{"id":1926,"date":"2021-02-16T00:58:55","date_gmt":"2021-02-16T00:58:55","guid":{"rendered":"https:\/\/www.rankmovers.com\/?p=1926"},"modified":"2024-02-23T09:26:48","modified_gmt":"2024-02-23T09:26:48","slug":"how-to-develop-a-ppc-strategy","status":"publish","type":"post","link":"https:\/\/www.rankmovers.com\/how-to-develop-a-ppc-strategy\/","title":{"rendered":"PPC Strategy: Best Ways to Market Your Website"},"content":{"rendered":"
In some ways, SEO strategies have stagnated, thanks to the core updates released in 2019 and 2020. While things are settling down, it garners the need to switch things up and find new ways to get ahead.<\/p>\n
Of course, I\u2019m not suggesting abandoning your current strategies but changing how you market yourself. \u00a0That\u2019s where Pay-Per-Click (PPC) could come in and give you a new way of thinking.<\/p>\n
Since it\u2019s aimed primarily at marketing and creating recognition, there\u2019s no harm in using the same ideas for pure Search Engine Optimization and not Search Engine Marketing.<\/p>\n
So, I\u2019ve created this article with that goal in mind \u2013 to use a PPC strategy with or without a marketing budget.<\/p>\n
Pay-per-click, or PPC, advertising is the best way to get ahead in the online sphere with targeted ads placed on Search Engine Results pages. In this article, I\u2019ll walk you through how it works, what you need to know about ads, budgets and bids, keywords, targeting, ad ranks, and converting clicks.<\/p>\n
But first, let\u2019s start with the all-important question: what is PPC? Put simply; it\u2019s an advertising model that lets advertisers put their ads on a platform and pay the owner when the ad is clicked. The goal of these ads is to lead users who click on the ad to the website or app to perform an action.<\/p>\n
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Search engines are the most popular host platforms because they get so much traffic. Services like Google Ads and Microsoft Ads use real-time bidding (RTB) to sell off advertising inventory in a private auction using real-time data.<\/p>\n
Every time there\u2019s an ad spot on a search engine results page (SERP), the auction will instantly occur.<\/p>\n
There are multiple factors at play, including bid amounts and ad quality, that determine which bidder wins. These keep the gears of PPC moving and being exactly when someone searches for something on the platform.<\/p>\n
If you\u2019re interested in showing ads for specific keywords, an auction is triggered based on the keywords bid on by advertisers. Winning ads then get placed on the SERP through the settings on Google Ads for your campaigns.<\/p>\n
Whether or not you\u2019re interested in advertising your services online, Pay-per-click (PPC) has benefits for almost everyone. If you don\u2019t use Google Ads, you can still benefit from developing a targeted strategy.<\/p>\n
In PPC, this means targeting your goals and overall marketing strategy to one of these phases:<\/p>\n
Each of your goals aligns with the elementary sales funnel: awareness, consideration, and purchase. As an advertiser, you need to examine your business\u2019s funnel and tailor your paid media accordingly.<\/p>\n
Of course, if you\u2019re looking to tweak your existing SEO strategy based on PPC, I still recommend setting goals from the list above. After all, even if you don\u2019t have a budget for PPC, it\u2019s never too early to start focusing on these aspects.<\/p>\n
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PPC is often used to create brand awareness and increase brand\/product visibility. In this phase, you want to maximize exposure to every relevant audience, hoping that clicks mean consideration in the next phase.<\/p>\n
Using PPC effectively to display ads means using the right on-topic keywords, topics, placements, in-market lists, or combinations of these. While these methods are mostly general, it gives you a wider read in the long-term.<\/p>\n
Social Media PPC ads are a good option for branding as there are so many options for targeting based on interests and demographics. With that in mind, search campaigns with general keywords can also be useful for branding.<\/p>\n
One drawback of this approach is that you will see higher cost-per-clicks thanks to competition and irrelevant click-throughs. So, execute this approach with smart keyword matches and negative keywords. If this sounds familiar, it\u2019s because we use the same idea in most SEO strategies.<\/p>\n
Generally, in this phase, people are considering and researching a purchase, so it\u2019s a great time to reintroduce the brand. You should hit them with more detailed targeting and persuasive call-to-action language in the ad copy.<\/p>\n
Typically, when people hit this phase, their search queries are more specific and detailed than the first phase. For example, they could search for brands and product combinations to research and compare.<\/p>\n
They\u2019ll read reviews for something like LG 50\u201d TV and Samsung 50\u201d TV. This is an opportune time to use remarketing with a banner or responsive ads to bring your user back with a previously reviewed product.<\/p>\n
If you\u2019ve ever searched and compared on an online shopping site and left without buying, you\u2019ll soon see a pop up with that product. Another form of targeting could be using an in-market list of users whose online behavior and actions show they\u2019re looking to buy.<\/p>\n
If your business model or strategy doesn\u2019t support immediate or online sales, you\u2019ll want to collect leads to follow up with people and engage them in conversation. Your calls to action could include:<\/p>\n
These types of calls-to-action are meant to entice your customer to call or fill out an online form to receive a call-back. Of course, the lead follow-up will vary between businesses, but now you have more information to use on your pay-per-click strategy and customer match campaigns.<\/p>\n
When people are ready to buy, they tend to use words with higher intent in their search queries, like:<\/p>\n
You should create a PPC strategy that addresses this phase by highlighting offers, warranty information, guarantees, or a return policy. These can reassure potential customers that you are trustworthy to buy from.<\/p>\n
So, make full use of your ad copy and extensions and consider cart abandonment ads to show the products they viewed. You\u2019ll need to set up a \u201cpurchasers\u201d list here and exclude it from your normal campaign. Plus, you can use it later for repeat sales and new ads to that type of user.<\/p>\n
PPC strategies are a great way to get repeat sales if the product or service needs replacement, maintenance, accessories, upgrades, or cross-sells\/up-sells. When designing this PPC campaign, ask a few questions:<\/p>\n