PPC (Pay Per Click) advertising is a form of online advertising where advertisers pay a fee each time one of their ads is clicked. It’s a for...
Best PPC Practices for Advertising Strategy Success
Globally, more companies are finding pay-per-click (PPC) a crucial part of their digital marketing strategies. Their total spending on search advertising alone is expected to rise further. Why? Because PPC rakes in revenue.
But if your PPC campaign is barely hitting your target, and you can’t figure out what’s wrong, you may need a PPC agency to re-invent your strategies.
We’ve curated a list of the best practices for PPC ad success to help you make sense of your campaigns. You’re steps closer to completing your paid ad goals with these top tips.
PPC Best Practices To Keep In Mind
By 2022, global spending on search advertising could reach $163 billion, according to Statista. In a HubSpot report, 68% of polled marketers said paid advertising is very important, if not extremely important to their overall marketing strategy.
These numbers are not surprising as companies who use Google Ads to advertise their business get $8 for every dollar spent.
A smart, well-planned PPC campaign can boost lead generation to benefit your small to medium-scale company. The right PPC strategy will improve your search visibility and gain more clients ready to visit your local business. Leverage PPC strategies with these best practices.
Use a Practical PPC Budget Strategy
With PPC ads, you can adjust your budget at any time and decide how much to pay for every click. The amount depends on the quality of keywords you used in your ads plus other factors.
Nevertheless, budgeting for PPC ads may pose a challenge, especially for a small business. Ideally, allocate at least 8% of your gross revenue to ads depending on the market and business size, and your annual revenue. Note that your choice of ad platform also affects budgeting: LinkedIn ads are the most expensive, and Google Ads, the cheapest.
In most industries, the average CPC in AdWords is $2.69. Industry-wise, the highest CPC is in the legal industry while the dating and personals industry has the lowest CPC. Be generous with your ad spending for higher lead volumes and better ROI. You should see an increase in ad spending in about a month.
Consider Ad Platform Benefits and Options
Before starting your PPC ads campaign, look into various ad platforms and each one’s benefits. Focus on what your specific business can get out of each platform. For instance, LinkedIn has advertising campaign features like Campaign Manager that will benefit B2B businesses, while Facebook has the Pixel, which benefits B2C companies and eCommerce brands.
Be sure to understand your target clients’ preferences. If they like videos, then use video ads, perhaps via YouTube to reach them.
Add Strong CTAs
A call-to-action (CTA) is a phrase that tells your customers what to do next. CTAs encourage your audience to act and guide them through their buyer’s journey. Place strong CTAs at the end of your PPC ads and on your landing pages for more efficient and effective ads.
Be straightforward while also being creative with your CTAs. For example, "Sign up" or "Call us" are indeed on point but may not be encouraging. Try "Sign up today for a free trial" or "Call us now for free" instead.
Use Geotargeting Strategies
Geotargeting is when you target online visitors based on their location. It works best when it targets the right area and time. Using a precise location reduces click waste. If you are based in California and only ship to California, you should only advertise in California.
In some fields, being local and relevant pays. Local businesses and restaurants benefit the most from localized marketing. But that doesn't mean big companies won't. Geotargeting can help companies build community presence.
Start small. If you have a local shop, targeting a reasonable distance from your shop would be best. You can start moving farther depending on your sales report. Consider your customer service capabilities, too. Do you have foreign language-speaking agents to handle customers from other countries?
Manage PPC Campaigns Weekly
Ad platforms will indeed feature your ads without any supervision, but this does not mean your results will scale automatically. Metrics that should be included in your weekly report are ad clicks, cost per click, click-through rate, conversion rates, and the cost per conversion.
Optimize Your Landing Pages
Every PPC ad will lead to a landing page, which presents what you offer—your products and services. Aim to keep your customers on the page and get them to take your offer in the end.
Creating an optimized, informative, and reputable landing page will help convert your audience. Highlight your product or service by mentioning benefits, advantages, and prices. Integrate other content like images, videos, and infographics to encourage engagement.
Use keywords efficiently when creating optimized landing pages, and don't forget to add creative and straightforward CTAs at the end.
How To Hire a PPC Agency
Hiring an expert PPC agency ensures that your PPC campaigns are optimized for success. A PPC specialist will give your account its undivided attention to provide the best performance. To hire the right PPC agency, consider these tips.
Check Agency Portfolio
Look for case studies of the agency's previous clients. Examine the outcomes, the strategies used, and the time it took to arrive at the results. Consider the ad platform and the industry in which the agency previously worked. A PPC agency that has worked in your industry before is more likely to produce better results for you.
Consider Their Clientele
Examine the agency’s client list. Check client testimonials or reviews, particularly video testimonials. There are more authentic than text testimonials. You may also reach out to these clients to ask about their experience working with the PPC agency.
Always Ask Relevant Questions
Some good questions to ask are goal setting, pricing model, and strategy building. Some answers are available from the company’s FAQs but feel free to reach out to a representative if you want more details.
Consider Your Ad Spending
Before employing a PPC agency, look into their pricing models and rates. PPC agencies may take a cut of your ad budget. Some add a management fee. Others charge flat fees or by performance. Your budget also depends on how involved you want the agency to be. As such, decide based on what you are willing to spend for the extent of service you need.
If done with the best practices in mind, PPC will bring in revenue. Create successful campaigns by minding the platforms, CTAs, geotargeting, and more. However, if creating the campaign on your own takes time away from other business processes, consider hiring a PPC agency. This way, experts work on your campaign while you focus on running your business.