Pay per click, popularly known as PPC, is one of the numerous ways through which search engines and subsequently customers find your website. Pay per click marketing is a crucial aspect of online marketing and essential in ensuring target audiences find your company's website through a search engine search. PPC management is just a single part if online marketing services, and it may be important for you to take a glimpse of other services such as SEO tools or a complete online marketing provider.
How Does Pay Per Click Marketing Work?
Pay per click advertising is a highly delicate process that greatly relies on search engine bidding and a system where an advertiser pays for every click on their ads. The goal of pay per click is to bring high-quality customers; you don't want to spend money on clicks or leads that do not convert to sales or increase your revenue.
Keywords are the key drivers of pay per click management. When you bid for specific keywords, the aim is to have your paid advertisements score highly and as a result appear near the top – if not the top of search engine results. The modern search engines, such as Google and Bing, determine your ad rank. Ad rank is a score they build based on the amount of money you are willing to pay for a particular keyword, quality of your ad and the cost per click. Search engines usually serve their users, so the chances are that you will receive a high ad rank if your ads help their users correctly. You can easily establish a high ad rank by having ads that have relevant information and appropriately defined.
Remaining at the top of the keywords you're bidding on is key to ensuring that you're not paying too much for clicks on your targeted keywords and that you're reaping the most benefits out of all your successful keyword bids. The management of a keyword account can take several hours out of your day, thus drawing your attention away from the activities you need to focus on to build your company. If the number of hours you're spending managing your pay per click account is increasing day-in-day-out, then it may be time to look for a professional who will manage any pay per click campaign on your behalf.
What Do PPC Management Firms Do?
Although many people running a PPC campaign fail to understand the importance of a pay per click management company, the truth is that these businesses can be of great help to your business. PPC advertising specialist helps you or your business get the most out of your bid dollars by working to settle on the best keywords. The best keywords are ones that will drive traffic to your website for the least cost possible. No one wants to spend more on a click than they have to, particularly if it's a keyword that's not converting your leads to sales.
Advertising specialists will aid in targeting ads on all the platforms you choose. You can run PPC advertisements on popular search engines like Yahoo, Bing and Google, or opt to do it on social networks like LinkedIn, Pinterest and even Facebook. The company you select to manage your PPC campaign should work closely with you to help you decide which platform is best for your business.
Critical Factors in Pay per Click Management
When selecting a company to manage any of your PPC campaigns, there are several aspects you need to take into account. The first is the set of features that your business offers, its level of experience, the reporting features it provides and finally its ability and willingness to provide you with a thorough customer service.
The first factor you need to evaluate and talk about with a PPC management company is its level of experience, not just the number of years it has been in the business but also what industries it's most familiar with. You almost want to consider companies that are Google-certified and Bing-accredited partners in pay per click management. While most of these certifications are primarily available, they're not just handed out.
To receive a certification for AdWords Management, a pay per click consultant must prove their aptitude in PPC campaign management. Demonstrating their skills involves taking many exams and rigorous tests in PPC management that cover aspects such as optimisation practices, Google advertising and the best practices for PPC campaign management.
Pay per click campaigns creates a lot of data that can be quantified and used for driving all your marketing efforts. Detailed reporting is a crucial aspect of your pay per click campaign; all information needs to be tracked carefully so that you can know whether your ad-spend is being used appropriately. PPC advertising offers real-time results, so you should easily see the pieces that are now working and make adjustments.
PPC management services should give you as many or as few reports as you need. You may want to remain involved in your pay per click campaign and get weekly updates and reports from your campaign manager. On the flip side, you might also want to focus your attention on other aspects of your business and only get updates once a month. A good PPC management should give you the flexibility you need to decide which reporting schedule best serves your needs.
Here at Wade Cockfield, we will give more focus to your PPC management needs and conduct specific tests to gather data for your campaign. We will help you see the keywords that are working for you and those that are not hitting their targets. Once we have received data from the tests, our consultants will analyse the data and use it to target your audience carefully.
3. Help and Support
A service that can collaborate with you to grow your business is an essential aspect of PPC marketing. You need assurance that whoever you're working with on your advertising campaign is just as committed to success just as you are. We are an SEO service that exemplifies real help and support. Our representatives are friendly and reliable.
What Else Is Essential In Selecting a PPC Management Service?
While the attributes highlighted above need to be the chief considerations when settling on the best pay per click service, other features and factors may also sway your decision. Here is a brief rundown of the other features that you should consider for your company's pay per click advertising.
i) Ad Design
A majority of paid advertisements are just text ads, with no images or any form of media, but you also have the option to purchase rich media ads. Rich media ads usually contain images or videos or need some kind of user interaction. Rich media ads can draw a great response from your audience. When your main goal is to increase click-throughs, rich media ads can help you engage your visitors at a much higher rate that the traditional text ads.
Not all pay per click services will help you design rich media ads. Some companies that don't offer rich media ad creation will refer you to a designer they have partnered with in the past. Other companies leave it up to you to select your preferred artist, and they go ahead to market the ad you have created. There is a broad range of options for rich media ad creation, so you can easily choose the method that fits your budget requirements.
Landing Page Optimisation
Even the best PPC advertising cannot convert clicks into sales if the page the visitors are redirected to isn't well designed. The best way to convert your clicks into leads and finally sales is to drive traffic to a landing page and not your homepage.
A landing page should be simple – straight to the point with an attractive call to action. While your homepage might have crucial information about your business, websites are often too dense, crowded and information heavy for visitors. If there's too much information present on your homepage, your visitors are less likely to take the action you want them to.
Common Mistakes PPC Managers Make
Making the wrong decisions when trying to set up a PPC marketing campaign can cost you a lot. All your ads and even your Google AdWords account can suffer as a result of common mistakes that can easily be avoided.
Mistake 1: Not Knowing the Basics
Before you can get started with any program or campaign, it is essential that you are well-versed with the fundamental concepts and formulas and have a solid grasp of how the PPC campaign program works. Unfortunately, some pay per click managers ignore this fact and dive in with the assumption that they can quickly figure out how things work through trial and error.
Understanding the concepts behind bid adjustments, keyword types and ad ranking helps you understand how to make the right changes in your campaign so that it is a success.
Mistake 2: Spending Too Little or Spending in the Wrong Places
We all know that spending too much on a particular marketing campaign comes with its risks, but spending too little or spending in the wrong places can be as ineffective. It is imperative that you monitor your budget pacing from your accounts and campaigns. Doing so will help you keep track of the amount of money you have spent so that you can know whether you're behind or ahead on your monthly budget.
Mistake 3: Being General in Your Ad Copy
For many, having a general and broad ad copy may appear to be a good way to draw in more leads and customers. However, it is also a good way to have all your ads neglected by visitors in search engines. Be sure to target your audience to reach the visitors who can benefit from your service or product. Use keywords that make the most sense for your campaign, landing page and the business at large to give the searchers a more clear and concise look at what you are going to offer them.
Mistake 4: Using Keywords Inefficiently
It's essential that you use keywords correctly and in the right circumstances. You must always ensure that all your keywords do not feature in multiple ad groups. Having clarity about which ad group contains a specific list of keywords will make maintenance easier later on. You must also ensure that you are using the right keyword types. Many general-match keywords may bring too many searches that have no relation to your ad. In this case, it is advisable to use phrase match keywords that are not too broad and exact.
Mistake 5: Ignoring Your Landing Pages
Forgetting your landing pages is one of the biggest mistakes you can make when running your PPC campaign. The truth is that you can do an excellent job with your ad copy and ad campaign set up, but if you lose your visitors at the landing page, you are likely to lose your lead or sale.
Take time to check your quality score, and if it is less than 2, there could be a problem with your landing page. Go to the page and ensure it is the best page you can send your visitors to. Your landing page should present all the information your guests need besides including an optimal sales funnel. Important of all, ensure that every aspect of the page is working as it should.
For lasting results, your pay per click campaign needs to be tweaked on a regular basis, probably once in a week. Consistent PPC management and tracking let you remove keywords that are wasting your pay per click budget and add new keywords and campaigns.