In the digital advertising space people looking for products and services make billions of searches to seek information. One of the most effective avenues of advertising is PPC.
PPC is easy to plan, implement and control giving quick results, but it is risky without a sound strategy. Devising a successful PPC strategy is paramount to achieving desired results. The main strategy is to get the prospects from awareness stage to interest and desire stage and finally convert them to take action.
The cornerstones of a PPC strategy in line with the main strategy are call to action, precise audience targeting, creating attractive landing page, dynamic bidding, front running, optimizing budget for effectiveness and maximizing budget for campaign profitability.
PPC plays a vital role in digital advertising strategy with features unmatched by other forms of advertising. The two most important features of PPC are its ‘reaction for action’ feature and 100 percent control of the advertising function. The fact that as the name suggests pay-per-click means exactly that – pay only when a prospect clicks on the advertiser’s ad.
The advantage of PPC is that in its universe advertisers can bid for the price they want to pay for a click. With this facility they can plan their advertising budget precisely optimizing for achievement of several goals – awareness, desire and action.
PPC is important because it is amenable to testing, analyzing and adjusting campaign elements, and it is easier here to take corrective steps without wasting too much money or time.
The first logical step in developing a PPC strategy that works is to set goals. If the goal is to deliver great advertising without linking it to sales then it is no good. The goal of any PPC strategy is to result in sales that build up revenues. Thus, matching the elements of the campaign to sales is tantamount to success, more so in respect of landing pages, ads and keywords.
Here, if the business depends on the sales team to deliver sales then the quality of leads is quite important to limit wastage in sales effort to follow up poor quality leads. This calls for close coordination between marketing and sales to ensure that the sales team’s follow up of leads is cost-effective.
Strategy precedes tactics and this is more relevant in PPC strategy. The core of our methodology is three-tiered. First, we assess the scenario for you and your business. Next, we create a PPC policy based on the assessment. Lastly, we chart an action plan within the policy framework.
Step 1 –Situation Assessment
In situation assessment we study your business in its entirety and identify the issues to be addressed keeping in mind the competitive and industry scenario. We assess the present state of the business and its position in the industry by conducting a SWOT analysis. We also assess the PPC advertising of competitors. The assessment will reveal how the business is doing and where the shortcomings are and what gaps need filling. From this we define goals for PPC and benchmark the same.
Step 2 – Market Management Policy
Based on the situation assessment we can arrive at guidelines on what PPC strategy, an important part of overall business strategy, can achieve for the business. Our policy framework will consider what PPC can achieve for the brand and based on this policy we can decide on the tasks for various components of PPC. More importantly, we look at various components to ensure they are well tested, well coordinated, well managed, well monitored and well tweaked to achieve set goals within the policy framework.
Step 3 – Action Plan
After assessing the business, setting goals and formulating PPC policy creating an action plan is the next logical step. Making action plans become easier when goals are clearly set. Goals dictate formulation of action plans. Measuring action plans for each component of PPC with achievement of goals is the sine qua non of PPC strategy. The action plan will comprise tactics to achieve better efficiency from PPC program through optimization of campaigns, ad groups, ads, keywords and landing pages.
Step 4 – PPC Management Process
Our PPC management process involves the use of the most popular PPC channels such as Google Ads, YouTube, Facebook Ads and Bing Ads. We have experts manning these channels to ensure they provide you with campaigns that would achieve set goals. Our iteration process considers each channel carefully for its efficacy in serving the business. For instance, we use Bing Ads for its ability to give conversions at low rates, build better quality of audience and expand target audience.
We at Digital Ads develop a sales goal-oriented PPC strategy for you. Our PPC philosophy rests on managing and maintaining your PPC campaign predicated on a logical and methodical structure.
We monitor your campaign throughout its pendency testing all the elements, analyzing them, conducting keyword research and taking corrective measures to ensure you get an effective advertising campaign that produces sales at the least cost to you. We not only work harder but with our experienced and competent team we work smarter. Our smartness is reflected in the way we coordinate between your sales and marketing teams to produce sales whether it is for providing quality leads to your sales team or attracting traffic to your e-commerce website.
Our major successes are always sales goal-oriented. That is our mantra.