In simple terms, pay-per-click (PPC) campaigns are a form of marketing where ads are used to drive traffic to your website with a specific goal in mind. Whenever an ad is clicked (or called if call tracking is set up), the advertiser pays a publisher. But there is so much more to this powerful marketing strategy.
PPC marketing is executed on various platforms including Google Ads (formally known as AdWords) and Facebook Business which sponsor your ads on certain channels such as search engines, social media, or third-party websites. The advertiser only pays when a user clicks on an ad or calls from it.
Pay-per-click campaigns support many parts of the buyer’s journey and sales funnel. It has the ability to get your brand out to your target audience, retarget prospects to nurture them down the sales funnel, convert sales with eCommerce shopping, and much more.
At Tag Marketing, we leverage years of experience and advanced tools to set up, manage, run and track your PPC advertising efforts. We provide the following for you:
Creation of ads tailored to each channel - including Facebook, LinkedIn, and Google Ads - that achieve a high conversion rate
Remarketing campaigns that target past engaged website visitors to increase leads, conversions and return on ad spend
Keyword research, optimization, and monitoring that ensures you appear in search results relevant to your product or services, target audiences and goals
Access to your own dashboard wherein you can view detailed customized reports that measure the results of every campaign to give you a fully transparent view of your ROI
Split testing to continuously evaluate the performance of existing ad campaigns and make changes to achieve even better results with future efforts
We are getting some great results with Google Local Service Ads, also known as Google Guaranteed Services.
Been seeing a 65% Decrease in Cost Per Customer compared to Google Ads, also known as Google Adwords.
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with Google Local Guaranteed Service Ads compared to the steep $80 they were paying before with Google Adwords Ads.
An important part of our job at Tag Marketing is simplifying complicated, technical and advanced marketing tactics for you.
We will partner with you to ensure all of your campaigns are executed in a way that will give you the highest ROI.
At Tag Marketing, we complete the following pre-launch activities to help ensure successful PPC ad campaigns:
Set a concrete goal for your campaign with metrics you want to hit. This will measure the success of the campaign.
Conduct thorough keyword research that includes relevant search terms, ideal parameters and both long-tail and short-tail keywords.
Analyze and learn from your competitors’ campaigns. Learn which keywords they are targeting and devise strategies to exceed the results they are getting. Competitive intelligence tools such as SEMrush help with this process.
Manage both your daily and total campaign budget to avoid exceeding them.
Target audiences at each stage of the buyer’s journey to ensure your ads are reaching the right people, in the right place, at the right time. Location, device and time targeting are also critical.
Track the conversions that are most relevant to your campaign goals to give you full visibility into how well your campaigns convert after they are launched.
It is important to keep in mind ad focus and campaign type. Different types of ads and campaigns offer varying elements such as benefits, features, pricing, and product or company branding.
|Campaign Type||Text Ad||Image Ad||App Promotion Ad||Shopping Ad||Dynamic Search Ad||Video Ad||Call Only Ad|
|Search Network With Display|
|Search Network With Display Select-All|
|Search Network Only-Call-Only|
|Search Network Only - Mobile App Installs|
|Search Network Only - Standard|
|Search Network Only - All Features|
|Search Network Only - Dynamic Search Ads|
|Display Network Only - All Features|
|Display Network Only - Marketing Objectives > Install Your Mobile|
|Display Network Only - Marketing Objectives > Buy on Your Website|
Your ad will not appear every time you search for it. Its appearance depends on factors such as the bidding war, targeted location, if the algorithm thinks you will convert into the goal, etc.
That said, you can view your ads using Google’s Ad Preview and Diagnosis Tool. This is the better way to view your ads because it does not waste your budget nor affect how many times your ad is shown to the public.
Every business has its own unique advertising budget, goal and timeframe to achieve that goal. If your goal is to generate more leads, then we would look at your current cost per conversion for each of your current marketing channels, as well as your competitors or industry averages, and determine a cost that we’re comfortable with to use as our guide.
If you are looking for an actual number, then you should expect to spend a minimum of $200 to $500 per week per channel on a test run where we gather real-time data. Actual budget will be determined after this data gathering period stretching a minimum of 30-days.
Keywords are the words or phrases users type or speak into search engines like Google or Alexa when they are conducting an online search. In order for the search engine to display your landing pages in the results, it must contain words that are relevant to the terms entered into the search engine.
When it comes to PPC marketing, you need to make sure you are bidding on the best relevant keywords that will achieve your goal and reach your targeted audience. The search phrase must match the ad and the landing page. This is where a quality score comes in and determines the match quality which also affects the cost. The higher the quality score, the lower the cost.
You can also set negative keywords to prevent unwanted clicks and better utilize your budget. When you designate a negative keyword, your ads are not shown to anyone who is searching for that phrase. Just make sure you know the difference between broad, phrase and exact match so you don’t accidentally block the wrong words.
For example, if you add “new” as a negative keyword to your ad group or campaign, you instruct the ad platform not to show your ad for any search containing the term “new.”
In this way, negative keywords act as a filter to help narrow down your website visitors to those who fit within your target audiences. They help you target your campaigns. Better targeting can put your ad in front of interested users and help ensure you get a return on investment (ROI) every time someone clicks on one of your ads.
Long-tail keywords are typically four or more words in a search phrase; common when asking questions. They cost less to bid on than short-tail keywords and they have less competition since it is a more directly targeted phrase. Short-tail keywords consist of just one to two words and tend to have a higher competition rate since it targets a much broader audience.
Social media platforms take a different approach to ad campaign targeting than search engine results. People don’t have to search to see your ad, it shows up automatically in their feed or messenger if they match your audience preferences.
The Audience Manager tool on Facebook allows you to create and manage your Facebook audiences. You can start with one of Facebook’s three primary audience types: saved, custom and lookalike. Saved audiences give you the choice of targeting audiences according to factors such as gender, age, income level, location and interests. When you choose custom audiences, you can retarget prospects who have engaged with your content and past website visitors. This makes these audiences more likely to convert. Lookalike audiences give you another opportunity to target visitors who exhibit high potential to convert by focusing on people who have similar characteristics as your customer base. First, you create a custom audience and then you pair it with a lookalike audience.
LinkedIn is an effective platform for B2B advertising since it is geared toward business. Segmenting options on this network include company name, company industry, company size, job title, job function, job seniority and skills. Be careful not to over target and limit your audience too much or your ad won’t launch or fall short of its goal.
Keep in mind that growth is gradual and achieving significant results takes time when it comes to pay-per-click marketing. 70% of your ads will fail, so don’t get discouraged, because that 30% that is a success will be huge for your company.
You can determine the success or failure of the campaign by meeting with the people involved and going over the actual outcomes compared with the estimated goals and benchmarks.
It depends entirely on your business, market and goals. There are a variety of PPC ads that are effective depending on these factors:
Managing PPC ad campaigns is complex. While anyone has access to the tools, it takes expertise and experience to design effective ads, set up campaigns, track them properly, target correctly and manage continually.