Pay-Per-Click (PPC) management is the process of overseeing and managing a company’s PPC ad spend. This often strategies ad buys while minimizing the overall expenditure. Our expert managers have been in this industry for a long time and manage PPC campaigns on the company’s behalf, making a cakewalk for them and Voix Digital.
PPC management is generally seen as an evolving art where perfect optimization is not possible but is still the objective. We want to share some basic information with you all before managing PPC Campaigns for our clients. Let’s start with the basics:
PPC Ad Basics
Our clients set a monthly budget, and we, as a handler, set ads campaigns by following specific steps that are later. Pay-per-click ads that appear on search engine result pages are also known as sponsored ads. When an Internet user searches for a particular keyword or phrase, our client’s relevant paid PPC ad appears with the search results.
Search engines use algorithms to rank SEM ads and determine their search relevance. Paid search engine marketing is all about creating the right search engine marketing strategy, bidding on high-value keywords, and continuously improving the search advertising tactics based on analytics results to lower your ad spending and improve profitability.
To outshine your competition, at Voix Digital, we follow a systematic approach to search advertising:
1. Keyword Research and Analysis
Our company utilizes advanced keyword research tools, such as Google Search Console, to identify high-performing search terms and eliminate negative keywords from your list that are not an effective use of your search advertising budget.
2. Ads Creation and Landing Page Development
Once we’ve identified your target keywords, our search engine marketing experts craft text-based ads to display in search results and link them to unique, optimized landing pages, the goal is to capture your target audience’s initial search intent and move them to the bottom of your sales funnel.
3. Account Setup and Tracking
This phase is crucial in understanding the effectiveness of your search engine marketing strategy. Our SEM firm runs a lead-tracking report to see if the search engine in use supports conversion tracking. If it does, we double-check the codes to ensure they are correctly installed on your landing pages.
4. Campaign Launch and Monitoring
Now that we have optimized paid search marketing ads, well-designed landing pages, and a robust search engine marketing strategy, we launch your PPC search engine marketing campaign. Our SEM agency manages your campaign settings, such as locations, languages, networks, and devices, to determine how your ads will run. Upon the campaign launch, we closely monitor your ad performance.
5. Evaluation and Analysis
Benchmarking campaign results against your paid search marketing goals is key to measuring your SEM success. We track and evaluate your key performance indicators (KPIs), including click-through rate (CTR), Quality Score, search impression share, and cost per conversion. The analytics results allow us to optimize your subsequent paid search engine marketing campaigns for higher conversions.
Now that you know how we do your search engine marketing and what process we follow, the next step is determining whether SEM PPC is worth your investment. Let’s discuss some of our focus areas now.
Our Main Focus Area
1. Defining Your Goals
The most crucial part of successful PPC campaign management is careful planning and goal-setting. Our entire PPC campaign depends on what goals you want to achieve and how well you have planned to achieve them.
So, the first step towards our effective PPC campaign management is to set the right goals. Whether it is to get website traffic, sales conversions, views on a video, or something else. You need to clearly define your goals and the metrics that we will use to measure those goals.
It is also essential to set realistic targets for our PPC campaign. If your goals are unrealistic, you are just setting yourself up for failure. Set goals that can be realistically achieved, and then plan your PPC campaign based on them.
2. Finding the Best Target Keywords
Keyword research is crucial to running a successful PPC campaign as it affects various aspects of your campaign. We optimize your ad copy with keywords to ensure that your ads are shown for the correct search queries. Your keywords also determine how much competition you will face as money keywords usually have multiple advertisers competing.
Therefore, selecting relevant keywords is very important. We thoroughly do the keyword research to fuel your PPC campaign strategy. We use several tools like Google Keyword Planner, SEMrush, and SpyFu to search for keywords.
Our keyword research tool, for example, can help you find relevant keywords in your niche. It can also find related keywords that might be useful for you. You also get other pertinent information like each keyword’s ranking history and SERP analysis.
3. Selecting the Right Landing Pages
The goal of any PPC ad is to direct the users to another page and encourage them to take the desired action. This could be buying a product or service, signing up for something, enrolling for a course, or something else.
When we create your ads, we add the destination URL of the pages that you want your ads to direct your prospects. And it is essential to select the right landing pages. We don’t want our clients to spend their money on sending people to their blog and hoping that they will make an effort to reach a product or service page and convert. Similarly, sending people to clients’ homepage is equally futile as it just adds an unnecessary step in your funnel.
We always direct people to pages with high conversion rates and will likely get more customers for your business. After all, the goal of advertising is conversions and not just website traffic, as the latter can be acquired with SEO.
4. Running a Remarketing Campaign
PPC campaigns do not necessarily need to be for new customers but could also retarget existing customers. Remarketing campaigns help target people who have had some previous interaction with your brand. As these people already know your brand, they are more likely to convert than a new lead.
We do Remarket aimed to target different user groups based on their past online behavior and interests. If someone checked out a product, for example, but did not buy it, remarketing shows them a personalized ad is showing that particular product to remind them to buy it.
This often works for our clients’ because these users were already interested in the product and just needed a push. Just be clear on which types of users you want to target and use dynamic retargeting to run successful remarketing campaigns.
5. Tracking Your Conversions
No matter how brilliant our PPC campaign is, we will never know unless we track its performance. We focus on determining the actual impact of your ads and how many conversions you are getting.
Tracking conversions helps determine which particular ads or ad groups are doing well. You can use this information to improve your future PPC campaign management strategy. We also point out loopholes in the campaign where we’re wasting ad spend and untapped opportunities worth pursuing.
We’re here, when you’re ready, to help you grow your business with PPC advertising. We hope you love to learn our working process and how we help our clients do business. Don’t forget to share your views on this article in the comment section. For more informative blogs, don’t forget to follow us on our social media handles.
Check out our other blogs and social media accounts too!
