You might be wondering, why go back to basics? PPC advertising services have been some of the pillars of internet marketing and have evolved to more advanced concepts in the recent years.
The same mentality is where most PPC nightmares start. An SEO company may go right ahead and jump into groundbreaking strategies and execution, but the campaign is very shaky in terms of foundational concepts. So, consider this as a gentle spanking to prompt you to review your pay-per-click campaign fundamentals. Even the best SEO company needs one every once in a while.
The Three Pillars of Planning
Mention keywords and every internet marketer's eyes will twinkle with anticipation. Search engine optimization has been driven by these "magic words" and every brand and business wants to be seen for these search terms. Internet marketers can sometimes be too giddy and too excited to jump into keyword generation without proper planning.
Oh, yes. We mentioned the P-word! When it comes to this phase in developing PPC advertising services, there is a trifecta of crucial things that need to be factored in:
1. Objectives. Your PPC goals will basically determine everything else in the campaign. Remember, objectives may vary from one marketing field to another (i.e. a branding goal is different from conversion optimization objectives).
2. Budget. Don't shoot for the stars if your budget won't permit it. This is tied into your goals. Don't set grand metrics if from the very beginning, you already know that your money can also get you as far.
3. Relevance. Based on your goals and bounded by your budget, select the most relevant campaigns or keywords that you should target.
As you can see, all three concepts are interlinked and not even the most advanced PPC advertising services can be successful without a solid planning taking into account these three key factors.
Keyword Research
Don't go on a hunch and perform due diligence. Besides, there are many free tools out there that an SEO company can use when performing keyword research. Once you have a list, it's time to segregate them into themes in order to structure your campaign in a more organized manner.
Now, when it comes to prioritizing keywords, give first priority to broad-stroke search terms before going specific. This is especially useful for those with a very limited budget. Also, do not water down the relevance of your ads by only utilizing one or two themes. Diversify so the chances of your ads showing up will be higher.
A PPC account is subdivided into campaigns and further subdivided into ad groups. Organize your campaigns very well and remember these few pointers:
• The keywords will prompt the ads to show up when a user runs a query in search engines so customize your copy and make it relevant and compelling
• Remember, all the ad groups under a single campaign is sharing one budget and targeting. Ad groups with a different targeting, theme and a separate budget allocated for them should be under a different campaign.
Developing Your Ads
As a rule of thumb, an ad group should include keywords that are not mutually exclusive, but rather, very much interlinked to one another for reasons stated above. Again, these keywords trigger the ads so they should be very related.
Your partner SEO company should be able to help you develop copy for your ad that is catchy, appealing and has a strong call to action. Remember, your ad is useless unless someone clicks on it. Have a great landing page as well to increase conversion rates.
Once these basic steps are done, insert your best practices and you are ready to launch your campaign. Don't launch and leave. Measure your successes along the way and take not of your failure. The best PPC advertising services were not achieved in one attempt. Tweak as necessary.
The Importance of SEO in Business Promotion How Google Analytics Can Boost Your AdWords Performance SEO Copywriting for Popularity and a Higher Search Engine Ranking Buying High Quality Links After the Penguin Update - How to Do It How Do You Promote Your Website On the Internet?
0 comments:
Post a Comment