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Many smaller brands stay away from PPC marketing and advertising because they assume they don’t have the resources to have success. But this simply isn’t true. Any brand of any size can win big with the right PPC strategy.
How to Win with PPC Marketing
People make PPC marketing and advertising way more complicated than necessary. And while there are certainly some intricacies to PPC strategy when you get into the details, the overarching concept is easy for anyone to understand. As they say, it’s easy as 1-2-3:
- Develop and serve your ad.
- People who find your ad relevant/enticing will click the ad.
- You pay a fee for every click your ad gets.
Obviously there’s more to it than that, but this gives you the basic gist. And in order to win with PPC marketing, you simply need to perfect each of these steps. Here are a few tips you can use to do just that:
1. Partner with a PPC Marketing Agency
If you’re reading this article, there’s a pretty good chance that you aren’t familiar with how to use PPC for your business. If you do understand the basics, you’re probably not well-versed on how to maximize your ROI in this area. And while we’re going to share some helpful tips and tricks with you, it would be wise to go ahead and partner with a PPC marketing agency so that you can fill in the knowledge gaps and learn how to execute with precision.
A PPC marketing agency is a scalable extension of your business. Whether you want them to handle everything and simply update you on the results, or you want to work alongside them to better understand the ins and outs of how it works. The important thing is that you don’t try to bite off more than you can chew.
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2. Choose the Right Keywords
Any good PPC marketing strategy starts with the right keywords. These are the search terms that will trigger your ad to be served. So, chose them purposefully.
While you might think you have an idea of what your customers are searching for, subjective opinions will get you in trouble. Instead, rely on tools like Google’s KeywordPlanner to identify the proper search terms, volume, and competition.
It’s also important that you identify “negative” keywords. These are keywords that you do not want to display an ad for. This further filters your leads and makes it easier to convert traffic into dollars.
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3. Perfect Your Ad Copy
Other than keywords, the ad copy is the most important element of PPC advertising and marketing. The biggest challenge is the fact that you have limited space to work with. While you can’t always include all of these elements, here are some things to consider as you optimize your ad copy:
- Address clear pain points
- Establish scarcity or FOMO
- State a clear value proposition
- Stand out from competitor ads
- Get straight to the point
Over time, you’ll figure out what works. If you’re ever stuck, study the competition and see what they’re doing. You don’t want to copy them. However, there could be some useful principles tucked inside.
4. Set the Right Budget
You’ll need a good budget in order to really compete with PPC marketing and advertising. And while anyone can get started for a few bucks per day, you’re better off if you have a minimum of $500 to $1,000 per month to get started. This allows you to test, gather data, iterate, and continue improving. Remember, if your ads convert well, you’ll make all of this money back and more.
5. Test and Optimize
Getting your ads up and running is only the start. From here, you need to run different tests to see which elements and combinations of elements work best. Some basic A/B testing should be enough to get you started.
Putting It All Together
When combined with other strategies, like content marketing, SEO, email, and social media, PPC marketing and advertising has the potential to take your business to new heights over the next 12 to 18 months. Any time you invest in learning how to use the platform will generate positive returns down the road. Now’s the time to roll up your sleeves and dig in.
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