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Generating leads is one of the primary objectives of any online marketing campaign, but it marks only the beginning of a journey. When someone clicks on your website link on search results and show interest in your business or products, even with no remote intention of buying, it is an excellent achievement for marketers as they have got a lead.
It is now up to them to understand the business potential of leads, nurture it carefully, and gradually drive it towards conversion. Leads seldom have any guarantee of conversion, and it all depends on your ability to mould it in the right way. To avoid the uncertainty, marketers prefer to adopt PPC or paid search advertising that ensures generation of qualified leads that have a high potential for conversion.
Do Paid Ads Work?
Paid search advertising is vital to marketers because of its ability to drive qualified traffic to websites that give a clear edge in competition. On observing some search engine results page, you would find that some advertisements appear above the search results that draw maximum attention. The ads have such strategic placement on the SERP that it cannot help but grab all attention which gives an enormous mileage in driving traffic to websites.
PPC advertising is special and to implement it you have to take help of some professional PPC management companies like Clicks Geek that have a proven record in the field. Since the PPC management company has to serve your interest, you must know about the framework of paid search marketing and how it works so that you can judge if things are moving in the right direction. You have to familiarize with the basics and know how PPC ads work. It requires some good investment to launch a PPC campaign because PPC ads are highly competitive and can be quite costly. To base your decisions on the right information; you need to have some knowledge about how PPC works and its allied logistics.
Pay Per Click Advertising
PPC is different from the usual advertising we all know about because there is no upfront payment involved in publishing the advertisement. Instead, advertisers have to pay whenever someone clicks on the ad. Search engines like Google, Bing, and many other platforms like Facebook are available for PPC advertising that allows marketers to place ads that appear at the top of SERP. In this article, we will focus on search engine advertising only.
To place an ad on search engines like Google, you have to bid for ad placement that appears as a sponsored link on the SERP. The ads are keyword driven, and when someone searches for that keyword, the advertisement will find a place in the SERP. Whenever a visitor clicks on the ad, you have to pay a fee to the search engine.
By setting up an effective PPC campaign, you can garner qualified leads with high conversion potential and be able to recover much more than what you pay for advertising. To encourage advertisers for creating relevant advertisements, Google charges less for ads that have high relevancy.
For managing a paid search advertisement campaign, you have to know about the elements involved in launching the campaign by using Google Adwords.
Setting Up a Google AdWords Account
Setting up a Google Adwords account is the first thing that you have to do because it provides the platform for launching the campaign. Visit the Google Adwords site and use your existing Gmail account to get going. If you do not have a Gmail account, then you have to create a new account. Those who are already using G-suite can use the e-mail address for setting up Google AdWords account.
After you provide information about currency and time zone as well as account preferences, tell Google about billing information whether you prefer manual payments or automatic payments. Manual payments involve pre-payment with charges deducted after every click, and electronic payments will charge you post click either after 30 days or once you reach your billing threshold. Charging on credit cards or paying through business bank accounts are some other billing options.
Keyword Research for PPC
PPC ad campaigns run on keywords that contribute to the campaign performance. Keywords define how much relevant is the advertisement for searchers. Just as you would do keyword research for content marketing, for PPC you will have to do the same. The study helps to identify opportunities that you can use for paid advertisement campaigns.
The potential of keywords to drive traffic to websites is the primary consideration in conducting keyword research. These keywords should be relevant to your product, service, or brand. The focus should be on targeted keywords as it has a high potential of generating qualified leads. To focus on relevance, you have to choose long tail keywords that face less competition but are very specific. It would cost you less and traffic flow would be more.
PPC Keyword research is a continuous process and you must keep refining and improving keywords to maintain the relevance of advertisement by staying tuned with the changing needs of the audience.
Having gone through the above steps, you can begin creating new PPC ad campaigns. Once you create the campaign, you have to monitor it closely to gauge the kind of response it generates and make suitable ongoing adjustments to make it more useful.
Besides updating keywords as the campaign progresses, add a list of negative keywords that helps to increase relevancy and ensures proper spending. To optimize the PPC campaign, you have to keep refining the landing pages to meet the needs for staying relevant. It may require modifying CTAs as well as the content to align it to the PPC campaign closely. For improving CTR (click through rate) you have to split advertisements into smaller groups to make it more relevant. That should help to improve your quality score which in turn enhances pay per click costs.
You need to orchestrate all the elements of the campaign to create the desired harmony that delivers results.