In the current digital era, there’s more emphasis on online and digital marketing efforts. People are shopping online more and more frequently, which means companies need to adjust. It’s crucial for businesses to adjust the way consumers receive communication from them and how the information they receive reaches them.
When it comes to digital marketing, there are various methods of reaching a customer. Pay-per-click is one very effective method. Pay-per-click advertising is a model of advertising designed to drive traffic to a business’s website. The advertiser pays a publisher when the ad they run receives a click.
The purpose of investing in a pay-per-click advertising campaign greatly depends on the business’s goals. Many companies choose pay-per-click for the ultimate goal of increasing their conversions, but others want more impressions. Either way, the companies are all hoping for the same thing: more people visiting their websites. In order to do that, you need to better understand how PPC campaigns work and all the tools available to you within the platform.
If your company is considering investing in a PPC campaign, discover the different types of tools used in PPC campaigns. You can utilize various online and digital tools in a successful PPC campaign, and familiarizing yourself with them can only be beneficial to your efforts.
Learn How a PPC Campaign Typically Works
Effective digital marketing agencies will build a custom strategy for your company. One formula doesn’t work for all businesses and won’t yield results as quickly or as effectively as custom campaigns.
When you first inquire about starting a pay-per-click campaign with a digital marketing agency, it will most likely begin with an overview or consultation. Overviews or consultations cover your current or potential PPC advertising and keywords. Once completed, there should be a call or meeting with an intake specialist. The intake specialist should prioritize learning more about your business. Understanding your company and clientele is essential for the intake specialist to select the right strategy style.
Once the intake specialist finds the right plan for you, they’ll build an account. Accounts take between one and two weeks to build out. Account buildout works through in-depth keyword research and looking at multiple different metrics for your website and company. After the account is built, you’ll meet with an account manager, who will be the best point of contact for any questions or concerns throughout the campaign. The account manager will explain the best course of action to meet your goals and then finalize everything. They’ll then get started on your campaign and check in with you a couple times a week to ensure everything is going smoothly and working the expected way.
Your PPC campaign should be tailored to you. Setting goals and expectations is central to a PPC campaign that results in measurable successes.
Discover What Industries Stand To Benefit from PPC
All industries stand to benefit from PPC campaigns. Pay-per-click increases the amount of traffic to a website. Getting people to a website is half the battle—once they land on the website, it’s up to your web design and offerings to create conversions. PPC campaigns are useful because people who arrive at your site from PPC ads are already actively searching for something you provide, making them great chances for conversions.
One industry that stands out in the PPC world is e-commerce. E-commerce businesses need PPC campaigns to set themselves apart. The current COVID-19 global pandemic has signaled a shift in commerce toward all online or mainly online, steeply increasing the competition. It’s especially important to invest in PPC campaigns during peak seasons for your specific industry based on life trends and seasons.
Explore the Top Tools for PPC Campaigns
Many tools are used in PPC campaigns to guide teams and businesses toward success. Something fundamental to remember about PPC tools is that they’re designed for information, not blind following. Keeping an eye on important metrics and using that information to make informed decisions is the tried-and-true path to success. The most crucial tool in a PPC campaign is human logic and goal-setting.
Google Ads Editor
Google Ads Editor is one of the most-utilized tools for PPC campaigns. It’s used during the account-building process to create accounts, and it’s the ideal tool for large-scale adjustments and fixes. It can easily accomplish a lot in both quantity and scale. In this tool, the user can make multiple changes in large amounts and upload them all at once to increase efficiency.
Formerly known as Bing Ads Editor, Microsoft Advertising is the Microsoft counterpart to Google Ads Editor. It can handle and complete roughly the same amount of work as Google Ads Editor can, and it’s utilized in the same manner, but for Microsoft applications.
SEMrush is another tool regularly used to inform decisions about PPC campaigns. It helps professionals stay on top of industry trends and insights. It’s also used for research on competitors. Understanding what keywords your competitors are using helps you separate your business from the pack. Furthermore, understanding how keywords are working—or not working—for competitors can inform positive strategies for your PPC campaign.
Google Keyword Planner
Google Keyword Planner is used mainly for new accounts for PPC campaigns. It develops an understanding of local or national impressions, keywords, competition, and more. It’s also a beneficial tool for discovering costs on keyword estimates. These vary greatly depending on the industry and on long-tailed or short-tailed keywords targets.
Google Trends is a tool that’s helpful for troubleshooting. When campaigns experience sudden drops that seem random or that lack ready explanation, this tool can provide some clarity. It offers reliable insights into groupings, seasonality trends, regions, and more.
Website Tools and Metrics
Website tools and webpage test metrics are essential to pay attention to. These inform what is and isn’t working on a website. PPC is only useful in getting more people onto a business’s website. The website itself is responsible for creating conversions. Things such as site speed can seriously hurt the effectiveness of PPC successes.
Using Chrome extensions helps you analyze your website to identify other issues such as problematic or broken code. It can also track on-page Google analytics for additional keyword insights.
A Professional and Trained PPC Management Team
The most critical tool in a successful PPC campaign is a professional, well-trained PPC management team. All the above tools are essential for gauging the success of a PPC campaign, but all they can do is inform. It takes human logic, not just tools, to run an effective PPC campaign. Having the right team thinking for your business, focusing on the goals, and coming up with effective methods to achieve those goals is the best tool for PPC campaigns.
Companies use so many different tools to get the best results possible from their pay-per-click campaigns. Perhaps the most vital tool is a PPC marketing agency that’s professional, communicative, and trustworthy. At Logical Position, we strive to find success in your PPC campaign. We help you set goals and utilize many tools to figure out the best pathway to success for your business. Each of our campaigns is specifically tailored to the client. We help you define your goals, and then we do meticulous research to ensure those goals are met.
To start your company’s journey to success in PPC advertising, contact Logical Position today for a free Google Ads review for e-commerce companies and a free consultation for all other industries. Start discovering what PPC can do to help your business reach its full potential.