Is PPC part of your digital marketing strategy for converting those searching to purchase or research into buying customers?
The magically digital world of PPC is a potentially confusing, ever-changing, somewhat mysterious and challenging universe. Achieving success requires experience, strategy and intuition that is both scientific and artful. And if it’s not done properly, it can end up costing you more than just money. Trust us, we know—we live and thrive in this universe.
When running a PPC campaign on AdWords, one most mysterious components involved is that of the Quality Score (QS), which is defined by Google as the “measure of how relevant your ads, keywords, and landing page are to a person seeing your ad”. So even though each time a keyword matches a unique search query perfectly a new quality score is calculated for that keyword, its also key to focus on your ad and it’s complimentary landing page.
Rated on a scale from one to ten, your QS is relevant to the status of your account. So, if any one of your ad groups has a lower QS, that has the potential to negatively impact the QS of your other campaigns and ad groups. In the weird and wonderful PPC world, this is serious stuff. The absolute CPC of your keywords and your ad positions will be directly affected by your QS.
When it comes to obtaining and maintaining a high QS, we always ensure that all related components are 100% relevant. A high CTR demonstrates that an ad is relevant, an ad has to be relevant to the term searched for by the end user and the landing page has to relay trust and transparency.
Data and insights from social media, particularly Twitter Analytics and Facebook’s Audience Insights can inform and influence your PPC. Conversely, PPC can do the same for your brand’s social strategy. Incorporating the information sourced across all platforms will help reduce your wastage and increase targeted conversions.
If one or more of your social pages does not boast sufficient followers, PPC can be beneficial and economical for increasing those numbers by directing sponsored PPC clicks to your social sites and pages. A viral or trending item can easily boost your number of followers.
Lastly, leveraging the data from both sides will ensure that messaging and branding is consistent across social and PPC, to singularly reflect and represent your company.
Branding isn't just about being memorable. It's about building and maintaining trust with your potential customers.
If your landing page doesn’t look like or compliment your social media profile, potential and return customers will notice. This will more than likely confuse them, causing them to wonder if they've actually come to the right place. This inconsistency will definitely have a negative impact on conversions.
The text and the visual representation of your brand should share the same tone. Your marketing (online and off) should always reflect your brand’s tone; casual, professional, quirky, your, mature, factual, etc.
After your tone has been selected, you can apply it to the messaging. Promoting your brand’s unique selling proposition (USP), the unique identifier that sets your brand apart from your competitors, in the correct tone will help you speak directly to your target market on both PPC and social platforms.
Going hand in hand with your USP, is your brand’s Value Proposition (VP). Your brand’s VP is basically a promise of value that you will deliver to your customer and a identifying reason a potential customer should buy from your brand.
Your brand’s VP should express relevancy, a unique differentiation from your competitors (your USP) and its quantified benefits. The VP should be one of the initial messages that your site visitors see on the home page, if not you are losing sales.
When put together, all of these consistent and complimentary elements will create more than just a campaign. You will have created and defined your brand.
SEM and PPC
Search engine marketing (SEM) will help to drive even more traffic from Google search queries direct to your site.
The three types of campaign you can run with Google Ads are search, display and shopping. You will want to test which ones work best for your brand and then optimize your ad campaigns as well. Additionally, we suggest including web retargeting ads to compliment these types of paid traffic funnels.
We always recommend merging your PPC efforts with your SEO efforts. If for no other reason than for the highly useful and beneficial data that can be gleaned. Allowing this data to cross the gap between PPC and SEO, you’ll achieve success by clearly identifying both strengths and weaknesses in all of your campaigns.
One example of this is when your PPC keyword research informs you of one or two terms that is just too pricey to comfortably fit into your budget. You can turn this on its head by placing a higher imperative on that term or terms in your next SEO task, instead of blowing your whole PPC budget on one or two expensive terms, you’ll now be optismising your budget and thinking out of the box.
We believe that it’s beneficial to include PPC in your brand’s digital marketing strategy. PPC on Twitter, Google, Bing and Facebook can be used to achieve a plethora of trackable brand goals; APP downloads, brand awareness, email sign ups, accessing gated content, increasing online sales, etc.
We believe that PPC will provide you with the maximum control, allowing you to totally control all of the variables used when creating your PPC campaigns. PPC is not only time effective, but it also has the power to positively impact your ranking on Google’s SERP.
GETTING IT RIGHT
There are two key elements required for getting the most out of your branded campaigns: motivation and relevancy.
When searching online, we are motivated by one of two things; looking for information (about a brand or product) or making a purchase. It’s your job to accurately communicate with them, using the right messaging.
That means you have ensure that you are targeting the right people, with the right message. Sounds easy right?
It’s easy if you have the relevant traffic. Reducing irrelevant traffic will instantly boost your conversions. And it’s up to you to find the balance between to the two. Some factors for consideration are:
- Are you promoting the right offer (for the right audience)?
- Is your message the right message for your audience?
- Are you using the right media for this message?
If you get the right mix of media and relevant traffic, you’re already winning.
If you’re having trouble putting all this together or you’ve already actioned the above with little success, get in touch so we help you reach your brand’s specific goals.