If you live in Jupiter, Florida and own a small business, we recommend reading our post for “Beginners Guide to PPC”.
Being a small business owner in this highly evolved digital age, you can’t be blamed for always being on the lookout for new strategies to boost your revenue. There are many solutions on the Internet claiming to provide a booming ROI; none is as effective as Pay Per Click (PPC) advertising, which you can easily use for your business.
The concept of PPC is extremely straightforward. It just involves three steps: 1) You make an attractive ad 2) People like your ad and click on it 3) You pay for every click you get on your ad.
But to be able to click on your ad, people need to see it first. Everyone knows that the top position gets the most clicks and views, so it’s only natural for advertisers to strive to bid for the top position. The higher you want to see yourself in the ranking, the more you will have to pay for it.
Not a big deal, huh? As easy as it may sound, in reality, the execution is not only challenging but also time-consuming.
Choosing the Right Platform
There are some PPC platforms out there today, but as you need one that is popular among people and drives targeted traffic, we would recommend starting with Google AdWords. Targeted traffic means that the most relevant potential customers will see your ad.
The essence of PPC is simple; you pay for every click on your ad. Google AdWords is an auction-based system where advertisers secure a single ad space after a tough competition and so you will have to pay more for clicks that are pointed by competitive search term.
It must also be noted that Google Adwords is more expensive per click as compared to other PPC platforms because Google not only enjoys more traffic than any other site on the web but also offers a vast array of analytics and various other tools to help you analyze and manage the results of your campaign.
About Display Banner Advertising
Greater targeted traffic can also be achieved through banner ads. A wide variety of outlets is available for online ad space. Choosing the right websites to place your ad, those that are relevant to your potential customers will have a massive impact on the success of your campaign. The design of the ad too is critical in getting more clicks. A professionally done, engaging design, coupled with well-written ad content, will increase conversion rates enormously. If you don’t have an eye for design, which is perfectly reasonable as you might not be a designer, hire a professional designer to make attractive banners for your campaign. It might increase your overall costs, but trust us; it’s worth you’re every penny.
If you don’t fancy banner ads, Google AdWords has a replacement option of text-only ads on their network. By using this feature, you enjoy the liberty to add images ads later if you desire. Majority ad platforms have analytics tools and some are more powerful than others. While the importance of platform-specific analytics cannot be denied, it is recommended that business owners rely more on their onsite analytics to monitor ROI.
Hire a Professional to Manage Your PPC Account
To save expenses, many business owners decide to tackle the task of managing PPC campaign by themselves. But this decision proves to be a costly mistake in the long run.
As reported by Wordstream, a search software provider, small business owners have to bear significant loss as nearly 25% of ad spend is wasted due to strategic mistakes in the management of PPC campaigns, If you don’t have the skills, will you repair your own broken car or mend the roof on your home? Consider PPC management as one of these tasks that require specialized skills.
The easy solution is to hire a professional who knows the entire goings inside the trade and will do the job better than you; freeing you from all the tension. Companies provide specialists to handle the several nuances of pay per click campaigns efficiently. To master the skills of that of a professional, you will require a lot of time, which being a small business owner, you don’t have.
Google have a ready solution for this problem as well: Google’s Quality Score (QS). Considering the potential of your keywords, landing pages, and ads, Google will assign QS to your campaign. This feature can also be used as a factor to determine how much have to pay on every click on your ad, known as Cost per Click (CPC) in technical terms. Even if you consider your mere writing skills to be brilliant enough to boost your online advertising, it’s better to leave the task in the hands of professionals.
What Will You Achieve
It’s a tough decision to invest your hard earned money back into your business. You want to be sure that for every penny invested you will be getting another penny in return. With traditional advertising, this is not easy to track. Fortunately, this is not the case with pay per click advertising, as it simplifies conversion tracking.
You have an organized suite of analytics services to keep track of how many people view and click your ad, and whether they will do any purchase on your website.
For example, to track purchases, a quick way is to track the number of times the “thank you” page is viewed that the customers see after any purchase. Real-time reports are being generated to show you how much money is being invested and what you are getting in return for all your investments.
How to Optimize Results
One of your regular practices should be to perform regular split testing of different ads. It will help you to track which ads are producing best results so you can invest more on those ads. In split testing, different versions of a single ad are displayed simultaneously to various groups of people. Over time, analytics will present the results showing which ads are performing best.
You can also consider retargeting. Google can put tabs on every customer that visits your website, so that when the same customer goes to some other website, Google presents them with your ads to direct them back to your site. This is very useful to remind those customers about your business who visited your site but didn’t make any purchase at their first visit.
Call tracking is one more phenomenon that is rapidly attaining popularity among experts in PPC and other online advertising campaigns. Online advertising is not only used for increasing the online sales but also helps in increasing the online traffic to promote offline sales. A customer might see your ad on your website, and then instead of buying online may visit your store or call you for home delivery.
With call tracking services, each of your callers can be assigned a unique number for their call session that you can easily track to know where your call-in customers are coming from. For this technique, a pool of numbers is required to get automatically assigned to callers according to the ad code. However, these figures should be regularly recycled to avoid the need of a large volume of numbers. Call data will further provide you with metrics to enable you to use your PPC campaign to track your ROI.
Pointers to Success
Some factors need to be considered for successfully implementing any PPC campaign. These factors include design and content, platform and even the time at which the ad is aired. The reason Google AdWords gives you the most targeted traffic is simple: Google is preferred by the majority of users. It places your ads within proximity to users who are actively searching to buy your product or service those similar to yours.
Here the concept of keyword research comes into practical use. It means making the right keyword choices. It is important to select keywords from the buyers point of view; the words that the potential customers are likely to use for searching a product or service.
It is a common occurrence that many people will be searching for an item, but that might not lead to any sales for you. Avoid using phrases and keywords containing the word “free” in it. People who are searching for free products are not going to buy anything from you. Instead, focus on people who are there to buy, as only this can convert your ads into sales significantly.
Timing is also one of the most neglected factors. For localized customers, you can quickly select the timing for your ad to go on air. But for nationwide or worldwide customers, it might become more challenging. Dayparting or ad scheduling is a process that shows ads at particular timings of the day.
For businesses with a defined budget, Ad scheduling can be utilized to maximize efficiency. If your sales are primarily generated through phone calls, Ad scheduling will help in targeting the customers during hours when your employees are at the office, so that they can serve the call-in customers on time.
People are attracted to click those ads that carry relevant titles and a small amount of general information instead of lengthy essays. You can also add special promotions on your ad as it will attract more potential buyers and will give you a competitive edge among your rivals.
Tools to Optimize Results
Different tools are available to help with your PPC management. Some popular tools serve more than one function while some focus on particular tasks or limited aspects of PPC management.
The key aspect of any successful PPC campaign is keyword research. It’s no wonder that most of the software provide ample information on keywords. Calculating volume of competition for any keyword ahead of time can prove to be of great use. Another benefit is to be able to identify which keywords your competitors have been using for their success.
Some tools provide you with individual metrics or suites to manage your bids. Additionally, popular search engines including Bing, Google, and Yahoo, use videos along with other information to teach about methods for optimizing your sales while reducing overall cost. Training material can be viewed at Google’s AdWords Help Centre and Bing’s Ad Courses.
The Best Tools
The data collected by some of the best tools are only rough estimates but are adequate to determine search volume and competition and set budget. With these tools, you can calculate the performance of your campaigns and then test and modify them as per your requirement.
- HitWise: gives a detailed insight into matters by showing keywords that generate maximum traffic for your competitors’ website.
- Google AdWords Editor: this tool can be downloaded for both MAC and PC. The power editor gives you the liberty of editing one or multiple keywords at a time. Also, you can edit your campaigns even if you are offline, import multiple accounts, and upload changes.
- Google Adwords Keyword Planner: you can use this tool to brainstorm keyword ides and use the provided data to check the probability of success of your ideas. Top ad positions such as bid prices and an estimated number of clicks are supplied by the traffic estimator’s data.
- SEO Book’s A/B Split Test Calculator: this tool gives you a quick solution to test the potential results obtained through split testing of your ads.
- SpyFu: similar to SEMRush but differs in some of the functions and data. Both tools provide useful data regarding calculated costs for particular keywords, estimated click rates, keyword difficulty, keywords used by your competitors are ranking for, and estimated amount of money your competitor might be investing on a certain campaign.
- SEMRush: This tool uses organic search results and paid to advertise to analyze your competitors. They present data about keywords such as volume, quality score, and ranking data.
There is no particular formula to be successful in digital marketing. It’s a deep sea of endless possibilities, potential outcomes, and choices. The consolation in it is that you are not sailing the waters alone. Therefore, selecting the best PPC management will take you on the waves of success; saving you from drowning in the dilemma of lost opportunities and missed chances.