I’ve had a handful of prospects come to me and say they want to do Pay-Per-Click (PPC) advertising to promote their business. If you’re not totally certain what Pay-Per-Click campaigns are, they are simply internet advertisements meant to draw traffic to a specific website based on the advertisement. A lot of companies are interested in PPC campaigns because they can be beneficial for a myriad of reasons.
The Benefits of PPC Campaigns
1) You only pay when someone clicks on your ad.
2) You can set a budget to your needs.
3) You can reach a quality, targeted audience with your ad.
4) You can stand out in a competitive market.
5) You can see quick results versus organic search (natural results) that can take much longer to rank well.
6) You can use PPC data to inform other areas of your marketing efforts.
One issue I have come across with prospects and clients is that they have tried to do PPC campaigns on their own and didn’t see much return on investment. First, I must say that PPC is not easy. It would not be wise to hire someone at an intern level without the right skill sets to create and monitor online campaigns.
PPC is also a collaborative process. It makes sense for an online marketer to handle the online marketing aspect of your business, but they aren’t paid to know your business and industry like you do. They are marketers and they know marketing. You are the business owner and you know your business. You’re each experts in different ways and together, you can collaborate and come up with great ideas and ways to execute your advertising goals.
PPC is an ongoing process. With PPC, you don’t just set up your campaigns and expect them to roll in the conversions. Some ads may be performing well and some may not be. Some ad texts may need optimization and adjustments made. Some landing pages may need to be tweaked if people are clicking on your ad, but aren’t converting. It’s important to monitor your campaigns not only from a cost standpoint, but looking to see where adjustments can be made for improvements.
You need to know who you’re trying to reach. You may have several customer personas. Are you trying to reach a specific audience, or many of your customer personas? Your budget may also affect who you can reach. If you’re in a very competitive industry such as legal, financial, or insurance, and you don’t have a massive budget, then you may try one campaign directed toward one audience at a time, or advertise one service or product at a time. Nonetheless, you need to understand how your audience is searching for your products and services.
Before you develop a PPC campaign you need to make sure of a few things. First, is your website mobile friendly? If it’s not, then join us in 2015 and please get yourself a mobile-friendly website. If you haven’t heard, Google rolled out an update called Mobilegeddon in April 2015, which negatively affects websites that are not mobile-friendly. Not having a mobile-friendly website can cost you thousands of dollars in lost sales! How frustrating is it to use a desktop version website on a mobile device? If your website is too frustrating to use, your ideal customers will look elsewhere.
Take a look at mobile usage vs. desktop usage chart below. It’s clear that we are beginning to use mobile devices more than desktops.
Next, you will want to figure out if it’s easy for your customers to convert on your website. Is your contact form and information buried? Are there too many required fields on a contact form? Is your content thin? Can someone easily find what they are looking for on your website? Do you have specific landing pages geared toward your PPC ad?
One of the major factors in determining your cost-per-click (CPC) and where your ad ranks is how high your quality score is. A quality score is Google’s rating of the quality and relevance of your online advertisement. If the keywords you are bidding on are relevant to your ad text, your landing page, and your offering, then your quality score and Click-Through-Rate (CTR) will be positively affected. We need to remember that PPC is a “pull” method of marketing. The consumer tells us what they want and we hand it over to them in the form of an ad. Thus, there are a lot of considerations to factor in when deciding to do online advertising and making sure your ducks are line up in a row.
We hope we’ve given you some quality insight and information to consider before you start your PPC campaigns.