In this chapter, we are sharing our knowledge and tips that will help you understand Pay Per Click Marketing and rock your first campaign.
WHAT IS PPC MARKETING?
Once you start digging into online marketing, you will have to make a decision whether you are going to focus on organic reach or paid audience reach. The main factor for determining which one you’ll choose is your budget, but your time and knowledge can have a big impact as well. If your budget is very limited, organic reach should be your choice. The success of this type of campaign depends on the quality and relevance of your content. On the other hand, if your budget allows you and you are ready to dig deeper into the possibilities of advertising, then you should master PPC advertising. PPC means that you pay for each click on your ads.
HOW DOES PAY PER CLICK WORK?
Let’s say that you are ready to start your PPC ads. After deciding on the amount of money you are willing to invest, you will have to set clear goals to achieve. In PPC marketing goals are called conversions, and they can be anything from visiting a website, downloading a file, watching a video to filling out a form or contacting a business. Your goal can be defined as one macro goal (watch a video) or can be a set of several micro goals which lead to one macro goal. Conversions are measures you will want to know about in order to calculate how much of your investment you earned from your campaigns (ROI - Return on Investment). The formula for ROI is very simple: ROI = Revenue - Costs / Costs x 100, in which revenue represents value measured with conversions, whereas costs are the amount of money you invested. Once you know your ROI, you can determine how successful your PPC campaign was.
Lena Focus on the metrics that really matter to your business. Likes and shares can seem like impressive measures, but they often do not have an impact on revenue.
PPC Ads have to be relevant. This is what searchers are looking for.
USE DEVICE TARGETING. Some ads may run better on mobile, some not.
WHAT ARE KEYWORDS AND WHY DO THEY MATTER FOR PPC MARKETING?
Keywords are exactly what their name says - key words somebody uses when searching for the topic they are interested in. They are mainly used in search engine marketing and are the core of PPC marketing. Organic results are often considered when searching for answers to personal questions, whereas sponsored results are often considered when searching for products and services. Depending on your business search query, you can decide whether your business is more or less suitable for Google Ads.
What keywords you will use depends on your topic and your choice for what you want to be found. For example, if you are a photographer specialized in wedding photography and you are looking for clients in Austin, you could target the following keywords: wedding photography, wedding photography in Austin, Austin wedding photography etc.
A nifty tool you should use to plan your keywords and keyword strategy is Google keyword planner. Not only can you see how popular your keyword is at the moment, but you can also get insights into historical search trends. With this knowledge, you can predict how popular it will be in the future and if that keyword is worth investing in.
1. Google Ads was launched in 2000 and had 350 customers
2. The top 3 paid advertising spots get 46% of the clicks on the page
DEFINING YOUR PPC CAMPAIGN AUDIENCE
When it comes to search engine marketing, your audience is mainly determined by the keywords they are searching for, meaning you do not need to go into details when creating your audience. It is enough to have a clear idea of your target country, region or city, and you are ready to go.
PPC marketing tip: The most expensive keyword is insurance. Besides insurance, words such as loans, mortgage, attorney, credit, lawyer, donate, degree, hosting and claim can be found in the top 10 most expensive keywords. If your keywords target any of the above mentioned words, you may want to rethink your strategy and set different KPIs.
While search engines define an audience mainly by the keyword they are searching for, in social media marketing, an audience needs to be specific so that they know to whom to show your ad. In other words, in SEM, your audience searches for you, whereas in SMM, you search for your audience.
What’s good about Facebook marketing is the fact that you can go into detail when targeting your audience. You can start with defining their age, location and gender and jump to defining their level of education, work status, interests and so on. This means that, based on your knowledge and experience, you can create the ideal person who will most likely purchase your product..
AD CAMPAIGN AND AD GROUPS
Once you have a clear idea of the keywords you want to target and the budget you are ready to spend, you can actually start creating your first AdWords campaign. We can think of it as one big box into which you put your keywords. This means that you are defining the budget and audience for your box, and that you will include all of the keywords in that box. However, your box can become overcrowded and disorganized very soon. You should create a structure your keywords by their similarity, and that is exactly what Ad Groups are for. An ad group combines similar keywords in one group and gives them a specific ad you want to be displayed.
You want to create a campaign for your Photography service which will target people in Austin, Texas. You want to focus on the wedding photography and birthday photography services you are offering. You have already done extensive research on popular keywords. Your keywords could look like this:
- Wedding photography
- Wedding photography Austin
- Wedding photography
- Austin wedding photography
- Wedding photographer Austin
WRITING WINNING PPC ADS
The two main things of search engine marketing are the keywords you are targeting and the ads you are going to display. We can say that ads are triggers for a visitor to come to a destination of your choice. Google defined some rules for creating display ads by limiting the number of characters you can use, words you cannot use, capitalization etc.
Each display ad consists of a:
HEADLINE - 25 CHARACTERS
DESCRIPTION 1 - 35 CHARACTERS
DESCRIPTION 2 - 35 CHARACTERS
DISPLAY URL - wwww.yoursite.com/productname
In our example, one of the ads for a wedding Ad Group could be:
Planning a wedding?
Capture your most valuable moments.
Book your photographer today.
PPC marketing tip: Do not send your visitors to your homepage, but instead create specific landing page for each product or service you are advertising. It requires some additional preparation, but it will boost the quality score, and at the same time, increase your ad ranking.
CHOOSING THE RIGHT OBJECTIVE
All campaigns have to have conversion goals, otherwise you are burning money. Whatever you find to be valuable for your business, can become a conversion. See what's working for you best - keywords, ads, ad groups, campaigns. Understand your ROI and make better decisions about your spendings. Use Smart Bidding strategies and see how customers interact with your ads on different devices or browsers.
Finally, once your ad is ready, you can get into the auction race. In both traditional and digital marketing, it is very important to understand what you will be paying for in order to understand your campaign costs.
When it comes to search engine marketing, what counts as cost is click on an ad. This means that your ad can be shown 1000 times, but if it is clicked on only twice, you will pay for those two clicks.
The next thing you have to understand is how per click cost is calculated. Google advertising works as an auction. Google Ass offers bids for keywords, just like a real auction has bids for specific items. The higher the bid is, the higher your ad position will be. Well, at least in theory. In real life, both the landing page and ad need to be relevant in order to score the highest click-through rate. Once those three conditions are met you will be rewarded by Google.
The success of search engine campaigns depends on lots of testing and experimenting in order to follow search trends and your target audience.
When it comes to PPC ads and setting a budget there are 4 things you need to know:
Daily budget - the amount of money spent per day
Lifetime budget - the amount of money spent for the whole campaign
Cost per click (CPC) - the amount of money you pay when somebody clicks on your ad
Cost per mille (CPM) - the amount of money you pay when you reach 1000 impressions
When determining which type of budget you should focus on, it is good to know the approximate number of people you want to target and see how many people you will reach with your budget. If, your ad reaches 10,000 + people, and you have a lower budget, then your goal could be to show your ad to as many people as possible (CPM). If you reach up to 2,000 people and your ad gives a clear understanding of what they can expect to see/read, then the number of clicks could be more relevant for you. Of course, your final goal still has a crucial role in determining which one you will choose.
MEASURING YOUR RESULTS WITH GOOGLE ANALYTICS
As always, you start by defining a goal you want to achieve. Once you set it up in your Google Analytics, you can start tracking the impact of each online marketing channel. For example, you want to increase sales of your custom-made website designs, and for this goal, you want to advertise on Facebook and Google Ads. You can use their own analytics to see the results and then manually compare them, or you can make it easier by using Google Analytics dashboard from which you will see how many people who purchased your website design came from Facebook and how many from Google Ads.
You may wonder why this is important. Knowing from where most of your clients came is the answer to the following question: Where should I invest my money next time? If your Facebook campaign brought you 100 new clients, and Google Ads gave you only 10 new clients for the same amount of money, you can conclude that you have more benefits from Facebook advertising than from Google advertising. So, next time you can allocate Facebook and Google Ads budget to Facebook campaign and focus on that network only.
No matter which tool you use for analyzing, don’t forget your ROI and your KPI. There is no magic formula for determining which channel will help you achieve your goal. All you have to do is test and experiment until you find the channel that works best for your business.
Creating an ad and spending money are probably the easiest part of your campaign. What poses a challenge is having to determine how successful your ad was and if you should continue your paid campaigns. Knowing how successful your ad was means knowing how much of your investment you returned.
Both search engines and social media give you a full support not only for creating an ad, but also for monitoring and analyzing its success. For Facebook and Instagram advertising, you can see all statistics in Facebook Ad Manager, for Linkedin you can use LinkedIn statistics within their ad manager, and Google AdWords gives you the option to see every single detail in their own dashboard. Moreover, for any campaign, you can use Google Analytics.