What PPC Management Strategy Will Suit Your Business?

How Can I Decide on My PPC Management Strategy?

Setting up a successful PPC Ad for the first time can be a very challenging task, especially if you jump right in without making sure there is a clear strategy, achievable goals, and of course realistic expectations. Think about the end goal. More leads and sales? Increased brand awareness? Customer retention?

Today, the easiest thing someone can do is log into Google Ads, set up a few campaigns, add a budget and give all the power to Google’s algorithm. That’s what it says on their landing pages, so the sales should just start pouring in. RIGHT? Well… why aren’t they pouring in?

This is something we see almost daily in our industry. Companies spending hundreds or even thousands of pounds while having huge expectations but seeing no returns at all. If it was that easy, every business would be ranking on top of SERPs and be super profitable.

This is why having a clear strategy and realistic expectations is so crucial. The initial process of determining what we want to do and how we are going to achieve it is the most important. In this blog, we cover some of the best steps everyone should consider if they want to run successful campaigns. 

Contact our team at CMe Media to learn more about PPC management and how we can grow your business.

1. Don’t Advertise Only on One Platform

Deciding on what platform you should advertise always depends on the type of service/product you are offering and what the target audience is. Normally Google Ads is the most popular choice. This is the platform we would always recommend first. Other platforms that are not to be underestimated are Meta Ads, Microsoft Ads, LinkedIn, Reddit and even Pinterest.

One of the best ways to use these platforms is when you combine them. Build brand awareness with a Facebook Campaign and a Google Display Campaign with user expansion turned on. Then, leverage the engaged audiences created from those campaigns and retarget them with specific, more personalised ads. In an ideal scenario, someone will see your ads on more than 1 platform, which will build your brand much quicker.

Search Engine Optimisation Specialists | CMe Media Consultancy

2. Use Retargeting

Yes, retargeting or remarketing. You can call it however you want. This is a very important step in the whole sales process. Having specific ads that follow web visitors, leads and even old customers around the internet is crucial for your brand awareness. This way you can always be at the back of your target audience’s mind. Even if they are not ready to buy right now, they will be soon – so the best thing that can happen is your display ad appearing at the right time.

Google Digital Display Network | CMe Media Consultancy

3. Landing Pages

Ah yes, landing pages… One of the most overlooked points on the list. The way every targeting algorithm works is by matching audiences to the relevant content they are searching for. 

Great, we are doing this through our amazing ads. We appear on the SERP and get a click. Now what? 

The user goes to our website, lands on the homepage and leaves 36 seconds later. Yes, this is the most common scenario we encounter. Not having a specific landing page dedicated to exactly what the user is searching for undoes everything you have been working on so far. It’s super important to create landing pages that relate to the search terms and the ads. 

Pages that will further convince the user that you can provide the service/product they are looking for. This is your chance to show your expertise and say, ‘We understand your problem and know what you are looking for – here it is!’; also, you should never be afraid to change your landing page and test new things.

seo_blog_laptop

4. Budget Distribution

Ah yes, landing pages… One of the most overlooked points on the list. The way every targeting algorithm works is by matching audiences to the relevant content they are searching for. 

Great, we are doing this through our amazing ads. We appear on the SERP and get a click. Now what? 

The user goes to our website, lands on the homepage and leaves 36 seconds later. Yes, this is the most common scenario we encounter. Not having a specific landing page dedicated to exactly what the user is searching for undoes everything you have been working on so far. It’s super important to create landing pages that relate to the search terms and the ads. 

Pages that will further convince the user that you can provide the service/product they are looking for. This is your chance to show your expertise and say, ‘We understand your problem and know what you are looking for – here it is!’; also, you should never be afraid to change your landing page and test new things.

5. Negative Keywords Management

Another thing people don’t utilise enough is negative keywords. They are super important and need to be monitored as often as possible. Having an up-to-date negative keyword list will save you a lot of headaches and most importantly budget. Don’t be scared to eliminate everything that does not bring any real value as sometimes you can have a very high impression share and CTR but zero engagements.

6. Conversion Types

Know the difference between a ‘Contact Us’ form conversion and a brochure download conversion. They are important and show intent but most likely are in two completely different places in the sales funnel. One is doing research, and the other is ready to get in touch and engage with someone from your company: remember this every time you are about to send the same email to five different people.

Google Business Manager Optimisation Services | CMe Media Consultancy
Website Design for End Users | CMe Media Consultancy

7. Target Audience

Always research your target audience before launching new campaigns; look at your customers and see what their buyer journey is. What interested them? What made them choose you? 

This is crucial as it can help you especially if you have tight budgets. Google, for example, is focusing on broad keywords and audience expansions. This can be good for brand awareness but only if you can afford it. If you are looking for results you should focus on audiences that know what they are looking for.

PPC Management at CMe Media

Having a strategy before you jump into the world of PPC management is the most important thing. Know what you want to achieve, sit down, do your research, and write everything down. This way you will save yourself a lot of stress in the long run. Nothing will happen if you launch your campaigns on Thursday instead of Tuesday! Don’t forget to optimise everything. Look at what is working and what is not. Don’t be afraid to change things up until you reach that sweet spot.

Today, the easiest thing someone can do is log into Google Ads, set up a few campaigns, add a budget and give all the power to Google’s algorithm. That’s what it says on their landing pages, so the sales should just start pouring in. RIGHT? Well… why aren’t they pouring in?

This is something we see almost daily in our industry. Companies spending hundreds or even thousands of pounds while having huge expectations but seeing no returns at all. If it was that easy, every business would be ranking on top of SERPs and be super profitable.

This is why having a clear strategy and realistic expectations is so crucial. The initial process of determining what we want to do and how we are going to achieve it is the most important. In this blog, we cover some of the best steps everyone should consider if they want to run successful campaigns. 

Contact our team at CMe Media to learn more about PPC management and how we can grow your business.