This is why most digital marketing agencies focus a lot on SEO for Google. Blogs, backlinking, and on-page optimization are all part of a growing industry.
However, you shouldn’t completely ignore pay-per-click ads either. Google takes your PPC campaign into consideration too. You shouldn’t slash your PPC budget and put all your weight behind your organic SEO plans.
But how big of a PPC budget should you have? Read on and find out more.
1. Research Search Volume Trends
One of the most important tips to follow when running PPC ad campaigns is to do your research. Depending on the search volume, Google shows your ads at different rates. What this means is that if there aren’t enough people searching for your associated keywords, Google won’t show your ads.
But at times, you can use the small search volume to your advantage. It’s especially important if you’re a small business. After all, you pay lower prices and have little to no competition.
That means your ads will show for these keywords in a lucrative yet attainable way.
Remember, higher search volumes translate to higher price and competition. That means you need to invest a lot more to beat out the more established companies doing the same PPC advertising campaign.
2. Research the Cost Per Click (CPC) Estimates
When you’re searching for search volumes, you might see estimates for the cost per click. It gives you an idea of the price you pay each time someone clicks your ads. As mentioned before, high search volumes mean higher CPC.
Higher costs for AdWords PPC aren’t always a bad thing. That’s why it’s important to gather as much data as you can. That gives you the ability to decide whether it’s profitable to invest to win clicks from these high-volume searches.
3. Be Specific with Keyword Selections
Put yourself in the mind of your customers-what do they use to search for your business? Some businesses like eCommerce stores can have straightforward keywords. That’s also the case for companies that don’t sell a wide variety of products.
Finding the answer becomes more complicated when your product or service is a solution to a specific problem. That means your keywords become questions stating the problems you fix. For example, if you own a pet supplies store, your customers might search for “what’s the healthiest food for cats?”
But in any case, focus on the ones that show your customers’ intent to buy. It’s better to invest in “buy fanny packs” instead of “fanny packs” since it shows the immediate buying intent.
If you want to scale your operations, you can experiment with it. You can try high-funnel, low-intent keywords once you’re ready to scale your business operations.
4. Target Local Areas Your Business Needs
If you’re a global, online business, this might not be as important. But if you’re one of the 30.2 million small businesses in the United States, you benefit more by targeting specific locations. Target a small area around your business location as a start.
Research your locality to discover a demographic that will make good use of your products and services. Before long, you’ll see more physical visits to your business premises. After all, people will discover you better when you confine your PPC ad campaign within your local area.
Running a global campaign might become more difficult. In this case, you need to target a small geographic region to start. Then you can expand it depending on its success, scaling up your campaign to make it more profitable.
5. Run Ads at Business-Specific Times
It’s easy to use a budgeting calculator to get an estimate for your PPC campaign price. But if you want to get the most out of your investment, you need to limit the time when your ads show up. Do your research and determine the most profitable time periods of the day.
For small businesses, you need to check the best time your customers search for your services. It’s especially important when you want to drive them to your business premises. After all, it’s often not enough to drive them to your website alone.
6. Target Devices Your Customers Use
This tip has more of a specialized function. Regardless, you need to start thinking about your customers’ devices when they do their searches. In most cases, items with a lower value often get researched and bought using mobile devices.
In the opposite side of the spectrum, people use desktops to buy higher-priced products. Having this information can give you the means to control how aggressive your bidding strategy is. It gives you an idea where the kind of traffic comes from based on their location in your sales funnel.
7. Monitor the Position, Ad Spend, and Conversions
Once you’re done with the link budget calculator and your campaign is up and running, all that’s left is maintenance. It’s easy to do since all you need to look out for is the core key performance indicators (KPIs). This helps in determining your campaign’s success and the things you can improve with it.
You can determine which expensive keywords don’t bring conversions or sales. Check whether some of your keywords perform better in either lower or higher positions in the search engine results page (SERP). These indicators determine what to manage and improve your PPC campaign.
Know Your PPC Budget Today!
There are a lot of factors that determine how much you’ll spend on your PPC campaign. It’s important to follow these tips to ensure that your PPC budget fits your requirements. If you do, you get more leads and sales conversions without paying too much.
That way, your PPC campaign succeeds and you get more organic rankings. Before long, you’ll have a stronger customer base that stays with you for a long time.
Google ads metrics are an important aspect of measuring results and optimizing your PPC advertising for best results. Google Ads announced on November 6th, 2018 that they will be rolling out four new metrics regarding ad position. These new metrics will provide advertisers more detailed, granular data regarding their ad position.
The new metrics for search ad position are:
Impr. (Absolute Top) % – the percent of your ad impressions that are shown as the very first ad above the organic search results.
Impr. (Top) % – the percent of your ad impressions that are shown anywhere above the organic search results.
Search (Absolute Top) IS – the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.
Search (Top) IS – the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.
Google Ads went on to say that “if you are using average position to understand the location of your ads on the page, it’s better to use impressions (Absolute Top) % and Impression (Top) %. If you are using average position to bid to a page location, it’s better to use Search (Abs Top) IS and Search (Top) IS.”
Google also went on to clarify average position, indicating that average positions shows the order that your ad appears versus the other ads in the ad auction. For example, sometimes no ads are displayed above the organic search results so the ad with a number one position may appear at the bottom of the page.
Marketing only works when the campaign being run is effective.
For businesses running an online marketing campaign, that means making sure that you gain the most from your investment.
One of the best ways to do that is with a Google AdWords PPC campaign. But how does PPC work, and how can you build a strategy that brings you the best ROI using it?
To help you out, here are 8 tips for perfecting your AdWords PPC strategy to boost your investment return.
Research Your Keywords
At the base of any PPC campaign is your keyword research. They help users find the things they want, and these will be the users you want to target, depending on the relevance of the keywords you choose.
With effective keyword research, you can help pick out the right words to help find those users, but it’s not as simple as it sounds.
Some keywords are extremely competitive, and some won’t be relevant for your niche. That’s where your research comes in.
Your brand name is an obvious keyword to start with. If you’re selling products, use commercially targeted keywords like ‘buy now’ or ‘cheapest’ to help expand your list.
The most important part of any marketing campaign is knowing how to target your audience. Knowing who belongs to your audience plays a significant part in this. You’ll target your audience differently depending on age and demographics.
Your entire ad will be crafted to help attract your target audience into clicking it. It can alter the way you write your ad copy, the keywords you need to use, as well as the landing page you might have.
Not sure if a PPC campaign is right for your business niche? Here are 4 ways you can decide for sure.
Time Your Ads Carefully
Timing is important for any ad strategy because you’ll want to maximize the number of potential visitors who may get to see your ads.
More potential visitors, more potential clicks, and a potential increase in your ROI.
You’ll be able to find this out once you run your campaign in your PPC account. You can view performance based on each hour of the day, determining the best conversion rates per hour.
This kind of hour by hour data analysis can help you understand your audience better. With a better understanding of your audience, you can spend more money attracting ads at the times your users will be around to see them.
Use Landing Pages
Your ad is only the first stage in converting your visitor into a paying customer or potential client. It’s the landing page they end up on that can also have an impact on your campaign’s performance.
This is where you can create specialist landing pages to have an impact, using videos and images to draw attention. You can also use localized landing pages, targeting by location or by specific audiences, for better effect.
Quick landing pages with simple and clear messages that match up to the message your ad is trying to offer are the most effective pages to offer your visitors.
Improve Your Ad Copy
It’s important to make your ad copy stand out and attract visitors, as it’s the first thing they’ll see. First impressions count!
Encouraging visitors to click is dependant on your ad copy being effective. Your message needs to be simple, clear and powerful enough to work.
Simple messages work best because they don’t need much time to read. If you can grab your user’s attention with emotive language, you’re one step closer to achieving a click forward.
Including simple calls to action, too, can encourage the user to ‘do something.’ Words like ‘buy,’ ‘browse,’ or ‘sign up’ are all great examples to try.
The only way you can be sure your campaign is working is by continuously monitoring the performance of your ads. A good way to be sure your ad works is by testing two or more variations of the same ad across your audience, and seeing which one works best.
You can vary your ad in different ways.
Your headline, your landing pages and the ad copy you use could all be altered to see if one works better over any others, although you would probably want to use the same keywords to be sure you target the same customers.
This is just one way you can track and improve the performance of your campaign. Here are some tips from Google on how to improve your ad quality even further.
Ads by Location
If you’re a plumber in North Carolina, you’re unlikely to want ads targeting electricians in New York.
Targeting your ads by location can mean limiting the total number of users who could see your ad, but doing so can increase your ROI. This is because the number of useful users your ad can reach increases.
In our plumbing example, you’d only want potential users from NC to see your ad, as they’re the only useful customers.
You can target your ad by large areas, such as entire countries or areas within a country like a state. You can also target much smaller communities, like towns or within a search radius of a specific location.
Check Your Quality Score
Google helps to determine the overall quality of your ads by giving it a score. This quality score can help you make an overall judgment on your ad’s current performance.
Your CTR (click through rate), the quality of your ad text, your keywords, and your previous ad campaign performances are all involved in determining your quality score.
Your quality score isn’t everything, but it can help you decide whether you’re targeting your audience as effectively as you could, which why it’s important to check it.
To improve your score, you need to do everything possible to refine your ad by following some of our suggestions above, which should help you generate a greater ROI overall on your ad campaign investment.
The benefits of your PPC strategy can only become realized if you have effective PPC campaign management to match.
You need to be sure your ad copy is up to scratch, and you’ve optimized your campaign through proper A/B testing. Don’t forget to target your audience effectively with good landing pages and through localized advertisements.
Need help with your online marketing strategy? Don’t worry, we can help.