PPC advertising doesn’t work effectively if it’s not optimized. The advertising doesn’t end just by creating a campaign and waiting for the result. It needs Constant monitoring and optimization for achieving optimal results. PPC Management services come to play for creating a productive campaign.
The PPC advertising is not only for making the customer aware of the product or brand, but also it’s helpful in sales generation, getting more leads, website traffic, Product and Brand consideration, and many more. PPC advertising is the quick way to reach potential customers and earning quality leads. But it depends on the strategy of how advertising is done.
Why do you need PPC Management Services?
Indeed, PPC marketing can be done in house. But the problem with the in-house PPC marketing is, PPC manager could be overloaded with responsibilities, might not deliver the expected result, lots of training is needed to speed up the marketing, etc. Here are some of the benefits for working with a PPC agency:
- Experts in managing the campaign
- Updated with the latest algorithm
- Usage of third party software for further optimization of PPC campaign
- Usage of Negative keywords
- Lowers the marketing costs by improving quality score
- PPC agency use AI software for real-time tracking
- Performance measurement and optimization accordingly
- Designing irresistible image ads, ad copies, Landing Page
- A/B testings for increasing conversion rate
PPC Management Services
PPC advertising is incomplete without performance measurement and optimization. Every campaign, ad group, keyword need improvements. It could be through A/B testing or real-time tracking. The services that PPC management includes are as follows:
Managing Campaigns
It’s obvious that Google has a huge number of advertisers. They might have a similar PPC campaign like yours. How will Google place ads on its publisher website or search engine?
The Quality score determines the placement of ads. The keyword relevancy, quality of landing page, CTR, and Ad text determine the quality score. Overall, the PPC campaign is responsible for settling the Quality score. PPC campaign consists of Ad groups, keywords, Ad text, and many more.
For the optimization of the PPC campaign, placing the right keywords is obligatory. Similarly, you are not only one for bidding for those keywords, so it’s essential to spy on the competitors. For any business, structures of the PPC campaign make it easier for further optimization.
There are various types of PPC campaigns, such as remarketing, dynamic remarketing, Dynamic search ads, display ads, shopping ads, etc. It depends on what strategy you are using the Campaign for.
Managing Ad Groups
With a similar target, the ad groups consist of one or more ads. In this phase, the advertisers need to set prices (CPC bid) and individual keywords within ad groups. Setting up the price for an individual keyword is also allowable. A campaign can contain one or more ad groups. The ad group has a similar theme, but for a campaign, it has a similar target.
Let’s take an example of an electronic website; Electronic can be the name of a campaign. Its appliances would be Televisions, Cameras, etc. which are ad groups for the campaign ‘Electronic.’ Plasma TV, flat-screen TV are keywords for the ad group “Televisions.” Similarly, Digital cameras, DSLR, SLR are keywords for ad group Camera.
In this example, various ad groups have a similar target i.e., to generate sales. The difference is the keywords and type of ad copies, ad image, ad-text, etc. for different ad groups.
Ads & Extensions
Extensions are helpful for providing additional information for giving people more reasons to choose your business. There are various extensions available; some are call extension, callout extension, site link extension, structured snipped extension, message extension, price extension, and many more. These extensions have their ad text.
PPC ad extension
PPC marketers optimize the ad text using copywriting so that the ad can get a higher number of quality clicks. Advertisers add more content to the ad for greater visibility and prominence on the search result page. Google ads also provide auto extension service, but it’s not sure that it will improve the ad’s performance. Thus, marketers love to use manual extension so that they can perform customization as per their needs.
Keywords
Keywords are the way for reaching to your ads. Whenever people search for specific keywords, if the keyword match that you have specified on the ad group, your ads get triggered. But keyword research is a difficult task. Google ads also suggest keywords depending upon the landing page, but it might help your business in generating sales.
There are many advertisers in the world using the same keyword, so it won’t be surprising that your ad won’t appear in the relevant places. In this case, PPC marketers increase the quality score of the ads through regular optimization. They utilize an effective keyword research tools as well as metrics to improve the ad quality.
Landing Page
Landing Page is a dedicated website page where visitors land on after clicking on the PPC ads. The page can be used for many purposes, such as email collection, conversion, increasing website traffic, brand promotion, etc. To make the landing page effective, the marketer uses Call-to-action buttons, which encourages visitors to take action for further process. The landing page’s relevance to the campaign is extremely crucial to increase the conversion rate from paid traffic.
With an optimized landing page, the business can:
- increase conversion rate and hence the sales
- improve Google Ads Quality Score
- Reduce Cost Per Click (CPC)
- Reduce Cost Per Acquisition (CPA)
- Better ROI
However, the optimization of a landing page doesn’t happen overnight. It also contains ad text and headlines which need copywriting and ad copies for grabbing the attention of seekers. Marketer performs A/B testing and many more experiments with various variety of pages to observe, which will perform better.
The best Landing page should contain the following elements:
- Sharp, Contextual image that can appeal to the visitor’s emotional side
- An Impactful headline and supporting sub-headline (tagline)
- Call-to-action button
- Features and benefits
- Lead Capture form
- Testimonials trust symbols, social proof for supporting claims
- Exit Popup form
- Proper color scheme and fewer escape links
Audiences
Audiences are the segment of traffics that fits specific criteria for ads’ target. To specify the audience, marketers need to understand the company’s viewers, goals, and objectives. On Google ads (Formerly known as Adwords), either we can target all audiences or only specific audiences.
The audiences can be selected based on category interests, remarketing lists, In-market audiences, affinity audiences, etc. Most of the advertisers don’t focus on choosing the manual audience. Ad groups become potent only when marketers research keywords for specific audiences.
Based on campaign type, marketers are allowed to choose the audience type on Google Ads. Furthermore, marketers can customize the audience target based on marketing strategy, such as remarketing.
Demographics
Not every age group or all genders are interested in your products. Let’s see an example, both men and women search for leather shoes, but do they need the same leather shoes? Of course not. In this case, demographics are of great use for targeting a specific group of people.
Based on demographics, an advertiser can customize their type of audience with age, gender, household income, and Parental Status. Currently, only a few countries support household income demographics, and for other countries, the unknown option is used. Demographics targeting option is available for Google Ads display, search campaign, and video campaign.
Marketers can refine the strategy using demographics. Targeting options allow you to combine demographics with other targeting strategies. The exclusion option is similar to negative keywords. It helps to narrow the business reach and reduce wasted as spend. Customize your bids option provide you the flexibility to place higher or lower bids for the specific demographic groups.
Ads Placement
Advertisers can choose the placement of their ads where they’d like their ads to appear. The placement of ads includes mobile apps, websites, or specific pages on the site, video content, or even an individual ad unit.
Managed Placements
- shows your ads only on specific placements,
- show your ads on the specific website where your customers spend time,
- also, let you define individual bids for specific placements
Some other PPC management Services
The above-discussed PPC management services refer to on-account platform management. PPC management includes the following services as well, which may not be available on the PPC account.
Protection from Fraud Clicks and Robot Clicks
Nearly 20% of total ads get fraud and robot clicks, which are wasting more than a thousand bucks daily. You can be a victim of it if you don’t track down your ads’ performance. PPC marketers utilize third-party applications to protect their ads.
Fraud clicks became a serious problem for PPC advertisers. These type of clicks doesn’t bring any kind of conversion. However, it consumes your marketing budget. The major creeps for click fraud include web publishers, Bots, and Click farms.
Web publishers force their visitors to click on ads for more money. Similarly, click farm is a tactic where companies buy click of their competitors for exhausting their budget. Bots are sophisticated malware that acts like human traffic and clicks on the ads. Methbot is one of the largest bot fraud operations to date, where they used more than 500,000 IPs. Here is the list of IPs used for fraud operation according to WhiteOps cybersecurity.
Fraud Click and Robots click on PPC ads
How to notice a fraud click?
Some indicators for understanding fraud clicks are:
- CTR becomes higher
- Referral Traffic from bot visitors
- Notice the incoming IP address
A/B testings and Experiments
PPC advertising can be the most expensive marketing campaign whenever it lacks optimization. Testing the ads regularly keeps you aware of the performance of ads. A/B testing can help to experiment with different variations of ads that let you know which ad variation is performing the best.
A/B testings can be done on ads and landing pages. The headlines, links, body text, and keywords are four elements of ads that can be tested. Similarly, for the landing pages, headings, tagline, call-to-action-buttons, forms, etc. can be tested out. However, the aim of testing the ads may differ, whether it’s for traffic or conversion.
Long-tail Keyword research
Long-tail keywords have low search volume, however, it has a higher conversion rate. Targeting your ads with long-tail keywords can be beneficial for higher ROI. Here are some reasons for using long-tail keywords for PPC ads.
- Low competition
- Low but significant search volume
- Better for targeted traffic
- Increase in conversion rate
- Easier for optimization
For finding out the Long-tail keywords, third-party applications such as keywordtool.io can assist you. However, extreme research is still needed for making the list of long-tail keywords that increase conversion rate.
Ads tracking and Metric analysis
Without evaluating the analytic of the ads, it’s not possible to determine how ads are performing. Might be you are investing more budget on PPC ads than necessary or, maybe you are getting a lower conversion rate.
The only way to upgrade the performance of PPC ads is to track and monitor the result. It involves paying attention to the key metrics such as CPC, CPA, CTR, and quality score. Performance grader can be useful for analyzing the performance of ads.
On google ads account, you have the column option where you can get the quality score, performance of your ads. If you have difficulty understanding the performance grade, there is much third-party software that can provide you the report of your PPC ads.
Conclusion
The above mentioned PPC management services are fundamental for any PPC marketers, whether it’s in-house or agency. To follow up on all the services, in-house marketing can be expensive due to the high costs of various third-party applications.
For business, PPC agency can be the best choice for marketing because they are cheaper as well as provide a strategy for marketing through a deep understanding of the business. A good PPC agency discusses higher ROI and Profitability about the company and doesn’t bound for a more extended contract agreement.
So, what’s your next step?