At its heart, pay-per-click advertising in one of the fundamental tools needed to get to the top of Google’s search results. By strategically bidding on the proper keywords, you can see substantial traffic to your website from individuals looking for the specific product or service your PPC ad is promoting.
Not sure what the best strategies are for making your PPC ad effective? Worried about spending exorbitant amounts of budget and not reaping any benefits in return? Or do you simply have no idea what PPC can do for your business? Look no further than the good folks at Cobalt Digital Marketing give you a rundown on PPC ads and how they can be a vital element of your digital marketing strategy.
How Pay-Per-Click Advertising and Digital Marketing Connect
Where PPC gets difficult is in choosing the right keywords, testing the effectiveness of different versions of your ad, and maximizing your budget so that your ad gets the most conversions at the lowest cost. Doing all of this effectively requires an understanding of both your target audience and the digital tools they use to search for products, services, or information.
Thankfully, our agency developed the Cobalt Formulaᵀᴹ to ensure that each client we work with has a strategic process for developing a keyword strategy that helps drive their search engine marketing (SEM) and search engine optimization (SEO) efforts.
Not only does the Cobalt Formulaᵀᴹ help make our clients’ PPC ads more effective — leading to higher conversions and more sales — but it also helps them use digital tools such as AdWords in a much more strategic way to maximize their ad spend.
Here are a few key areas to focus on to improve your company’s pay-per-click advertising.
1. Develop a Keyword Strategy
Depending on the industry you’re in, there can be heavy competition for certain keywords that you’ll want to target via PPC. Generally speaking, the more generic the keyword then the higher the competition and the higher the cost-per-click. The different types of keywords range from commercial keywords that will attract high-intent buyers who are ready to buy, to keywords that attract low-intent buyers but which can be used as part of a remarketing strategy beyond the immediate search.
Developing a keyword strategy is about knowing your audience and what you’re trying to achieve. If you are an industrial machine manufacturer, for example, you have a much smaller audience than a smartphone manufacturer. In that case, the keywords you choose might get more eyeballs with a generic keyword, but you might get more actual conversions with a more specific long-tail keyword that is sure to attract your target audience.
You can use a keyword generator or other keyword tools such as Google’s Keyword Planner or SEMrush to help with your keyword research and discovery process. These tools can help you compare different keywords, their search volume, and provide other competitive information such as opportunity score. What’s most important is that you prioritize the keywords you are searching for and thinking strategically about which keywords will get the most conversions at the lowest cost.
If you need support with this, the Cobalt Formulaᵀᴹ helps you do all of this in an integrated way guided by a well-thought-out keyword strategy.
2. A/B Testing Your Pay-Per-Click Ads
Because there are so many variables in search results, it is important to have different versions of your ad copy and to test different combinations. For example, switching different headlines with different bodies of the text. At the end of the day, it’s all about keeping track of results and making adjustments to your keywords based on those results.
The goal of any keyword campaign is to turn clicks into conversions. You may notice that some ads get lots of clicks and few conversions, and vice versa. A/B testing will help you identify the specific problem, whether it is with the ad copy itself or maybe the keyword you chose is simply not attracting the right audience. Results are not always clear-cut, so it is important to use A/B testing as an ongoing best practice to keep your pay-per-click ads effective.
3. Focus on Google’s Quality Score
Google uses complex algorithms that manage the keyword bidding process and Quality Score is one of the most important metrics to note. Basically, Quality Score is how Google rates the quality and relevance of your keywords and pay-per-click campaigns. A higher Quality Score means you will pay a lower cost-per-click and also will be ranked higher in the ad auction, which means your ad will be seen by more people.
As we said above, it’s not only important to know your audience but to know the digital tools they are using to search for products, services, and information. Google is by far the most commonly used tool for those purposes and it’s vital that you understand how its keyword system works to ensure a high Quality Score and effective pay-per-click campaigns. The more relevant you are with your keywords and ad copy, the more you will be rewarded by Google.
Cobalt Digital Marketing: Make It “Snow” This Holiday Season with PPC Ads
Search engine marketing and specifically – Google’s pay-per-click advertising system – is one of the most effective tools any company has in promoting its products and services digitally. Good SEM strategies depend on keyword strategies as the “engine” that narrows down your audience gets your ad to the right people at the right time.
The Cobalt Formulaᵀᴹ is a complete approach to digital marketing that gets the most out of your keyword campaigns and helps you get more results while maximizing your ad spend.