Are you getting the most from your PPC campaigns?
PPC – or you may know it as ‘Pay Per Click marketing’, has been around for many years, but many businesses are still yet to use it. At MAXX we frequently find that clients are keen to know more about PPC: what it is and how it works. So, should you be using it & will it benefit your business? Hopefully this will help you decide if you are missing a trick regarding PPC.
‘Pay Per Click’ is one of many forms of online advertising. Adverts are usually hosted on websites, the company investing in PPC, bids for keywords that may appear in a Google search or on other popular websites (Facebook, Linkedin) - and pays each time someone clicks on the advert itself. The main goal of this is to drive traffic to a website by displaying adverts on other sites, (we are sure you will have seen these before!) Facebook is a common website that hosts these adverts, usually located to the right side of the page. PPC is often referred to as ‘the amount spent to get an advert clicked’. For instance, if you are an accountant, one of your key search terms may be ‘Accountants Newbury’. If so, you could bid on this key word and run a PPC campaign on this specific term, so that you rank highest on Google paid searches and consequently potentially divert more traffic to your website. The same logic is used with Facebook, Twitter and Linkedin ads.
PPC campaigns should be highly and specifically targeted in order to achieve the most from the adverts. This will make your adverts relevant to the right people that click and will save you money because your adverts will only appear for the relevant audiences. For instance, if you were looking to advertise a new service for social media training, you would open a new PPC campaign, bid on relevant keywords such as; ‘social media training’, your advert is then put out into the search engines and, based on your keyword selection, will display for what the search engines believe to be the best audience. This is why you need to make sure you have done your research and have selected the correct keywords (the types of keywords your target audience will be using to find you).
Your budget is going to be hugely important to your campaign. Once you have identified the budget for your campaign, it is crucial that you manually manage your budget instead of the search engine doing it automatically for you. This will allow you to spend your budget wisely as companies like Google and other search engines will have no idea how you want to spend your budget: these platforms work on averages, and they are unlikely to focus on the key areas you want to pinpoint. PPC campaigns are also time consuming, at least one member of staff should be handling the account and checking it every couple of days to keep an eye on the campaign and make any adjustments accordingly. This will maximise your click-throughs v. your spend, allowing you to get the most out of your active campaigns.
Use of negative keywords is important. This tells search engines such as Google to not display your advert to anyone searching under certain keywords/phrases that you select. It allows you to make sure your PPC campaign is targeted to the right audience. For example, telling a search engine that “giveaway” is a negative keyword for your PPC campaign means anyone searching under that will never see your advert: a good way of saving time and money.
Like most things business related, you need to have a strong strategy behind your PPC campaign: allowing you to have a structure, goals, targets and a plan of how to reach them. This will also set pathways and allow you to tackle any obstacles you may encounter before they happen. Again this will maximise the effectiveness of your PPC campaign.
An example of a notably successful PPC campaign comes from SKY News and its collaboration with Unique Digital. The campaign was aimed and targeted at people looking for specific news stories. Unique Digital ran its RSS feed through its Darwin Optimiser technology, this allowed for automatic generation of relevant keywords from specific news stories. This made it possible to upload to search engines immediately once it had gone through the RSS. As a result of this, news stories were able to be posted quickly and an ad template was in place with deep-linking thanks to the Darwin Optimiser technology. SKY News had a centralised budget that was reviewed daily in case a major story broke out. As the keywords are highly specific this means that costs per click are priced relatively competitively. Click-throughs were incredibly high at over 100,00 clicks & clicks were priced under 25p per click. After all the hard work and effort from the teams, the campaign achieved a 400% increase on page impressions.
Are you making the most out of your PPC campaigns? Do you need help managing them or maybe you haven’t decided if it is the best route for your project? The MAXX team is more than happy to help with any of your PPC enquiries, get in touch! Don’t forget to like us on Facebook, follow us on Twitter and subscribe to the blog for more news in the digital world!