As average screen time increases per person, PPC (Pay Per Click) marketing continues to remain a potent tool for marketers. PPC is a super effective tool to get the desired traction and achieve the projected numbers. The key lies in its optimum utilization.
Many people complain of not getting the desired results from their digital marketing or Adwords campaign. That can be due to lack of proper strategy. If properly strategized, and implemented, PPC can be the ace in your marketing toolbox.
PPC is emerging as the king of online advertising especially in the e-commerce world. The trick lies to preempt the consumer thought process and be ready.
Following are some PPC tips to ensure that your PPC marketing strategy is top notch.
Set clear, defined goals for your PPC marketing. Like in any other marketing campaign, PPC requires a proper goal sheet with well-defined objectives and timelines. Many a times, marketers don’t give enough thought to PPC specific goals. They consider it as an addendum to other marketing activities rather than a means in itself.
If you are having troubles setting up quantifiable goals for your PPC campaign, running a test campaign or a pilot campaign can be a good idea. It will allow you an insight into the digital marketing model and help you set up the benchmarks. A pilot campaign will also help you assess your messaging and content.
Know your Product/Service
This sounds obvious and it is. But still there are plenty of marketers who focus only on the push strategy not the pull. In other words, they restrict their products and services in airtight compartments. It pays to think outside the box. Hence think of different ways in which,what you are offering, can be used by the end consumer. Be creative and incorporate that creativity in your PPC strategy.
Know your Customer
This is another one of the marketing basics that needs to be given a wide berth in digital marketing as well. Just think of it, only because the medium is digital it doesn’t mean that the consumer’s buying behavior will change much. A consumer will still exercise choice and assess substitutes, will consider the financial implications of the purchase and will attribute a perceived level of satisfaction to an impending purchase before executing it. The bottom line is that there is a human being at the end of the line, so even though the marketing medium is digital, keep human buying behavior in mind before executing your campaign.
Focus on Keywords
Finding the correct set of keywords for PPC is like finding the Holy Grail. Words are interesting things. They can tempt, overwhelm and drown you in the sea of abundance. Therefore, it is paramount to be focused. Arrive at the list of keywords judiciously and scientifically. Don’t go overboard with the number of keywords because that will lead you to spend money on clicks that eat up your resources and don’t provide any leads in return.
Pick you Demography and Geography carefully
Again, this is important. A marketer may think that larger the catchment area, the larger the ROI, but more often than not it is as far from the truth as possible. Since digital marketing allows us to target precisely, we can increase our hits and minimize our misses by identifying our key demography and geography and allocating maximum resources based on these parameters. Again, a pilot campaign will help you in identifying your key demography and geography neatly.
Proper Landing Page
All the hard work of creating tight copies and focused keywords can go waste if your PPC marketing doesn’t bring potential consumers to the correct landing page. Realize that homepage may not be the perfect landing page for PPC approach.
How you word your digital campaign impacts your PPC ROI. Be sure to give importance to what you say. As a rule of the thumb never overpromise in your copies and never under deliver on your landing page.
Last but not the least, make a list of negative keywords. Negative keywords are words related to your list of keywords, but you don’t want to be shown in those searches as they end up eating your margins.
Keep these PPC tips handy and plan your next digital campaign.