Brands have an array of marketing approaches they can utilise, and for the right type of business and given the right strategy, Pay-Per-Click (PPC) marketing can be an extremely effective marketing channel. Google ads have been around since the year 2000, and this marketing method remains remarkably popular with good reason. With the ability to target customers who are already searching for a solution and are often ready-to-buy, when used as part of an overall marketing plan, it can be a game changer. Indeed, according to Google’s own reports, a well-put-together PPC campaign can boost brand recognition by a staggering 80%, and that’s a level of improvement that all brands would welcome.
However, those benefits are not guaranteed. Despite what Google will have you believe that 'anybody' can run a campaign and get instant leads to their business, this isn't entirely accurate. To achieve a strong ROI, you have to know the intricacies of the Google Ads platform, including targeting options and bidding strategies and this knowledge and expertise is exactly what a PPC campaign management company can offer. Let’s take a look at just some of the ways that a company like The Change Starter can maximise your ad spend and yield an improved ROI.
Defining Goals
There’s more than one reason to launch a PPC campaign. Some brands want to increase traffic to their website. Others want to increase sales, while some use it as a way to build brand awareness. Different needs require different approaches. A good PPC campaign management company will listen carefully to your needs and put together clearly defined, measurable goals.
Know Your Audience
Launching a PPC campaign without knowing your audience is like shouting into the wind; your target audience might hear your message, but it’ll be far from guaranteed. A good PPC campaign management company can put together ad copy that resonates with your ideal customer, and determine the audience targeting parameters such as location, income and job type.
Keyword Research
In PPC marketing, precision is key. Your PPC campaign management company will dive head-first into keyword research, helping to identify the keywords that should be included in the ad campaign, and importantly the ones that definitely should not. That helps ensure that your message is seen by the right people, resulting in more effective ad spending.
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Test Your Ads
No PPC campaign management company worth a grain of salt will leave things up to chance. They’ll carry out testing on PPC advertisements, running multiple versions of ads to see which ones perform better. The end result is a campaign of ads that gets more eyeballs and more clicks, therefore generating more leads.
Mobile Optimisation
The key to getting an ad seen is by meeting the target audience where they are. Some people make searches on desktop computers, but increasingly, searches are being made on smartphones. A PPC campaign management company will run ads that are effective on all platforms, helping to maximise reach and improve the customer journey. This is especially important for local businesses with a physical location since the bulk of ‘on the move’ searches are made via smartphone.
Get In Touch With The Change Starter for Expert PPC Campaign Management Today
In today’s hypercompetitive digital landscape, it’s more important than ever that businesses take a sophisticated approach to their digital marketing. If you’re ready to turbocharge your PPC campaigns, then schedule an appointment with The Change Starter today. Not sure if you need our help? Take The Quiz to find out.
The Change Starter® is a boutique marketing consultancy that builds outsourced marketing teams for established businesses who are committed to growth. Apply for a FREE Marketing Accelerator with Stevie to get crystal clear on the next steps you can take to promote your business to the right audience, at the right time, in the right place.
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