23rd September 2020
As a SEM Agency, we want you to understand and Harness the power of Pay-Per-Click advertising and realise how it can open you up to a whole new online audience
Pushing your business online can sometimes feel like an uphill struggle. But with the right expertise and support from a sem agency or consultant, you could be getting your brand out there in a targeted and measurable way – with tangible rewards that you can’t always see through traditional marketing activities.
For this reason, there has been an enormous surge in interest in Pay-Per-Click (PPC) marketing over the last few years. In fact, 45% of small businesses now use PPC in their marketing, according to PPC Protect.
But PPC advertising isn’t as simple as throwing money at an ad and hoping it works. There are strategic steps you can put in place to improve the performance of your ad campaign and make sure your message is delivered to the right people.
As an SEM agency with experienced PPC consultants, we are here to explain how best to run a PPC campaign and see positive results.
1) Choose the right platform
Choosing your platform is the first decision you’ll need to make, and one of the most important. Google Ads is the go-to option for most businesses because it leans on the all-powerful search engine’s ability to get you in front of customers. There is also a strong case to be made for Bing Ads, as well as social media advertising, with the likes of Facebook, Instagram and Twitter providing advertisers with direct access to their billions of collective users.
Facebook allows you to place sponsored posts on the newsfeeds of users who identify with your audience characteristics, and Twitter ads work in much the same way. You can choose between numerous different advertising objectives, including app installs, new followers, tweet engagements and more.
Meanwhile, Google Ads let you pay for high-ranking space on Google’s various web properties, including search engine results pages. This can take the form of a Display Ad, a Search Ad, an App Ad or a Video Ad. You can customise your reach, audience and budget, and Google then charges you each time this search result is clicked.
2) Customise your PPC marketing audience via interests and location
On any of these platforms, you have the opportunity to segment your audience and tailor your targeting so that you reach the right people with your ads. This includes deciding your audience members’ location, apps of choice and what they search for online.
Location is key for brands looking to target viewers within a certain area, as is often the case for many smaller and local businesses. Location exclusions are also crucial. This allows you to prevent your ad from showing in certain parts of your targeted locations, allowing you to be even more specific.
3) Be smart about keywords
Just like any other form of online marketing, PPC still requires you to consider the keywords you’re using in order to reach the right people. Putting the right phrases in place will help you target people who are likely to show genuine interest in your services.
Keyword match types are essential here. These are parameters you can set to control which searches trigger your ads to appear. Similarly, negative keywords allow you to exclude specific phrases from triggering your ad. This is handy, as sometimes Google’s AI (while trying to be helpful) occasionally will suggest or add its own thoughts to your keyword choices, coming up with minor variations that can from time to time end up changing the entire meaning – think “blue luxury dress” being suggested from your “luxury dress” keyword when all the dresses you sell are green. Negative keywords allow you to remove any extraneous options that aren’t actually relevant to your products and services.
Incorporating well-considered negative keywords will save you money over the course of a campaign and demonstrates that your SEM agency or expert is earning their fee!
Dynamic Keyword Insertion, or DKI, is another helpful feature for really honing in the specificity of your PPC audience. DKI allows you to customise an ad to a searcher’s specific query and is becoming a valuable tool for experienced PPC consultants and SEM agency pros!
4) Link with Analytics and Attribution Modelling
You can streamline your PPC process by linking your domain to your Google Ads account. Simply log into your Google Ads account, select ‘Tools and Analysis’ and then ‘Google Analytics.’ Click the ‘Admin’ button in the top right corner and select the domain you want to link. You can then link it to your Google Ads account or unlink it if necessary.
This is just one of several ways to make your ads reporting and process more holistic. Another is by using (My favourite thing to talk about because Analytics and Attribution rock!!!) Attribution Modelling. This is a set of rules which determines how credit for sales and conversions from your ad are assigned to touchpoints. You can use this platform to provide clear visibility about the real impact of your digital marketing channels.
Visibility is key when it comes to marketing of any kind, including PPC. In order to know whether your PPC is working as effectively as possible, you need to have the information in place to assess how your ads are performing in the context of your wider marketing goals.
Now you’ve got the knowledge, it’s over to you! Let us know how you get on with implementing these into your strategy.
If you’re still struggling with PPC and Search Engine Advertising, rope in the help of PPC consultants or a SEM Agency. As a leading PPC agency North East with plenty of experience under our belts, ROAR Digital Marketing can help you get the most out of your campaign – Creating Real Opportunity and Actual Results!
Get in touch with our team today by calling 0191 486 26 06 or drop us an email at firstname.lastname@example.org.