How to Build a Winning Strategy for Paid Search Advertising
Pay per click advertising as commonly referred to as paid search still proves to be effective for marketing and sourcing targeted traffic, leads and conversions. However, to achieve PPC optimization, you require more than just a balance on the check, and a few key terms. Looking at paid search as a promotional tool, it needs more than just a plan which follows to be thoroughly thought out, with help of data analysis and optimum results achieved through continuous adjustments.
At Digitize Ads, our focus is to ensure that companies develop profitable paid search campaign. In this blog, we’re going to take you through the most important aspects of creating a plan for your paid search advertising.
- Define Clear Objectives
It is crucial also that if you are beginning with paid search one needs to set measurable goals of what success is for your business. Do you want to educate your audience, build brand recognition, attract traffic, leads, or direct sales? Hence, each of these goals is achieved using a different strategy and an entirely different set of parameters on which they are usually evaluated.
For example, if you set objectives to enhance sales, then chances are that you will be keen on conversion rate analysis and qualifying keywords. If you’re working on building brand awareness it will be more important to cover a higher number of people and create more interactions. Strategic goals are specific and achievable providing a good basis for the formulation of specific campaigns and measurement of outcomes.
- Conduct In-Depth Keyword Research
Keyword research is a core component of any effective paid search campaign as we have previously established. Also, it means that by not selecting the proper keywords, the ads will not appear before the people, who can be enticed to make a purchase. You should begin by selecting what you consider to be your top-level keywords, or those key phrases that will most closely describe what your business sells or offers.
You can find variations of your core terms, using Google Keyword Planner, SEMrush, or Ahrefs. Focus on the long-tailed keywords due to their high level of potential buyer interest. Do not be fixated on the overall number of keywords that you would want to rank for, some keywords have little value to your audience. However, make a point of adding negative keywords to ensure your ads are not displayed when needs meet unrelated searches.
- Create Compelling Ad Copy
Once you have done your keyword research it is time to write your ads. The copy should be understandable, convincing and as highly relevant to the keyword as possible. Make sure your headlines got a lot of meaning within a short time possible with action words and offers. Your ad copy should also proclaim your Unique Selling Propositions (USPs) or those aspects of the product that make it most advantageous to consume. Is it a sale, free delivery or is there a special feature of the products which are going to be delivered? Ensure these elements are some of the most conspicuous on the website. Also, do not neglect all the ad extensions such as sitelinks or call extensions that allow users to interact with your business in more ways.
- Target the Right Audience
Targeting is important with your advertising to help ensure you get your ads in front of the right audience. The great thing about paid search is that it lets users’ further segment by demographics, location, device and behaviour. Geo-targeting is helpful when you operate a business that relies on local clients; choose customers within a certain distance. Audiences can also be divided according to their activity on the internet and the world wide web. For example, users who have previously been to your company’s website (remarketing) or users with specific characteristics within demographics. In audience targeting, you are guaranteed that your advertisements attain the appropriate clients in actual sense.
- Optimize Landing Pages for Conversion
Your landing page is where the magic happens. Even the best ad copy and keyword targeting won’t lead to conversions if your landing page isn’t optimized. Ensure that the page matches the message that you as an organization produce in the ad. Make sure your design prompts visitors to do what you want (CTA), is free from clutter and is easy to load. Test your landing pages on mobile devices, as a large portion of users now browse and shop from their smartphones. When the landing page and ad copy are coordinated, the audience will convert much better than with a poor landing page.
- Set a Realistic Budget & Bidding Strategy
Your budget determines how much you can invest in your paid search campaigns, but it’s just as important to have a solid bidding strategy in place. However, before we speak about that let’s first take a closer look at bidding strategy. You will also have to define how much money you are ready to spend per each click or per each conversion.
Some of the bidding methods available for the target audience are manual bidding, CPC, and CPA. Initiating with the manual bidding helps you to have the full control over your costs, and eventually try out an automated bidding options when you gather enough statistics. By close monitoring of the amount to bid and constant changes in the bids you are assure of being competitive and getting your deserved ROI.
- Monitor, Analyze, and Optimize
Paid search is not a set-it-and-forget-it endeavour. Regular monitoring and optimization are essential to improve your campaign’s performance. Monitor an important parameter like Click-Through Rate (CTR), the conversion rate, Quality Score, cost per acquisition (CPA). If your CTR is low, then it is high time to work on the ad copy or make some changes with the ad targeting. A poor number of conversions indicates that the landing page or the offer that you are presenting needs enhancement. The process of using one set of ads and one landing page against another similar set of ads and another landing page is beneficial in determining the most effective assets. Continuous optimization will help clients to achieve the maximum benefits for each of their ad investments.
- Stay Updated with Trends
The most common form of paid search advertising is pay per click or PPC and it is constantly changing as is other forms of digital marketing. Read updates of new functions, bidding techniques, changes in Google AdWords and other online advertising tools. It is also important to review impacts of updated ad formats, targeting choices and automation instruments often enough to stay on the top of the competitors.
Some of the best practices that a person could follow to keep abreast with the latest developments include: Blogging about those issues and subscribing to relevant bloggers make it easy for one to achieve this, Web Casts and Webinars and joining groups related with the industry. Seasoned professionals in our organization remain vigilant in the task of reviewing trends so as to practice the most current tried practices that apply to digital campaign.
Conclusion
A well-structured and data-driven paid search strategy is essential for businesses looking to drive growth through digital advertising. By defining clear objectives, conducting thorough keyword research, crafting compelling ad copy, and continually optimizing your campaigns, you can achieve strong results and a solid return on investment.
At Digitize Ads, we specialize in helping businesses build and optimize paid search campaigns that not only drive traffic but also convert that traffic into valuable leads and customers. If you’re ready to take your digital marketing efforts to the next level, contact us today to discuss how we can help you develop a winning paid search strategy tailored to your business.
Need help with your paid search advertising? Get in touch with Digitize Ads for expert campaign management and strategies that convert. Let us help you turn clicks into customers!
