Increased sales, increased website traffic, and improved brand reputation are all benefits of search advertising and marketing. It collaborates with organic search advertising, which gains traction because search advertising will boost sales. And it’s also how businesses, according to Google, generate an average of $2 in income for every $1 they spend on paid advertising on Google Ads.
Starting with competitor and keyword research and finishing with optimization and reporting, this article takes you through each of the nine essential components that make up a successful PPC campaign. The same 9 steps should always be followed when setting up your Google Ads auction bid, regardless of your strategy.
Check out our article on pay-per-click marketing if you’re unfamiliar with search engine marketing techniques. You can also connect with the right PPC agency in India to understand these techniques.
Paid search tactics can be used to achieve various goals, such as increasing growth, making money, or employing conversions for channels other than search. How do you tell which objectives are sensible?
First, check that your PPC strategy aligns with your overall virtual marketing and advertising strategy. For instance, if your industry’s normal advertising objective is to increase website traffic, the PPC marketing strategy’s goal should be to improve the website’s click-through rate. The sports that will enable you to accomplish that goal will become apparent after it is fixed in stone.
Analyzing the aggressive landscape can help you identify who your primary paid search competitors are, what they are doing to be successful, and how aggressive your campaign needs to be to compete.
Use Alexa’s Audience Overlap tool to identify websites that compete for your audience if you are unsure who your competitors are. Then, you may navigate the Competitor Keyword Matrix to compare up to 10 of those competitors’ natural and paid vital terms. Export those essential terms from the competition and order them in order of importance for the competition.
All searches, whether paid or organic, begin with the entry of certain words into the search field. Therefore, any effective PPC plan should be built around user-centric keyword research.
From the previous phase, you must already have lists of competition keywords. That’s a great start, but it’s not the best method for locating PPC keywords. Start by creating lengthy keyword phrases around the attributes of the product or industry verticals.
You are now prepared to use the paid seek strategy. You must plan out your Campaigns and Ad Groups before setting up your Google account. Most funds will have several lengthy campaigns and a consistent number of Ad Groups inside those campaigns. Your budget will be determined at the PPC campaign level, and your keyword choices will be made at the ad group level.
Start by going through the terms you’ve obtained from your keyword research and utilizing those phrases to establish the action you want customers to do when they visit your website.
You’ll outline your text adverts within each of your advertising agencies. Effective ad replication is critical to a successful PPC campaign since it can raise Quality Scores, lower cost per acquisition, and raise click-through rates. It’s worth investing time and effort in this step because searchers will almost exclusively base their decision to click on your advertisement on what you write.
Your adverts must direct users to landing pages that you have primarily built. The better the fit between the content of the landing page and the search purpose, the higher the conversion rate. If you merely direct all searchers to a hugely popular website, like your homepage, they will become irritated and leave. This will harm the quality score, which means there will be less chance for the adverts to appear in searches.
Most crucial, keep the messaging and keywords consistent between the landing page and the advertisement copy. According to research by Optimizely, increasing the replica of the landing page by just three words increased conversions by 39%.
Once the execution stage is complete, you can’t just put your paid search strategy on autopilot; a successful Google Ads strategy includes frequent tuning built into it. The Optimization Phase is what we refer to as.
Search for keyphrases with high impressions but low CTR. Start by using the Google Ads Search Terms file to discover ineffective keywords. Consider labeling each as a wrong keyword so your advertisement won’t appear when people search for that term. By cutting out the bad keywords, you’ll concentrate your resources on the keywords that show higher and have a better chance of raising CTR, which will ultimately help.
Objectives of your paid search campaign, like cost per click or value per conversion, are used to determine the return on investment for sponsored search. Optimizing paid search ROI results in considerably lower costs and comparable (or better) results.
Increase your budget distribution to increase marketing ROI over the short and medium terms. This can be accomplished by brutally removing underperforming keywords and reallocating funds to ad companies that perform well.
The paid search strategy should include measurement and reporting by default. If you don’t prepare for your sports, reporting will suffer.
How you track the effectiveness of your advertising depends on the goal of your PPC campaign. However, Google Ads reports contain the majority of the information you require. The following are some of the fundamental reports::
- Insights from the auction: Compares you to rivals. To plan tactical sports, use this file.
- Search Terms: Displays the terms that are generating clicks. Use this report to recognize damaging keywords and recognize those that are appropriate.
- Campaign Performance: Displays overall campaign performance at the level. Get a bird’s-eye view of overall performance over time by using this report.
- Ad Performance: Describes the appearance of each of your adverts. Use this document to identify common themes in the call to action and advertisement writing.
Multiple goals must be included in a strong PPC account to achieve them and move the customer down the sales funnel. To get organized and ensure all the bases are covered, it may be helpful to establish this in a chart that includes goals, keyword topic matters, critical messaging, and landing page. After releasing a PPC strategy, assess the results and decide how to improve and allocate money.
Vivek Sharma is a digital marketing specialist at a leading SEO service company in India, Better Graph. He can often review digital marketing strategies for clients with the SEO team and is actively involved in SEO. He regularly consults, trains, and speaks on SEO, PPC, and local search techniques.