How to Develop a PPC Strategy?

How to Develop a PPC Strategy?

As the popularity and impact of search engine marketing (SEM) keep increasing, promising brands need a plan of attack. In an era where 98% of global consumers shop online and Google generates results for 3.5 billion searches a day, the stakes are far too high for "spinning your wheels."

So how do you develop SEM strategies that actually work? 

PPC in Brief

Brands pay PPC platforms for every click or impression generated by an ad. On Google's platform, for example, four paid ads appear as the top four results on the SERP (search engine results page) - a coveted spot for brands looking to attract new site visitors. Brands choose which keywords they want their search ads to appear for, pay a "bid" price for each keyword, identify negative keywords they do not want their ads to appear for, and review impression share to see how their search ads are actually performing.

PPC is an extremely simple SEM strategy and, when implemented correctly, can deliver fast results even on a very tight budget.

Let us look at the critical elements that should guide brands' PPC strategies.

Bid Optimization

Choosing the right bidding strategies is one of the key points of PPC campaigns. 

There are three or four PPC spots at the top of every SERP, and capturing one of them is critical for brands looking for the highest engagement metrics (and the highest possible ROI).

However, ranking for the right keyword is arguably more important.
It is not all about the bid; but for brands working with constrained budgets, optimizing cost can help preserve longevity and fine-tune other elements of the PPC strategy.  

Channel and Platform Selection

Google may be a household name, but it is not the only platform for PPC ads. Other high-performing options include:

•    YouTube
•    Instagram
•    LinkedIn
•    Facebook
•    Pinterest
•    TikTok

To choose the best platform (or platforms) for PPC campaign ads, brands should consider:

A platform's user base: Who uses the platform (that is, who will see the ad)? What are these users looking for? While Google users are searching for text-based information, Pinterest users may be more likely to click on a visual.

Budgets: Each platform offers unique features, opportunities and ad formats; naturally, their prices will also vary. Brands must strike a balance between visibility and conversion and cost.

Formatting: Instagram ads are photo and video based; if a brand is selling a service rather than a physical product, it may make more sense to prioritize more text-focused platforms such as Google or Microsoft Ads.

Ad volume: How many ads does a platform show per search? Even if users never use the search function (for example on a platform like Instagram or Pinterest), what is the likelihood that they will see a paid ad? If a platform shows very few ads or competition for the most coveted spots is high, brands should consider adjusting their bids (or strategy) accordingly.

Creativity in Ads! Why Do the Right Ad Copy Choices Matter?

Depending on the platform, ads need to meet certain formatting criteria. But copy cannot survive in just one format. 

•    Should slow down fast-scrolling search engines
•    Should leverage ad extensions 
•    Should provide the information users are actually looking for when they search a keyword
•    This is a particularly tough task for Google ads, where brands need to convey their message in as little as 270 characters.

PPC is a fast marathon. 

PPC tactics can produce quick results; as soon as brands pay, they can run their ads and potentially gain new impressions and site visitors from day one.

However, marketing teams should not expect huge popularity within a few days. As with all other digital marketing methods, brands must be willing to spend time observing what works and what does not.

In their pursuit of long-term PPC excellence, businesses should expect to spend time:

•    Analyzing impression share metrics, 
•    User demographics
•    Time spent on the SERP
•    Clicks vs. impressions
•    Conversion rates
•    Fine-tuning keyword choices
•    Editing their copy
•    Researching new strategies, trends and developments in the PPC industry

Know the angles: Discover these 4 PPC tactics!

So what is new in PPC strategy? Which practices have been around for some time but still work for emerging brands? Let us look at some new angles businesses can try when building (and tuning) their PPC strategies:

Google responsive search ads: Instead of changing headlines and descriptions manually, opt for automation. With responsive search ads, brands can write multiple headlines and descriptions, and Google Ads tests each one, learns which combinations perform best, and automatically adjusts the ads accordingly.

Remarketing: On Google and other platforms, brands use remarketing functions to specifically target users who have previously visited their sites.

Prioritizing mobile devices: Smartphone users are a critical audience, and 50% of smartphone users prefer to use a brand's mobile site rather than its app. As businesses improve their landing pages, they should invest in content optimized for mobile devices.

Niche building: Surfacing high-intent, long-tail keywords can take time. However, they are less competitive, users searching with these keywords have higher purchase intent, and they represent a large share of search engine queries.

However, the gap between those new to digital marketing and PPC success is wide and full of crocodiles (or at least money wasted on keywords that do not convert). How about brands ready to overcome the learning curve working with PROJX? 

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