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A pay-per-click (PPC) advertisement helps your brand appear on top search results with your target keyword. Many clicks or taps from your target customers can give you immediate inquiries, which can yield a faster return on investment.
If you are in a hurry to beat the sales quota, running a PPC ad is a good solution. Also, if you have a newly launched product or service, paying for a PCC ad will help generate swift revenue. PPC offers a viable way to hit the sales target each month.
Five Steps in Running a PPC Campaign
Whether you’re running a small ecommerce store or a medium-sized business, the aim is not only to find a solution for your digital marketing needs but also to find one that fits your budget, as reported by Digital Authority Partners. Below are steps you can follow to start a PPC campaign:
Market Research
Before launching a PPC ad, market research is essential to know the status of the target region, customer preferences, and competition with similar brands. Conducting market research will point you in the right direction when it comes to investment, what keywords to use, and how much budget to allocate.
Market research can help you stay ahead of the competition and get leverage through your brand’s selling edge. Market research results can guide you through the latest consumer behavior of your target market.
Also, market research can synthesize analysis of search engine optimization (SEO) performance of similar brands. Based on the research recommendations, you can try some of the keywords and run a small PPC campaign to test the conversion rate. You can increase the budget for your PPC campaign as you see higher returns on your investment.
Marketing Campaign Evaluation
A PPC campaign is just part of the larger marketing strategy. You can gain more insights with a detailed evaluation of the entire marketing campaign. An SEO conversion rate report can give you an idea about the progress of your marketing efforts.
If the conversion rate from the SEO campaign is low, then boosting the PPC campaign can help. The marketing campaign evaluation must produce a report on how long the SEO campaign should run to reach the top rank in search results.
A PPC campaign can bring immediate sales to a company, while an SEO campaign provides long-term brand visibility on the web. A PPC ad must complement an SEO campaign to reach the sales target.
PPC Sales Goals
After reading the competitor analysis, sales, and SEO conversion reports, you can now set your PPC sales goal. Determine how much you want from the PPC ad and set the timeline for the campaign. You can look into the reports and see which keywords are viable for your brand.
There are three types of keywords: the ones that curious customers type in the search bar, the ones that ready customers type in, and the ones that come from other marketing funnels.
You can run a distinct PPC ad for each category and create messages that will appeal to your target customers’ current situations. If you are using Google AdWords, you can see the progress of your PPC keywords and analyze which ones are yielding higher conversion rates.
You can optimize those keywords that perform well and add a location to those that perform poorly to focus on geo-targeting. You can always adjust your budget and revise your PPC strategies.
PPC Budget Allocation
Select at least three keywords that you want to optimize for your PPC campaign. The budget for the three keywords depends on the recommendations from the competitor analysis report. You can check how much other similar companies pay for their PPC campaigns and then decide how you want to compete with that or just use geo-targeting instead.
Preparing a competitor analysis report takes time, and you might need the help of a digital marketing expert. If you want a simple study of keyword competition, you can check your Google AdWords Dashboard, and you can see auto-generated reports for the marketing funnels, keyword conversion rate, etc.
You can browse through the tabs and see which keywords will work for your PPC campaign.
You can allocate a budget for those keywords that are not that popular but related to your product or service and then just add a location to focus on local marketing. Some keywords match your brand’s selling edge, and you can give it a push through the PPC campaign.
PPC Campaign Monitoring Through Google AdWords
You can see progress in your PPC campaign in as fast as two weeks. You can integrate social media advertising into PPC to increase clicks or taps. In your Google AdWords’ marketing funnels, you can see how many levels people have gone through to make a decision.
Google AdWords will show you how the customers first click through your Facebook post, leading to the ad on your website. You can widen your marketing funnel using various platforms to attract more customers. You can see a detailed report on how your customers have navigated through the media channels and proceeded to the checkout page.
You can monitor your PPC campaign every two weeks and analyze which ads reap profits. You can increase or decrease your budget for the PPC campaign, depending on how you see your sales goals being reached.
Final Words
Running a PPC campaign requires strategic decisions and close monitoring. Consult an internet marketing expert from Digital Authority Partners to help you make strategic steps for your company.
Digital Authority Partners can provide you with a detailed competitor analysis and an internet marketing plan that will give an edge to your brand and boost your monthly sales.
Working with a PPC advertising team lets you focus on what you do best.
A PPC campaign is the most viable solution if you are running out of time to hit the sales quota for the month. You can integrate all other marketing strategies into the campaign to reach more prospects who use different platforms.
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