Pay Per Click (PPC) Marketing
PPC Campaign Management is a service where an advertiser chooses to pay money for displaying his Ad on search engines for keywords he/she chooses. Advertisers are given the flexibility to Target his audience as per their needs.
PPC advertising is the only revenue generating service for search engines; therefore it is their duty to consistently add value advertisers, unlike SEO where it was webmaster’s duty to add value to users.
The underlying issue for promoting on Organic results was ‘adding value’, since it was the duty of search engine algorithms to determine whether a web page is relevant for a query or not.
In Sponsored Advertising (PPC) the underlying issue is ‘Objective of Advertising’, since the advertiser gets to choose the keyword and landing page however it is the objective of advertising that determines the effectiveness. Therefore the Advertiser has to do job of the algorithm.
Advertiser must know their business/market well for effective management.
Know your Business
1) Geographical area of Business Operations
a. Locally, Regional or National Operator
a. Service only to certain economy class, education class, etc.
b. Some services you do not provide.
3) Time of Operations
a. Time of the day, day of the week, for business operations
4) Objective of Advertising (Most Important)
a. Generating Leads for Business
b. Generating Traffic
d. Populating Database
e. Any other
Advertiser has to not only be clear with his objectives but also be able to measure the results effectively.
Know your Market
A) B2C – Pay Per Click Management
In this case your target audience is everyone who is browsing internet or at-least the majority of them. Your objective can be any of the objectives listed above. The main players are Classified Sites, Travel, Dating Sites, Portals, Auto Sites, and other websites which attract amount of traffic:
i) The best Ad position is #3 with conspicuous ad text
ii) 20% of the keywords generate 80% of the relevant traffic.
iii) The long tail of keywords helps in maintaining the average cost per acquisition for entire program.
iv) There is always a list of negative keywords, negative sites where you don’t want to display. Unless you don’t care about branding.
v) Small changes might make great impact.
a. Test and try Different Ads to maximize CTR
b. Land Users on relevant pages
vi) Remember your target market is large in number therefore
a. Advertise to as many users as possible
b. Be highly specific in your Ads to display just the right communication. Attract only the right traffic.
d. Results are directly measurable as users perform online activity such as click, registration.
vii) The Keyword mix in most of the accounts general contain the below composition.
a. Branding Keywords (< = 1%)
b. Keywords Generating Relevant High Traffic
c. Keywords Generating Relevant Low Traffic
d. Keywords whose CPC is affected due to market competition
e. Keywords generating Irrelevant high Traffic
f. Keywords generating Irrelevant low Traffic
Relevancy is not in the Keywords but in the traffic. Measurement has to be done as traffic being relevant or irrelevant more than keyword being irrelevant or relevant.
A) B2B – Pay Per Click Management
In case of B2B marketing the strategy is different. In this case you can filter down your target users to last level. For example: Your business is looking for HNIs to invest or export commodities. Here Awareness, branding is the key issue, users may return back online later on. I will not buy a tractor after clicking on a PPC Ad. Keep keywords as low as possible.
viii) The best Ad position is #1 with your USP in the Ad text, or track record.
ix) Bid on just branding keywords and few targetted keywords.
x) No long tail of keywords.
xi) Display on Sites where your Target Audience mostly concentrated. Display on Blog, review sites, industry news sites.
xii) There is always a list of negative keywords, negative sites where you don’t want to display. Unless you don’t care about branding.
xiii) Display as much information about your company, Awards, Certifications on landing page. Be sure to mention Phone numbers and email everywhere.
xiv) Target Time, Date, Geography, Ad for every Ad
xv) Remember your target market is specific & therefore:
a. Advertise to only targeted people
b. Be generic in your Ad, display your USP consistently.
c. Don’t expect users to directly perform action.
d. Results are not directly measurable as lead conversion make take time.
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