There are two options when it comes to traffic: SEO and PPC management. Both are effective ways to drive prospects to your site, but neither is better than the other.
These methods can be effective if used properly. These methods can be used in different ways.
Ad spending is expected to increase 7.61% yearly through 2026. This shows that companies recognize the value of PPC strategies. This article will help you get the most from your PPC campaigns.
What is PPC Management?
PPC management is the strategy and spending behind paid advertising campaigns.
- The keywords that you want to target
- The SEM strategies that you choose
- The copy that you use in paid ads
- The metrics you track and the tools you use for tracking them
- campaign optimization
- A/B Testing
PPC management software is available for certain areas. You can also manage your PPC ads by yourself. It's not an easy task and you might lose money if your plan isn't clear.
Many businesses have chosen to partner with a digital agency in order to increase their conversions and spend more.
An agency will manage your PPC campaign and make suggestions to improve the effectiveness of your ads.
Why you need a PPC Management Strategy in order to increase revenue
If implemented correctly, the PPC management strategy forms the backbone for a successful online marketing campaign. It's a great way get your business noticed in a crowded market and generate new leads.
Without a strategy, it can be difficult to attract prospects who are most likely to convert. However, there are other reasons why you should have a plan.
A targeted PPC management campaign
- Increases your profile: No matter what niche you are in, there is a lot of competition. A well-crafted plan can help you get noticed and put your business in front the right people.
- Creates the best ads at the right times: To attract the right people, send your ads to sites where people are searching for similar products or services to yours. A strategy that works will ensure you know who your target audience is, what they are looking for, and when. The success rate of your PPC campaigns can be greatly affected by a tailored campaign management approach. One agency discovered that its client's conversions increased by 78 percent and their CTRs rose by 39 percent.
- Lowers conversion costs: Knowing your audience will help you save money. An example of this is Hootsuite's use of an agency to help with PPC management. This resulted in a streamlined strategy that reduced the cost per conversion by 28%.
- Finds new keywords: No matter if you use PPC management software to find new keywords, or work with an agency, more business can be generated by using new keywords. Hootsuite discovered that 51 percent of new business came from additional keyword research after making some adjustments.
- More conversions: Optimizing your ads can significantly increase conversion rates.
PPC Management Responsibilities
Analyzing and optimizing PPC ads are the main responsibilities of PPC campaign managers. This involves analyzing data and identifying trends to improve the ads.
Other responsibilities include creating a strategy to pay search, managing budgets and setting up ad groups, keywords, as well as bidding strategies.
There are two options:
- Researching and implementing new strategies
- Reporting on campaign performance and making recommendations
- Completing keyword and competitive analyses
- Keep track of Google Updates
- Budget management for campaigns to ensure they align with company goals
- Copy creation and channel targeting
These tasks require expertise and a broad range of skillsets in order to get the best results. Some advertisers prefer to work with an agency.
PPC Management Strategies for Increasing Revenue
As part of a successful PPC campaign management, there are many ways to use ads. We will explain the most common approaches and how to use them.
Let's begin by A/B testing CTAs.
1. You can A/B test your CTAs
Are you not getting the results that you desire? Try A/B testing.
A/B testing refers to the comparison of two versions of an advertisement asset. Split testing can be done for your PPC ads as well as your emails, web pages and emails to determine which version performs best.
You can test your PPC ads as part of your PPC campaign administration:
- Text
- colors
- ROI, etc.
To make sure your prospects click through to your marketing pages, pay attention to the CTAs.
HubSpot recommends using a three-pronged approach for testing your CTAs.
- Be specific. Don't run ads that have too many individual differences like a variety of colors or different text. To get meaningful results, you need to first ask yourself some questions. To test the wording, for example. Visuals? Placement? Each ad should be tested for only one element.
- Change your CTA. You want CTAs with similar information, but different phrases. It is possible to test elements such as the CTA's color, size, and text. A CTA's placement, color, size, and text can all make a big difference. The following CTAs were tested by Brad Shorr (Director Content & Social Media at Straight North in Chicago):
A. Save $10 on your first order Book Online Now!
B. Additional $10 Discount Book online today.
The CTAs are not very different, but “B”, the winner every time, is more important.
- Choose a date range, measure the results, then optimize.
2. Use Negative Matching Techniques
Your PPC management should not include spending too much money on advertisements. Negative matching, or negative keywords, is a way to save money.
As an example, Nuventra, a drug development company, saw a 70% cost savings per lead as well as a 500% increase in conversions due to negative keywords being used in its PPC management
Negative keywords are words or phrases that you don't want to see your ads on. These keywords are a great way for you to be very specific in your targeting and can help keep your ads from appearing on irrelevant searches.
If you run a PPC campaign targeting the term “athletic shoes”, but don't want your PPC campaign to appear in searches that include the phrase “running shoes”, then you can add the negative keyword “-running shoes”.
Google explains that excluding search terms allows you to focus on keywords most relevant for your customers and can improve your ROI.
WordStream is a free PPC management tool that allows you to easily implement negative keywords. It's as easy as:
- Add a broad term that is relevant to your sector
- choose your industry
- Select your country
- Wait for the keyword list's popularity to build
- List any keywords that are not relevant
Google also offers a keyword planner and search terms report. Google suggests that you “look out for terms that aren't relevant to your business model in queries that have received traffic or in keywords that were suggested to you during planning.”
“Aside from reviewing the stats in these reports,” also consider the intent behind a search.
You can also use Ubersuggest to search for negative keywords.
3. Make sure your ads look and sound like organic results
PPC ads often represent the first impression customers have of your company. It is important that your PPC ads are well-designed and written. They should sound organic.
Your ad copy should sound natural and conversational. It should not sound like you're trying to sell anything. Natural-sounding copy can also be more effective:
- engaging
- persuasive
- compelling
But that's just one thing you need to consider. Natural language processing (NLP), and its role in SEO strategies, is something you should consider.
NLP is becoming an increasingly important part of our daily lives. By 2026, it will be worth $27.16 million. Its growth and application to marketing can be seen as a guarantee that we will see more of it.
NLP is a subcategory within AI. If you search on Google, use predictive text or use a voice-assistant, then you are already using it.
Marketers need NLP because consumers aren't limited to keyword-based questions. They ask complete questions that are more similar to long-tail search query.
Take, for example:
U.S. States vs. States: How many U.S. states are there?
Reconditioned smartphone.
What is the best tool to do keyword analysis?
Another factor to be considered is the rise in voice search.
It is evident that smart speakers such as Alexa are growing rapidly. The smart speaker market is expected to grow to 163 million units in 2021, according to Canalys.
It is even more important that your PPC ads sound natural due to this growth. Here are some tips for optimizing your ads to voice search.
- When writing your ad copy, use concise sentences and phrases.
- Add keywords that are relevant for what you're advertising
- Include a call to action at the end your ad copy, so people will know what to do next.
- Understand the intent of the user
- Answer your audience's questions, and address their problems
- use long-tail keywords
4. Display advertising is a great option
Display advertising, which includes text, banners and images, has been growing in popularity in recent years.
While search ads remain the most popular, display advertisements are growing. According to eMarketer research, display ads grew by 41.2 percent in 2021. Ad spend climbed to $105.99 million and will continue to rise.
A detailed plan is essential to include display ads in your PPC campaign management. Make a plan for what ads you want to run, which keywords to target and what your budget is.
Focus your efforts on keywords and ads that are the most effective if your budget is tight. This will allow you to maximize your advertising dollars and not have to constantly adjust your campaigns.
Here are some tips and tricks for display advertising.
- To maximize your audience's engagement, you can use a variety of ad formats
- Use quality images to grab attention to your ads
- Create a call for action
- Test your ads with A/B
- Include keywords
5. Optimize your site for mobile
In 2020, the United States had 211 million mobile phone users. Now, fast forward to 2021's fourth quarter. 54.4 percent global web traffic was generated by mobile devices.
Adobe research also shows that while mobile shopping is slowing down, 57% of mobile users use their phones for browsing.
It is obvious that you must accommodate mobile visitors.
For a moment, imagine yourself as your customer.
Your smartphone is your new best friend. You click on an email address or a search advertisement, eager to learn more.
The print is too small to read, the images aren’t clear and the information you need to complete your purchase isn’t visible.
What are you going to do? Do you want to wait until your laptop is connected? Maybe. You might remember. You most likely click away. Don't forget to find a competitor.
PPC management does not end with online ads. Your prospects will have the best experience if you continue to manage PPC on your landing page, blog, or website.
How do you do this? You can make your prospect's site user-friendly by optimizing your website
- creating a responsive website design
- Fluid grids and fluid images are used to ensure that content is easily readable on all devices.
- Optimizing site navigation to make it easy to use with one hand
- You can ensure that text is legible on small screens by zooming in and out.
- Site speed can be improved by minimising images and deleting unnecessary files.
6. Make Text Ads
Online advertising is dominated by text ads. These ads are typically short and contain only a few lines text with a link to advertiser's site.
Google defines text ads to be “a type of marketing communication that advertisers may use to promote their product/service on the Google Network.”
Text ads appear on SERPs in the form of sponsored links. These are paid for by advertisers as part a PPC management campaign.
- websites displaying Google ads
- mobile devices
- Apps
- Google online platforms like YouTube and Gmail
Text ads are a great way to make money.
- Include keywords
- Address the pain points of your audience
- Describe the benefits of your product/service
- Include sidelink and affiliate ad extensions
- Add numbers
- Detail the benefits
Use CTAs to get customers to move on to the next step, such as this Pizza Pizza example.
7. Make Native Ads
The 2021 PageFair Adblock Report shows that desktop adblocking increased 8 percent to 257,000,000 users while mobile adblocking grew 10 percent at 586 million users. The research found that Adblock users are more likely to accept intrusive ads.
Here's where native ads are.
These ads have no impact on the user's experience in the same way as other ads.
Native ads are ads that look like the content on a website's other pages. They look similar to articles, videos, banners on websites, and other content. You can see examples of sponsored posts on Instagram or “sponsored stories”.
If you use Google, native ads can be created by:
- Sign in to Google Ad Manager
- Click delivery and select “native”
- Selecting “new native ads single ad”
- Choose the type of ad you want (the HTML and CSS editor, guided design editor for traditional and programmatic ads, or the Android/IOS app code).
Here are some best practices for native ads:
- Knowing your audience and targeting them
- Use a catchy headline to attract readers
- creating an engaging visual
- Ensure they are consistent with your brand
- Providing entertainment or useful information
- Use hyperlinks to direct people to your site
- You can use a variety formats
- Ads that are responsive
PPC Management Commonly Asked Questions
Who should be hired as a PPC manager/agency?
You don't have to wait for your SEO strategy, so you may want to hire a PPC manager to manage your campaign.
PPC is a proven method of attracting targeted traffic to your website. You can still benefit from expert knowledge, even though you are able to manage many aspects of your advertising like keyword analysis using PPC management software.
No matter how large your budget is, a PPC agency will ensure that you are spending it wisely and creating a solid strategy.
Are you able to manage your own PPC campaigns yourself?
Although you could manage your PPC campaigns yourself, this can often lead to a lot more trial and error as well as financial losses. A digital agency can help you implement successful campaigns.
What are the best e-commerce PPC management tips?
You can find keywords that resonate with your target audience, create an ecommerce ads campaign, segment your ads to improve targeting, use remarketing and A/B testing ads, advertise on multiple channels such as Facebook, Instagram and Twitter to reach new customers, expand your reach, and use Google AdWords and Bing Ads for SEO (search engine optimization) purposes.
Can a PPC manager help me decide how much I should spend on paid ads?
PPC managers make recommendations based upon your goals and explain key information such as your cost per acquisition and cost per click. The final decision about how much budget you wish to allocate to PPC lies with you.
Conclusion: PPC Marketing Management
Effective PPC management is essential for many businesses to grow their business and attract qualified leads to their sites.
Unexperienced PPC campaign managers can make costly mistakes if they aren't sure of the right tactics to use.
PPC management software can be used to search for keywords and monitor their results. You can also optimize your starting position.
However, it may be easier to let others learn and increase your chances of success with PPC by outsourcing to an award winning digital market agency.
What PPC management strategies do you use and how has it helped your business?
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By: Neil Patel
Title: What is PPC Management and How You Can Take Advantage Of It To Maximize Revenue
Sourced From: neilpatel.com/blog/ppc-managers/
Published Date: Tue, 19 Apr 2022 14:00:00 +0000