5 Ways To Improve Your PPC Marketing Campaign on Google

Pay-per-click advertising can be very effective channel for increasing your brand’s reach but PPC branding campaigns are often cost prohibitive. Bidding to top positions for your industry’s core terms is an excellent way to expose your brand to new audiences but the “short term ROI be-damned” strategy is usually risky business. Below are 9 strategies to help you build your brand without burning through your spend.

  1. Start with the campaign structure and creatives. Separate your branded terms from your other terms so that your ads’ creatives can be more easily controlled. Searches for your branded terms should always trigger ads with strong brand-based titles and messaging instead of your more traditional ads for industry terms.
  2. Bid on your branded terms, slogans and all their variations. While most everyone bids on their own branded terms, few remember to bid on slogans, alternate spellings and typos. While correctly spelled brand searches may often lead to your company’s organic search listings, casting a wide net ensures you capture searchers who are actively interested in your brand but might otherwise not be able to find you. These bids are especially important for capturing word-of-mouth referrals.
  3. Bid on branded terms in your industry. Brand based search terms are a common method of navigation and often have very little competition. Even high-volume branded terms often have only a handful of competitors and are usually available with low minimum CPCs. Make sure you follow the advertising platform’s terms of service and avoid using anyone else’s branded or trademarked terms in your creatives.
  4. Bid on your domain name and variations. Domain searches are also a popular means of navigation and generally less competitive. Bidding on your own domain name makes it more difficult for your competitors to appear prominently and bids for variations of your domain name are a great way to ensure you capture all potential visitors. Just like misspelled branded terms, offering searchers easy access to your website, despite their challenges with typing or spelling, is a great way to start their visitor experience on a positive note.
  5. Bid on your competition’s domain name and variations. Select a few of your competitors whose products or services align closely with your own and present searchers your brand’s core messaging. Just like bids for your own domain, be sure to include variations like “domain.com”, “domaincom”, etc.
  6. Bid on tradeshow and conference names. If you company spends a great deal of time and money on industry events, reinforcing your industry presence via PPC is an excellent way to maximize your investment. Start by creating a nice landing page for each event that explains your company’s involvement and then tailor your ads’ creatives to include a summary. Ads appearing just before and just after each event are an excellent way to seed event attendees with your brand and reinforce your participation.
  7. Bid on the names of your company’s awards. Whether your company has just been nominated for an award or you’ve just won your industry’s most prestigious honor, drawing attention to your achievement is always beneficial. Be sure to create an informative landing page that also includes links to further background reading on the award or nomination.
  8. Bid on the names of your organization’s key employees. Running ads for the names of your key industry and customer facing employees increases the likelihood that a positive brand message reaches the searcher.
  9. Take the high ground. While it would be quicker and easier to only create a couple of groups to target several groups of terms, investing the time to create highly-targeted landing pages and ad copy is critical step that can not be overlooked. Don’t bother trying to run a pay-per-click branding campaign if you aren’t going to fine tune the details if you do you are just exposing your brand to more people, not building value.

Just as with any other channel you leverage for branding, PPC is also ultimately dependent upon the maturity of your message. If you can present searchers with a concise snapshot of your brand’s value, and then expand on their initial impression with , PPC offers a number of cost-effective opportunities to help you increase your brand’s reach. A wealth of 99 branding tips was recently published by Aviva Directory and is certainly worth a read if you missed it.

5 Ways To Improve Your PPC Marketing Campaign on Google

Running a Pay-Per-Click (PPC) marketing campaign on Google is one way to increase your visibility online. Having your website show up at the top of search engines means that your company will be seen by your target audience before your competitors.

Having your ads show up at the top of Google requires more than just money to bid on keywords. Google assigns each ad a Quality Score based on the keywords you are targeting. Google says it looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user’s search query. A high Quality Score means your keyword will trigger ads in a higher position and at a lower cost-per-click (CPC).

Here are 5 strategies to improving your Quality Score and your PPC campaign on Google.

  1. Get rid of ads with a low Click Through Rate (CTR) – Your CTR is an important part of calculating your Quality Score. Ads with low CTRs lower your Quality Score, which means it costs you more to run the same ad. Also, Google assigns Quality Scores to ad groups, so a low CTR can also affect future ads. Be sure to constantly test slightly different wording and pick ads with the best CTR to bring in more customers and lower your CPC.
  2. Remove keywords that aren’t helping – Bidding on highly keywords that are relevant, but very general, may hurt your keyword performance. Large companies may be able to outbid you on the more general keywords, so try to focus your keywords to be as specific as possible.
  3. Add content to your website and landing page – When creating a website or landing page for your PPC campaign, use extremely unique content and constantly update the information. One way to do this is to create a blog for your website that is updated regularly. It not only shows you at being an expert in your specific field, but it also creates new content that will help improve your Quality Score.
  4. Include information about your company – Having a clear “About Us” page on your website and a privacy policy for anyone who gives your company their information helps improve your Quality Score. Transparency is a key factor in calculating a company’s keyword Quality Score.
  5. Have fast-loading pages – A slow-loading landing page equals a bad user experience to Google. Things like large images, animation, and flash graphics can all slow down your page load time. Also, if your website goes down and Google sees that, then that will hurt your Quality Score as well.

Running a successful pay-per-click campaign on Google means paying attention to your Quality Score and improving it wherever it is possible.

Pay Per Click Advertising and PPC Management Tips

Pay Per Click (PPC) advertising is a very effective way to drive targeted traffic to your website, increase your leads-to-sales conversions, and announce new products and services. However, achieving success and maximizing your return on investment with Pay Per Click is not merely a matter of outbidding your competition for prime ad placement. As with any Internet marketing strategy, it’s critically important to have a clear understanding of the fundamentals and develop a PPC advertising plan before the campaign is launched. Otherwise, you run the risk of wasting your time and resources to take advantage of this increasingly effective means of reaching your targeted audience.

Here are some Pay Per Click advertising tips that will help you get started:

1. Establish a Budget – This may seem simple and obvious but creating a budget and sticking to it is the best way to keep from overspending and falling victim to bidding wars for popular search terms.

2. Develop a PPC Marketing Plan – Creating a plan in the early stages gives you a template to follow which should include thorough research of your industry, your competition, and a prioritized list of your targeted keywords and phrases.

3. Consider your Target Audience – Spend some time assessing who you want to click on your ad, the search terms they are likely to use, and how broad or narrow your intended demographic may be. Determining your audience in the early stages will help to inform your decisions in every phase of the campaign.

4. Identify Niche Opportunities – Instead of focusing on the most popular search terms where costs and competition will be steep, think about specific two- and three-word phrases that may have been overlooked by your competitors.

5. Write Compelling Ad Copy – You have a finite amount of space, so choose every word carefully to entice your audience to click on your ad. Most web users know the difference between sponsored and organic search results but if your ad copy leads them to believe that the link will help them find what they’re looking for, your click-through rates and sales will take off.

6. Craft Custom Landing Pages – This is essential. Each ad must take the viewer to a landing page where they can quickly and easily find what they need. Always remember that web users scan content and the decision to stay or look elsewhere is made in seconds.

7. Create and Analyze Performance Reports – These reports will tell you which ads are underperforming and which are exceeding expectations. Use this data to fine tune and adjust your marketing plan. Track your results at regular intervals.