Paid Search Ads (PPC) The Zeus Of Search Engine Marketing
With pay per click (PPC) search ads your ad is placed under “Right Side of sponsored result” or “Above Top of Organic results, also known as Premium Ad positions” and you only pay for when each received click. The real magic is that you can tailor your PPC ads unlimited times as you desired and it get quickly visible when targeted search terms are entered, creating highly targeted ads.
For many businesses paid search (PPC) ads make up the majority of their digital advertising spend. In 2014, search ads accounted for approximately $12 billion, or 41%, of the total web ad revenue. Pay per click ads are flexible, highly visible and most of all effective for various types of businesses. One of the most important element for such ad campaigns are Keywords, therefore When creating your PPC strategy first determine your keywords by relevancy, importance, competition, auction bid (i.e.what you want to rank highly for) and later optimize & create ads for those terms.This means when someone searches for those terms your ad has a better chance of coming up. Keywords should be chosen based on:
- Relevant business goals
- Traffic opportunity
Likewise CTA (Call To Action) Strategy for paid search ads is an excellent way to showcase your services and products, but keep in mind that people who search for your keywords may not be knowing of the advertiser. This means that it often doesn’t make sense for your CTA to always be a sales focused. Instead, offer them a piece of content that is applicable to their search query.
Another great feature to target PPC ads are RLSA, it stands for Remarketing Lists for Search Ads. This is a feature in Google AdWords that enables you to customize your ad campaign for people who have already been to your website. You can select keywords and formulate your ads according to what you like your past visitors to see & know about it. This has so far given a very positive feedback interms of higher conversion rate and saving good amount of budget.
Pay Per Clicks Ads and Marketing Automation:
If you are reading this section and jotting everything down in earnest, a lot of your ad budget is probably allocated to PPC ads. But do you know if your investment is actually working? When a purchase is made online, Google has made it fairly easy for marketers to tie revenue back to the ad. However, the system begins to break when a purchase is made offline, such as when a buyer works directly with a salesperson. So how do you know that your PPC ad influenced a purchase like that?
PPC Tracking ROI:
By using marketing automation you can actually start tracking all of these engagements. Through a tool like ominutre & google analytics premium (urchin) can associate offline purchases with the ads that initiated them. Equipped with this information, marketers can create more intelligent PPC campaigns by focusing their bids on keywords that drive the most revenue. Additionally through these applications you can track important back end metrics such as the amount of leads & MQLs (Marketing Qualified Leads) this is particularly for a B2B company, analyzing data shows true ROI for your PPC activity.
Last but not least you also want to take into consideration your cross channel campaign strategy while targeting your PPC advertising campaigns. Going with converged marketing messages will act as an engagementmultiplier for your holistic advertising activation.
Note: The year 2016 will be seeing two major PPC events. Google ads showing on Yahoo Search Interface + Google is testing promoted video search ads…