Social media marketing is great! It’s one of the best ways to build brand engagement and presence. But, is the ROI of social media always guaranteed? Yes, social media is fun and with the correct strategy, you can get outstanding growth, however, the average ROI of social media is not always stable. So you probably wonder, is there any other option except Social Media Marketing Services?
Actually, there are strategies that have been proven effective since the dawn of search engines. They’re referred to as Paid Search and Pay-per-click, and they’re still as effective for your investment as they used to be. While searching on Google, paid search advertising always catches eyes.
It’s an excellent way to bring more traffic to your website and push your products in the process. PPC can be extraordinarily effective, but only if you do it right. That’s why in this article we have the strategies that you need to focus on to achieve PPC success.
Why Do You Need to Include Paid Search in Your Marketing Strategy?
Customers know what they want, and will often purchase it as soon as they see it. With the help of paid search advertising, you’ll be there when they need you. As a matter of fact, your ad is there even if your SEO Services efforts haven’t delivered the desired results yet.
If you have a broad target audience, PPC Services can help you achieve your sales objectives, and even if your target market is niche-specific, a paid search strategy can help, even with the right geographic location as one of the search criteria.
In many cases, a prospect needs to be in touch with your company several times before making a purchase. We’re talking about social media posts, articles, landing pages, and ads as well. The customer sales journey can begin really simple by hearing about your product on the radio, googling it, and if you’re present on the top search engine results page with your ad, you can convert the customer on the spot.
- Set PPC Goals
Every marketing campaign needs goals, including paid search. You need to think about the outcome of your campaign, and you need to have a method to measure the progress towards the goals.
Ask yourself what is the number one thing that you want to achieve with your PPC services campaign. Do you want to grow your revenue? Or you want to increase brand awareness? What are the keywords that you want to focus your campaign on? Do you need to refine an existing campaign or start a new one from scratch?
- Personalize Your Ads
If you want to compete for your customers’ attention, personalization is a must! You need to ensure that your ads reach the right people. Think about Facebook Custom Audiences and Twitter Target Audiences for example. You can use those platforms to show your ads to a focused list of people. Google’s Customer Match works the same!
You can upload your list of leads and place targeted ads in front of them on YouTube, Gmail Sponsored, or on the search engine. You may also use Google Customer Match to upload and make Similar Audiences to reach people who have the same demographics and behavior because the ones from your existing audiences.
- Single Keywords Ad Group (SKAG)
Google AdWords became extraordinarily competitive and also the CPC is on a relentless rise. This is why low-quality keywords and bad clicks are simply inexcusable. Direct your campaign towards a single keyword ad group, to increase your CTR.
Pairing your keywords into different ad groups guarantees that the keywords that you bid for equal the search term that you’ve paid for.
- Target Bottom-of-the-Funnel Keywords
If your ads bring users to your landing page but you’re still not able to convert them, maybe you use top-of-the-funnel (TOFU) keywords to target prospects that are not quite ready to purchase, or they’re not at that stage of the buyer’s journey.
Leads that are not ready for conversion yet use general keywords in Google searches because they don’t know much about the product/service, or they’re not quite educated about it. Targeting bottom-of-the-funnel (BOFU) keywords can help you avoid undesirable leads at this stage.
Assessing BOFU keywords with an understanding of the niche terminology and phrases that are used in your industry. On those phrases, you need to attach bottom-of-the-funnel keywords that prompt people to the CTA, such as:
- Branded terms
- Competitor terms
- Contact words like “contact”, “call us”
- Location: City/state/region/zip code
These keywords need to be uploaded to your AdWords Keyword Tool and the next thing you need to do is to examine the keyword volume and the competitive nature of the keywords. Then, inspect the CPC of the keywords. A higher CPC describes you that you may have many competitors that bid for the same words.
Select your BOFU keywords based upon high search volume, low competition, and high CPC. This stage of the keyword research process requires thorough research, time, and testing.