eCommerce Paid Search & PPC
Paid Search and Pay Per Click (PPC) marketing is a key factor of any company’s digital strategy.
When you type a term related to your industry into Google or another search engine, the first few highlighted results often paid to be there.
This is what Pay Per Click marketing and advertising looks like. When the ad at the top of the Search Engine Results Page (SERP) is clicked, money goes away from a set budget towards the ad platform.
Other brands in your industry can outshine yours, grabbing prime “digital real estate” and attention from consumers via their own PPC campaigns.
There are long-term strategies to getting attention online, but PPC is one of the fastest, most directly measurable methods.
You can drive web traffic where you need it virtually overnight. You may also track your conversions and assess the ROI of your marketing efforts. This helps you make data-driven decisions in the long term, and offers valuable insights about what interests your target market.
PPC & Paid Search Services
The Paid Search/PPC campaign process begins with setting your goals, and performing keyword research. Keyword research is an ongoing, endlessly updating practice throughout the lifespan of the ad campaign.
Keywords refer to words and phrases that people write when they need your services. Developing a list of these is a time consuming process, but it is essential to your campaign’s success. The results drive creative choices, and the phrasing and focus of the ads.
Let’s explore the elements of a successful PPC campaign.
Google Ads is one of the most common publishers of PPC content. Other paid search and PPC platforms include:
- LinkedIn Ads
- Facebook Ads
- Instagram Ads
Depending on your platform, your PPC’s campaign’s success will be determined by numerous factors, including but not limited to:
Your ads will be shown above related, relevant search results. Data and analytics combined with strong persuasive writing skills create effective PPC campaigns.
Once people click on the ad, the landing page must compel them to stay. The landing page must deliver whatever the ad promised people would find once they clicked on it.
Google scores PPC campaigns based on factors like landing page quality, relevance, and more. The better your score, the more ads you can get at a lower cost.
Goal Focused PPC Management
LinkedIn advertising is an excellent option for B2B business who want to promote themselves online. What makes LinkedIn so great is that users are already in a business mentality when they’re on the platform, allowing you to advertise in a non-intrusive way.
Video & YouTube Ads
You don’t have the luxury of waiting for your long term SEO and content marketing strategies to bring in results, though these are almost always worth the investment.
Your competitors are making money with PPC right now. Don’t wait for your long-term technique to deliver while they corner the market.
That’s a legitimate problem for business owners of all sizes. Outsourcing your PPC and Paid Search work to digital experts gets you tools and a team that knows how to use them all in one bundle.
That’s one of the best aspects of PPC. You can trace results directly to the ad in question, assuming you’re using your data and analytics properly. Expert digital marketers can gather and interpret data to answer this question for you, while offering action plans for improvement.
CPC, or Cost Per Click, is the fee you pay a host site every time your ad is clicked.
Your cost per click is determined by several factors, including
- Your Maximum Bid
- Quality Score
- Competitiveness of the Keyword
- Ad Quality of Your Competitors’ Ads
Anytime you start a PPC campaign, you must determine if the CPC makes sense for your product. For example, if you sell products for $10 each earning $3 profit per sale, a CPC of $5 would mean you were losing money on a per click basis. However, you also must consider other metrics such as Customer Lifetime value (CLV) and Average Order Value (AOV) to determine whether the term you are bidding on will be profitable.
A digital marketing strategy is the path to profitability. Optimum7 can help you set the right goals, offer and implement creative and technical strategies, and use data and analytics to review and improve your business’s performance.