Pay Per Click marketing technique, is a phenomenon very common nowadays. Whenever you search for a keyword in the search engine, there are always text ads appearing on the top or the side of them and this is PPC marketing. It is one of the best ways to make people visit your website, as compared to stressing over how to get organic visitors.
PPC Marketing CampaignThe PPC ads that a company runs, is part of a marketing campaign on a bigger scale. In this marketing campaign, the marketer carried out activities for the purpose of achieving a goal. This would include an AdWords campaign, where the ad groups are; the ad groups the groups that contain the ads that you have made for marketing.
The interesting part here is that, when you get to ad groups, you will be able to see all the ads that are targeted at the audience, using specific keywords and these keywords is what the user has typed in the search engine. This means that one ad group can have many ads, which target keywords like shoes, shirts, pants, gloves and etc.
Keyword MatchingIf you want your PPC digital marketing campaign to be a success, then you need to know how to use the right keywords to target your audience. AdWords give marketers the facility to develop their ads in a way, which they automatically match with what the user has searched for.
If you want to filter standard broad match keywords, in order to monitor your spending over ads, then you need to use broad match modifier. If you use phrase match, then it will target only those queries that contain a particular phrase or something close to it, which has already been specified. For example, if a user searches for ‘wear clothes’ and that too, in quotations, then it would be a target for ‘how to wear clothes’, but it won’t lead the user to a page which talks about, ‘why you should not wear a corset’.
Targeting The AudienceIf you are running a PPC marketing campaign, then you need to understand the concept of keywords and how you can use them to target the audience. You need to carry out a keyword research and this has to be done for each and every PPC campaign that you run over the years.
To find out the keyword that will be best for the campaign is not an easy task. This is why, there are tools that can help you like an AdWord’s Keyword planner. This would give you information that you can use, like historical search data, the traffic that can be estimated on your website if you use a particular keyword and the bid amounts that you should consider.
The reason why you can’t use generic keywords, even though the competition for them is very high, is because generic keywords can lead your customer to not your ads, but to your competitor’s ads. It can be a difficult task for a marketer, if he has to create ads for generic queries, as they are less likely to be unique. This is why, you need to understand the concept of long-tail keywords and then implement them accordingly.
Ranking Of The AdThe ads that you post as part of your marketing campaign are given a rank. The rank determines which position your ad will take on the page you want it to be displayed. There are different factors which contribute towards the ranking like the amount of CPC, which is Cost Per Click and the quality score of the keywords that you have chosen.
If you want to get a high quality score, then the ads that you develop for your digital marketing campaign should be relevant to the user, who types his query in a search engine. The ads should have a high click through rate, which means that clicking the ad would take them to your landing page, which is trustworthy. Your landing page should provide the user with the experience that you have offered them, and there should be no misinformation.
Research And Professional AssistanceWhether it is finding out about the keywords that you are going to use or about your target market, you need to carry out research so your PPC campaign doesn’t go to waste. PPC campaign does need a lot of planning, research and effort, but once you get the hang of it, you won’t have to stress about it too much.
Further, if there are things that you don’t understand, like what keywords you are supposed to use, and what ads you should make, then it is a good idea to hire a professional. If you don’t want to spend money on hiring an agency or a professional, you can always seek training for your existing marketers, who know about digital marketing but just need to brush their skills a little.
Ending PointEven though this article gives you a fair idea about what the PPC digital marketing campaign is all about, you need to still learn more about this, so you can implement the campaign effectively. If You need to develop a good landing page, and learn about the marketing strategies that you can use within PPC.
If you really want good results, then, the landing page should be well designed; hire a professional who can do the creative work for you, or find someone within the company, who has the expertise and the knowledge.