Paid advertising (or PPC marketing) is best defined as any paid promotion with the primary goal of generating leads who are ready to buy right now.
As a leading PPC agency, we’re well aware of the different platforms that allow you to run pay-per-click campaigns. However, many of these lack the range to generate a significant amount of leads, so we’ve specialized in the networks that provide the best results.
- Google AdWords
- Bing Advertising
- Facebook and Instagram
These channels of marketing are an ideal fit if you are looking to build up your organic search rankings (which can take up to ~6 months), but still need to get revenue in the door now.
Below, we’ll go over the definition of PPC, discuss the importance of managing this part of your marketing plan, and give you tips on hiring reliable PPC management services.
What is PPC and PPC Management?
PPC is a type of digital performance marketing where companies only pay for spots after users have clicked on the advert. It’s called performance marketing because, unlike traditional advertising, you don’t have to pay for ads that don’t generate clicks. That said, the price of each interaction varies depending on many different factors, so managing a PPC campaign is a full-time job.
PPC management is the practice of creating, monitoring, and optimizing or adjusting your paid per click ads campaign in order to get the best results. This means that you have to constantly analyze the most important parts of your PPC campaigns, including conversions, traffic volumes, and other areas.
From the devices your audience uses to the location of the people seeing your ads, there are many different factors that affect and optimize the performance and cost of your campaign. The four major areas that PPC management should focus on are:
Finding the terms that consumers are using to search for your products and services will allow you to connect to customers who are ready to buy. Not only this, but the keywords you use, how you use it, and the variants you include in your ads will also help determine their cost. Each industry is different, so you need to perform your own assessment to figure out which keywords work best.
There’s a wide variety of tools that can help you identify the best keywords (and the worst or negative). These keyword research tools can give you a good idea of the approximate costs and also let you know how hard it is to rank in the first positions. That said, not all keyword research tools are the same, so it’s important to choose a platform that offers reliable information.
The landing page, which is the exact URL that users are directed to after clicking on your PPC ad, also helps Google and other providers decide how much each click will cost. Your whole business website should be relevant and perform well, but your landing pages have to be fast, contain valuable content, and be easy to navigate if you want to have an effective PPC campaign.
Overall Quality Score
As part of its ranking mechanism, Google will calculate your site’s overall quality score based on how relevant, intuitive, and functional your site is. If your landing page or entire website is slow and doesn’t contain information that users will find valuable, you will have a low-quality score.
To ensure that you end up an effective PPC campaign, you need to have a good website that gets a good grade from Google and other platforms.
The creative elements of your ad refer to the ad copy as a whole, including the title, description, and display URL. There is a limited amount of space in PPC ads, so you need to produce ad copy that’s engaging and relevant in a creative way. This can help users understand how your ad relates to their search, so ads networks reward companies that do it well.
Best Platforms for PPC Campaigns
There are dozens and even hundreds of PPC platforms to choose from. But, as we mentioned before, only a handful have enough reach to be suitable for almost any industry. This is the reason why our PPC management services focus on Google Ads, Bing Ads, and select social media platforms.
Google Ads is the largest and most popular PPC network, which shows ads on search results pages as well as other parts of Google’s network. Bing Ads can also become a valuable source of leads, and this list also includes social channels like Facebook, Instagram, and LinkedIn.
Google Ads are the small advertising boxes that appear at the top of almost every search results page. This online advertising program allows you to promote your products or services to users who are actively using Google and other pages on the company’s network. It’s among the longest-running PPC programs, so succeeding with these ads requires savvy management and a robust business marketing plan.
Social Media Networks
Just because a social network is popular doesn’t mean it has a good PPC network. In our experience, the social media platforms that have the best PPC programs are Facebook, Instagram, and LinkedIn.
Facebook is used by more than 2.6 billion people every month and that number is growing steadily. In addition to its reach, Facebook users also provide a huge amount of information that you can use to adjust your targeting settings and create tailored content for each of your audiences.
That said, your business will be one of the millions using this social network to promote their products, so working with an experienced PPC agency can help you develop engaging ads, control your ad spend, and develop a successful campaign the first time.
Instagram became one of the most popular social networks because it focuses heavily on creating attractive images. Launching an ads campaign on this platform can help you take advantage of this unique feature while still blending with the content usually found on user feeds.
The key to success with Instagram PPC is to focus on creating quality ads that highlight the value of your services or products without sacrificing aesthetic appeal. Our team of PPC management experts can develop a campaign strategy and produce engaging posts that also generate measurable results.
LinkedIn has long been regarded as the social media platform that’s designed to connect consumers and companies with fellow professionals. This social platform provides great results for B2B paid ads campaigns, but the upfront costs can be a little higher than with other platforms. Through solid PPC management, our team can help you keep your ad spend within budget while still getting business from your LinkedIn ads campaigns.
Bing is an alternative search engine that also has a comprehensive ads network, albeit it’s not as big as Google Ads. And, while it doesn’t feature call tracking, Bing Ads can be an affordable alternative to other platforms depending on how well you manage it.
Advantages of PPC Marketing
Although PPC management is a full-time job, there are many advantages that come with this type of marketing. Because paid ad rankings are determined by more than the bid amount, PPC allows smaller companies to compete with larger providers for the top spots. With proper management, your PPC campaigns can be used for a wide variety of purposes, including direct leads and sales generation.
Many small and medium-sized businesses lack the financial resources to only rely on long-term marketing tactics. PPC offers a great alternative because it can start producing results immediately, which is one of the major differences between paid ads and SEO.
Think about it in terms of renting a car versus buying a vehicle. SEO is like purchasing a new vehicle because the process takes time, but it costs less in the long run. When renting a car, you’re paying more upfront, but you’re getting exactly the car you want when you need it most, so it still serves a great purpose.
As with other forms of digital marketing, you can monitor and analyze the performance of your PPC campaign. From the average position in search results to how much your business is paying for each conversion, you’ll be able to examine different metrics and make the changes you need to improve your results.
Remember, the information you collect holds the key to improving the performance of your PPC ads. As part of the PPC management process, you should carefully assess the results you’re getting and determine what parts of your paid ads campaign need to be improved.
When a person conducts a search, Google adjusts the results they see based on the user’s location, type of device, and other variants. Ths same information also allows you to place different targeting settings so that your ads are only shown to relevant audiences.
For instance, if you sell sports equipment, you may want to target people from a certain age group or users that have shown interest in specific topics. Your targeting settings can help narrow down your audience, which in turn can help boost the performance of your ads and get the most out of your budget.
Not Dependant on Algorithm Changes
Business owners that also focus on search engine optimization understand the importance of staying up-to-date with algorithm changes. Search algorithm updates can drastically change search results rankings, so companies need to identify these changes and make the right adjustments to prevent losing their current position.
Paid ads, on the other hand, are not affected by these algorithm changes. As long as you focus on good PPC management, your ads will stay relevant and up-to-date. Plus, if there are any big upcoming changes, you should be alerted through the platform you use to manage your campaigns.
Common PPC Marketing Challenges
The marketer or marketers tasked with the management of your PPC ads will likely encounter a few challenges that may endanger the success of your campaign. The most common scenarios include:
Many PPC campaigns never take off properly, so marketers throw in the towel and choose to invest their marketing dollars somewhere else. However, lackluster ad performance can be caused by a huge variety of reasons. Our PPC management experts can design a new campaign that ticks all the boxes and gives you a good baseline in terms of performance.
While some clicks can cost a few cents, others can cost thousands of dollars. The cost of each click is determined by the keyword and finding the right term in some industries can be very expensive. Our PPC management specialists can identify the keyword variables that still produce results, but cost a fraction of the words competitors are using.
Difficulties Converting After the Click
One of the biggest challenges your PPC management team will face is converting customers after the click. This goes beyond the ad itself, so you have to look at elements like your landing page and other factors. If you’re not sure where to start, our PPC management team can help assess your campaign and figure out where customers are exiting your sales funnel.
PPC management is an on-going process, so it can become a burden for your existing internal team if you’re already short-staffed. At Fannit, we can help you relieve pressure from your core team so you can focus on other parts of your operation while knowing that your digital marketing plan is taken care of and growing in lead volume.
5 Steps of PPC
Like all tactics around Fannit, we have a unique process built for PPC management. In a nutshell, our PPC management capabilities are engineered around the following 5 principles.
1. Keyword Negatives
What keywords are underperforming and wasting ad spend? Let’s focus and drill in only on the aspects that are doing well for your business.
2. Ad Rewrites
Similar to keyword negatives, we’ll re-assess your ad performance on a weekly basis and verify that the copy is performing the way that it should in accordance with our benchmarks. This is a crucial part of our PPC management process because it allows us to identify new trends early on and act quickly before they change.
3. Keyword Culling
Each month, we’ll look at broad keyword performance and pursue keywords with the best chance of generating qualified leads for your business.
4. Keyword Expansion
As we refine our keyword selection, we’ll constantly be looking out for industry trends and new searches likely to generate the qualified leads that you’re looking for.
5. Landing Page Optimization
While copy and keywords are essential to getting a click out of the lead (the trickiest part), the landing page that they arrive at will be the final judge as to whether or not they’re a lead ready to do business with you.
Using Conversion Rate Optimization software (CRO), we’ll constantly monitor engagement on your landing pages and ensure that we are at a satisfying conversion rate across industry benchmarks.
Contact Fannit and Design Winning PPC Campaigns Today!
At Fannit, we’ve been developing and curating successful PPC campaigns for the last decade, so we understand what elements have the biggest impact on the performance of your ads.
If you’re looking for the best PPC agencies out there, contact our team of experts and we’ll be glad to help your business find the formula to success for your account.