{"id":8993,"date":"2021-04-04T01:01:16","date_gmt":"2021-04-04T06:01:16","guid":{"rendered":"https:\/\/flevy.com\/blog\/?p=8993"},"modified":"2021-04-03T17:14:46","modified_gmt":"2021-04-03T22:14:46","slug":"investing-in-ppc-marketing-how-to-make-it-work-for-you","status":"publish","type":"post","link":"https:\/\/flevy.com\/blog\/investing-in-ppc-marketing-how-to-make-it-work-for-you\/","title":{"rendered":"Investing in PPC Marketing: How to Make It Work for You"},"content":{"rendered":"

\"\"Pay-Per-Click (PPC) advertising is one of the most common digital advertising practices used today, yet many businesses are skeptical of its effectiveness. A click, after all, isn\u2019t the same as a sale and when such campaigns aren\u2019t designed well, they can turn into a waste of time and money. Still, the approach wouldn\u2019t still be thriving if it didn\u2019t work, so brands can\u2019t write it off entirely. Instead, what businesses need to do when implementing PPC campaigns is make sure that they\u2019re properly structured to yield optimal results.<\/p>\n

Know Your Goals<\/strong><\/p>\n

The first and simplest thing that businesses need to know when implementing a PPC campaign should be obvious, and yet it often goes overlooked: you need to define a successful campaign<\/a>. If you don\u2019t know what you want your PPC campaign to achieve, you can\u2019t know if it\u2019s working. That\u2019s a serious problem.<\/p>\n

There is no universal definition of a successful PPC campaign. Rather, you need to determine how many sales, clicks, or impressions would make a given marketing effort successful for your brand. This will depend on factors like budget, existing audience size, and platform, among others. These goals will evolve with your company, especially if you\u2019re a beginner using PPC ads to market your new business<\/a>.<\/p>\n

Consider Your Keywords<\/strong><\/p>\n

PPC campaigns are built around keywords and anti-keywords, but to reach your intended audience, these have to be selected carefully. Choose terms that are too popular and you rick being drowned out by larger competitors, but target your campaign too narrowly and you won\u2019t reach enough people.<\/p>\n

Given these challenges, when structuring your PPC marketing campaign<\/a>, many experts recommend researching keyword combinations that include added elements like your location, commercial terms like \u201csale\u201d or \u201cdiscount,\u201d and popular search addenda like \u201chow to\u201d or \u201cbest.\u201d Though it may be hard to rank for general product or service terms because of how many other companies you\u2019re competing with, adding other terms to your PPC campaign profile can help.<\/p>\n

Use Targeting Tactics<\/strong><\/p>\n

Keywords are just one of the different ways to make sure that your PPC ads are hitting their mark; another important targeting tactic is to define the demographics for your campaign. Many brands fail to implement precise targeting practices<\/a> because they worry about missing those outside their core audience. If you don\u2019t define the demographics for your campaign, though, you\u2019re likely to waste a lot of money on clicks that will never convert. It\u2019s better to reach a slightly smaller group and increase the proportion of clicks that lead to sales.<\/p>\n

A Matter Of Balance<\/strong><\/p>\n

Research shows that PPC advertising is one of the most effective approaches to advertising, with PPC ads producing 50% more conversions than organic approaches according to a Moz study reported by SmallBizGenius<\/a>. This is despite popular wisdom that typically promotes organic advertising over PPC and other practices. On the other hand, the majority of all ads, including PPC ones, are subject to ad blindness.<\/p>\n

Today\u2019s digital consumers are just too savvy to pay ads much attention and have mentally learned to filter them out. Add to that the 25% of users who have ad blockers installed and advertisers are facing an uphill battle \u2013 which only underscores the importance of having a clear strategy.<\/p>\n

Structure your PPC campaign well, and you can break through this blockade. Now, are you ready to execute?<\/p>\n","protected":false},"excerpt":{"rendered":"

Pay-Per-Click (PPC) advertising is one of the most common digital advertising practices used today, yet many businesses are skeptical of its effectiveness. A click, after all, isn\u2019t the same as a sale and when such campaigns aren\u2019t designed well, they can turn into a waste of time and money. Still, the approach wouldn\u2019t still be… Investing in PPC Marketing: How to Make It Work for You<\/span><\/a><\/p>\n","protected":false},"author":17,"featured_media":8994,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-8993","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"_links":{"self":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/8993","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/comments?post=8993"}],"version-history":[{"count":1,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/8993\/revisions"}],"predecessor-version":[{"id":8995,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/8993\/revisions\/8995"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/media\/8994"}],"wp:attachment":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/media?parent=8993"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/categories?post=8993"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/tags?post=8993"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}