The best content marketing strategy has a mix of paid search and earned media that allows you to maximise your reach to your target audience.
A PPC campaign should work alongside organic pieces that are used to create brand awareness on social media to turn a passing interest in your business into leads.
While your in-house digital marketing team can work on PPC campaigns, engaging expert management services will ensure you stay ahead of your competitors. Not only will they put strategies in place designed to get results, they can monitor activity and tweak it for improved reach and greater returns on your ad spend.
Understanding how PPC marketing works is key to your success in this field. It will ensure your ad copy ticks all the right boxes, you maximise paid search potential and that you see the difference a well-run campaign can make to your digital marketing efforts. So, let’s dive straight in.
PPC stands for pay-per-click and it does exactly what it says on the tin. It offers you the opportunity to buy digital ads and only pay for the number of clicks they receive. Unlike some other forms of marketing, properly set up PPC is very targeted, meaning the leads it generates are more likely to convert.
Once you’ve decided to take advantage of PPC marketing, there are lots of other choices to start contemplating. After all, you can use your PPC ad spend on search engines, social media or websites, matching up the best ad copy, graphics, video and animation to the platform you wish to work with.
Paid search ads are one of the most used types of PPC marketing, allowing brands to bid for the placement of Google ads within the sponsored links section of related search results. If you want to bypass the congestion of paid search ads, the Google Display Network might be a good alternative. There’s less competition for keywords and you can often get a lower cost-per-click than with traditional search ads.
The principle of making money through PPC advertising is to drive more traffic to your website in order to sell your products or services. One effective way of doing this is through Google Shopping, which serves up search results to users looking for the items you’re selling.
Complete with a product title, image, price and retailer name, Google Shopping ads are a useful way to demonstrate your offering to a targeted audience. A quick click will then take the user directly to your website where they can complete their purchase.
It can seem intimidating when you’re trying to get started with PPC, as there are lots of technical terms and processes to learn. That’s why engaging the services of a specialist PPC management agency could be a good idea. They will be able to help you navigate your way through planning, set up, running and analysing your PPC ad campaign.
Before embarking on a successful PPC campaign, it’s worth knowing the differences between the various ads available. They include:
A PPC audit is an in-depth review of all of the activity you’ve carried out so far to determine its success and identify areas where you could achieve better return on your investment. It goes beyond Google Analytics and needs to be carried out by a party that excels in paid advertising. It should be the first place to start if you’re switching providers for your PPC management services.
Having a PPC manager at your disposal means they can answer all your questions and get your campaigns set up, ensure they’re running efficiently and keep track of them. They’ll be experienced and proficient in all the tools you’ll need for success. So the role of a PPC manager, in a nutshell, is to be a good pair of hands.
When contemplating whether or not to hire a PPC consultancy agency, ask yourself if you have the resources in house to carry out your campaigns successfully. Not only do you require knowledge and experience of PPC management, but also enough time that’s not allocated to other tasks. If a member of staff can’t dedicate themselves to the job, then it’s necessary to call in a PPC expert.
The best type of PPC management agency or specialist is one that works closely alongside your team to understand your needs and implement paid search campaigns in a logical manner. This will include a PPC audit, as well as keyword research, campaign set up and analysis. Your PPC agency should be the Google partner you can rely on to get results.
Businesses that require help in this area of their marketing should hire a PPC expert agency to ensure they’re making the most from their web presence. It’s important to understand all the latest innovations in paid advertising or risk falling behind competitors that have had the foresight to bring in the expertise they’re lacking in house.
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