PPC Marketing is one of the quickest ways to get results for your small business. It’s easy to set up, and you don’t even need a big budget to get started. If you’re launching your first ever PPC Campaign, here are five tips from the pros at On the Map Marketing. Use them wherever possible to see the best return on investment.
1 – Choose the Correct Platform
There are many PPC networks that work with the same principle: you pay for the clicks the ad networks generate. But the context is vastly different. For example, in Adwords, Google’s PPC network, you show your ads based on the searches users make. In Facebook, you show ads based on the interest and psychographics of users. To succeed in each platform, you need to employ different strategies. Therefore, always have clarity on which platform to use for PPC marketing.
2 – Choose the Right Bid Strategy
In Adwords, the bid strategy lays the foundation for a successful ad campaign. So it would help if you had a solid foundation from the very beginning. You’ll find multiple strategies like Cost Per Acquisition (CPA) bid strategy, Return-on-Ad-Spend (ROAS) bid strategy, among others. Other PPC ad works operate on impression-based ad strategy. So you can have CPM, vCPM, etc. It’s important to choose the correct strategy for your campaign.
3 – Understand the Search Intent for Search Ads
Google Adwords is the most popular PPC advertising network. But to be successful, you need to consider search intent. So if someone is searching for “baby cradles online,” then they’re prospecting baby cradles that are available to buy online. If it’s a “Fendi baby stroller,” they already know they want to buy baby strollers from Fendi. You can show your ads to both the searches, but you need to create your ads accordingly. Many agencies excel in creating PPC ads with well-defined intent of the search.
4 – Location and Demographics Matter the Most
PPC ad networks enable you to target people based on their location and demographic. You need to take full advantage of it. A PPC ad crafted for Illinois residents won’t necessarily work for Chicago residents and vice versa. You can target at pin code-level. To go one step further, you can even exclude the areas where you don’t want your ads to show up. These capabilities make PPC ads very efficient and specific.
5 – Weed Out Low Performing Keywords or Audience
Once you run a PPC ad targeting specific keywords, you’ll realize that certain keywords perform better than others. The same is the case with demographics. An audience in a particular town will be performing better than another. While the reason for this varies significantly, it’s best to stop or at least pause the non-performing keywords or audience. This will save you valuable ad dollars, which you can spend on ads that perform above average. This is a common mistake most marketers make.PPC specialists at agencies like On The Map Marketing take all of these things into consideration before creating an ad campaign. To get the best out of your campaign, you must keep optimizing the things that are and aren’t working.