I am not talking about those advertisers who not use basic settings in their PPC campaigns and use irrelevant targeting and scheduling these types of settings means they are not serious about their advertising campaigns. I am talking about those advertisers who are serious to expand their business and achieve their business goals through internet advertising.
When I say you never lose in PPC I really mean it, pay per click advertising is a dream wish for any business. PPC advertising allows you to target people who are interested in your services/products or in better words target customers instead of general people. Three main benefits of search engine advertising are effective targeting, customize/advance reporting and user friendly and precise tools. You can target by keywords, language, location, networks, devices, demographics and schedule ads by time of the day and day of the week. You can check any time how effective your advertising campaigns by creating customize reports for keywords, ad groups, campaign performance or choosing metrics and dimensions of your choice. Every search advertising network or any other paid advertising network rewards you for better performance means you have to pay less per click for better ad position so you will pay less if you be relevant and perform well.
Some productive and effective strategies for PPC advertising:
1: Analyze: Analyze your business, website and your competitors. Understand your audience, business goals and market. Analyze how your competitors are managing their advertising campaigns. Analyze your website, is your website identical to your business.
2: Campaign Setting: Analyze your business, goals, audience and set your campaign accordingly. For example a local bakery should schedule his ads during opening hours, target his city or custom radius around shop, target high schools and college for snack, etc
3: Keyword research: Think what a customer can think about your product, analyze how your customer order for your products, specialty of your products and then prepare a list of these ideas and expand them with keyword tools and adding location/local terms in keywords.
4: Keyword group: group your keywords by relevant theme/products. Add around 15-20 keywords in your ad group with same matching option.
5: Ad copies: Ad copy should be similar to what you say to your customer when they inquire about your products. Ad copy is very important and should be very relevant as ad copy is the first thing a prospects see about your business. It is important to engage user by ad copy. When users ask about your product what you do? You tell them what product do, how it is different from other related products (features/benefits), Product unique selling points and offers associated with product similarly add same relevant information in your ad copy and should be unique for every product/service. Engage user and earn his faith by your ad copies, tell him you are incredibly credible in your business.
6: Landing Page: In PPC you pay for results (pay for clicks) i.e. sending visitors on your website (like sending a visitor in your local store). It will depend how you convert this visitor in to customer by proper communication, offer him discounts, guarantee and more. Make your landing page same effective and conscious like you. Your landing page should be replica of you. It should answer all queries of a customer and encourage him/her to buy your product. Landing page should be relevant to keywords/queries user type in search engines and ad copy content (offers, keywords, call to actions, etc). For example a banner outside your shop with 50% off on cakes, you should offer cakes with discount to user who came after saw your banner. You can also tell him discount available on pastries and breads (relevant products and services).
7: Monitor: Monitor your keywords, ad copies and campaign performance regularly like you monitor your stocks, shares and bank account. Keep an honest eye on your campaign performance it is good idea to stop a low performing keyword like stop investing in under-performing shares.
8: Optimize: Optimization is an ongoing never ending process. Always optimize campaign for better performance. It is similar like cook your favorite food dish by tasting it and adding seasoning in it for better taste. Optimize your keywords, ad copies, landing page and more for improved results.
9: Analytics: Analyze your analytic data to understand user behavior on your website. Create funnels, set goals and custom profile according to your goals. Check bounce rate, average time on page, average page views per visit, funnel visualization, user navigation and more to analyze well and under-performing pages.
10: Reporting: reporting and tracking is best feature in pay per click advertising. You can track and create custom reports on various metrics and dimensions and also create various predefined advance reports which provide drill-down statistics of campaign performance and help you to make right decision for your campaign.
Pay per click advertising is not limited to these ten points. PPC is flexible and have properties like water, acts differently for different business. Understand your business and create your PPC campaign accordingly because either you win or you learn but you never lose in PPC 🙂
Mrunal Ghatole 