Pay Per Click Services

Pay-Per-Click Advertising

Paid Search Marketing is using sponsored areas of a search engine site to carry out advertisements. These search engine sites include Yahoo! Bing and arguably the most influential: Google.

Perform Competitor Research

This is where you, as a business owner or digital marketer, should take a step back and observe the industry for your competition. Look out for competitor activeness in promoting their websites or products with SEO or PPC. A quick Google search on relevant keywords will reveal a list of similar companies. Just because they are ahead, this does not mean that you can’t use them to your advantage.

If they have ads, observe how they may have partnered with supporting firms or collaborations to sell their products. Odds are that if their page ranks well on the first page of Google’s Search Engine Results Page (SERPs), their own marketers should have taken steps to incorporate good website infrastructure to strengthen their site’s capability to funnel clicks into purchases.

Compare your website with theirs and ascertain how difficult the competition is. Through keyword analysis, if you find that their site draws a ton of traffic from a strong keyword then it might be better to find a more niche keyword to carve out your share of traffic. These keywords can be contained in the meta description or alt text of your ads so Google will pick up your content to be relevant to a user’s search.

No matter how strong or ahead your competitors are, you can still attract instant website traffic with a competitive bid strategy, which will be covered below.

Formulating a Competitive Bid Strategy

Now that we have established the strength of paid search marketing, we can begin to plan how to get the most value for the amount invested into PPC campaigns. There is another argument to discern whether CPC or CPM ads are better for your business. Read our blog for more insight to make the most sensible choices!

Set up realistic goals

Depending on the type of company you have and the purpose of your website, you will want to accomplish different things. Therefore, before anything, you need to come up with well-defined conversion goals.

What do you want visitors to do when they first land on your website? By having these predetermined goals, you will be able to select appropriate keywords, which will allow you to create goal-specific ad copies.

Unsure of your goals? A couple of common conversion goals include completing an online purchase for online stores or gaining newsletter subscribers for media outlets. Plan out what the end-game for your PPC campaign is. Not every campaign has to directly translate to more sales for your company if getting more visibility and recognition is your goal.

Select your platform

There are several platforms that offer pay-per-click advertising. However, it is important to pick one that will suit your aforementioned goals best.

The most popular ones are Google, the Yahoo! Bing network, and Facebook, but each has its own advantages and disadvantages. You should consider your costs, desired search volume, and target audience.

Although more expensive than the others, Google has the highest search volume. The Yahoo! Bing network has a lower average cost per click, but not nearly the same search volume that Google does.

Facebook offers very precise targeting options, but the users are not actively searching for the products or services being offered. If possible, try testing out multiple platforms to see which would accommodate your needs best.

Do your research on the choice of keywords

Keyword selection is vital in a successful PPC campaign. Your choice of keywords can make or break the campaign. It is important that you carefully identify the best keywords that will aid you most according to your conversion goals.

With PPC, you want to target buyer keywords and not just general keywords that will end up costing you money without delivering results. To do this, you want to be more specific as a high number of hits doesn’t always translate to success.

Generic terms can cost you more per click and visitors won’t necessarily be looking for what your website is offering. You want to target users that are actively looking to make a purchase. This is how to convert your captured clicks into purchases more effectively.

Determine your budget

This already came up briefly when we considered which platform to pick. Working backward, you will need to identify what your ideal customer acquisition cost is.

If you are selling a product that provides your business with a $1,000 net profit and you anticipate converting 1 out of every 100 visitors then even at a $10 cost per click it will still result in a 100% ROI.

You should ideally play around with some numbers to determine a starting budget and then adjust from there. You can and should constantly optimize the campaign to improve its performance.

Remember that paid search marketing is not a touch-and-go solution to improve your revenue! Ads that are doing well can always do better for your business, so consistent monitoring and tweaking are necessary to guarantee your PPC campaign gets the most value.

Create a compelling ad copy

As always, your ad’s one goal is to grab the attention of the individual performing the search. Just because you have high bids and your ads are showing up on top it doesn’t mean that they will automatically receive clicks.

Your ad title, as well as the description and display URL, should all include the keyword that brought the individual to your ad. This is why it is so important to create very targeted ad groups. If you can start by creating several versions.

This will allow you to see the ones that do well and those that don’t. From there, eliminate the ones that don’t perform well and allocate more of the budget to those ads that are resulting in conversions. There’s always room for improvement, so keep the best ones and try to continue creating new ones.

Send Users to your Product Page with One Click

You don’t need to always use your homepage as a link. You should be sending visitors to whichever page is most relevant to the ad that they clicked.

Many companies create great ad copies and target the right keywords but they simply send the visitor to their home page or a landing page that isn’t relevant to the ad that was clicked on. In the digital age, people want simplicity.

The easier it is for them to get to where they want to be, the more likely it is they’ll enjoy their experience on your website. For example, if you are advertising a specific product in your ad, then make sure your landing page takes visitors straight to the page of purchase for that specific product. This will help your conversion rates, which after all is the point of PPC.

Trial, error, success

As mentioned earlier in the article, PPC is all about testing what you have and adjusting from the results – it requires constant attention. Once set up, you will have to continue working on the PPC campaign to keep it performing.

If you don’t have time to properly manage the campaign and your budget allows for it, you could look into PPC management companies. This way, you will be able to devote your time to other things while the professionals handle your paid search marketing.

More Than Simply Paying for Clicks

New business owners facing tight operating costs might question the effectiveness and viability of PPC campaigns. Growing organic traffic via SEO is the preferred option but driving relevant traffic to your site is not as easy a job as many people might think. There is more to PPC in terms of site management before your campaign will find concrete results. However, walking the tightrope and juggling both endeavours will help your business rocket ahead of the competition.

The Google algorithm has a unique way of working. It rewards sites that focus on quality organic rankings that cannot be built with paid campaigns overnight. You need to put in a lot of time, energy, and money to get organic rankings.

Furthermore, the basic issue with the Google PPC is that it is used by a substantial amount of firms, service providers, and companies, and to make a place on the top of the search result you have to make extra efforts.

Simply put, paying for clicks will not be as effective if your site itself is not well optimized. Focusing solely on PPC will drain your wallet without producing results. Many of your competitors will also be using PPC ads, so the goal is to beat them on both fronts with excellent SEO practices that will be covered below. Only then can your PPC campaigns garner substantial success.

6 SEO Tips to Supercharge your Google PPC Effectiveness

1. Expand your Website Traffic using AdWords

Google AdWords is an online platform offering PPC services to advertisers wishing to display their ads on Google’s SERPs. This is the staging area from which your campaigns will be launched.

All successful AdWords campaigns begin with thorough research specifically targeting customer research. Before starting with an AdWords campaign it is vital to figure out what the users want, what they are looking for, and how are they approaching their searches.

Hypothesizing a Campaign & Alternatives

Suppose you have a conversion rate of 40%. If the campaign generates ten clicks a day you are going to get only four leads per day. When the clicks are doubled to 20 while keeping the conversion rate at 40% you will get eight leads per day. By increasing the budget of your website’s bids you will achieve a good number of ad ranks and that will result in a better ranking on Google’s SERPs.

The next thing in this list is targeting a significant geographical area. This approach is related to Local SEO which targets businesses and searches based on your business’s geographical location. Using this approach is great for area-based or neighbourhood businesses like car workshops or F&B establishments that have an influence on their local clientele. Clicks on your website and advertisements can produce effective leads for your business. Campaigns like these can have a second stage of promotion targeting wider and wider areas if you fail to push enough traffic.

2. Broaden the Scope of your Keyword Matches

The main aim is to get maximum clicks according to the budget of the campaign along with ensuring that relevant traffic is being attracted to avoid money wastage on poor quality leads or unwanted traffic. Use brief keyword variations as a weapon to get more specific and qualified traffic rather than using keywords that match the phrase.

Also, look at the details of your keywords to ensure that you are not driving unwanted clicks. If you come across unwanted searches do not get disappointed and take this as an excellent opportunity to rebuild your unimpressive keyword list and develop a titanium campaign.

Reach our Blog to study how you can optimize SEO keywords. Alternatively, leave your PPC services in the hands of our SEO experts to oversee your content marketing.

3. Quality Score Optimization

The quality score of a keyword is described as the effective quality or nature of the ads and landing web pages that are activated by that particular keyword. The quality score has a very important role. Google rewards quality scores to the advertisers who have less CPC and more ad positions.

Improving your quality score can be done by effectively scoping your ad group outreach, refining your website development and landing page, and most importantly researching for keywords. We cannot stress the importance of good keyword research enough – it could be the deciding factor that makes or breaks your PPC campaigns.

4. Optimize Creatively for Mobile Apps

It is a well-known fact that mobile devices are quickly becoming the most popular medium for searches and browsing the internet. Businesses are realising this and swiftly adapting their practices and sites to accommodate the growing amount of mobile traffic. Realising the impact of smartphones on PPC ads is very crucial to optimize it accordingly.

While designing an appropriate marketing strategy chances are your optimisation efforts are directed towards desktop users. This is a big mistake since you would be missing out on capturing mobile users that account for 54.8% of all search traffic in the first quarter of 2021.

Mobile conversions are much easier because of the high level of intimacy that smartphones provide for those who click on ads.

Here are a few highlights to optimize for mobile platforms:

• Short and neatly written: You have more space for PPC ad content for computer desktops whereas for mobile phones you can create catchy and brief headlines. You have to keep the content for mobile ads as short and crisp as possible.
• Segmentation: It is done on the basis of the device being used. It may be possible that your advertisement campaigns may not see any difference in the conversion of leads, but this is the type of data that you need at the end while running PPC campaigns.
• Use landing pages for mobile: You cannot send PPC leads to a web page that is used for computer leads. Look at the options from a traditional landing page to a mobile-friendly one that is ideal for mobile PPC.

5. Identifying The Main Target Audience

In order to push qualified traffic, you have to be specific about your target. For example, you run a cosmetic business. You have to make a list of a targeted audience which may include teenagers and majorly adults, aspiring models, and movie celebs.

6. Reach a Potential Audience with Right Targeting Options

This includes various keynotes. You cannot grow a business if you don’t have a habit of saving. To save money, and for paying only for what you are using you should focus on:

• Area-wise targeting – If your business is local target the audience in the surrounding of your business. Create ads that appear only in the vicinity or nearby areas where you want your business to flourish. This is important for every in-house business with a limited topographic range.
• Targeting through interest- You can access the data from Google to know the interests of the target audience. A different interest group of people is needed to be targeted with different ads. For instance, for B2B techies ads about accounting software are appropriate whereas, someone from fashion will get attracted to stylish clothing ranges and more.
• Targeting based on device- People have different ways of responding to smartphones and computer desktops. Keeping this in mind you should design ads with more relevance to the users who use mobile as a medium to browse and to the one who uses their computer for the same. You have to ensure that they respond to the particular ad with a specific device.

These are some commonly used steps to drive qualified traffic to your site. Once you start improving on these aspects, your site will start to enjoy increased traffic which gives you a customer base to build upon and expand.

The issue with less traffic is that if you are not attracting quality traffic to your strive even after incorporating a detailed set of negative keywords, inevitably you are not going to have ample clicks that will form a sale or a lead desirable for your campaign.

Ensure to optimize the campaign on a continuous basis, and update the keyword list to drive relevant clicks to your website only.

Always make sure that you expand your website traffic to receive large targeted users wherein you can further classify the users via interest targeting. Business grows when it has a good reach in the market in this world of digitization. You have to be more specific about what medium you want in marketing on a digital platform.

Bonus: Stunning Web Design & Landing Page

Landing pages are important for marketing campaigns as they help you track key metrics in your campaign. How many people did you manage to attract? How many are new customers? Are there any that went to your website, and then left? How are your conversion metrics and ROI numbers?

Stunning web designs do not come overnight, and neither do they come easily. There are many ways for web owners to boost their websites. One of which can be through the use of high-quality photographs and videos. These are effective storytelling tools that can be used to attract attention and educate your audiences.

Especially for videos. Despite the massive time needed for videography and video editing, live streams and short videos have become increasingly popular in this new digital age of TikTok. Business owners in the industry that benefits from showcasing their portfolio online may want to pivot to making videos, in addition to blogs and social media.

Learn more about the PSG Marketing Grant and see how it can cut down your digital marketing expenditures by up to 50%!