What is a successful PPC campaign? Is it a myth or a dream? It is a perfect balance of two factors – a high CTR and a low CPC. For those new to the domain of pay per click marketing, CTR is your click through rate and CPC is your cost per click.
That sounds simple up until here. Now, factor in the high quality website or blog traffic. You want the visitors to show true interest in your products. You do not want a crowd that is lukewarm and rather uncertain about its motives. You want a crowd that is looking forward to making a buy. You want people who are ready with wallets in their hands to buy your product and services.
What is the most popular myth about PPC?
“If you think Google AdWords is enough to bring you a highly receptive crowd who will go gaga about your products, you couldn’t be more wrong,” says an expert from the Calgary digital marketing department. PPC is a rather slippery slope. We have seen companies invest a lump sum on PPC in the hopes of seeing a sales miracle. At the end of an economic term, they havelesser cash and almost nil sales to show for their marketing decisions.
Let us see 6 out of the box approaches, which has helped hundreds of ventures before.
What is beyond AdWords?
PPC and Google AdWords have become synonymous now. Google controls over 67% of the search engine market. They have been the kind of PPC for years. Most marketing newbies go to Google for PPC by dint of will not simple logic. Since they get the most of the traffic, they will deliver the most traffic.
That is not wrong. However, if you consider Google to be your only option, you are restricting yourself. It is very saturated. As of 2017, Google is the most populous platform for PPC. It has a cutthroat competition where new brands never survive.
Even when you start getting traffic, you won’t see as much ROI. You will be spending gold regarding CPC on Google AdWords. You should check out other feasible PPC options like AdRoll, Quantcast, Amazon, Infolinks, BuySellAds, LinkedIn, Facebook and Pinterest.
What should be your max bids?
The simplest way to bring your CPCs down to a minimum is to reduce your max bids. Always remember to stay up to date on the ad price-position trends of your platform. If you take your CPCs too low, your ads will fall below overall visibility. Your CTR will automatically take a hit.
Here is what you can do –
- Select a host of high-performing keywords.
- Lower their bids and check for variation in CTR.
- If the keywords still perform well, try lowering your bids again.
You can keep at it until you find your sweet spot.
Should you go for manual bidding?
Definitely yes! Automatic bidding is good for you do not if you are a beginner who needs a whiff of market rates and conditions. They are costlier. When you switch to a manual bidding method, you will spend lesser. If you have been using automatic this far, switch to manual bidding and check its impact on your CTR. If you don’t have a lot of campaigns to manage, start with manual bidding right away.
What keywords perform better?
2017 is going to be the year for long-tailed keywords. In fact, right now, 70% of all keywords are long-tailed. The length of the keywords will depend upon your field and your platform of advertising. You need to find the perfect balance for your keyword length. You can use tools like SEMRush, KWfinder, UberSuggest and Google Autosuggest for finding proper keywords on any topic.
Most people discount long-tailed keywords from their PPC campaigns. They keep them for their content strategies. However, picking long-tailed words will help you reduce the bid price on any platform.
Adding words to real term increases specificity. Could not remove it from the high volume keyword category. At the same time, it reduces unnecessary traffic. Usingmore accurate names and descriptions for your products on PPC platforms is a very simple, yet effective way to reduce low volume traffic.
What devices are you targeting?
2017 is the year of the mobile as well. More mobile users are using Google by the minute. Desktop and mobiles have very different CTRs. Smartphones are currently overpowering tablets and desktops when it comes to Google AdWords CTR.
Is your location important?
Google loves to collect location data. If you have a business, let Google know about your physical address and contact number. If you have a location-based service only, you need to reach out to the people in your locality only.
Not targeting people according to their geographic location is like throwing money away. If you are a local consultancy firm that offers its services to residents of Calgary only, you need to mention that in your ads. Include location specific data and keywords in your PPC campaigns. You do not want people from Miami or Las Vegas calling you up for advice! Select a particular radius for the ads. This way, you can make sure that you are paying for only the relevant clicks.
Wrapping it up
A PPC campaign may look simple, in reality; it takes a lot of hard work. You need a great marketing advisor besides you if you are venturing into paid marketing for the first time. Although spending money to get professional help seems like an added expense, it will save you much cash in the long run. You should always remember, the end goal is to get much traffic at a little cost per click. All of this should happen without hampering the visibility of your brand or product ads on your platform of choice.