To help you attract interested and qualified customers from Google, Bing, Facebook, and other PPC platforms, we adopt a comprehensive strategy that is rooted in your customer’s behavior.
PPC Account Set Up: We create or review your PPC ad account on Google and other relevant platforms and audit your keywords and previous campaigns.
Keyword Strategy: Using Google Keyword Planner, AHREFS, MOZ, and other cutting-edge tools, we find the most effective keywords to drive your PPC.
Competitor Research: We track your competitors’ advertising strategy and the keywords they are using and exploit the weaknesses in their strategy.
Your bid determines where your Google ads appear in search results, as well as how much you pay each time someone clicks on your ad.
Cost per Click (CPC): Cost per click (CPC) is an online advertising revenue model that websites use to bill advertisers based on the number of times visitors click on a display ad attached to their sites. It is one of the most common terms you’ll hear when doing PPC campaign management.
Cost per Mille (CPM): Cost per mille (CPM) is a cost per thousand impression bid model. Your business pays for every thousand people that view your ad. You don’t pay for clicks, but rather, pay when your ad appears in search results. An impression is a metric that counts the number of ad views or viewer engagements that an advertisement receives.
Cost per Acquisition (CPA): Cost per acquisition (CPA) is how much you want to pay per conversion. With this measurement, you either specify a maximum CPA or target CPA for each ad group. CPA is based on how much your business spends to acquire new customers.
Quality Score: Quality score is an important factor in determining your PPC ads ranking. It is a grade Google gives your ad based on your keyword relevancy, ad relevance, and other factors. The quality score determines your ad’s placement in the search results.
Google Ads are one of the fastest ways to generate new customers with a positive ROI. The question is, what makes for a good PPC management strategy?
Pay for only the ads that work – per click or per impression
Bid Adjustments: By adjusting your bids according to performance, you can raise or lower your bids. You can even make these adjustments based on different categories, like device, demographics, language, and more.
Think people first: Remember your prospects typically have a problem, a question, they are hunting for something. Your prospects typically have a problem, a question, and they're looking for solutions. You can provide solutions for their problems and questions, and aid them in making the right decision.
Purpose of the Ad: Separate the objective of your ad text & landing page. List them both out to aid discussion about what best fits in a text-ad. The aim of the aid is to just get a CLICK! And get a conversion.
Custom Ad Scheduling: You can set up ad scheduling in Google Ads to display your ad only during specific days and times. This can cut down on ad spending and improve relevance for your target audience.
Keyword Monitoring: By placing higher bids on the keywords that produce the best results, you can "defund" or eliminate others.
A well-organized PPC campaign will include a number of different types of keywords with different levels of intent, such as:
- Brand keywords: These are keywords that include your own brand name. Brand keywords are a no-brainer; they tend to have very low costs and very high-Quality Scores. In addition, they yield excellent results in terms of click-through rate (CTR) and conversion rate.
- Commercial keywords: Commercial keywords are the most valuable terms in your PPC arsenal. These high-intent terms are generally used by prospects who are closest to the “bottom of the funnel” and most likely to buy.
- Low-intent broader keywords: In order to expand your business's reach and expand your account, you should also bid on broader PPC keywords that have low intent, but can help increase brand awareness. Remarketing strategies can increase your conversion rate on broad keywords.
- Long Tail Keyword: In general, long-tail keywords are long, highly specific, unique phrases that tend to have a lower cost and less competition. The volume and impressions of long-tail keywords are often limited.
- Competitive keywords: It’s a good idea to allocate some budget toward competitive keywords. This allows you to get your brand and offerings in front of people who are searching for your competitors’ products or services.
Any ad that is intended to lead your audience to the website should be carefully integrated into the site itself. To maintain consistency, consider the following:
Landing Pages: You must create specific landing pages for all of your campaigns. This is important, as it bridges the gap between the searcher’s query and the conversion.
Ad Copy: Your ad copy must be optimized to attract the users searching for your target keyword. This means including the keyword in the headline and including copywriting elements such as benefits, social proof, and urgency to get them to take action.
Analytics: Every stage of your PPC funnel must be measured. This allows you to see which keywords, ads, and landing pages are working. And when you know what works, you can re-allocate your budget to those areas and supercharge your ROI.
Are you looking to improve your PPC campaign analysis skills to attract new clients and help them to achieve their digital marketing goals?
Wasted Spend: The last thing you want to do when running a PPC analysis is waste money. When analyzing your PPC campaign, you’ll want to look for areas where you might be wasting money on your campaign.
For instance, you can see your wasted ad spend in your analysis if the ads you’re running are receiving little engagement.
Clickthrough rate (CTR): Click-through rate (CTR) is another valuable metric to monitor with your PPC analysis. This is one of the most important metrics for PPC. Your CTR tells you how often people click on your ad to engage with it.
This metric is an excellent indication of an ad’s relevance - a high CTR means that your ad is meeting the search intent of the targeted keyword or phrase.
Ad text optimization: Your ad’s text is a vital part of your campaign. It can determine whether your audience finds your ad interesting and engages with it, or if they bounce back to the search results to look for a new business.
Google assigns a quality score (from 1-10) as a guide for how successful it expects ads to perform.
Once created, an ad is compared to similar ads for the same keywords over the past 90 days. Google then predicts how likely it is to succeed and provides the quality score based on relevancy - the 3 main factors being;
- Matching user’s search intent
- Expected click-through rate
- Relevancy of the landing page
Impression share: Another great metric to monitor is your impression share. Impression share is how often your ads are triggered by relevant search queries. This is an important metric to monitor because it tells you how often your audience searches a relevant query that triggers your ad to appear in the search results.
There are several metrics you’ll need to understand when running and analyzing PPC campaigns.
Impressions: The number of times your ads were served in the search results.
Clicks: The number of times users clicked on or engaged with your ads.
Click-through rate (CTR): The percentage of people who clicked on your ad. It is calculated by dividing clicks by impressions. CTR is a very important indicator of how well your ads are performing.
Average CPC: The average cost per click paid for the clicks received.
Average position: Where your ads appeared on the search results page (SERP.) The higher the position, the greater the visibility you’ll have. The average position also indicates how your Ad Rank compares with other ads.
Conversions: The number of conversion actions your ads have generated. The actions to be tracked are set up at the account level.
Conversion rate: The percentage of people who clicked on your ads and ended up converting.