Pay Per Click (PPC) Marketing Management

Pay Per Click (PPC) is a potent strategy, leveraging paid advertisements to elevate businesses within search engine results.

Let’s delve into the intricacies of PPC campaigns, exploring campaign types tailored to diverse objectives, SEM/PPC methodologies and the vital role of PPC in heightening online visibility and driving sales.

• What is PPC? 
• What are the benefits of PPC?
• PPC campaign types to achieve your goals
• SEM/PPC methodology and opportunities
• FAQ: How can I leverage PPC campaigns to boost my business’s online visibility and drive sales?

What is PPC?

Pay Per Click (PPC) is a digital marketing strategy that utilises paid advertisements to increase a business’s visibility in search engine results pages (SERPs).

PPC advertising allows you to reach audiences across many channels quickly. Advertisers bid on keywords related to their products or services, allowing their ads to appear above organic search results for those keywords.

It is also known as search engine marketing (SEM), and it is a highly effective way to improve a website’s ranking on search engines and attract qualified traffic to a business’s website, ultimately leading to increased brand awareness and sales.

PPC ads can appear at the top position on a search engine results page (SERP). They may be labelled in various ways**. These paid ads are ranked on a SERP based on an auction model that determines which ads will display and in which positions.

The PPC Experts at Bruce Clay:

• Write ad copy that will appear at the top of the SERP’s.
• Control the search result pages where your ads appear.
• Manage your ads for optimal performance, so that you don’t have to.

 

Read more about our PPC services and PPC management prices.

What Are the Benefits of PPC?

Investing in PPC can benefit your business in several ways:

• Instant Visibility: Because PPC ads can appear at the top of the SERP and other online platforms, your business can become visible almost immediately. PPC is a valuable tool if you’re a new business or promoting something that is time-sensitive. And, even if users don’t click on your ads, your brand is still visible to them.
• Target the Right Audience: PPC advertising allows you to reach your target audience and demographics, increasing the chances of converting them into customers.
• Budget Control: PPC can be budget-friendly — you can set daily or monthly spending limits, and you only pay when someone clicks on your ad. This gives you the freedom to manage your marketing/advertising expenses and measure ROI.
• Flexible: As your business needs and goals change, you can adjust your PPC ad campaign accordingly.

PPC Campaign Types to Achieve Your Goals

Paid search has evolved quite a bit to support all business objectives and goals. These may include sales, leads, website traffic, product or brand awareness, and mobile app promotion.

Types of paid search ad campaigns include:

• Google Ads
• Microsoft Ads
• YouTube Ads
• Google Shopping Ads
• Retargeting
• Quora Ads

Since each business is unique, we can help you create different campaign types that can achieve those goals. These may include:

• Search Network
• Display Network
• Shopping Campaign
• Video Campaign
• App Campaign

PPC is not limited to search ads — it can also include paid social media advertising such as:

• Facebook Ads
• Instagram Ads
• LinkedIn Ads
• Twitter Ads

Other examples of PPC marketing that can be used are:

• Retargeting Banner Ads
• Mobile Click-to-Call-Only Ads
• Local Map Search Ads
• YouTube Sponsored Video Ads
• E-commerce Product Shopping Ads

Bruce Clay Inc. is able to support your PPC marketing strategy and add value to your company’s domain. We work with you to manage your PPC efforts and maximise your website’s potential search traffic, conversions, and ROI. Our blog talks about what is SEM.

SEM / PPC Methodology and Opportunities

You need well-researched goals and an understanding of what opportunities and blocks exist today.

Advanced keyword research strategies coupled with analytics are foundational elements of our methodology.

Bruce Clay’s SEM/PPC services are more than just a keyword bidding solution. We identify themes and areas of concern and/or weakness. We focus on generating more targeted, less costly, converting traffic.

We offer you a complete PPC campaign management program and …

• Focus on the major PPC network providers to achieve the greatest market share gains and return on ad spend.
• Develop an ongoing custom online marketing strategy that supports new traffic.
• Define where to show your keyword-targeted ads geographically.
• Improve PPC-related quality scores and solidify existing rankings.
• Conduct a thorough PPC audit to calibrate, clean up, modify and expand existing PPC campaigns.
• Monitor results and make changes on an ongoing basis to enhance account performance.
• Research new and emerging technologies, trends and opportunities for market share expansion.

The goal is conversion, and that means obtaining the right traffic in all forms.

From setup to optimisation, our PPC management program offers full service to help you maximise your business ROI.

Our program offers aggressive support with email and phone contact. Our dedicated program management staff keeps you informed with scheduled phone calls and email responses.

Premier PPC Program Services

• Take advantage of our PPC knowledge, SEO product expertise, and access to our proprietary tools and Google technology to create high-performing campaigns.
• From setup to optimisation, our PPC management program is full-service management that helps you maximise your business ROI.
• Via our PPCToolSet, we present regular detailed performance data that provides insights into how your PPC campaigns are performing.
• Our Premier PPC Program offers aggressive support with email and phone contact when you have questions or simply want to better understand your campaign results. Our dedicated staff will keep you informed with weekly phone calls, rapid email responses, and proactive reporting.
• This program is enhanced management offered at an increase of 2% of spend per month in additional to the base program fee.

 

For more information regarding search engine marketing and optimisation, check out our related blog post on What is SEM?

*Also known as Pay Per Search, PPC Marketing, PPC, Pay For Performance, Paid Search, Cost-Per-Click (CPC), Search Advertising, Paid Search Marketing

**You may see paid ads labelled: Ads, Paid Listings, Sponsored Links, Sponsored Listings, or Featured Listings, but they all deliver paid search results.

FAQ: How can I leverage PPC campaigns to boost my business online visibility and drive sales?

Pay-Per-Click (PPC) advertising is a powerful tool for businesses seeking to expand their online presence and increase revenue. To effectively leverage PPC campaigns, follow these expert insights.

Crafting compelling ad copy is paramount. Your text should resonate with your target audience, highlighting your unique value proposition. Conduct thorough keyword research to ensure you’re targeting relevant terms that potential customers are actively searching for.

Precise targeting is crucial. Define your audience based on demographics, interests and online behaviours. This approach ensures that your ads are shown to users who are most likely to engage and convert. You’ll make the most of your ad budget by narrowing your focus.

Continuously monitor and refine your campaigns. Analyse performance metrics such as click-through rate (CTR), conversion rate and cost per conversion to gain valuable insight into the effectiveness and efficiency of your campaigns and allow you to make data-driven adjustments.

Optimise your landing pages for conversions. A well-designed landing page with a clear call to action can significantly impact your campaign’s success. Ensure the landing page is relevant to the ad, easy to navigate and optimised for mobile devices.

Leverage retargeting to re-engage potential customers. People often need multiple touchpoints before making a purchase decision. By showing tailored ads to users who have previously visited your site, you can increase the likelihood of conversion.

The potential of PPC campaigns to elevate your online visibility and drive sales is undeniable. Craft compelling ad copy, target your audience precisely and monitor campaign performance closely. By optimising landing pages and implementing retargeting strategies, you’ll create a holistic approach that maximises your ROI and propels your business forward.

Step-by-Step Procedure: Leveraging PPC Campaigns for Business Growth

1. Define Goals: Clearly outline your objectives, whether it’s increasing sales, website traffic, or brand awareness.
2. Keyword Research: Use tools like SEOToolSet®, Google Keyword Planner or SEMrush to identify relevant keywords.
3. Create Ad Groups: Organise keywords into themed ads for focused targeting.
4. Craft Compelling Ad Copy: Write engaging, concise ad copy highlighting benefits and a clear call to action.
5. Choose Landing Pages: Design landing pages that align with ad content and encourage conversions.
6. Set Budget: Allocate a budget that aligns with your goals and monitor spending closely.
7. Select Targeting Options: Define your target audience based on demographics, location, interests and behaviours.
8. Monitor Performance: Track key metrics such as CTR, conversion rate and quality score.
9. Adjust and Optimise: Regularly refine campaigns based on performance data.
10. Implement A/B Testing: Test different ad variations, keywords and landing pages to identify top-performing elements.
11. Utilise Ad Extensions: Enhance ads with extensions like site links, callouts and structured snippets.
12. Implement Retargeting: Set up retargeting campaigns to engage users who previously interacted with your site.
13. Analyse Conversion Paths: Understand the user journey and make improvements to enhance conversion rates.
14. Geo-Targeting: Use location targeting to reach audiences in specific regions.
15. Mobile Optimisation: Ensure ads and landing pages are mobile-friendly for a seamless user experience.
16. Budget Reallocation: Adjust budgets based on the performance of different campaigns and ad groups.
17. Stay Updated: Stay informed about PPC trends and platform updates for continuous improvement.
18. Refine and Scale: Build upon successful campaigns, expand to new platforms and refine your strategy iteratively.

By following this comprehensive procedure, you’ll harness the full potential of PPC campaigns to amplify your business’s online visibility and drive substantial sales growth.