Google Ads has recently issued advertisers credits to help advertisers with the impact of the COVID-19 virus.
This is to help businesses face the challenges of the economic downturn over this pandemic. The ad credit is automatically applied to your promotions tab in your Google Ad account and is valid until December 31, 2020. Any credits will automatically be deducted from advertisers ad spend.
The amount of credit seems to be dependent on an advertisers ad spend, so each business may get a different ad spend credit. So far, I am seeing a range of advertiser credits from $300 up to $750.
You will want to login to your Google Ads account (ads.Google.com) and should see a banner notification across the top of your account. If not, hit the drop down under the tools tab (wrench icon) and click the promotions tab to see more details.
Any credits will automatically be added to your Google Ads account, so there’s nothing you need to do. Don’t contact Google regarding this or try to request a larger credit.
“Updated on June 16th with additional information on the ad credit application to eligible Google Ads customers. By the end of this week, ad credits will be launched in Australia, China, Germany, India, Italy, New Zealand, Spain, Taiwan, and Ukraine, United Kingdom, United States. The ad credit automatically offsets future spend; no action needed. Check back here for further updates on which countries have launched.
We want to help small and medium-sized businesses (SMBs) stay in touch with their customers during this challenging time. That’s why we’re giving our SMB customers worldwide $340 million in ad credits, which can be used towards future ad spend, until the end of 2020 across our Google Ads platforms. This is part of a larger commitment from Google to support SMBs, health organizations and governments, and health workers on the frontline of this global pandemic.
This page provides additional information and will be periodically updated. As an additional resource to help you manage your business through uncertainty please visit the Google for Small Business site.”
If you have questions about this or need help, you can contact PayPerClickAuthority.com at 720-600-0515 or email me, Steve Pitt at [email protected]
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The first page of Google captures 71% of search traffic clicks.
This statistic shows the value of AdWords and how specific metrics influence traffic and marketing.
As a business, this is a relatively cheap investment.
But if you don’t know much about pay-per-click (PPC) or AdWords, it can be difficult to assess the difference between PPC or cost-per-click (CPC). What is the difference, and does either one matter more in your business?
The question ultimately comes down to PPC vs. CPC.
What metric will you trust more when it comes to assessing your success? How do you know if you need to make a marketing change? What metric helps you identify weak points in your marketing strategy and in your business?
Having an understanding of each metric can help you figure out the value and how to properly assess what your marketing plan should be moving forward. It can help you identify your core audience and if you should retarget your core demographic.
Here’s everything you need to know about PPC and CPC for businesses large and small, plus why each is incredibly important to understand.
What Is PPC, and Why Should I Care About It?
PPC is a form of search engine marketing.
In essence, you are paying Google or Facebook to display your ads on their search engine. You are paying whenever someone clicks on an ad.
If you have a business website and a blog, having a high number of keywords can help get your website higher ranked in Google or other search engine inquiries.
Obviously, as a business, you don’t want your ad getting ignored and scrolled past when someone searches for something relevant to your product. You can prevent this with a number of strategies.
These strategies can help your business stay competitive against other similar businesses when your ideal customer is searching for a product that you sell.
PPC Is About Strategizing Your Paid Search Marketing Campaigns
One of the strategies of pay-per-click is that you can create short and concise headlines when people see your ad after they have searched for something.
This is why it’s important to have only 25 characters in your headline, 35 characters in your display URL, and 35 for your ad copy. Creating conciseness in your advertisements allows the customer to clearly understand what you are selling.
It’s also important that you have a clear PPC goal that matches what your business is trying to accomplish.
With PPC you can do search ads, display ads, and even remarket to your ideal customers. Ultimately, you have to decide what’s going to bring in the most clicks at the lowest cost.
You can read more here about how to figure out your PPC ROI.
What Is CPC, and Why Should I Care About It?
CPC is the amount of money you are willing to spend on every click.
In other words, it gives you an idea if a marketing campaign, like PPC, is effective.
You can see if your AdWords is performing well and what it is costing you. You can also see the quality of your AdWords and how they performing compared to your competitor’s site.
This is also why you need to care about industry standards when it comes to the average cost per click in any industry. If you are paying more cost per click in your industry compared to others, it could mean that your campaigns are not as effective compared to your competitors.
CPC Allows You to Assess Your Marketing Budget
Another reason why you should care about CPC is that you don’t want to be an exorbitant amount toward a particular PPC campaign if you know it’s not working.
CPC gives you insight into how much you are spending and if it is worth it.
You want to assess your return on investment and see if you are making a profit. One tool you can use to assess if you are making a profit is by dividing your competitor ad rank by your quality score. This will give you your actual CPC score and help you figure out if you paying more than you need to.
After you figure out your CPC, you can figure out how to improve your PPC campaigns. For instance, you can raise the quality of your ads.
In addition, you can also refine who your audience is and who you are targeting in your advertisements. In a similar way, you can also retarget specific audiences if you think they are more inclined to click on the advertisements than they were before.
In the end, CPC is so important because it allows you to assess your marketing budget.
PPC vs. CPC: Why Does It Matter?
Does it matter what PPC vs. CPC is?
Of course, it does, because you don’t want to spend an exorbitant amount on search ads if you don’t have the budget. Depending on your business’s financials, you may be better off choosing one route over another.
What it really comes down to is how well you know your audience and how much you are willing to spend on ads. If you know where your ideal customer hangs out and your advertisement is very targeted, then you can figure out if PPC with a specific search engine may be working at a specific cost (CPC).
To find more information on PPC and CPC and which metric is better for your business, contact us.
5 Tips to Improve PPC Advertising Performance
1) Start with The Destination: Your website or landing page (s) are critical to your Google Ads / PPC advertising results. Focus on this first before running paid ads, as the initial impression the searcher has of your website, and your business, are imperative for increasing leads and sales. To begin, make sure that your site loads quickly, as this is important to users as well as Google. You can use site speed tools to check your site, such as GTmetrix or Pingdom. If you are using a WordPress site, you can use a caching program such as WP Rocket and an image optimization plugin, such as WP Smush. Make sure that your website is mobile friendly. It’s important that your landing pages are visually appealing, has confidence factors (certifications, awards, testimonials, etc.), lower the barriers of entry and makes it easy to contact your business. You can either a) use a website builder program such as Square Space or WIX b) use a WordPress site and a user friendly theme such as DIVI c) hire a good web developer. Use a good hosting company, consider using a CDN such as Cloud Flare.
2) Focus on Best Practices: Setup and manage your campaigns based on industry best practices: https://support.google.com/google-ads/answer/6154846?hl=en This includes running relevant keywords focused on both search volume and relevance / buyer intent to your business. Stay away from broad match keywords or keywords with too broad of an intent. Use the keyword planner tool in your Google Ads account to find relevant keywords with buying intent as opposed to research / informational searches. Make sure that your landing pages have some of the major keywords on your landing pages.
3) Optimize on a regular basis. Pay per click advertising is a fluid, ever changing process. It’s more of a live auction than a set and forget process. You should be strategically optimizing your PPC campaigns on a bi-weekly basis. At the minimum, you should be: a) reviewing and implementing appropriate optimization ideas in your account b) labeling all converting keywords and phone calls, so you can be more strategic in your bidding c) removing low quality score keywords (2/10 or less) d) make sure that you are not running broad match keywords, which can run up your costs and reduce relevance d) reviewing the search terms report, adding converting / relevant keywords and excluding keywords / search terms that are not relevant. e) optimizing ads and adjusting. Normally, I would suggest viewing ad data over a longer period of time and pausing any ads that have over 100 impressions and a click thru rate of less that 1% and writing new ads. Test 3-4 ads per ad group, including running responsive search ads and potentially call only ads.
4) Reduce click fraud. Google does pro-actively filter out and remove invalid clicks from your Google Ads account, so you are not charged for those. However, there are both unscrupulous advertisers that may click on your ads to run up your costs, bots, click farms and more that can waste your advertising dollars. Using another layer of protection against click fraud, such as Click Cease, PPC Protect or other related tools, can help reduce advertising waste and inefficiencies.
5) Track results. It’s critical to accurately track conversions / results in your pay per click advertising. A conversion is simply an action you want a user to perform, such as clicking on your ad and calling your business (website call conversion), submitting a contact form on your site and requesting additional information, making a purchase, etc. Google has an excellent tag implementation team that can help ensure that all conversion tracking is properly setup. You can contact customer support and request and appointment with the tag implementation team (make sure that you have administrative access to your website and that the site is being backed up on a regular basis.)
The above article was written by Steve Pitt, President of Internet Expert Online & PayPerClickAuthority.com Steve Pitt is certified in Google Ads and Bing Ads (Microsoft Advertising) and his company is a Google Partner, Bing Ads Partner (Microsoft Advertising Partner) and A+ rated with the Better Business Bureau. Steve has specialized in PPC advertising management since 2010 and is author of the book, Google AdWords: Better Results In 30 Days”.
You’ve got to be strong and determined to start your own business. It’s impressive that you’re even thinking about it, let alone getting started. Yet you also need a big set of other skills to keep the business going.
Businesses don’t run themselves, and small startups often fail because their owners didn’t recognize their own weaknesses. If it feels like you’re juggling bowling balls and feathers while walking a tightrope, then it’s probable you’re on the right track.
It’s fortunate for you that you can learn these necessary entrepreneurial skills, and you’d be wise to invest the time to do so. Here are some of the most important talents that will help your business grow and thrive.
Using Your Entrepreneurial Skills to Network
Traditional wallflowers don’t often make very good salespeople. While you may be more of an introvert, developing the social skills to introduce yourself and meet people is essential to the smooth operation of your business. Practice making entrepreneur friends, not meeting them one time and forgetting about them.
Maintaining those connections means remembering their names the next time you see them and following up with them on any tidbits they told you or promises you made. It also means checking in with them periodically (text message or social media post) to see how they’re doing and help them remember you, too.
Basic people skills like these also help you focus on your customers. If you can make your clients feel like they are the most important thing in the world to you, then your business will have their loyalty. But to do that means ignoring the thousands of other tasks that always roll through the back of your mind when you’re a business owner.
To make customers happy you have to be good at prioritizing their needs and the needs of the business. You don’t want to promise something that you can’t deliver, but you don’t want them to think they don’t matter, either.
Harnessing Marketing Opportunities
Let’s face it, there are all types of marketing methods out there. Knowing which ones to use or when to stop using one is a definite skill that’s important to have when you run your own business. One such method is social media, where it’s so easy to over-share, or say something inappropriate.
But social media isn’t the only place where marketing can screw up. Pay-per-click is a different animal altogether, and one that requires skills to recognize its potential. Beginners should do some research before attempting to use PPC for their businesses, because it’s another area where you can spend a lot of money for little return if you don’t know what you’re doing.
Many of the things you try may fail, but a successful person uses their failures to learn and grow. Being able to deal with failure is just as much a skill as choosing marketing strategies.
You also want to be able to keep up with new trends like video marketing. And once you have the potential customers rolling, you need to be able to close the sale, too, instead of letting it hang and forfeiting the money your business could have used.
Marketing incorporates many skills and talents, but these few will get you on your way to business success.
Making Use of Finances
If you’re just starting out, then you need to know how to fundraise. Getting people to believe in your company enough to invest in it is a skill that works in your favor if you have it. Otherwise, getting startup capital is difficult.
Once you’re established, you could hire out the accounting and budgeting to someone who has more bookkeeping or controller experience. But you also have to understand the business and its priorities to figure out how to move the puzzle pieces around to achieve success. Financial puzzle pieces are things like cash on hand, investments, and projected windfalls.
Hiring out can be good, but sometimes you’re the best person for the job. Although, as an entrepreneur, you’re also the best person for most of the jobs in your business, too. You can’t do everything, so you’ll have to choose the most important ones.
Managing a Staff
People are funny creatures. They all have feelings that get in the way of logic, yet they try to pretend they don’t. This makes hiring, firing, and training your staff more of a political obstacle course than you’d ever expect to have to deal with.
The biggest challenge is understanding and encouraging them the way they need. The other is delegating appropriately, which only works if you know what each person’s strengths and weaknesses are.
If you reassign someone to accounting who rocks at shipping, your shipping department is going to fail unless you get someone equally talented to replace them. Don’t swap people’s roles or delegate them to do things they aren’t good at.
Sometimes this takes a bit of insight on your part because people don’t always know this about themselves. Observing and evaluating their work and progress is a good way to notice these things. And remember that some people rise to a challenge, and some people don’t do well under pressure.
If you can figure out what makes your people tick and play to their strengths, your business will soar.
The Grit to Succeed
It’s a lot to take in. From managing a staff to managing a budget and everything in between, a business owner needs to be someone with the entrepreneurial skills to juggle it all.
You need to be able to learn the skills you need and get it all done, even when something doesn’t fall in your immediate strength or specialty.
Read more on our website for help with specific lists of daily tasks or other info to help entrepreneurs.
Pay-Per-Click advertising is probably the most efficient way to draw attention to your website, your products, and your social media posts. There is a lot of fuss about how PPC is not a long-term marketing solution, but the biggest reason for this misconception is because of the sheer weight of PPC mistakes that people are making.
Try to remember that the world’s most common oxymoron is “common sense,” since common sense is both rare and typically wrong. Just because something seems to make sense vis-a-vis PPC, it doesn’t make it true. For example, the biggest budget doesn’t always win, the best advertisement doesn’t gather the most attention, and there is no way to predict which ads and keywords will generate the most success.
1. One of The Most Common PPC Mistakes
Trying to attract large numbers very quickly is probably one of the biggest and common PPC mistakes.
It may be frustrating if you have time-sensitive content that is not being read, but even those with massive budgets have trouble generating “many” meaningful clicks quickly.
You can attract clicks within ten minutes of posting your advertisement but getting “many” clicks quickly requires a big budget, lots of affiliate advertising platforms, and a lot of luck.
2. Believing Those Gosh-Darn Affiliate Advertising Tools
Jump onto something simple like Google Ads, and enter a bunch of keywords into your advertisement. Notice how many of them say, “low search volume.” If that is the case, how come some of them get clicks, and how come those clicks are most likely to convert?
The tools that come with your affiliate marketing platform are there to make you spend more. They want you to use the most contested keywords so that you pay more.
In addition, do not forget that affiliate advertising tools run on the algorithm that is set by the platform, which includes any priorities the platform has that do not coincide with your priorities. Plus, they are using historical data that doesn’t account for sudden shifts or even gradual linear shifts in keyword and spending trends.
3. Thinking That PPC Helps SEO
You may have read the many studies that say SEO is not enough, but the associated notion that PPC helps SEO is slightly askew.
If your PPC campaign makes your content more popular, then it may help your search engine ranking, but the two matters are only loosely related. A little like if you take a bus to work or a car to work, then your legs may not ache as much when you get home.
4. Misunderstanding Negative Keywords
If you want to avoid PPC mistakes, then start slow, learn from what occurs, and then change very slowly without fear of going back on yourself if something doesn’t seem to work the way it should.
Negative keywords are like the noisy toy you give to your kid at Christmas and regret it by Boxing Day. Negative keywords are the sort of toy you wish some PPC campaigners didn’t have access to.
There are plenty of unsuitable keyword variations that seem correct, and people are entering them into their negative keyword section and thinking they are honing their campaign when what they are really doing is limiting it.
5. Not Using A Landing Page
Forget the other PPC tips you have read, here is how PPC works. The advertisement is a question. At its very core, it generates a question. It puts a question in the mind of the user, no matter how subtle. That question is what motivates a click. The landing page needs to offer an answer.
Let’s say you are selling a car. People may be sold by the ad without clicking. The only reason people click is that they have a question. They may wonder if the listed price is for real, or if the car really has a roll cage, or they may wonder if the car will fit three kids in the back seat.
The landing page is there to answer the many different questions that may have attracted the click. Simply linking to a product page or a home page may result in said question being unanswered, which results in a bounce.
6. Using Phone Numbers
This mistake doesn’t apply to all forms of affiliate marketing, but there are many cases where phone numbers are simply wasted ad space.
Some marketers think they can avoid paying for clicks if people see the ad and then call the number, but study after study seems to prove that nobody calls the numbers they see on affiliate adverts. People will instead click the ad or a link on Google to get the number.
There are only a minority of cases where people will call the numbers they see listed on affiliate ads, and it is usually because they recognize the freephone number from a TV jingle.
7. Misunderstanding Ad Extensions
One of the benefits of PPC advertising is that you also get to spread a bit of your brand message too, and ad extensions may help you do just that. However, the assumption that ad extensions are vital (or even needed) is one of the many PPC mistakes to avoid.
There are times when they damage the value of your advertisement. Such as if your ad says, “Find Out Where Festival Number 5 Is Going to Be Held” and then the extension gives the location as Worcester.
The Biggest PPC Mistakes
There are plenty of PPC mistakes you can make, but the most common, obvious and dumb is not learning from your mistakes. There are still people out there who are generating hundreds of clicks per month with a conversion rate of a fraction of a percent. Committing the most common PPC mistakes is forgivable but sticking with it and failing to adapt is unforgivable.
If you are really having a hard time getting your PPC campaign to turn a reasonable return, then give August Infotech a chance to turn things around. What makes them different is the massive team they have and the sheer weight of staff hours they can invest in a project. If you want results, then there are very few who can offer them so consistently.
Outsourcing your PPC to an experienced manager can assist you avoid petty mistakes and maximize your profit.
You don’t have to worry about managing and monitoring your PPC Campaigns after you outsource your PPC Management.
It’s advantageous since it’s time saving. It helps you concentrate on other business developments and strategies.
When choosing a PPC agency, choose the one that perfectly manages your PPC Campaigns and also makes them profitable.
More than 50% of the internet users who click on pay per click Ads phone the advertiser. PPC management is significant for generating targeted traffic to a website.
Targeted traffic are individuals who are likely to use the products or services of a company. Small and medium-sized businesses do not maximize the potential of AdWords campaigns.
They face a combination of issues such as lack of adequate resources, expertise, and marketing tools, as well as time.
Small businesses should outsource AdWords campaigns to overcome these challenges. We’ve compiled for you seven reasons why you should outsource your PPC management.
Sustaining an in-house marketing team is costly. It is expensive to pay the salaries of a campaign team and offer other employee benefits.
More funds are also required to train the employees; equip them with the knowledge and skills needed to perform their duties as expected. Big businesses with adequate resources can afford to maintain an in-house marketing team.
The majority of the businesses in the U.S. are still recovering the adverse effects of the 2008 global financial crisis.
Small businesses should consider hiring the services of campaign marketing agencies. This will cut the costs associated with managing an in-house marketing team.
They can use the saved resources other strategic and routine functions. They can pay salaries, utility bills, conduct market research, expand their capacity, and venture into new markets.
Outsourcing helps an organization focus on its core competency. This leads to improved productivity and higher sales. Search management is a time and effort-consuming activity. Outsourcing transfers this burden to the contracted marketing agency.
The organization and its employees will shift their focus to what they are best at.
Focusing on core competencies increases the chances of meeting all the customers’ demands. Meeting and exceeding customers’ requirements is crucial for the long-term growth of the business.
3. Access to Expertise and Tools for PPC Management
The contracted PPC management firms are internet marketing specialists. They have the required resources, people, time, and tools to perform their duties. Having the right human resources and tools for the job increases the quality of the work done.
High-quality work is critical in saving the company time, effort, and money. It eliminates the need to redo work done before to fix errors.
Employees are paid per hour if the errors are many, then the costs will shoot up increasing the operating costs.
The specialized PPC management firms know all the ins and outs of search. Employees of an organization may attempt to gain the same level of understanding to perform the tasks in-house.
A lot of time, effort, and funds are required to understand search marketing
Search marketing. Service providers have vast technical skills and expertise at their disposal. They also have the equipment required to conduct search marketing.
They can process even sophisticated marketing campaigns at a lightning-fast speed.
Marketing is all about timing; communicating a message to the target marketing at the time enables a company to get the most out of its campaign.
Search marketing firms have a high technical capacity. They can manage several campaigns without adding new personnel.
The people doing the work determines the reliability of a marketing campaign. Search marketing companies have a high technical capacity.
As a result, their output speed is high as well as their quality of work.
Several factors determine the quality and reliability of in-house marketing campaigns. For example, vacations and illnesses reduce the output of a company and compromise on the quality of work.
If an employee leaves the company, a lot of time, effort, and resources are required to recruit and train a new worker to perform as expected.
6. PPC Management Saves Your Time
Time is money, and time wasted can’t be recovered. Planning and managing an AdWords campaign consumes a lot of time and effort. Besides, employees have other pre-existing responsibilities.
It is problematic for the employees to dedicate adequate time to manage the account.
Hiring an AdWords specialist like Google is the best solution when an organization does not have the time to manage campaigns.
Outsourcing creates extra time for an organization to work with the agency. They will identify the unique organizational needs, plan, and execute the marketing strategy.
The client can also use the extra time to conduct quality assurance activities. They can identify and fix problems in the marketing campaign, increasing client satisfaction.
Outsourcing PPC management to a manager plays a critical role in the growth of a small and medium-sized enterprise. It saves the organization more resources useful for strategic activities and maximizing the stakeholders’ wealth.
It also enables an organization to focus on tasks that it is good at leading to high customer satisfaction. Customer satisfaction is essential for retaining them, even in very competitive business environments. An organization can also exploit the skills, expertise, and technical resources of the marketing agency to manage its AdWords campaign.
Outsourcing PPC management allows a company to manage many marketing campaigns at lightning-fast speeds. This increases the chances of an organization communicating its message to the target market at the right time.
High-quality and reliable work is crucial for saving an organization’s time, effort, and money. An organization does not spend more resources to fix errors in work done before. Besides, the organization can manage several marketing campaigns at the same time since the AdWords agency has a large capacity.
Outsourcing also creates more time for an organization to conduct strategic activities as well as track the marketing campaigns.
Please explore the other parts of our blog to find more insightful information about search marketing services.
According to Statista, the revenue for digital advertising is $34,902 million. Of this, the largest segment for marketing spend is search advertising strategies, such as PPC.
Also known as pay-per-click, PPC allows companies to target their ideal customers while they searching for a product or service. That means you can bypass all the wasted ad spend and focus on advertising when it matters most.
With more companies making the move towards search advertising, it’s important you don’t fall behind.
Otherwise, your competitors are probably capturing your potential customers before you even can.
With these 10 PPC advertisement trends, you can turn your next campaign into a stellar success!
1. Aim for Audiences
Many first-time marketers set up their campaigns based on the keywords their target audience is searching for.
Why not skip right past the keywords and aim straight for your audience instead?
As the first of our PPC advertisement trends, choosing audiences over keywords can help you target your ideal customers without being too picky.
While keyword-based PPC strategies are by no means dead, aiming for audiences can help you use more layered targeting. That way, you’re targeting the customers who are more likely to purchase from your company—without making the parameters too broad.
This also cuts down on wasted spend.
You can also use a combination keyword and audience strategy to get more specific about your audience and what they’re searching for.
Check out this guide to learn more about the basics of PPC. That way, you can slay your campaigns from start to finish!
2. The Machine and AI Take Over
The latest updates to Google’s algorithms have already allowed more PPC marketers to use machine learning and artificial intelligence.
These two PPC advertisement trends give marketers a helping hand when it comes to targeting customers. Instead of second-guessing your strategies, built-in automation features will make sure you’re not missing out.
These smart features will help you optimize your campaigns to reach more customers while cutting down on ad spend. That way, you can improve your cost-per-acquisition without toying around with settings.
With machine learning and artificial intelligence, you can cut down on trial and error and let the machines do the heavy lifting.
This also allows companies to take a break from their marketing to focus on customers instead.
While these strategies are still in development, machine recommendations can help set your company up for success in 2019 and beyond.
3. Vamp Up Videos
If you’re not implementing video marketing into your PPC strategies, you’re missing out on a big way to interact with customers.
Adding videos to your PPC campaigns can help your ads stand out. They also increase your placements online. That way, your ads reach out to even more customers.
The cost per view for video ads is also extremely low. This allows more companies to cut their advertising costs. That way, you can spend more of your annual marketing budget elsewhere!
Like text ads, you can also use audience and keyword targeting for these video ads. As a result, you can keep focused on reaching the people most likely to become a customer.
4. Voice Activated
More people are spending time speaking to Siri, Alexa, and Google.
With increased use in these search assistants, more marketers are also prioritizing voice search elements with their PPC campaigns.
While there isn’t a direct way to set up your PPC ads for voice search (yet!), marketers are still responding to this trend. Optimizing your PPC campaigns for voice searches can help ensure you don’t miss out on potential customers.
5. Automated Awesomeness
You’re busy running your business. Instead of sitting at a computer every day trying to fix up your campaigns, Google and Facebook are now offering more dynamic and automated options.
Instead of running split tests and shifting money around, your PPC campaigns will automatically make adjustments. That way, you get the best possible results without stressing out.
6. More for Mobile
According to Forbes, 54 percent of all online sales will be completed on mobile devices by 2021.
To respond to the ongoing trend of the online customer’s mobile-preference, Google has started prioritizing mobile devices, too. This includes using mobile-friendly websites to determine search engine rankings—and PPC ad quality scores, too.
To make the most out of mobile, more companies are adding call-only ads to their campaigns.
This allows customers to call straight from the ad. That way, they don’t waste time searching through your website (and you get an immediate conversion).
7. Build Up the Brand
Companies are so focused on making a sale that they forget about their customers.
By focusing on your brand throughout your PPC campaigns, you can build brand loyalty and brand awareness. Adding more display ads can help give searchers a visual to associate with your company, too.
That way, they think about you when they need your product or service (instead of a competitor).
8. Reeve Up Remarketing
With remarketing, you can display ads to an audience of previous website visitors. This brings them back to your website, so you have a second chance to make a sale).
9. Revamp Existing Ads
Your old ad language might slow the success of your campaigns.
Mix it up with responsive ads, extended text ads, and multiple versions of your descriptions. That way, you have multiple chances to entice searchers towards your website.
It’s also important to have more than one ad for each ad group to mix it up.
10. Prep for New Features
Google and Facebook are constantly changing their algorithms. If you fall behind with the latest features, you’re missing out on new opportunities.
While it’s important to optimize your campaigns from the start, don’t forget to make changes regularly.
That way, you’re constantly making improvements to your PPC campaigns.
Set for Success: 10 PPC Advertisement Trends
With these 10 PPC advertisement trends, you can make the most of your digital marketing campaigns in 2019. These ads can help you reach out to new customers, boost sales, and drop your return on investment.
That way, you’re building your business without blowing your ad spend for the year.
Set your own business up for success by exploring the rest of our PPC blog today!
In an ideal world, your company would be getting organic traffic constantly flowing to your website. But with the overwhelming amount of competition out there in the digital landscape, that’s not a realistic strategy to be relying on.
So, what now?
One great option that more and more companies are utilizing is PPC advertising.
But you don’t want to just throw money at advertising without some careful strategizing. What are the best pay per click advertising strategies out there?
And will they work for you?
In this post, we’ll go over what PPC (pay per click) advertising is, and the best strategies for using it.
Sound interesting? Keep reading for more information!
It’s All About the Keywords
PPC begins when you match your ad with specific keywords and then bid on them.
The tricky thing is that your competitors are also doing their keyword research, and then bidding on those same keywords.
One method to increase the effectiveness of your bid is to simply outspend your competition. And obviously, you’re aware that this is an advertising campaign, meaning you’ll need to be spending some money.
But you also don’t want to bid on keywords that aren’t going to be the most helpful for you. So use the Google Keyword Planner.
It gives you keyword suggestions, which you can then choose from to land on ones more effective for your business.
And be brainstorming while you do it because if you are prompted to think of a keyword that Keyword Planner isn’t suggesting, you might have hit on a word combination or phrase that your competitors aren’t bidding on yet!
Focus on Customer Value
Imagine you were shopping around for the best PPC methods. Would you respond to a link that simply said “PPC Methods Help”? Maybe.
But if you saw a link that immediately made you think it would add value to your business, like “Increase Your Conversions” wouldn’t you be more likely to click that one?
The same is true for your PPC campaign. Instead of just using keywords that highlight you and your business, choose ones that people will see and associate with adding value to them and their business.
It’s not about what they get, per se. It’s about how your business will make their life better.
What are the organic search results that have led people to your website previously?
Sure, some of them were short keyword phrases. But odds are decent that some were more specific, longer phrases.
Think, for example, of the difference between someone searching for ‘plumbing help’ versus searching for ‘leaky faucet help in Topeka, KS’.
If you own a plumbing company in Topeka, you’re much more likely to rank highly on the search results with the latter search.
So, reverse that thinking when it comes to your PPC keywords. Don’t settle for only short phrases and word combinations.
Test out long-tail keywords in Gooogle Keyword Planner. You might have a better chance of finding a keyword phrase that your competitors aren’t using nearly as much!
Calls To Action
A call to action, often referred to as a CTA, is one of the most important elements of modern day advertising. This is certainly true in the case of Internet ads and PPC.
And the point of showing how your product or service will add value to their lives is to get them to convert into your customer. So, take advantage of the groundwork you’ve laid and ask customers directly to do something.
Maybe it’s to sign up for something, or to download something, or to start a 30-day trial of your product. Whatever the ask is, be clear and concise about it.
A CTA should be compelling and it should highlight its value for the customer. And it should also add to the momentum that was created by all the copy leading up to it.
And it should be a phrase or sentence that actually leads people to take action.
Often that comes in the form of creating urgency. If the CTA implies that they will only get a certain product or deal if they click through at that moment, it’s much more likely to work.
Use All Parts of the Funnel
Those familiar with the concept of a sales funnel know that there’s an accepted set of steps that lead to the conversion of a customer.
Since PPC campaigns usually target people who aren’t aware of a product, that’s usually where they are applied. Which makes sense.
And at that stage, it’s a good idea to use keywords aimed to reach people who aren’t at all aware of your business.
But a good method of PPC is to also target people in the later stages of the sales funnel too.
For example, you can bid on keywords that are aimed for people in the ‘commitment’ stage. It might be exactly what they need to convince them to take the final step and become a customer.
Once your PPC campaign is in full swing, it’s important to check in with it to see if it’s working and if anything needs tweaking.
If you are having success with your current keywords, for example, you could choose to add new ones to the mix. In that same vein, you can take any terms that aren’t converting for you, and switch them to negative keywords.
You can also take this time to improve your CTR (and your Quality Score). One good way to achieve this is to split up ad groups into smaller pieces. And each one will be more relevant than they previously were.
And finally, you can take any under-performing keywords out altogether, especially if they are more expensive ones.
The Best Pay Per Click Advertising Strategies
Hopefully, this post has given you a sense of the strategies available for the best pay per click advertising possible.
If you take the time to utilize them, you’ll be getting the most out of your PPC campaigns, and converting more customers than ever before!
If you have questions or want to know more, contact us today!
A rock-solid digital marketing plan is essential in this day and age. There’s a lot to learn about working on inbound marketing, though, and it seems like there are so many options that you have to be selective about where to spend your time and money.
Search engine optimizations and pay-per-click marketing are two areas that you’ve probably heard of. They’re two of the most important aspects of digital marketing, and it’s important that you understand what they are.
But the nice thing is, you don’t have to choose between SEO and PPC because they actually work together on many levels. This means a lot of your work in both areas will overlap.
We’re going to go into a few of the ways that these two areas work together.
Where SEO and PPC Work Together
While not every area of SEO works together with PPC, there are definitely a number of ways, both directly and indirectly, that one benefits the other.
1. Both Generate Traffic
Any way you swing it, the point of SEO and PPC is to generate and attract traffic to come to your site. Each platform has a different means of attempting to get the user to do what you would like them to (make purchases, subscribe, download, whatever), but each one drives traffic.
2. Your Keyword Research Can Apply to Both
When you’re creating content for your SEO platform, the content you create should be based on your research of keyword searches in your niche.
So, when your users are searching for one thing, you should create content about that thing so that users find your blog post when they look for it. Generally, creating content in response to keyword trends is effective.
The nice thing is, you also have to use keywords in your advertisements. You’re responsible for optimizing your PPC ads with keywords, and you can save time on that by just using the words that you’re using for your content creation.
Pro tip: they’re going to be the same keywords.
3. PPC Success Can Inform SEO
When you see some measure of success in one of your pay-per-click campaigns, you can make a note of the titles, tags, and meta descriptions that you’ve used.
Those specific pieces of your ad can be used when you generate content for your blog posting and content creation platforms. It’s wise to test out your tags, titles, meta descriptions in your PPC campaign first because the results are pretty immediate.
Generally, the platform you use for PPC will be able to give you metrics of your ad pretty quickly after it’s out. SEO, on the other hand, is a less exact science and it’s harder to tell how you’re doing in a short amount of time.
This way, you can throw things into PPC, see how they do, then use them in your SEO content creation if they’re worthwhile.
4. Direct Traffic To Your Optimized Posts
In many ways, content creation platforms are meant to be like a funnel.
Your efforts normally involve two types of content. First, you have the heavy hitters that are highly specific to your product and infuse quality calls to action that will generate conversions.
These are pages that, for one reason or another, people aren’t typically going to search for. In general, that’s how it goes for a brand’s product-specific pages. That’s why you need to create the second kind of content to draw people in.
That content is the kind that is created in response to keyword trends. Those pieces are created in order to answer questions or problems that users are having at the moment. Once users click those pieces, they will be directed or called to click on the more central product pages.
As more and more users are directed toward your pages, those pages will begin to rank higher and higher, as the traffic you’ve gained is a good indicator to search engines that your site is valuable.
Your pay-per-click advertisements can serve the same purpose as the secondary sites in response to keyword research– they can direct traffic to the pages that you want to rank highly.
5. More Visibility on Different Platforms
It’s really hard to generate a following on literally any social media platform. Unless you already have a name for yourself, you’re going to have to take the slow climb up the social media mountain.
That means reaching out to people, creating content that you hope will be liked and shared, eventually leading to followers, and more. That takes a long time.
The point of being present on social media, though, is to allow yourself to be in user feeds and generate interest when you have a new product, service, or message to relay. PPC allows you to be present for very specific users that you have in your target demographic.
If you’re unfamiliar with PPC through social media and Google, keep in mind that you are able to present your content to some very specific audiences.
When that happens, your ads will generate interest in your pages directly without you having to wait a thousand years to have a few followers who share your content. That interest will lead to followers.
This is an excellent way to blast your popularity up across social media platforms in relatively short amounts of time. The speed of your rise depends on your marketing budget and the quality of your ads.
The great thing is, once you have the following, you can post your SEO optimize blog content on your social media sites and drive traffic to your site that way.
Interested in Learning More?
Hopefully, this article has showed you a glimpse into the relationship between SEO and PPC. We also hope you see the significance that each has in the success of the other.
It’s important to understand how these two pillars of digital marketing work in generating success for your business. If you’re interested in getting started with SEO or PPC, visit our site to learn more.