How to Optimize Your PPC Strategy
As a company or brand,
you want all eyes on you. For this, you need to show up among the top ranks of
Google SERPs (search engine result pages) and be visible on YouTube and various
other platforms. There are two ways to achieve this: organically and through
paid advertising. And as any experienced digital marketing agency will tell
you, it’s best practice to use both.
Organic search results
come about through months (or years) of quality content production and a strong
SEO foundation. Consistent blog posts and social media content will slowly
increase your domain’s authority and move you up the search rankings with the PPC Service Company in New York.
Then there’s paid
search advertising and pay per click marketing (PPC). This allows you to bypass
the system and create viewership in hopes of gaining leads, closing deals, and
recouping your investment. However, you can’t just throw money at the system
and expect a quality ROI.
What is paid search and what is pay per click
advertising?
Almost any search query
on Google or Bing will have a few links at the top with the words “AD” next to
them. These sit above the organic search results, which allow brands to gain
viewership without having to go through months of organic content strategy.
Every time one of these links are clicked, the company or brand pays a certain
amount of money.
Keywords
You can target your ads
to certain keywords within the search query. As a workout supplement company,
you might aim for common search terms like “pre-workout shake” or “what is the
best supplement for working out.”
·
Short-tail
keywords, like the former, will have more companies and businesses vying for
usage.
·
Long-tail
keywords, like the latter, will have less competition and will cost less to
advertise for them.
Bid
The price per keyword,
or in the case of Google “Google Ad Word,” depends on how much competition
there is for the keyword. As mentioned, long-tail keywords will cost less.
Impression share
Your impression share
tells you how well your PPC ad is performing. Essentially it’s the number of
impressions you received divided by the estimated impressions you were eligible
for.
Optimizing Your Ad Copy
The PPC ads have one
chance to capture the user’s attention and incite them to click. This means you
need actionable words, a relevant title, and an optimized ad copy.
Per the actual copy, you have 135 characters to grab
a user:
·
30 for the
Headline
·
90 for the Body
·
15 for the URL
Ad Path
That doesn’t give a lot
of leeways, which means you may need to optimize on the fly. If your impression
share is less than ideal before you remove the Ad Word try changing up your ad
copy to see if you can’t generate more interest.
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