PPC is a powerful marketing tool for businesses looking to drive traffic, leads and sales. It also offers transparency on ROI, making it a highly cost-effective marketing strategy.
PPC platforms offer a level of targeting that is simply unobtainable with other marketing channels. This granularity enables marketers to be present at the moment when users express relevant intent, increasing the likelihood of conversion.
Keyword Research
68 percent of online activity begins with a search query, and your success as an SEO or content marketer depends on understanding what your audience is searching for online. Whether you’re optimizing your website or developing new content, you need to know what keywords your target customers are searching for in order to rank organically and attract those searchers to your site (and eventually, to convert).
Keyword research is one of the most important tasks that any marketing team can take on. With the right tools and methods, you can uncover queries that your audience is using to find your products or services, as well as understand how much competition there is for those terms.
You can also use the Google Trends tool to see when searches for specific words or phrases are peaking. This can help you determine when to publish your content in order to gain maximum visibility for that particular keyword. For example, search for the term “give dogs as gifts” peaks just after Christmas, so you’ll want to ensure that your content is available during this time in order to rank highly in search results.
Bid Management
Bid management is the process of optimizing your bids on Google Ads to get more clicks, traffic and conversions. This can be done manually or using an automated PPC bid management tool.
The advantage of an automated PPC bid management tool is that it can save you time by analyzing your competitors and making smart decisions about how much to spend on each keyword. However, it is important to understand the limitations of these tools so that you don’t end up spending more than you should.
When manually managing your bids, it’s a good idea to test out different bidding strategies before you decide on one that will work best for you. This can help you make the most of your budget and improve your ROI over time. It is also important to monitor your automated bids closely so that you can make changes if necessary.
In addition to using a bid management strategy, it’s important to set goals for your campaign. This will help you know what you’re trying to achieve and how to properly measure results.
There are a variety of goals that you can set for your Pay Per Click packages, including increased conversions, decreased cost-per-click (CPC), and improved return on ad spend (ROAS). Having clear objectives will allow you to track progress and stay on target.
When choosing a bid management strategy, it’s a good idea to research the average CPC for each keyword so that you don’t overspend or miss out on valuable traffic. You can use a tool like AdWords Ad Preview to see the suggested bid for each keyword and compare it to your current bid amount.
Ad Copy
Writing compelling copy is a must for anyone that wants to succeed in PPC. Whether you’re using the Problem-Agitate-Solution (PAS) or the classic Attention, Interest, Desire, Action (AIDA) framework, it’s important to get your point across quickly and effectively. This is especially true for short-attention-spanned online users.
You’ll also need to craft ad copy that resonates with your target audience in order to increase the likelihood of click-through and conversion. In addition to the traditional headline and description, you should also consider including a call-to-action, a benefit statement, or a unique offer to drive clicks and conversions. Having strong copy can also help you rank higher in search engine results pages, as well as achieve greater visibility with paid ads.
Whether you’re a beginner or an experienced PPC professional, there are always new tactics and strategies to learn. There are also different types of marketing books to choose from based on your niche, so it’s essential to find the right one that fits your needs and level of expertise. So, what are you waiting for? Grab a book and start learning! PPC is a vast and exciting field, and with a little bit of dedication, you can use it to grow your business.
Landing Pages
A landing page is an integral part of any PPC campaign. It helps to convert visitors from your advertising into customers. It also helps to refine and improve visitor interaction. When an ad is clicked on, it’s expected that the visitor will go to a landing page which clearly defines what action will be taken. This will ensure that the user hasn’t been directed to a busier homepage or product page which could lead to a drop in conversions. Using a dedicated landing page can also help you make the most of your marketing budget.
The Ultimate PPC Playbook is a comprehensive book that covers everything from keyword research to the basics of Google Ads. It has a nice mix of case studies and examples which makes it an easy read. The authors have really done a great job of putting together a book that is truly useful to any marketer.
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