While organic methods of promotion are certainly highly valuable, nothing beats PPC, or pay-per-click advertising for speed and efficiency. PPC is a fast-acting tool to thrust businesses to the top of the SERPs securing the most relevant positions while only paying per clicked link.

It’s no wonder PPC budgets are on the rise, with businesses planning to spend more on text ads, display ads and social paid ads than ever before. However, simply investing more in PPC alone isn’t quite enough to achieve desired results. In some cases, it may even reduce the returns that you were getting at a lower spend.

We know paid advertising success isn’t just about creating ads; it’s also about taking the most effective measures to ensure you’re able to derive the most value from these ads.

So… how do we do this? Here are some simple ideas you can implement:

  • Develop a PPC Strategy

What is a PPC strategy? Think of it in the same way you would any other strategy: a plan of action to help you make decisions that facilitate your ultimate goal.

The first step in developing your PPC strategy, or any digital marketing strategy for that matter, is determining your goal, which could be to direct more traffic to a specific landing page, or to the site itself, to boost sales, or improve brand visibility and awareness. And while a good PPC strategy will be tailored to each individual business, they typically all share a few vital characteristics, such as keyword identification and organisation including negative keywords, budget, competitive research, landing pages, ad copy, calls to action and tracking of KPIs.

  • Choose the Right PPC Platform

For a PPC ad to be effective and bring value to the business, it needs to be published through the most appropriate platform. And there’s plenty to choose from. Google Ads, for example, is one of the best known PPC options, but competition is intense. Amazon also offers its own PPC style advertising, as does Bing and even Facebook. Picking the platform should be based, amongst other things, on the audiences the platform gives you access to. Each paid platform has specific targeting options and extensive demographic data that can be used to align with stated campaign objectives.     

  • Target Short Tail Keywords

We all know that Google changed the game with Web 3.0, and now that context means a whole lot more in ranking algorithms, long tail keywords (Short tail keywords are generally those comprising of between 1 and 4 words therefore long tail keywords or phrases are longer then short tail keywords) are becoming increasingly important. But there’s a time and a place for them, and if you’re looking to derive the most value from your PPC ads, this is a time to leave the long tail keywords at home. Why? A PPC study has found that nearly 82% of all PPC ad conversions are the result of short tail keywords, so statistically speaking, these are most likely to have the biggest impact. When planning your PPC strategy, remember that the shorter the sweeter.

  • Use PPC With SEO

When you’re just getting started with digital marketing, it’s natural to pick a technique, and stick to it. But the truth is that you could be deriving significantly more value from your PPC efforts if you bring in SEO (search engine optimisation) alongside it. Think about what happens once a user clicks an ad – are your landing pages optimised properly to produce interesting, readable, and engaging content that encourage visitors to take action? Which PPC keywords are generating most clicks and sales? How much better would these work if you also ranked well for those organically with SEO?

Getting Started

We hope you found this post useful. If you’re still thinking ‘but how do I use Google PPC?’, don’t worry. We’re experts in PPC marketing and are a Google Premier Partner (amongst other things). We help high growth companies create tailored PPC strategies, and monitor and track performance, all with the aim of ensuring we are deriving the most value from marketing investments. Get in touch with us if you think we can help.  

Author Rebecca

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