Pay Per Click Marketing is a model of advertising where you pay each time your ad is clicked, rather than earning clicks organically.
Online marketing is more effective and efficient when your digital marketing strategies are focussing on the right audience. With Google Ads and the right techniques of pay per click marketing, you can easily segment your market and directly target your audience.
With the right target audience and the right messaging when you use Pay Per Click Marketing, you have the power to control your traffic and reach audiences at the right touchpoints.
In this post, we will discuss some Pay Per Click Marketing strategies which will help you maximize your results. It will help you generate new leads and increase conversion rates at different touchpoints. And that obviously will give you a higher ROI.
Pay Per Click Marketing Management
It is important to make sure that your Pay Per Click Marketing Campaign is set up correctly from the beginning. Let’s go through the process below.
Pay Per Click Marketing Campaign Goals
It’s very important that you first gain critical insights regarding the goals of the Pay Per Click Marketing campaign.
You must first ask a few questions to yourself, like:
- How will you measure the success of your Pay Per Click Marketing campaign?
- Do you want to build brand awareness, or increase traffic to the website or increase sales or increase leads?
Asking these critical questions will give you the foundation you need to build a successful Pay Per Click Marketing campaign.
Research & Analysis
Next, you need research about the competition, industry, keywords, and the copies you want to show on your ads.
Obviously, the right messaging is important to get the attention of the audience and make them click on your Ad.
Keyword Research for Pay Per Click Marketing
In order to target the correct audience, you need to choose keywords that they would use to find your products and services.
It’s a time-consuming process, but don’t ignore it and don’t make a hurry. It is absolutely necessary in order to build the foundation for a successful Pay Per Click campaign.
You can use Google Keyword Planner for selecting the best keywords for your Pay Per Click Marketing Ad Campaign.
Even though keyword research is one of the starting points for any campaign, it’s a process that you should closely monitor and improvise in order to yield the best results.
For instance, if you keep monitoring the keywords in your PPC Campaign you may find which keywords are not giving you results, which keywords have a high click-through rate, etc.
And based on your analysis you can make changes to get the best results from your PPC Campaign.
Competitor & Industry Analysis
By completing a competitor and industry analysis, you can determine how your business stacks up against competitors in your industry. You need to determine:
- Who is dominating the ad space? Why?
- Where can you improve on what your competitors are doing?
- What strategies are they using?
This process allows you to identify threats that need to be addressed or opportunities you can take advantage of.
Ad Copy Optimisation for Pay Per Click Marketing
The next step is creating and optimizing the copy you want to use for your Pay Per Click Marketing campaign.
During this process, you should use the keywords you identified and try creating various permutations of the same ad.
This will help you test various ads against each other. This way you can find out which ads give you the best result according to your campaign goal. If your ad is getting low CTR you should try optimizing your Ad Copy.
Landing Page Optimization
Your landing page may either be an existing page on your website, or a dedicated landing page with content tailored towards a specific promotion you are running.
You should optimize the content based on what part of the marketing funnel your target audience is in, keeping your campaign goals always in mind.
Make sure to use the right landing page for your Pay Per Click Marketing Campaign.
For instance, if you make your visitors land on the home page of your website after clicking the ad they would be confused about what product they want to choose.
Hence, you should specifically choose the product landing page for better conversions.
Landing page optimization includes design, responsiveness, loading time, and copies to ensure consistency between your website, brand message, and ad copy.
Bidding Management for Pay Per Click Marketing
Managing and monitoring bids are essential to maintaining a healthy Pay Per Click marketing campaign.
The bidding strategy largely depends upon the goal of the campaign as each goal requires a different bidding strategy.
Important considerations:
- The recommended budget for the entire campaign
- Cost per click (CPC) of each PPC ad
- Estimated gains from the ad campaign
These values play into the strategy where you can get the keywords you want at the best price.
Campaign Tracking & Reporting
Monitor and track campaigns continuously in order to gain insights on how your strategies are performing. You can make use of the following points as a base:
- The overall number of clicks & CTR (click-through rate), which tells you how effective your copy is;
- Bounce rate and time spent on the landing page, both indicators of how effective your engagement and call to action is;
- Goal conversions, whether it is a sign-up, a download, or a purchase; and
- Return on investment, which shows how much your client made from the Pay Per Click ad campaign.
All the above metrics should be monitored, documented, and reported on a monthly basis.
This will help you make improvisations to your Pay Per Click Ad campaigns.
Funnels Optimization for Pay Per Click Marketing
Using the funnel method to lead search engine users towards your desired goal is one of the most efficient marketing methods today.
This strategy lets you lead visitors by the hand and direct traffic where you need it to go when your audience is ready to move forward. This four-step process includes the following:
Keyword Contextual Targeting
The keyword selection process should consider keyword competition, popularity among your target audience, and contextual relevance to your brand.
Placement Targeting
It’s important to know where to place your ads to reach the widest audience possible.
Look for space in the websites of online influencers, industry leaders, and high traffic, high-authority pages.
Interest Category Marketing
You should develop PPC marketing collateral based on your target audience’s interests and placement in the marketing funnel.
The conversion goals set for each market category will differ based on the funnel as well.
Remarketing
This method lets you trail and targets previous site visitors who have exited your page without fulfilling a goal conversion. We will discuss this later in detail.
Ad Group Segmentation for Pay Per Click Marketing
Reaching out to specific niche markets effectively through PPC requires carefully planned targeted marketing.
This is best achieved through a combination of keyword-based and profile-based ad group segmentation.
You can take help from the Definitive Guide to Keyword Selection which describes comprehensively about keyword selection.
Profile segmentation, on the other hand, is a process that involves the following:
Selecting Profile Parameters
The first step is identifying the possible Ad groups you can create.
For example, you can group your target audience based on their needs and interests, their location, their culture, or traffic source, among others.
Finding Viable Custom Segments
Sticking to the basic marketing group (one based on their product/service interest) and on demographics as your only profile parameters will cause you to hit major challenges in terms of competition.
Drill down into your audience’s behavior by studying Analytics data and analyzing your audience’s behavior.
Information such as which page converts the most or which pages your visitors go to before completing a conversion goal helps you to group your audience accordingly and create targeted campaigns to lead them across their standard purchasing habits much faster and much more efficiently.
Lead Scoring
In order to maximize your budget to achieve the highest ROI check the scoring of your ad group segments.
The scores are based on a combination of explicit factors, such as demographics, click rates and CPCs from past campaigns, and other quantifiable data, and on implicit factors like conversion history, purchase history, sales-readiness, data quality, and sentiment marketing efficiency.
Remarketing
Remarketing ads can be a part of your funnel strategy, or as a standalone marketing strategy to direct traffic accordingly.
It is one of the most effective strategies at funneling and directing traffic as it promotes brand recall each time your visitors see your ad.
Because it leads your audience back to your site when they are ready to complete a conversion goal. However, to do this you should consider the following:
Segment Audience
In pay per click campaigns, it’s important to segment your audience in order to reach the most relevant people. And you can do that with appropriate retargeting ads.
Segment your audience based on the pages of your site abandoned. For instance, if your visitors are exiting your website from the check out page, you can specifically target them by showing the products they added to their cart.
Have a Clean Design & Clear Call-to-Action
Because retargeting ads are not plain text ads hence, you can modify the look and feel to represent your brand more accurately.
Keeping the message direct and urgent, make the layout clean, and ensure the call to action stands out immediately.
Offer Your Best Products & Services
Keep your message in line with your conversion goals. Try with offer promos, free downloads, packages, and new services, and highlight your unique selling points in the copy.
Optimize Your Landing Page for Pay Per Click Marketing
If your landing page is an existing page on your website, make sure to optimize it well for both search engines and for visitors.
If you see that your pages are unable to convert, you may need a better copy, visuals, and stronger call-to-action.
Conclusion
Pay Per Click marketing is tangible and 100% data-driven. It is the fastest method to grow your customer base and gain leads, convert them quickly. Pay per click marketing should be part of your online marketing strategy if you need quick results.
