According to Google, organizations gain $2 average revenue on every $1 they spend on pay-per-click ads. If you want quick visibility and revenue boost there is a need to plan a rock-solid PPC strategy. Ignoring a paid search strategy will end you spending the budget reactively but with solid PPC planning, you can build, implement, and optimize a goal-focused marketing campaign.
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How to plan, implement, and optimize a solid PPC strategy?
- Define goals & budget – The PPC goals [e.g. increase conversions, boost growth, or generate profits] need to align with a comprehensive digital marketing strategy. The PPC goals must never work against your current marketing activities. Define the KPIs for tracking PPC performance. Think about the budget and identify breakeven points where PPC starts to generate positive ROI.
- Analyze competitive setting – You gain an insight into your key opponents and their success reasons. You can take advantage of their vulnerabilities and build a strategy around them.
- Research keywords – User-centric keyword research is essential. Start with the competitor’s keywords list. Brainstorm broad keyword phrases around the product feature like ‘guys white shoes’. You can even check for organic keywords with high CTR [click-through rate].
- Define account structure – Check the keyword research terms and actions you desire users need to take from those terms to define the ad campaign for Google account setting. To define ad groups, choose keywords that suit your campaign and describe how to segment those terms further. Choose keywords similar to search intent in the related ad group.
- Write influencing ad text – Effective ad copy can increase your quality score and click-through rates as well as lessen the cost-per-acquisition. Follow best ad writing practices like using target keywords in body text and ad headlines. Action terms like ‘sign up’ at the beginning of ad copy hint the users what to expect on clicking. Display your URL as well as create more convincing ad copy than your competitors, especially when both are bidding on the same keyword.
- Build optimized landing page for PPC – PPC ads when clicked directs the users to your landing page. The search intent and landing page content needs to closely match because this can lead to high conversion rates. Generic pages frustrate visitors, so design a landing page that is user-friendly, simple, and allows visitors to accomplish their search intent without other distractions.
- Identify negative keywords – After the implementation of PPC ads, you need to identify keywords with low CTR but high impressions. These negative keywords need to be tagged, so the ad does not show when that keyword is searched. Cutting negative keywords will allow your budget to concentrate on high-performing keywords and increase the possibilities of enhancing CTR and boost the quality score.
- Increase ROI – Enhance ROI by abandoning poorly performing keywords and distributing the budget to better-performing ad groups.
A powerful PPC strategy is equivalent to great results!