Dominated by PPC ads? It’s not just noise – it’s a growth opportunity! PPC lets you target ideal customers for a budget-friendly price. But navigating its complexities can be tricky.
That’s where professional PPC services come in. Imagine a dedicated expert crafting a winning strategy for your business. They’ll meticulously plan campaigns across platforms, ensuring your message reaches the right people.
But it’s not just about platforms. Strategic planning involves clear goals, budget allocation, relevant keywords, and compelling ad copy. And the work doesn’t stop there! Pros continuously analyze performance and refine strategies for maximum impact.
How PPC Advertising Impacts Your Business
Whether you may or may not be aware of it yet, PPC ads or pay-per-click advertising are all around us these days. It occupies the closest space in an individual’s life, leaving traditional forms of advertising far behind. Whether you are looking for a product on a search engine or scrolling through your social media feed, you are surrounded by PPC Advertising. It has come to be one of the most low-cost and effective forms of digital advertising making it a popular choice for businesses of different sectors and sizes.
Pay-per-click advertising is a form of digital advertising where businesses place their ads on search engines like Google or social media platforms like Facebook and only pay when someone clicks on a particular ad. The PPC Advertising model is popular in digital marketing and by default, in marketing, owing to its cost-effectiveness that yields a good return on investment when done right.
The Role of Professional PPC Advertising
The advertising market has typically been fast-paced and creative, working out ways to grab the potential buyer’s interest in the shortest possible time. You need to stay on top of your game as far as trends are concerned. At the same time, you need to be aware of the latest customer needs with reference to your product or service. Marketers, given the budgets they operate with, rarely have the bandwidth to experiment and indulge in hit-or-miss.
Professional PPC Advertising becomes all-important here and you need to bring on board a professional PPC specialist whose role will typically involve communicating with all stakeholders, planning and preparing campaigns, publishing them, tracking results, reporting performance and doing the required analysis.
What is Strategic Campaign Planning?
A PPC marketing plan involves drawing up a strategy for running ad campaigns on different online advertising platforms like Google Ads, Facebook Ads, Bing Ads, Pinterest Ads, Instagram Ads, LinkedIn Ads, and Twitter Ads. It goes without saying that just one strategy cannot work for the various platforms.
You need to devise a complete plan that involves the objective of the campaign, it’s timing, determining the budget, identifying keywords, creating the ad copy, selecting the best landing pages for the particular campaign and even creating new ones wherever required, and finally optimising the campaign.
A PPC Strategic Campaign Planning will also highlight selling points for products and services, overall budget, revenue and metric goals, audience profiles and personas, A/B testing plans for ad campaigns, and budget plans.
Keyword Research and Optimisation – Why they are so Important
Keyword Research is the first step in the SEO copywriting process, and therefore an important part of the PPC/ SEO strategy. Keyword research is the process of searching what your relevant audiences are looking for on popular search engines like Google and analysing the results. This helps you create content that is relevant and likely to rank higher in searches. This kind of information is helpful in deciding how you wish to spend your business resources and get more organic traffic (unpaid visits) on search engines.
Also read: 6 Reasons Why Your Business Absolutely Needs SEO
Optimisation is the process of increasing the quality and quantity of traffic to your website (in this case, to your campaign) through organic search engine results. This increases your brand or product’s visibility online. This increase in visibility by more visits is welcome to any business because it gives you increased opportunities to convert qualified prospects into customers. At any rate, they are your potential customers.
When done correctly, optimization brings in reliability and trust to your brand, apart from prospective customers. Optimisation establishes your brand as a reliable authority in your industry or sector.
Ad Copywriting and Creative Development
When you set out to create a campaign that will be memorable and initiate buys from the relevant audience, you want great visual design and strong creative copies. Both these come under the scope of ad copywriting and creative development. For this, the professionals assigned to the job will leverage several techniques in order to develop creative concepts. The steps, broadly outlined, are –
- Research and analysis
- Creative concept development
- Headline and Subheading development
- Body copy creation
- Call- to- action development
- Review and Optimisation
Ongoing Campaign Management
Your digital campaign has gone live and is running. But your work does not end there. Constantly refining your campaigns is a must to get the best return on your investment, and this is a labour-intensive process that requires ongoing keyword research, regular account auditing, assessment of the competition, and creative strategising. This exercise comes under the umbrella of ongoing campaign management.
Performance Reporting and Analysis
Performance reporting and analysis are essential to make sense of where the campaign is actually headed. The information gathered is essential to make data-driven decisions in a scientific manner. Performance reporting is the process of collecting, analysing, and presenting data on a product or project’s performance.
In case there are any inefficiencies or delays in the process, a performance report highlights them and helps bring the campaign/project back on track.
Provide a log of the timeline, budget, and tasks completed.
- Your performance report should include an executive summary and information on KPIs, milestones achieved, cost and schedule performance, resource utilisation, as well as future outlook.
- When you periodically reflect on your reports after sharing them with concerned stakeholders and act on the feedback, you not only make the process transparent but involve all concerned in the success of the campaign.
In this way, professional PPC when done right, gives a business the opportunity to increase conversions while reducing overall marketing and advertising costs. It enables your brand to grow through the visibility it provides from large audience coverage. One of its clear takeaways over traditional forms of advertising is the scope to analyse the performance of the campaign in real-time.
