Everything You Could Ever Want to Know About PPC Bid Management

Everything You Could Ever Want to Know About PPC Bid Management

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.

Here Is a 9-Item Daily Task List to Manage Your PPC Plan

Here Is a 9-Item Daily Task List to Manage Your PPC Plan

According to the Digital Marketing Institute, only 12% of your keywords are responsible for all of your ad conversions. Failing to understand that is what leads most PPC campaigns to fail.

Sure, you might think that creating a solid keyword list, writing great ad copy, and publishing your campaigns are going to do the trick.

However, you’ll need to put in a little more effort than that to succeed. That means managing your campaigns on a daily basis.

If you’re just starting out with paid ads and want to learn how to best manage your PPC plan in order to see a profit, then follow these nine steps.

1. Pay Attention to Google’s Suggestions

When you log into your Google Ad Words account after publishing a campaign, it’s likely that you’ll see suggestions on how to optimize everything.

This could range from adjusting the text in one ad to adding extensions or even changing the keywords.

Usually, Google will show a percentage meter at the top of the page. This indicates whether or not your campaign is 100% optimized according to current trends and online behavior.

Pay attention to these suggestions! Make the changes! Google is smart and it knows what it’s talking about.

2. Add Negative Keywords

It’s hard to be 100% accurate with your keywords every time. You might think that “dog sitting in Boulder” is a great keyword to attract people to your dog sitting business.

But, then you find that people are clicking on your ad because they’ve searched “dog sitting in Boulder jobs.” They’re dog sitters too, and they’re looking for jobs, not your service.

In this case, it’s a good idea to take a look at what people searched for in order to find your ad (whether it results in an impression or a click).

Then, add negative keywords to your negative keyword list so that your ad won’t show when people search for that specific term.

This will save you a lot of wasted ad money on clicks that don’t turn into conversions, so make sure this is at the top of your pay per task checklist.

3. Transfer Budgets to Another Ad Group

Optimizing your campaigns, in general, should be part of any Google checklist for paid ads. However, optimizing takes time as you have to wait a while in order to see results and analytics.

One of the most effective things that you can do to increase your campaign effectiveness is to take a look at which ad groups are performing best.

The idea is to create more than one ad group per campaign in order to test the effectiveness of copy and keywords. This also helps you see if one ad group is performing much better than another.

If that’s the case, then transfer more money to that ad group. Increase the daily ad spend and watch that group grow.

4. Optimize Campaign Settings

While this is usually part of a monthly task checklist, you can also optimize your campaign on a daily basis, too.

Check your campaign settings to make sure that you’re targeting the right location, language, and audience.

Sometimes, especially if you’re working in different languages or trying to sell in different countries, this can get changed in the process of setting up a campaign.

So, make it a point to add this to your weekly task list just to make sure you’re not missing out on target audiences or paying for clicks that you don’t need.

5. Continuously Optimize Ad Copy

Never ever underestimate the importance of your ad copy.

Every morning, look at your ads and compare them to other ads that are ranking for the keywords you’re using.

What is the difference? Can you do anything to make yours better? If so, do it!

Changing and optimizing your ad copy should actually be at the top of your task checklist, as it also affects things such as your ad relevancy and overall quality score.

6. Check Your Landing Page Daily

Checking your landing page doesn’t require a lot of time. In fact, if it’s a part of your PPC plan checklist then it’ll soon become second nature and you’ll just do it without even thinking.

Why is it so important? Your landing page accounts for a huge part of your overall paid ad campaign success.

It needs to be relevant, high-quality, and it needs to provide the user with a great experience.

This means that if the landing page goes down or if there’s some other type of big error, then you’re going to want to know.

If the link is broken and you’re sending people to that page, your campaign and budget are going to suffer.

7. Check Your Budgets

When you start running a campaign, make a budget worksheet.

Then, create another worksheet that acts as a “catch-up budget” worksheet.

Divide your total budget by the days of the month and check each morning to ensure that you’re not going way over or coming in way under your target budget.

This will help you not only avoid going over budget, but it’ll help you see where you can spend more or increase your bids.

8. Expand Your Keyword List

When you’re taking a look at the words that people used to find your ad, you’re looking for negative keywords.

However, it helps to look for other keywords that you hadn’t already thought of.

If you see that people are searching for a relevant phrase that you didn’t already have on your list, then add it to your list!

Expanding your keyword list depends on how people are interacting with your ads and what your overall campaign goals are, but it’s a good way to optimize your efforts either way.

9. Create Your Own PPC Plan Daily Task List

No two ad campaigns are alike. Okay, they might be alike but they’re definitely not exactly the same.

This means that your campaigns are going to require different actions than those of other companies. 

In order to maximize revenue with the least amount of ad spend, you’ll need to figure out what works for you.

So, play around with your campaigns and develop your own daily task list and tweak it depending on what you need to do each day. This is going to be the most efficient way to see better results.

Start Increasing Revenue with PPC

PPC ads are a relatively low-cost way to increase brand awareness or revenue. 

Depending on the goals you set and the budget you allocate to your paid ad campaigns, you can see a lot of success.

However, that all depends on the kind of PPC plan you have and how often you’re optimizing your campaigns.

Ready to start increasing your revenue with PPC? Contact us to discuss your needs and we’ll help set you up on the road to success.

Your Ultimate Guide to PPC Campaign Budgeting Strategies

Your Ultimate Guide to PPC Campaign Budgeting Strategies

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.

The answer is that you should target return on ad spend (ROAS). 

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?

Reach out to us today to see how we can help you out.

5 Upcoming PPC Trends to Watch For in Late 2019

5 Upcoming PPC Trends to Watch For in Late 2019

The last five years were huge in the world of PPC marketing. Marketers used paid ads tools, enhancements, targeting options and new campaign features.

Most of these changes are in response to changing consumer behavior. The current business environment is ever-changing. Marketers have to be aware of these changes to remain relevant.

Experts argue that the growth of the internet offers more opportunities to advertisers. Exploiting these opportunities will help advertisers to stay ahead of the crowd.

Here are the five upcoming PPC Trends to watch for in 2019.

1. A shift of Focus from Keywords to Audiences

Search experts believe that keywords will die in 2019. Therefore, advertisers will shift their focus to context and people in paid searches. Keywords will still be important, but audience targeting will be crucial for securing high performance.

Targeting involves dividing a large market into smaller portions. This allows marketers to focus on the particular group of consumers in the audience.

It outlines a fragment of clients based on their unique traits.

The markets segment the audience based on characteristics such as demographics, geographical areas, business industry, and psychographics.

Audience targeting strategy will differentiate the best search marketers from the ordinary ones. The key to success will be creating a comprehensive approach to different audience types.

Audience targeting enables companies to reach consumers interested in their products or services with relevant messaging. It also improves conversation rates and saves the organization’s resources.

It is essential for targeting prospective customers and preventing wasting ads on people who won’t convert.

2. Automation and Human Intelligence

Automation and human intelligence are the latest technologies used by marketers to develop ‘smart ads.’ These are advertisements that pinpoint the preference of the designated customer segments.

Artificial intelligence provides computers the ability to learn and improve from experience. They learn without human help and adjust. Machines learn by accessing the data and analyzing human behavior when using computers.

For example, people type different topics when searching for things on search engines or YouTube. Machines use this data to guess and predict the segment and preference of that specific internet user.

Based on this data, the computer will display advertisements. This is the concept of smart advertising. Machines will do the heavy lifting by analyzing big data of internet users and recommend advertisements.

3. Amazon

Amazon is the largest online retailer in the world, and its growth is expected to continue with an upward trajectory. Amazon has evolved from an eCommerce site to a huge advertising platform.

Shoppers find it easier to find their desired products on Amazon since sponsored products display ads on Amazon. These ads can be displayed on app placements, in a desktop, mobile browser or tablet.

Amazon continues to test new ad designs and ad placements to improve the shopping experience.

The use of artificial intelligence improves Amazon ad placements. The ads are relevant to what the customers search for. The ads are personalized, leading to increased impressions, clicks, and sales.

There are also other advertising alternatives that advertisers should look out for in 2019:

  • Bing Ads that display product stock availability in nearby stores.
    Facebook advertisements personalized for different users.
  • Pinterest allows users to buy from a product pin.
  • Local catalog Google ads feature that displays pricing in a simple mobile layout and in-store availability.

4. Use of Videos is one of the latest PPC Trends

Video marketing dominated in 2018 and will continue to be more prominent in 2019. Video is a powerful marketing tool to publicize products and services on the internet.

Display ads tend to get more clicks than text ads. People will only buy when they see what they are getting.

Video ads offer aesthetic appeal and business reach. The following stats prove how videos are compelling:

  • More than 8 million videos are watched daily on Facebook.
  • 96% of clients find it easy to use videos when making their decisions on with products to purchase.
  • 60% of consumers find companies that provide video content trustworthily.
  • Sponsored videos on Instagram get three times more comments than sponsored photos.

Video advertising has the potential to reach a wider audience. Short videos with relevant and valuable information grab the attention of the audience. Social media platforms increase the reach of videos because users share them with their friends.

Videos are powerful marketing tools, but the challenge is identifying the right audience. Displaying videos to the right audience will increase their reach and performance of the paid ads.

5. Science of Marketing Funnel

Marketers interact with their audiences using various channels in the different stages of the buying cycle. Each channel is significant and produces different results. It is essential for marketers to prioritize the channels based on their impact.

For example, a customer can view and engage with a video published on YouTube. The same customer can also see the ad on Google, clicked, visited the site, and made a purchase. It can be difficult for a marketer to measure the effectiveness of each channel in such a scenario.

A good attribution model is crucial in measuring the effectiveness of the campaigns. The results are useful in prioritizing the different marketing channels. More resources should be spent on the high performing channels to improve the results of the marketing campaign.

Bottom Line

The business environment is rapidly changing, and marketers have to keep up with these PPC trends.

The growth of the internet offers more opportunities for marketers. They can exploit machine learning to develop smart advertisements.

It is also evident that eCommerce sites are slowly replacing search engines. Customers are increasingly searching for their desired products in eCommerce sites than Google.

It is significant for marketers to have and utilize this information. It separates the best search marketers from the average. The best search marketers will develop more customized ads that will provide great impressions, clicks, and site visits driving up the sales.

Please explore our blog to find out more insightful information about upcoming PPC trends for 2019.

How to Incorporate Video Marketing into Your PPC Marketing Campaigns

How to Incorporate Video Marketing into Your PPC Marketing Campaigns

Video marketing is one of the hottest marketing strategies. According to various statistics, 80 percent of global Internet consumption in 2019 will be video content and 85 percent of internet users in the USA watch online video content every month.

This article explains how, and more importantly “where” you may add video marketing into your Pay Per Click (PPC) campaigns. It then explains how to create a PPC video and offers video marketing tips.

Creating Video Ads for YouTube

Google Ads has video marketing and PPC, which means you may create a video ad and post it on YouTube. These are the ads you see before or after videos on YouTube. If people view your ads, then you pay a fee. How you pay the fee depends on the type of ad you post, but the most common type is where you pay if the viewer watches for more than five seconds.

Video Ads for Facebook

Facebook is home to the largest children-and-young-people audience on the internet, so it sometimes pays to post a few video ads. As you set your campaign objective, you must pick the “video” related objective, and move forward to upload your video ad.

There are a few options for uploading your video, including a slideshow format. This enables you to give users a sneaky peak at the best bits of your video with the hopes your viewers will then click to watch.

Ads on Instagram

Instagram has a very juicy reputation for helping companies introduce and sell their new products. This is mostly due to the fact that the Instagram audience is a little more mature, and because it is a very visual tool where things that are new and interesting get high levels of attention.

Oddly enough, even if your advertising content varies wildly from the content you post on Facebook, the advertising platform is actually the same. Post video ads the same way you would on Facebook but be sure to angle and direct them to appeal to a more mature audience.

Video Marketing on Twitter

The Twitter advertising platform looks very similar to the one you see on Facebook. You have a series of objectives that you may select. If you are looking for PPC video marketing, then the “Promoted Video Views” option is the one for you. You may upload videos, then set headlines, calls-to-action and URLs to your ads.

It can be confusing as to how this works, but the short version is that you can upload a video of 2 minutes and 20 seconds (or up to 10 minutes with select accounts), and then promote it via the Twitter PPC platform to achieve more views. This is a little different to the types of video ads on YouTube.

Creating Your PPC Video Advertisement

Let’s say that you want to put your video ad onto YouTube. You may be tempted to build an ad similar to the types of ad you see on TV, such as car ads and sofa ad. In most cases, this is a mistake because those types of ads only work for established brands.

One method you may use is to use your regular video format and simply talk to your target audience. For example, if you were Captain Disillusion, you may show examples of your debunking methods in a montage and then maybe say a few words to the audience. This would help explain what you do, give a few selling points, and then give the watchers a connection that may convince them to watch, and/or subscribe.

For example, if you were the Ted Channel, you may take a more personal approach and have the character talk to the audience, probably with a funny comment or two, in order to spread brand awareness and hopefully endear the watcher to the main protagonist.

Your best bet is to sell the steak and not the sizzle, which is contrary to the old marketing saying. People are used to the sizzle, they are bored of the sizzle, and they have no time for it. In genuine terms, they actually have no time for it because most people are going to skip your ad after it becomes skippable within five seconds.

If you want people to continue watching or to click, you need to get right to the point and not dress things up. If you have reached a truly potential buyer/viewer, then your video will be watched or get a click, if not, then people will skip your ad and it will save you money.

A Few PPC Video Tips

As you may have gathered from the last tip, you should consider scaring people away. There is nothing wrong with the bulk of your viewers turning your ad off because the bulk of your viewers will not be your target audience and/or will not be paying customers. That is one of the problems with having ads that are too generalized and too interesting for the audience at large.

For example, Whiskers cat food ran a PPC video campaign with the tagline, “Why do cats paw at things?” and showed a short slideshow of cats pawing things as they sat down. In essence, they were trying to sell cat food, but the video looked like a typical funny cat video that one may see regularly on YouTube. All sorts of people clicked it, from people who do not have cats, to young children wanting to see a fluffy kitty.

Marketing execs may say that it helped grow the brand, but the fact is that most of the people who saw the ad have never bought cat food and will never buy cat food (even if they are now aware of the Whiskers brand).

And the Conclusion is – Target and Test!

As you may imagine, the most valuable video marketing tip is that you should market, test, and analyze.

The creators of the previously mentioned cat food ad thought their campaign was a roaring success because of the massive number of clicks their ad received, but sales of their cat food only shifted a tiny percent, which is less than most all of their (seemingly) less successful campaigns.

In truth, the company had more success with accidentally viral memes in terms of cost-of-advertising to units sold, than they did with their supposedly successful video campaign.

The moral of the story is that even though they cannot be blamed for celebrating a high CTR (Click Through Rate), they should have targeted, tested, and analyzed, and then re-engineered their videos and tried again. This process of trial and error is the only way to consistently ensure results with video PPC marketing.

Check out our PPC blog for more information and in-depth details about affiliate advertising, Pay-Per-Click, and all things marketing. Enjoy expert advice, and tips to help you squeeze the most out of your marketing budget.

7 Common PPC Mistakes and How to Avoid Them

7 Common PPC Mistakes and How to Avoid Them

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.

7 Reasons You Should Outsource Your PPC Management

7 Reasons You Should Outsource Your PPC Management

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.

1. Cost

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.

2. Productivity

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

4. Speed

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.

5. Reliability

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.

7. Accountability

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.

Bottom Line

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.

15 Tips to Perfect PPC Ad Format and Copy

15 Tips to Perfect PPC Ad Format and Copy

When coming up with the perfect PPC Ad, the dilemma is: How do you use your ad copy to pass your message to your digital audience using the least amount of words? Is it even possible?

Well, Google rakes in well over $116 billion in advertising revenue annually. That’s a whole lot of advertising. So if you’re not leveraging on PPC campaign, well, your competition already has you beat.

This guide compiles 15 PPC tips that will teach you how to write an ad that sells. Read on.

1. It’s not about you

Yes, it’s your company and yes, it’s your brand. Sure, nobody knows it the way you do.

But it really isn’t about you now, is it? You need to make it about your audience and part of that process involves getting into their mindset and anticipate their search queries.

2. How to Write an Ad That Sells: Perspective Matters

When making your PPC ad copy your audience are the ones who’ll be reading your ad copy. So you need to make sure that you imply the word “you” more than you do “ours” or “us.”

3. What Makes Your Brand Unique

When writing your ad copy you need to include what benefits your products bring to the table that makes your brand different from your competitors. This is what ultimately informs your audience’s decision when it comes to whether or not they’ll click on your ad.

4. Check out Your Competitors Ads

It’s very likely that you have competitors in your industry. It doesn’t hurt to check out how their ads compare to yours. It’ll give you an idea of what features you should place emphasis on.

5. Think Bigger Picture

When you’re writing ad copy make sure that you think about the ad extensions you’ll use to avoid redundancy.

If not you might end up repeating the same message when more ad extensions show up relaying the exact same text copy. Not only will your audience find this distracting, but it’s also quite off-putting as well.

6. The Call-To-Action Is the Heart of Your PPC Ad Copy

Forgetting to include a CTA is a PPC marketing crime. Ensure you use an action verb that is strong and clear, to push your audience to take the next step. Great examples include: “Learn more,” “Request a Quote,” “Shop Now,” etc.

7. Include Keywords

At the risk of stating the obvious, you need to include relevant and highly targeted keywords in your PPC ad copy. These need to be situated in your first or second headline.

8. Match Your Ad Copy to the Search Phrase

Mirror the exact phrase users enter into the search engine. This is likely to give your ad more traction than if you used a different phrase altogether.

For instance, people searching for coffee shops in LA will most likely input “Coffee shops LA.” So, your ad copy should have that exact phrase incorporated. This will get you more traction than if it read “Places where you can have coffee in Los Angeles.”

9. To Price or Not to Price

Stating the price point in your ad copy can be a double-edged sword. Weigh the pros and the cons of doing so, relative to the industry you’re in.

If your product is price-competitive, then you should definitely include it. You’ll need to keep a close eye on your ads in case your competitors decide to undercut you.

10. Qualify Your Prospects

In order to get the most of out of your PPC marketing campaign, you need to qualify your prospects. This eliminates the possibility of your ads getting clicks from audience segments that you don’t serve.

Make it clear who the ad is intended for so that those who don’t qualify can keep on scrolling. For instance, say you’re running a dating service for the older folks. You have organized a singles’ mixer.

An appropriate qualifier would be something along the lines of “…for straight singles aged 40 and up.” That way when singles aged 39 and below see your ad, they won’t bother clicking on it.

11. Headlines Are King

In the digital marketing realm, content is king. But, when it comes to PPC ad copy, headlines take the crown.

You need to craft them carefully and beautifully. All other elements like the description line, display URL and ad extensions exist to complement what‘s written in the headlines.

12. Test and Optimize

You might think of yourself as a modern day genius when it comes to crafting the perfect ad copy. You might very well be, but, it’s always better to create another two or three ads for each ad group.

Let Google Adwords rotate them every so often. That way you’ll know which ads are performing better and which ones you can optimize to get the results you want.

13. Address Your Audience’s Objections Before They Do

Take control of the objections your visitors may have and respond to them right off the bat. For instance, if your ad copy has to do with a food delivery service, you can address hygiene issues, freshness issues, and nutrition issues within your ad.

You can say something like, “…fresh ingredients used daily without trans-fats or artificial additives… All food is prepared in adherence to strict food-safety standards…” You get the idea.

14. Be Location Specific

When creating your PPC ad copy localize it so that you can be both relevant and familiar to your target audience.

For instance, if your business is a flower delivery service make sure your ad copy is geographically specific to the people looking for flower delivery services in your area. It could read something like “Long Beach, CA Best Florist – Save 35% Off & Free Delivery.”

15. Optimize for Mobile

Ensure you optimize your PPC ads for mobile viewing as well. You can take advantage of Ad text customizers.

This Adwords feature allows you to create a text ad with a headline and description specifically optimized for mobile devices. It helps to read through the Google PPC ad copy best practices to learn how to do this.

The Bottom Line

When all is said and done, even the most targeted PPC ad campaign can’t survive bad Ad copy. Now that you know how to write an ad that sells, use the tips in this guide to writing captivating PPC text ads that will capture your audience’s attention and get your message across effectively.

Not quite sure where to begin? Check out our beginner’s guide to PPC.

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