Enable contextual and measurable multi-device marketing
- Are you struggling to make your presence felt online?
- Do the deeper pockets of your larger competitors keep you up at night?
- If potential customers are using multiple devices to search for information, how will you drive them to your landing page?
- Should you invest more in organic marketing or incorporate a paid advertising program in your overall digital strategy?
If questions like the above are on your mind, pay per click (PPC) advertising offers a solution so you can compete with the bigger players in your industry. It gives smaller local players a level playing field by allowing healthy competition for the more generic keywords.
Google is following the trend where more users now search for information using multiple devices such as tablets, desktops, and smartphone, and other search contexts, i.e. time of day and the device used. The search giant’s recent update to its advertising product, Google AdWords offers to reduce some of the complexities involved in managing multiple ad campaigns.
Google AdWords – Enhanced Campaigns
Termed Enhanced Campaigns, these new features hold promise that the life of the digital marketer is going to get much easier. Separate campaigns for each digital device will soon be a thing of the past. We can now integrate campaigns across all devices based on parameters such as a prospects’ location, time of day, when a query is run, and type of device used. The ability to run contextual, multi-device marketing campaigns that can be measured to a granular level can add significant value to paid ad campaigns.
Key benefits include:
- Ability to integrate and run a single campaign across multiple devices
- Create targeted ads based on device used and location of search
- Measure the impact of various ads across devices
For businesses this is great news since paid campaigns will become much more flexible, easy to launch, less time consuming, and best of all, cost-effective.
PPC: How does it help Deliver Qualified Prospects?
Most of us have been front row witnesses to the evolution and development of the PPC model, and especially Google’s AdWords tool. It has definitely changed the way we view display advertising. Having to pay only when someone clicks our ad gives you some assurance that you are meeting the core objective of driving qualified traffic to your website. PPC helps you:
- Generate quality leads quickly: Ads are delivered only to web surfers searching for information related to your keywords. This is good indication that the visitors are more likely to be interested in what you have to offer
- Ensure real-time impact: You no longer need to wait several days or even weeks to understand the impact of a campaign. With PPC, you can roll out a campaign within hours and watch the results rolling in almost immediately. If required, you can even pause the campaign or experiment with a different creative format based on reports generated
- Location-based targeting: Local businesses can automate the delivery of ads based on search location and time of day. This enables quicker lead conversion as the target audience is in close proximity to your business location.
- Quantitative measurement of campaign effectiveness: One of the biggest advantages is measurability.
PPC offers insight into:
- Conversion Rate (CR): Calculate the number of leads that took action after clicking your ad—made a purchase, registered on your site, filled a form, etc.
- Click-Through Rate (CTR): Measure the relevance and impact of ad campaigns. A low CTR means you need to improve the quality of keywords and/or the creative.
- Quality Score: This is the sum of relevant keywords, CTR, quality of your pages used by Google to measure ad rankings, and effectiveness of PPC. A good quality score indicates highly optimized use of ads, keywords, or campaigns.
- Negative Spend: This indicates that your ad is appearing in searches that are not relevant to your business. You need to identify a set of negative keywords to avoid appearing in irrelevant listings.
Integrate With Other Tactics
Merely investing in a PPC campaign will not help. You need to make it an integral part of your overall campaign and ensure consistency in messaging and positioning across both paid and organic channels. Consider the following factors:
- SEO Strategy: Don’t run your PPC campaign isolated from other tactics like Search Engine Optimization (SEO). Consistency in the message you deliver through the ads and your organic search results landing page will have a measurable impact on your overall strategy.
- Competitive Search and Visibility: PPC campaigns help capture keywords that actually aid conversion. You need to invest in extensive and ongoing research to identify keywords that will increase your visibility.
- Data Analytics: Compare data gathered from both your organic and PPC campaigns to understand your buyers’ behaviour and optimize campaign effectiveness.
- Targeted advertising: Link your landing page directly to your ad. Ensure that the call to action is visible on the first click.
- Digital Marketing Budget: Determine the maximum cost you are ready to incur per lead since it plays a key role in determining your advertising cost. You can either pay a flat rate for each click or opt for a bid-based program.