Did you know that the Pay-Per-Click (PPC) industry has a steady growth? After all, about 7 million PPC advertisers invested around $10.1 billion in 2017.
They’re that important to your success.
If you’re working with a PPC agency, you need to make sure that you’re talking to them regularly. This will allow you to make the most out of their service by checking their performance.
But you might not have the right questions and methods to measure success. This can lead to miscommunication and issues later down the line.
In this guide, you’ll learn the best PPC management practices.
1. Maintain a Consistent Meeting Schedule and Frequency
This tip is the most important since you won’t have the right communication if you don’t do it in the first place. That’s why you should set up regular meetings, as well as calls and reporting points. You need to do this as soon as you start working with a PPC agency.
The schedule might change as you work with them, but you need to set them in your calendars. That way, you won’t miss the meetings even if work gets too hectic. Sometimes, you’ll have valid reasons not to have the means of attending a meeting or call with your agency.
If you can’t make it, make sure to talk with them and let them know you’re canceling. It’s an important step since it helps you reschedule or explore other options. It’s an easy process to forget, but remember that your agency spends time preparing their reports and other presentation materials.
When you cancel promptly, you’re helping them pause the preparations. Make sure to take some time to reschedule. That way, you can take a look at these materials and learn how your PPC campaign performs.
2. Clarify Your Data
Data often gets the most attention at the inception of your partnership with an agency. Regardless, you should revisit it whenever possible. After all, your goals might shift as time goes by, meaning some steps your agency makes won’t make any significant impact with your focused goal.
For example, you want to achieve a $40 cost per lead goal. After a few months, your agency might inform you that they already achieved this goal. It’s a great win for them, but if you didn’t specify that you also included the management fees from the agency as part of the $40.
Take note, not all agencies will think about CPL measurements with this in mind. Also, the majority of PPC clients don’t require this type of goal in the first place. But no matter the situation, you need to communicate these data points and clarify them as you move forward.
3. Ask Questions
The problem mentioned in the example above is preventable by asking the right questions. The world isn’t perfect, so it’s impossible to know what both parties think. That’s why asking questions about ambiguous items is important.
Make sure not to limit your questions when the PPC campaign isn’t performing well. Ask them whenever the campaign is at its best. You’ll learn a lot of things from both successes and failures.
Don’t be afraid to ask even the most basic things. Ask them to explain PPC if you’re unfamiliar with it or how it can benefit your business. Ask them what strategy works for your business type and location.
That way, you’ll also learn and understand your agency’s inner workings. Don’t hesitate and ask since there are no stupid questions. The more you know how they function, the better you can prepare yourself for a better, more robust PPC campaign.
4. Make the Most Out of Transparency
Most reputable PPC agencies will disclose the majority of tools they use for your PPC campaign. That way, they can build trust and give you options. These experts will send you both weekly and monthly reports, but they’ll give you access to check in whenever you want.
With the right credentials, you enjoy more transparency. You’ll have opportunities to have a closer look at how they optimize your PPC campaign as well as their other projects and tested they finished. As a client, you deserve to know the things your agency does, so make the most out of it and learn.
5. Don’t Hesitate to Share Your Concerns
It’s one of the most obvious things to do, but most clients hold back. It’s so bad that some clients let something they don’t agree with a few months after the fact. In most cases, concerns aren’t even related to their performance or PPC goals.
When you have a problem with the way your agency handles your campaign, don’t hold back. Waiting for too long might make you forget about it. With that, you’ll end up noticing it once again once it’s too late to fix without costing a lot.
You need to have an optimized PPC campaign, especially when you’re dealing with Google. This search engine has about 92% of the world’s search engine market. If you think that you’re not getting the most out of your PPC campaigns, raise these concerns as soon as possible.
Remember, working with PPC agencies is like getting into a relationship. Don’t go on for too long with these grievances. Don’t keep the frustrations in—voice out your worries and let your agency know.
Get the Best PPC Agency Today!
The bottom line is that you’re best-suited in dealing with your business concerns. Meanwhile, your chosen PPC agency should be the expert on optimizing and coming up with PPC campaigns. Both parties need to join and solve obstacles together since it helps you achieve your PPC goals.
You need to feel like you’re a true partner to your chosen agency. If you feel like you’re a purchaser and your agency a vendor, you aren’t communicating enough. Keep that in mind and you’ll have better chances in building a successful relationship with them.
Do you need help in improving your PPC advertising campaign? If so, you can contact us today and let us help you out. Our specialty is helping small to medium businesses improve their PPC results.
Out of all people on the planet, 1 in 6 use Google. Your website’s search engine placement makes the difference between getting more organic traffic and sales or being ignored.
Internet users perform around 2.3 million Google searches per minute. Each time someone searches for content like yours, it’s an opportunity to increase brand awareness and make money.
Because different factors determine your website’s ranking on SERPs (search engine results pages), you can boost your ranking by making some adjustments. In the world of SEO, even a little bit of effort goes a long way.
Here are 7 ways to boost your SEO ranking:
1. Increase Your Website’s Speed
Your website’s loading time directly affects your Google page rank in multiple ways. For starters, Google’s algorithm factors the loading time of a page into Google rankings.
People are less likely to engage with a slow website. In fact, if a page doesn’t load within 3 seconds, most users will be off to another page. This hurts your website’s average dwell time, bounce rate, ability to get backlinks, and ultimately, your SEO standing.
Minification is the process of removing unneccessary website code. It removes this redundant or unnecessary code without affecting a site’s stylistic/formatting elements. Consider using a program like HTMLMinifier, CSSNano, or UglifyJS to make your page load faster.
Here’s another factor that affects your loading time:
2. Optimize Your Images
Overall, images add another dimension to your content that users enjoy. However, if your images aren’t optimized for SEO, they could be hurting your site ranking.
Large images take longer to load. If you have large images on your site, it’ll hurt your loading time. In turn, this will negatively affect your ranking on SERPs.
Instead, optimize your images by compressing or resizing them. JPEG Compressor is a useful tool for this purpose. There are also free image optimizers online you can use.
You can also enable lazy loading. With lazy loading enabled, your site doesn’t load an image until a user comes across it on their screen.
3. Use Your Keywords Wisely
Keywords have a significant influence in determining website rankings. Still, Google penalizes sites for using incorrect or irrelevant keywords. Because of this, you must be careful with your keyword usage.
Keyword density is still a ranking factor. Nonetheless, using too many keywords (or even a single keyword too many times) is called “keyword stuffing.” Google punishes sites for keyword stuffing which hurts your search presence.
If you want to appear in more SERPs, try creating content that involves using long-tail keywords. Long-tail keywords are keywords that range between 3 to 4 words. These keywords aren’t as popular as single-word keywords, but the traffic you’ll get will be much more exact and fitting for your page.
Plus, the competition is less fierce for long-tail keywords, so using them will help you dominate the SERPs.
Make sure you fully understand a keyword before using it. Misunderstanding certain keywords is one of the most common PPC mistakes that also affects the SEO world. The negative consequences aren’t worth the trouble, so do your homework.
4. Use Header Tags
Header tags are the headings used to label certain sections of your content. They make your content easier to read and digest.
Without header tags, your content is a wall of text. For many people, this creates an unpleasant and overwhelming reading experience. This will drive people away from your website.
Eventually, this will hurt your ranking.
Always use relevant header tags to make your content easier to skim. Including good keywords in header tags here and there will also make your site easier to index and improve your SEO standing.
5. Quality Links
Your site-wide links should consist of internal and external links. The aforementioned types of links and backlinks alike help spiders crawl and index your site faster.
Think of each link as a “road” to your content. More roads equal more ways to find your content.
Your site ranking benefits whenever your website gets a backlink from a quality, authoritative site. That means a single link from an authoritative site is worth more than a hundred backlinks from spammy sites. (Actually, your website would get penalized for having a sudden influx in backlinks from spam sites.)
Create useful, valuable, and unique content that gains users’ trust, then good backlinks will follow. Write guests posts for trustworthy sites in your field in order to gain quality backlinks, but don’t overdo it or you’ll get penalized.
6. Get Secure
Search engines prioritize secure sites over insecure sites. That’s why adding that “HTTPS:” to the beginning of your site’s address boosts your ranking in SERPs.
HTTPS works with SSL (Secure Sockets Layer) to communicate information safely. Without HTTPS, your site’s information is insecure and more likely to be leaked.
Fun fact: Google actively warns users about visiting sites that aren’t secure. Securing HTTPS means securing Google’s trust, which will boost your ranking.
7. Add Optimized Videos
Search engines love it when you include optimized videos with your content. Videos make your content more engaging and appealing to users.
Pro-tip: If possible, use YouTube videos over other kinds of videos. Many experts think Google prefers YouTube videos because Google owns YouTube.
Include videos with SEO-friendly titles that include relevant keywords. Their descriptions should also contain valuable keywords and phrases. Also, users tend to prefer longer videos over shorter ones.
The Google Hummingbird update changed Google forever, as did the Hummingbird iterations that followed it. Instead of using SEO (Search Engine Optimization) factors, Google started to use big data to rank up websites. It used data that it gathered from people using its search engine, the Google Analytics programs that webmasters used, social media markers (previously Google Plus, and currently YouTube), and information gathered from Google Chrome users.
The resultant shift in Google behavior means that people may now use PPC services to increase the popularity of their website within targeted groups of people, which subsequently ranks the website up the search engine results.
How Can PPC Services Possibly Help A Website Rank Up the Search Engine Results?
Google uses big data for two reasons. It is used to interpret the meaning of websites, images, audio tracks and videos and also to judge the popularity of a website within certain demographics. Below, I explain what these mean. It is important that you understand what Google is doing so that you may better understand “How” and “Why” the use of PPC will help improve your search rankings.
Interpreting Images, Websites, Audio Tracks and Videos
This sort of interpretation is quite simple if you have access to the sheer amount of data that Google has access to.
For example, if you have five thousand people searching for a car that floats, and around 16% try a certain website and 7% click a certain image, then you can assume that the website and the image have something to do with floating cars.
Keep tracking such data, and over time you get a clear view of what a website, picture, audio track, or video is all about simply by monitoring how people interact with said element.
Judging the Popularity of Websites
In its simplest terms, Google judges how popular a website is by how many people use it and how many people quickly bounce from it. If a website is popular, then Google ranks it up the search engine results. Google is geared in this direction, but the process itself is actually far more complex.
Not only does Google judge popularity, but it also judges the user. This means your website may rank highly for some people and not for others, even if your search terms are the same.
For example, if you are Catholic and you often visit Catholic related websites, then your search engine results will reflect your Catholic theme. Websites about certain subjects with a Catholic edge will appear on your search engine results sooner than people who have shown no interest in Catholicism.
This is also true of inflammatory content. Continuing the example, a person who is Catholic is more likely to see anti-Catholic search engine results rather than anti-Jewish or anti-Islamic websites and ads.
How Does Pay Per Click (PPC) Help Rank Up a Website
Firstly, it helps to make your website more popular in general and helps make your website more popular with targeted demographics, which means Google will rank you up the search engine results.
Secondly, PPC draws your demographic to you, which means people from your target audience are more likely to see your website on the Google search engine results. People who have seen your website are more likely to see your website on the Google search engine results.
Making Your Website More Popular
PPC leads people to your website who wouldn’t have usually found it. Exposure to your website means several things. The user may – keep your website address in their favorites and visit again multiple times – may link to you from their websites – may share your content on social media.
If you are using something such as Google paid ads and you are only spending a small amount, then the effect will be negligible. But, over several months, your Google search engine advertising will make your website more popular so that it ranks up the search engine results.
Drawing Your Demographic to You
PPC can be geared towards a certain demographic. This fact, plus the fact that PPC marketing involves certain keywords (and negative keywords), means that certain targeted people will visit your website.
These targeted people are more likely to buy from you or enjoy your content (since the content was made for them). They are therefore more likely to recommend your website/service, share your content, link to your content and so forth.
They are also likely to link to your content from other related websites and social media groups, which makes your website more popular for other-similar people (remember that Google judges the user too and pigeonholes them).
In other words, by attracting people who are interested in a certain niche area, you are making your website rank more highly for said niche whenever they use the Google search engine.
Recapturing People Who Have Already Visited
If somebody visits your website, even if they are visiting because they clicked an ad, then they are far more likely to visit again. They are more likely to see your website on the search engine results, and there is also a chance that your visitors really enjoyed your content and saved it or remembered it so that they may visit again at a later date.
Again, if people are visiting and revisiting, then your website appears popular and starts attracting more people as it ranks up the Google search engine results.
Here Is What You Do
Now that you understand the odd-but-interesting way that Google works, you need to exploit it with pay per click services. You need to:
Step 1 – Use PPC services (to not use it means you miss out on the SEO benefit) Step 2 – Carefully target people using the demographic features offered by PPC services Step 3 – Target people using cleverly chosen keywords Step 4 – Use PPC in a sustained fashion over months and years
That is all you need to do. As you now know from what you have learned in this article, taking these four steps will create a situation where your website becomes more popular in general and also becomes more popular with your target demographic and target audience.
Using PPC services is a fruitful way to improve your search engine ranking. You just have to remember that the whole process takes time. It is not a case of running a PPC ad and then six people have linked to your website within an hour.
It takes time and a consistent effort, but over time, people who use PPC services as per the four steps mentioned above will see their websites rank up the Google search engine results.
Are you starting to take your marketing to the digital world in order to boost business for your brand? Do you intend to use Google to bring as many eyes to your company as possible?
If so, then it is important for you to understand the importance of keywords when it comes to getting the attention you dream of. Whatever phrases you use in your content needs let people online know the importance of your services so that you can achieve high rankings with Search Engine Optimization (SEO).
With our knowledge of online marketing, you will be able to make your keywords work for you.
For those wondering “How can you improve your keyword search results?” here are eight tips and tricks.
1. Keep Keywords Relevant
If you want current and potential customers to have a solid idea of what you are offering, then your SEO and keywords need to reflect that. Whatever keywords you include in your headlines and blog content need to focus on the items and services that you make available.
Whether you sell kitchen items, speakers, or home repair equipment, your keywords need to relate to only those specific items. Using phrases that don’t have anything to do with what you’re talking about will confuse readers and motivate them to go somewhere else for their needs.
2. Consider Variety in How Can You Improve Your Keyword Search Results
While it is important to have a clear focus on your keywords, it is still possible to have some variety when you are creating search engine optimized keywords. One way to do that is to use different keywords for certain parts of your website so that each section can generate new interest.
Your pages for reviews, blog posts, forums, and news can use certain keywords that are related but also separate. With this strategy, you will be able to make each part of your website rank high in Google search results, which means more business for you.
3. Use the Right Images
Using SEO is about more than what you write and the topics that your content revolves around. Another content element you need to focus on to boost attention is images, as they give readers a visual of what your products are and what they can do.
The images on your pages should separate sections of your content to make it easier and more attractive to read. Your keywords should be included in the images’ file names and ALT text tags so that Google recognizes your website quickly and increases your ranking.
4. Include Internal Links
Placement is an important factor for using keywords for SEO because it makes it easier for readers to find these phrases and understand what your company is about. In this case, you need to bring as much attention to the rest of your site as possible.
That’s why you need to place your keywords in internal links in your blogs and reviews. This will bring readers to other pages on your site that could introduce them to other products that they wouldn’t have found otherwise and will consider paying for.
5. Use Different Tags
Another tool that you’ll need to take advantage of when using keywords is a tag, which can take different forms so that you have more than one avenue for recognition. Among these tags is the title tag, which gives your content an identity by using specific words in the title.
You can also use header tags to bring attention to each part of your blog or news article so that the content has an extra way to get Google’s attention. Meta description tags also come in handy for when you want to use keywords in the details of your offerings.
6. Look at Competitor’s Content
Learn from competitors in your field is important for understanding what you should get involved in and avoid to make your brand known to the world. That goes for keywords, as well, and checking our rivals’ websites will let you know how they are able to make keywords work for them.
It is important to check out different pages on their sites to see how they are making it easy for customers to find what they need. This is helpful for figuring out how to give your company its own identity while taking what competitors do and making it work for you.
7. Focus on Social Media
Keywords come into play when gaining recognition for more than just the content that you include on your website. The digital world takes marketing to another level thanks to social media, which allows you to reach more people outside of your neighborhood and your regular crowd of customers.
You can include keywords in the titles of your blogs and reviews on Facebook, as well as photos and videos on Instagram and Twitter. The opening content should include keywords, as well, and it helps to use as many platforms as possible if you want to boost recognition on Google.
8. Go Mobile
Mobile technology allows people to find anything they need with the click of a button, whether they are at work, at home, or out with friends. Making your website mobile-friendly will allow your keywords to function just as well as if customers were looking at your site on a regular computer.
It is important for you to test your website and keywords between laptops, desktops, and smartphones so that they are equally easy to read and upload. This will keep your keywords’ rankings on Google high whenever people consider looking your products up on their phones.
When it comes to how can you improve your keyword search results, you need to consider how your phrases are structured, as well as where they are placed. With our recommended tricks, you will be able to keep eyes on your company’s site on a regular basis.
The goal is to keep your keywords relevant to your products and services, consider different forms they can come in, and use as many outside sources as possible to boost recognition. Putting these tips into action will get you the attention you need to make a name for your business.
Check out more of our business marketing expertise to figure out the best route for your brand to become the top name in your field.
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.
A PPC ad can boost brand awareness by 80%. Since brand awareness makes conversions easier, it’s important to understand how to use these PPC bids for your business.
To get the most out of pay-per-click ads, you need to understand the PPC bid management process. Knowing how to budget and analyze your bids will help you get the most out of the money you spend on ads.
The process involves planning, bidding, analyzing, and further planning.
What Are PPC Bids?
A PPC bid is a bid on specific keywords or groups of keywords to get optimal ad placement when people search these words. You bid on how much you’re willing to pay each time someone clicks on your ad.
The placement of your ad depends on the ranks of highest bids for these keywords. For instance, if you’re willing to pay $.20 per ad, but someone else places a bid for $.30, their ad will get placement more often than yours.
PPC Bid Management Process
Why would you spend money to show up higher in searches anyway? The quick answer is because it works.
46% of search clicks go to the top three results. By paying for placement in these top spots, you ensure more clicks to your landing pages.
You also increase your chances of grabbing people with intent to buy. 65% of buyers go to the paid advertisements. To get the most out of these opportunities, it’s important to make sure you plan well.
Which is the Best Bidding Option?: The Planning Stage
You need to understand your ad goals before you start a campaign. Do you want clicks or sales conversions? Determine what you want your ad to accomplish.
Once you know what constitutes success, pick some keywords that will rank in searches. You want to make sure the keywords are specific enough to reach people interested in your business. You also want to make sure they’re broad enough to show up in searches.
You can use tools such as Keyword Finder from Google to determine the best keywords to use based on traffic and high-bid amounts. This will help you determine which keywords to use.
You also want to determine what parameters to set up for your bids. You can modify bids to specify placement on specific devices or based on location.
Creating Ads that Convert: Planning Part Two
Once you have the keywords you need, you want to make sure your ad will keep people interested once they click. This means creating ads that will meet the keywords and ad parameters.
Make sure the keywords you’re bidding on show up in the ad copy. Any keyword groups you bid on need to show up in the ad copy to make sure you keep it relevant.
You also want to make sure you have a clear call-to-action in the ad copy. The idea is to convert leads. You can only do this by telling them what you want them to do with the information.
Set Up Bidding Parameters
With PPC bids, you can set up the parameters you want for your ad to show up. In some instances, you can even set up times you’d like the ad to show up based on best conversion times.
The most important parameters are based on the keywords you want to rank for. Set up your keyword groups and the amount you’re willing to pay.
Make sure you base this on bids that will allow you to rank without breaking your budget. If necessary, set up daily budgets for your words.
You can also set up location parameters for your ads. This will make sure your ads show up for people in a set area. This works well if you have a location-specific business or you’re running ads for a conference.
Analyzing Your Bids
How you analyze your bids will depend on the software you use to manage your bids. You can manage them manually, use the automated bidding software provided, or purchase bid management software. You can also outsource bid management to an agency that specializes in PPC ads.
Even if you use an automated system, you still need to check your conversions and adjust your bidding parameters on occasion. You want to make sure you have enough data before making changes.
It’s best to schedule bid checks so you’re not tempted to check too often. You need time for bids to have an effect.
Analytics allow you to see how your keyword ads perform so you can modify if necessary. This includes:
Increasing bids with higher conversions
Stopping or modifying keyword bids with low conversion
Changing keywords you want to rank for
It’s important to watch conversion rates for your keywords. If a keyword has a high conversion rate, you might consider raising the bids. Low-conversion bids need adjustment.
Which Bidding Option is Best Suited to You? Planning Part Three
After you’ve run PPC ads for some time, you’ll have a better idea of what works for your needs and what doesn’t. This allows you to determine which bidding options work best for your business needs.
Take time to analyze your results and continue to make adjustments until you hit a sweet spot. This doesn’t mean you’re done analyzing results though.
Bid management requires regular analytics and adjustments. Once you start seeing conversions you’ll have a better idea of what customers are looking for. This helps you determine further keywords to bid on and better call-to-action statements.
Even if you use an automated system, you can’t just rely on this. You need to stay involved in the adjustments so you make sure you’re getting the most out of your money.
The Help You Need for PPC Management
The PPC bid management process requires regular work. This can eat away at the time needed for other business processes.
If you want to take advantage of PPC bidding, but don’t have the time to keep up with it, you can outsource the work to PPC experts. If you’d like to learn more, check out the PPC management services we provide.
40% of brands say that their PPC (pay-per-click) advertising budget is lower than it probably should be.
When you’re creating a PPC campaign, one of the most important aspects is how much you’re going to budget per day or month for your ads. And, if you’re just getting started, it’s often hard to know just how high or low to set your bids.
Creating the right kind of budgeting strategies is a crucial part of ensuring that your campaigns are successful.
So, what’s the best way to go about creating a budget for ad bidding? Here’s how.
What Is a PPC Campaign Bidding Budget?
Before we get started, it’s important to understand what a solid campaign strategy definition contains.
Defining your overall PPC strategy means that you have to also define a campaign budget.
Setting up a paid search campaign requires you to allocate a certain amount of money to each campaign while also defining how much you want to spend per day.
This essentially means that if you know that you can only spend $250 per month on paid ads, then you need to spread that budget out over the entire month.
You can simply divide that $250 by 30 days and then you’ll have your daily budget. However, there are smarter ways to go about optimizing your ad spend that will increase your revenue.
How to Create a PPC Budgeting Strategy
A qualified PPC expert will tell you that creating a budgeting strategy is different for every business.
Even if two businesses have the same amount of money to spend, it doesn’t mean that they are going to need to set the same daily campaign budget.
To create a solid PPC budgeting strategy, it’s important to think about the value of what you’re selling.
Imagine two companies.
Company A is trying to create paid ads in order to sell their brand new $25 coffee maker. Company B is building a paid ad campaign to sell $500 mountain bikes.
If an ad results in a click that later results in a conversion, that conversion is going to be worth a whole lot more to Company B, right?
Think about this when developing your budgeting strategy. How much is a click or conversion worth to you? Don’t set your maximum cost per click to any higher than that number or else you’re going to be losing money in the long run.
You’ll also want to pay attention to your keywords.
If you’re selling in an industry that is highly competitive then you might have to allocate a little more money to a paid ad campaign as you’re going to need to
Budgeting Strategies for a New Campaign
Unless you’re working with a really experienced team of PPC specialists who know exactly what they’re doing, experts tend to recommend starting with a high maximum cost-per-click.
This will allow you to see how your keywords and ads are performing in the first few days or weeks. It will also ensure that people are more likely to click on your ads, which leads to a higher level of ad relevancy. This helps a lot in the long run!
Don’t worry. It’s unlikely that you’re going to have to pay more than a few dollars per click anyway.
However, following this budgeting strategy, you’ll be able to let your keywords and ads work their magic alone.
After seeing how they perform, you can then start to optimize your ad texts and remove and add keywords.
Take a look at the search words for each ad and figure out which keywords you’re paying for that aren’t going to drive conversions.
If you’re selling mountain bikes, for example, and you see that people are clicking on your ad after searching for “children’s bikes for sale,” then add that keyword to your negative keywords list.
This will help you save money on clicks that won’t lead to actual conversions.
After engaging in this kind of optimization for about a week or so, you’ll then be able to start to adjust your campaign strategies and budgets.
After your ads are relevant and receive more traffic, you can begin to lower your daily budget and maximum cost-per-click.
Budget Strategies to Increase Revenue
If you’re not new to ads or have been running a campaign for a while, then you’re likely wondering which bidding strategy should use you if you want to increase revenue from your ad spend?
Great question! This is actually part of the exam that Google suggests all expert PPC specialists complete.
By following this budgeting strategy, you’ll be able to set your bids based on, well, ad spend.
This is a Smart Bidding strategy that you can select within Google Ads. It essentially helps you get more conversion value or revenue for the ROAS that you set.
This also means that, when it’s time for the search engine to hold the auction to see who’s going to appear first on the page, it’ll optimize your bids automatically.
Why is this important? It allows you to tailor your bids for each auction, which ensures that you’re going to consistently rank higher and reap the benefits of that.
Any budgeting strategy that focuses on action and conversions are going to increase your revenue.
Here, you’re not looking to build brand awareness, you’re looking to increase clicks to a high-quality landing page that will drive people to take action (i.e. purchase whatever you’re selling!).
Getting Help with Your PPC Budgeting Strategy
This might seem a little confusing, and that’s okay. That’s why there are courses and certifications for those who work to fully understand how PPC campaigns work.
If you’re left feeling a little confused as to how to develop quality budgeting strategies for your campaign, then it helps to get help!
Contacting a PPC marketing specialist who has experience in developing budgets for campaigns and companies of all sizes and types will ensure that you’re not wasting precious ad money on things that don’t increase your revenue.
Ready to increase your revenue and start winning with PPC?