Category: Pay Per Click (PPC)

Paid searches can greatly assist you in generating sales from your website. While paid searches help you make some serious moolah, they also help you protect your brand online. How is that? Here are a few highly effective tips that can help you get the most out of your paid search campaigns when it comes to branding.

Bid on branded terms

But, why would you do it, when you can get the same number of clicks from organic searches? Now, that’s definitely a sensible question, but there are obviously a bunch of reasons why you need to do so. Have a look at the heat map, and you would see something that looks like an F which means the top results get the most amount of attention. So, if SEO is all that you rely on, you need to make sure your website is not just on the first page but somewhere at the top as well. And if it is not, you surely have a good reason to panic. With Pay Per Click, this is not the case. Simply bid on your branded keywords and your website is sure to dominate the SERP.

Is Someone Using Your Trademark

This is one of the cruelest techniques competitors tend to use to grab a part of your traffic. You immediately need to stop them from doing so. You can do it by directly contacting the competitor. If this doesn’t seem to be working, you might want to fill up the online Trademark Complaint Form and submit it to Adwords.

Build Up That Trust

First, your website needs to show up right at the top when a user searches for your brand. The next thing you need to do is create an attractive ad copy. There are a certain things which when included in the ad copy can build up a strong brand impression. Make sure your ad copy has one of these.

• The year of establishment

• Why is your company rated as no. 1?

• Associations and memberships

• Customer testimonials

• Awards and local reviews

New Industry Keywords

If you are new to internet marketing, there is not much you might know about ‘New Industry Keywords’. These keywords generally refer to the latest processes, products or technologies. By bidding on these keywords, you ensure an authoritative or a relevant position for your business. Make sure your visitors land on a page that talks about a release of a new technology which sets your business apart from the rest. And also make sure your page has an Adwords remarketing or a Google Analytics code.

Well, these are just a hand full of ways that can leverage your paid searches for branding purposes. Though all of these are highly effective, a few may take a while to offer you the best results. So, once again like always, ‘patience is the key’. Just hold on to what you think is best for you and you’ll surely find your brand somewhere at the top.

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As a PPC account manager, you obviously cannot stick to a single tactic throughout the entire campaign. It is important that you bring into play numerous tactics by prioritizing them in an ideal manner, in easy words, use the right technique at the right time. But, then, you cannot just choose a strategy just because someone else is benefiting from the same. Here are a few effective tips that can help you zero down on the most suitable PPC strategies.

Identify your opportunities

The first thing you need to do is make a list of factors that primarily affect your campaign, as this is where your opportunities lie. Once you have got them all down, you can then accordingly set up strategies that can help you maximize your profits. Here are a few factors you need to focus on:

• Increase the Click-Through Rate

• Increase Impressions

• Reduce Cost Per Click

• Increase Conversion Rate

In PPC, a minute change in a single metric can lead to a major change in various other areas of the campaign. Take for instance the bids. As you lower the bid, you can witness a decline in the impressions. Therefore, while listing down tactics, it is also important you outline the assumptions as well (in easy words, the side effects). Now what do you mean by assumptions? Imagine your CTR has increased by 20 percent. This will lead to a decline in the CPC by 5 percent. Similarly, a 40 percent reduction in the CPC can result in the decline in impressions by 30 percent. A little bit of calculation can lead you to an assumption.

Once you implement these changes, it is time to study their side effects in depth. It would be great if you could get them on to worksheet and make a comparative analysis. The next step would be more definite as you have some concrete results to explain your change of strategy. Moreover, your gut feel could play an equally important role in deciding the next step forward.

How to Prioritize?

Once you have had all your tactics laid out on an excel sheet, it is time to rank them based on the opportunity size of each. Opportunities that offer that best result with a lower degree of risk ought to come first. For instance, a CPA bid increased by 10 % in Adwords is sure to get you the best rewards at a very low risk. As a result, acting on the CPA first is without a doubt the right choice. No doubt, this one may be the biggest opportunity, but improving the conversion rate would require a huge amount of testing, media budget and the right IT resources.

Following this simple exercise at the start of every month will surely maximize your chances of success and at the same time prevent last-minute anxiety and stress. Moreover, the exercise will also help you strike out tactics that would work fine in theory, but may not offer you the desired returns when you put them to practice.

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To get the most out of your PPC campaigns, it is important that you create the best quality ad copy. A lot goes into preparing an ad copy that is capable of offering you the most desirable results. Many prefer experimenting too much while creating an Ad Copy. Well, that sounds OK to some extent, but then you have a few rules and some boundaries. Ad Copies that you create for a specific vertical may not work well for another. Listed below are a few simple tips that can help you develop a highly effective PPC ad copy.

Know the Competition

Find out what your competitor is up to. Is your Competitor doing better than you? If yes, check out his Ad copy. If its focusing on the ‘price’ factor, make sure you do the same. But, what if your competitor is offering better prices? Talk about the customer service you offer rather than the price. It is very crucial to keep a tab on what others have in their minds or else you may by far miss out on your sales.

Public Testimonials

There are chances people might like the services or the product offered by your company and therefore may provide a positive feedback on the same. Why not make good use of this feedback? But, make sure you keep it short and simple, and don’t just exaggerate too much or else you may probably not sound real. Just a sentence or two is good enough to get you what you want.

How are you different?

Before opting for the service you offer, the customer would definitely want to know what your USP is. Therefore, it is important that your ad copy has some of your service benefits listed. But, again don’t just go blah blah. Get to the point. Why only you? Customers are always in search of the best. So, it pays to inform them about your speciality.

Include That Keyword

Is your ad copy having keywords from your ad group? If not, do it right away. There are times when you forget to use keywords from your ad group just because you were too busy focusing on the benefits and the branding part.

Match the headlines

To be more precise, try matching your ad headline to your landing page headline. If not same, try having a headline that is close to or quite similar to that of the landing page. Why so? This will make the searchers feel that they have indeed landed up in the right place. In this way you keep them from bouncing off.

Use punctuation

You cannot just use any punctuation on your ad copy. Goggle doesn’t allow you to do that. However, you may use one exclamation point and your copyright or registered trademarks.

So, with all being said, it is time for your PPC company to do a little bit of hard work, thereby helping you get the best sales and ROI.

Previous Post: How Do You Maximize Your PPC Performance

You cannot just built up a website and say, ‘hey! that is it. I’m finally done’. Its not that easy. To be able to deliver your services or product information online, it is recommended that you first understand what the user is exactly looking for. Online search experts these days talk a lot about mapping a consumer’s intent to a specific search query, to further optimize the campaign performance. Now, if you are a newbie or just getting started, that may sound a bit complicated. All it means is that you need to take a few crucial steps to get the most out of your consumer’s intentions in order to optimize your Pay Per Click campaign. So, how do you do all of this? Lets walk through it step by step.

Categorize your keywords

You ask a school going kid, ‘how to optimize a website’, and you receive an instant answer, ‘ get in the right keywords’. Of course, the kid seems to be knowing what he’s saying, but there is a lot more to it than just following the traditional web content architecture. It is important that you first group your keywords into categorizes, in easy words, get them into the right bucket. The categories would namely be research, purchase and consideration. Once you have done that, its time to move on further.

The Right Landing Page

At times we are so much in a hurry to sell our product that we often intend to land users to our sales copy page. Now, that is like saying, ‘just buy my product, I have nothing else to say’. Of course, everyone wants to make money, but you need to have patience. Therefore, apart from the ‘purchase’ phase, it is important that you equally concentrate on the ‘consideration’ and the ‘research’ phase as well. Why should the visitor buy your product? That’s the question you need to answer. So, your landing page needs to have quality content good enough to compel visitors to buy your product. Yeah! That’s the way to do business. Isn’t it? Anyways, you are not done yet.

Prepare You Ad Copy

PPC is not just any other ordinary campaign which you set up in a few minutes and expect to make a millions in return. A PPC campaign helps you determine who’s visiting your website using a specific keyword in the search engine. Therefore, the next thing you do is prepare an effective ad copy. But, make sure that the ad copy you prepare falls in the right category or the right bucket. For instance, if you want an ad copy to just talk about research or consideration, using words like ‘buy now’ or ‘the best deal’, won’t really work. Instead, the ad copy should contain words like ‘research’, ‘learn’ and so on.

What’s Up With KPIs?

When it comes to KPI (Key Performance Indicator), its not the same for every campaign. It may vary based on what the campaigner is looking for. At the start of your campaign, the KPI may not seem too realistic, in easy words, not quite capable of evaluating the campaign’s success. However, once your campaign has entered the secondary stage, your KPI turns good enough to let you know what’s going on.

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