In Digital Marketing Pay Per Click (PPC) marketing can bring huge volume of targeted buyers is quite a universal information.
Since considerable payout and hefty conversions are involved in the pay per click method, customers use PPC to optimize campaigns.
Here we will look at factors that govern successful PPC campaigns for best results. They touch upon important issues like keywords, landing pages and content text.
Apply Smart Criteria in Keyword Selection
Regarding keywords, their selection is both an art and science. Choosing them randomly from a slew of few popular terms will ultimately put the business owner at risk as it entails fighting for a limited space with too many competitors at astronomical rates. The idea is to stay cost effective and have maximum results.
Avoid keywords having a general or broad appeal in PPC to increase clicks and cut down costs and escape the situation of genuine buyers backing out.
Low Cost Vs High cost Marketing Options
Among the low cost options in marketing, there is content marketing or SEO. They are affordable whether outsourced or done in-house. Despite the low cost option SEO, 70% of business owners still like costly PPC campaigns.
This is because studies say nearly 64% of consumers click on Google ads while shopping online. The attraction of PPC is always immediate results.
Nearly 34 percent of marketers believe that paid search is best in marketing despite the toughness of execution.
Although PPC campaigns are tempting, a non-serious approach without careful planning makes PPC campaign a bit tough.
Why Is Paid Search Effective?
Factors like quality score matter in PPC which are basically how Google rates the relevance of ads. That score is a prerequisite for success in the campaign as there is no role for luck factor.
Here we will be offering some tips that can ensure that the first ever PPC campaign of any business is successful.
Use Right Methods in Keyword Research
There is always a starting point for successful AdWords campaign. It can start with Keywords and customer research. Prior to the campaign launch, assess the needs of customers.
Usage of wrong keywords poses the risk of losing the money without any conversions. To avoid such losses, use customer data with buyer profiles to brainstorm keywords will be a significant step.
Make a Seed List and Refine It
As the first important step, start a seed list where all options on keywords can be tried. This is done with the belief that customers try many keywords to find a product that naturally appears in ads.
Branded keywords are always high in conversion rates. That is why it is suggested that never leave out any keywords during brainstorming as no idea is irrelevant or insane.
Use Keyword Tools
The seed list must carry improved user data to validate keywords that will finally fetch gold. Here Google AdWords Keyword Planner will be of help in giving options for validating keywords based on search volume data, trends, cost per click, and competitive data.
Targeting markets must be on a priority basis. It may be a global market, country, region, state or city. Whatever the case, customize accordingly and set up the date range.
Identify High competition Keywords
To validate keywords there are many techniques. They include gauging data on the average monthly search volume, bidding at an estimated cost per click when ads appear keywords based on the level of competition.
Bear in mind keywords having high competition will bear a higher cost per click than keywords with low competition. But never drop keywords just for being poor in search volumes.
Organize PPC Keywords
Once the keywords data is ready, organize them into targeted groups of keywords on the basis of relation with each another.
Tightening ad groups will make them relevant and easy for measuring performance, tweaking targeted keyword groups to place specific ads for each group.
Importance of Search Intent
While grouping keywords, there must be care to assess search intent that changes from broad keywords to long-tail items. One example is — “tractor” which is a broad term. But ‘tractor” has limited purchase intent when compared to the term “commercial electric tractor.”
Search intent will undergo change depending on the keyword’s variation from informational to transactional sense. This must be borne in mind while grouping keywords for individual ad campaigns and ad groups.
Apply Negative Keywords to Eliminate Wrong Audience
Negative keywords should be included in the first PPC campaign. Search intent is a priority metric. As such in putting together ads mere attraction of a keyword in terms of search volume, cost per click, and competition will not suffice.
In some keywords varying user intent will hinder conversions. Here ad impressions will come but no conversions.
Both will spoil quality score of ads and hurt the cost per click. To check this, use negative keywords that excite the wrong audience and weed out such keywords from appearing on ads.
Make a Budget and Work backward
During the research for keywords try to answer some important questions.
Is the audience really going to use these keywords?
What is the intent behind the search?
Will people click the ad and buy what I am selling?
The answers can help to fine tune keywords properly.
One more factor to note is cost and affordability. Ask the question–can I afford this keyword for an Ad? The average cost per click will vary by industry, common elements hike CPC. They must be planned before finalizing a list.
There must be clarity on the maximum cost per click one will pay for a given keyword in order to avoid overspending on advertising.
Conversion rates and profit can be ascertained from conversion/customer and the targeted profit margins from advertising. The popular formula is:
Max CPC = (profit per customer) * (1 – profit margin) * (website conversion rate)
Suppose the profit from an average customer is $400, and if there are 1,000 visits on a product page and 20 people are converted, the conversion rate will be 2% and the estimated profit margin will be 20%.
The calculation is like this:
Max CPC = $400 * (1 – 0.20) * 2% = $6.40
In this case, targeting keywords with more than CPC $6.40 will affect profitability. This suggests two options to make the campaigns profitable—either improve conversions or increase profit at the customer level.
Use Impression Share as a Variable
Go to the “Auction Insights” in the AdWords account, and gather data on impression share from the campaign dashboard.
Though top keywords have high competition, they can be discounted a bit by using impression share as a variable. This will show how competitors are bidding. Look at the main competitors and see what keywords are offering most benefits and profit.
This will spare a business from undergoing the rigmarole of trial-and-error or split testing keywords and developing so many ad variations.
Create Compelling Ad Copy
Once keywords are finalized, start making “killer ads.” Do write better ad copies to make a difference in ROI. Avoid putting old text into the ad, because one needs to be as much closer to the audience for clicks and conversion rates.
Make Personalised Ads
In winning the hearts and heads of target customers nothing can beat a personalized ad that maximizes value.
The survey by CMO Council says 43 percent of marketers vouch that personalization can increase conversions. This validates the data by Autopilot that says consumers respond 4 times more to personalized offers.
The Autopilot survey attests that respondents are articulate that ads must reflect their needs and interests.
Normal components in a limited space are the following:
Despite space crunch in the ad, the offer must appear irresistible projecting the unique selling proposition (USP) with more clarity on what is on offer to the user.
Highlight the USP of Business in the Ad
The USP is most important in propelling clicks from qualified users, while less-relevant users repel clicks.
Second, a solid USP can eliminate bargain-shopping by users who indulge in price comparison and delay purchases. If USP is given, it will dispel the temptation to compare prices and customer will feel like buying it right away.
Sales and conversions also go up. Not only it attracts relevant traffic to a landing page but also converts more people into paying customers.
Now leverage that USP and also lace the ad copy with certain principles.
More value: Instead of competing on pricing focus the ad on value offers. Whatever is advertised, make it attractive with more than the price cushion.
Make it Credible–Avoid creating an ad that smells of exaggeration and make sure it appears believable. Consumers are careful about where to spend money.
Offer Sops– Offer guarantees and other trust tokens in the ad copy. This helps in easy conversions and get over risk-averse customers.
Use keywords judiciously–Refrain from sprinkling keywords into ad copy to make it pop up.
Study PPC Ads of All Competitors
To conclude, identify competitors and what they are doing and analyze their PPC campaigns. For analysing direct competitors take up tools like SpyFu to assess how other domains are also positioning such ads and reconfirm that the keywords selected are almost perfect.
Udit Khanna is a Digital marketing professional at Expert Training Institute, he has written many blogs on Digital Marketing like Scope of Digital Marketing, Career Options in Digital Marketing, Who should pursue Digital Marketing etc. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance). For more background information on him, please view his profile on G+, Facebook, Twitter, Linkedin.