared to just using a particular keyword. This is because they are highly targeted and perhaps cost-efficient compared to the highly competitive keywords. With the answers to the above questions (1) in mind, do some research on the popular long-tail searches relating to those terms.
For instance, let us say you are in car sells, the long-tail terms likely to be used by customers looking to buy a car may be something like “where to buy a car, cars for sale, new cars for sale, second-hand cars for sale”
However, technology always makes things easier; this case is no different. Google’s Keyword Planner can give you a comprehensive list of long-tail terms that you can use for your PPC campaigns.
(3) Always keep tabs on your competitors
At this point you should have defined your goals, identified your target audience, build a comprehensive list of long-tail keywords. Next, you need to know who you are going up against in the competition for PPC campaign. You need to study them and hopefully exploit some of the weaknesses, oversights they might have. You should ask yourself the following questions:
Is your competition bidding on keywords you missed? Do they offer products with benefits that your products have a stronger differentiation? How effective are their ads and landing pages compared to yours?
Getting the right answers to the above questions will give you better clarity with regards to who you are competing with, what tactics they are employing and where you can exploit the weaknesses and oversight to disrupt the market share.
It is also just as important to categorize your competitors into harmless competitors and dangerous competitors. You don’t want to waste your time neutralizing harmless competitors campaigns, that time, energy and resources would be better spend de-escalating dangerous competitors’ PPC campaigns.
(4) Monitor your conversions from the get-go
If you want to be PPC savvy, you must quickly learn what is working, what is not working and make the necessary changes swiftly. To be able to do this, you need to track your conversions. This is the only way you will get to know, which endeavors led to how much of conversions, and which one didn’t deliver as expected. This approach is especially useful in optimizing your expenditure; only spend money and time on things that work.
Bonus point: you get to know expenditures that led to leads and clicks, in addition to getting to know how to adjust your campaigns across your different platforms for marketing. The intelligent decision on PPC campaign strategies can only be made when you can attribute actual leads and clicks to specific PPC activities.
You have some conversions tracking tool at your disposal. Such as the Google AdWords Conversion Tracking or the Google Analytics Conversion Tracking that you can use from the get-go on your PPC campaigns.
Please don’t do thing blindly using ‘We’ll cross the bridge when we reach it mentality’.
(5) Have a continuous PPC campaign fine-tuning program,
If you get everything right about PPC campaign and marketing today, that is not a guarantee that you are going to get it right in the future. Especially, if you think the same strategies you are using today, will work a couple of months down the road. PPC is a highly dynamic space characterized by new updates and new features now and then. To remain on top of the game, you need to tweak things now and then as things change.
Also, never get too comfortable even especially when you are on top of things at the moment. Always make an initiative to learn new things from competitors, and industry experts. You can also try out a bid management tool; they can optimize your PPC campaigns automatically allowing you to concentrate better on the optimization of your ads, landing page, etc. In case you are worried about the extra expenditure, you would be glad to know there are some bid management tools that gives you a free trial period. During this trial period, you can sufficiently try out its capabilities then decide whether or not to go on to a premium package.
At Evolution Digital Marketing Agency, we understand that you a lot of things to manage to make your business a success. Sure, you can also add PPC campaign to your to-do-list, but then you are less likely to be anything but an amateur at it. What if it your competitors are doing a professional PPC marketing? Don’t take any chances!
At Evolution DMA, we offer PPC campaign management at affordable prices. Please fill out the form below for free consultation with our PPC marketing experts. What do you have to lose?