PPC Ads Basics

PPC Ads are also known as Pay Per Click Ads. It’s a model of Web-Marketing which involves advertiser’s payment for each click their ads get. It’s pretty much a strategy of buying views of your ads. Simply said-you pay for interaction rather than just a placement of an ad on a specific platform. Also, keep in mind, that search engine advertisement is one of the most popular forms of Pay Per Click Ads.

The way PPC Ads are presented in a search engine is well shown through Keyword Biddings. Make sure to check out our article which explains KW Bidding in far more detail. So, let’s say via using specific keywords your Web-Campaign could get at the top of relevant searches. You’re bidding on a specific keyword relevant to your product, right? Every click that your Web Advertisement gets-you pay a small fee for. If your keyword bidding succeeds, you’ll find yourself at the top of organic search results.

PPC and Target Audience

Possibly one of the clearest PPC Ads examples are You Tube Ads. Now, we are not speaking of the ones before or at the end of your video which has a specific time-span you have to watch it for. Those are the pop-ups at the bottom. If the ads are places in the right digital space, you are actually more likely to click it.

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Now, we’ve mentioned Keyword bidding in the previous paragraph. To make sure your organic search goes up-you need to target right audience with relative keyword search history right? Now, imagine a pop-up ad about kitchenware which is PPC, appearing under the Beauty content videos.

That’s not the most relative choice for sure. Well, PPC ad is still like a double edged sword, so let’s get deeper into that.

Why or Why Not PPC Ads?

Now, PPC has its upsides and downsides. Like we’ve mentioned-it’s great to pay for interaction and it’s a small fee, but does it automatically guarantee your conversion rate progress? Well, there is a chance, but it’s not guaranteed.

The thing that PPC ad is supposed to do-is to get you the interest of the audience. The rest that follows is up to your website or blog or whatever platform you are introducing to the potential customers.

So, it’s great if you need to increase traffic on your platform for specific reasons, like SEO improvement, but for conversions? Not the best way to go. Also, consider it as a pain to the budget if you were planning to balance out the PPC spendings with the hypothetic possibility of this audience purchasing your product or service. Consider PPC Ads as a simple introduction to the target audience of your offerings.

PPC Keyword Research Strategies

To research matching and functional keywords for your PPC Ads, here is the list of following strategies:

• Relevant-First and foremost, of course keywords must be relevant to the purpose and function of your Ad. You need to pick targeted keywords which can lead to a increased PPC click-through rate and of course-with effective cost per click for your budget.
• Exhaustive-Your choice of keyword research should involve not just the most trending and frequently searched terms of your field, but also to the long tail key phrases. Long-tail keywords are relatively specific and target-oriented. Keep in mind, that they are also less competitive, because many companies opt for short-tail keywords for higher search volume instead of specific targeting. Which also means-long tail keyword strategy is additionally more budget-friendly.
• Expansive-You need to continuously re-define and expand your campaigns, create a digital environment where your keyword search volume is constantly increasing and adapting the algorithm.

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Online Advertising Now

Currently, online advertising is the most flexible form of ads available. The great thing about Google ads is, that it actually helps you target just the right audience in a more simplified format. This platform will help you develop your advertising experiences and make the ads campaigns far more productive. An ace of Google Ads is the huge data-base from potential customers all over the world searching right about anything!

Target Audience with Google Ads

So, how does Google Ads assistant help us connect to the right users? When launching an ad  campaign, Google Display Network targeting gives you a choice of criteria for ideal audience. This is why you need customer/buyer persona research in the first place. You can select elements such as: location of the campaign, personal interests of the customer, age, gender etc. This gives you a better chance to place your campaigns on relative digital platforms.

Target the Competitors

Another research necessary before launching you campaign is one of your competitors in the industry. Have a good look at their marketing campaigns, both-best and worst performance indicators. Google Ads allows you to target the keywords also used by your competitor companies. Keep in mind, that lately Google Ads has also restricted the amount of branded keywords in a marketing copy.

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Dynamic Search Ads

You can also improve your Google Ads campaign is by inserting Dynamic Search Ads. In this campaign you need the copy material from your website to target your audience. Dynamic Search Ad web elements are founded on textual details and photos from your website. If you have a well-organized website contents, make sure to try this google ads strategy. This is a great chance to fill the gaps of your keyword-based online ads.

Quality Score Improvement

Mostly your online campaigns are ranked in the search engine by their quality scores. What determines the score is-relevance of your ad, landing page SEO friendliness and CTR (click through rate). Having these fragments organized will help you achieve higher rankings in the Google Search pages. Google Ads platform has clear guidelines on achieving remarkable quality scores. Make sure to check your scores by looking at your keywords report.

Google Ads Campaign Automation

Automated actions help us save some time and plan new projects coming up. The automation of your online campaigns is very well likely to help you grow business at a fast pace. There are millions of data points to be analyzed and constantly changing algorithms. Fortunately Google Ads inform us about these changes to act quickly enough.

Exact Match Keywords in Google PPC Ads

Before now to use a keyword productively on Google Ads platform, businesses had to use very specific keywords without misspelling of course. However, right now synonyms for example work out just as well alongside with functional words and paraphrases.

If you have a good base of right keywords alongside the relevant synonyms, there is a huge chance your ad pops up far more often than expected. Make sure to avoid irrelevant keywords to not downgrade the productiveness of your exact match keywords-which will likely shake your consistency in the rankings.

Re-Market Google Ad Campaigns

It’s actually a great strategy for gaining re-visiting users to start remarketing your campaigns via Google Ads. You can have a better track of the engaged audience and the bounce-back rate. Consistency of your ads and constant visibility will have a positive impact on the remembrance of your services and products.

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For more similar articles make sure to scroll through our Publications on Edana. And, don’t forget to check our services for Expert-Level assistance from your Swiss Digital Agency. Our expertise includes Paid Advertising and many more. Feel free to contact us anytime!

E-Mail Marketing Basics

E-Mail Marketing is basically targeting the audience via their electronic mails boxes. Now it seems simple at a first glance, but don’t neglect this element of digital marketing in your company. It’s like a widespread stereotype, that people don’t check their mails anymore. But, have you ever thought that maybe an email itself is not interesting enough?

First Impressions Happen Once

Well you’re most likely familiar with the fact, that the first thing that pops up receiving an E-mail is it’s subject. Here is where a good copywriter comes into the game. Email marketing helps you engage with your customers to upgrade your brand and maximize sales. You can do a bunch of things with emails, including selling products, sharing important updates and improving your storytelling related campaigns.

Be Clear On Your Subject

Just as stated in the previous paragraph, subject options determine the curiosity of your loyal customers to continue their connection with your brand and potential ones to start it with a feeling of a certain benefit. In one of our articles we are also speaking about content segmentation and here is where this segmentation comes in. Let’s review certain examples.

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Maintain The Customer Through E-Mails

Let’s say you are sending an E-Mail to your loyal customers’ base. You have offered them some good sales on your website, Social Media platforms and through your Social Media and E-Commerce streams.

What do we do with an E-Mail now? Leave yourself an Ace up your sleeve as a Promo Code for example. Something your customers will additionally have access to only through E-Mail Marketing campaigns.

Obtaining The Customer Through E-Mails

As for a potential customer, please stop using headlines like: The Best, Suited For You etc. We get lots and lots of E-Mails saying they are the best and suited for us. Instead use the insights and feedbacks on your potential customers. Insights can be the interests your customers are showing towards functionality of your product and the purpose for it.

As for more practical example, let’s suppose your brand produces Energy Drinks. More or less, we know students consume most of energy drinks, especially nights before deadlines.

If you have not considered targeting students yet, start researching insights about their lifestyles and when they are more likely to have midterms or finals. Target your audience at the right time. Possibly-Spring Break would not be the best time right?

Insightful Headings

As for the students’ example, we must keep in mind, that the more time goes on-the more creativity is applauded for in Digital Marketing Campaigns. If you say in the subject that you offer the customers tastiest and most caffeinated energy drink, they might not pay much attention.

But, imagine using a fun line in your subject, like [No Deadline Is Too Close With Brand-Name Energy Drink] that is more likely to capture attention. The point is, make it fun and engaging. Call a customer to action immediately and offer a solution to their issues via your product at the same time.

Build Functional E-Mail Base

Create a subscription form on your website. When people visit your website for starters and like what they see, they’ll want to get updates about your products and services. This will help you collect customer data from your viewers.

You can also offer some online events as well and give access through links via e-mail. This must increase subscription interests. As exemplified in all options above, E-Mail marketing can be just as great and functional if you use it right, so make sure you don’t sleep on it’s potential.

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Paid Advertising is Underrated

Paid-also known as digital advertising is referring to any strategy that focuses on potential customers with certain interests regarding their product or services. This can also be based on their previous interactions with the brand. The main part is experiences at this point.

Now, it’s great to reach your engagement heights via multiple communication strategies, but let’s think about how cost-effective is it? At a certain point time is money and what we mean is-you might just waste your time trying to literally force people into recognizing your brand or service, when in reality you have to start with the ones-already interested. It’s almost like a snowball principle-they start telling others about how great your services are and referrals join the group chat!

Research Customer Behavior

Like we’ve already mentioned in the 1^st paragraph-your paid ads strategy depends on your potential customer’s interests, desires, past experiences-which we can call Customer behavior in general.

Now even that behavior can be passive or active, which not always, but in most cases still depends on the consistency of your social media posting habits. Instagram and Facebook give us a great tool of activity insights on a business profile or a page. There you see the audience’s basic habits.

Basic Insights On Audience

Sometimes, even though we had a plan or strategy we thought was extremely productive and even worked out for a while-turns out to wear itself out on quite a short run. Why-you might ask. There can be a lot of environmental factors along the way. Some products and services even depend on seasons-let’s say tourism for certain countries. Maybe Egypt is one of exceptions-they have tourists all year round. As for insights, we were talking about Facebook and Instagram Platforms. Once we access the insights we see almost everything available in the norms of general privacy policy. We see the approximate statistics of our viewers’ genders (which they chose on a platform), time of their activity (most and least) weekdays/weekends and even exact hours. We also see the nationality of our audience and many other interesting details that can serve us well.

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Developing a Strategy

Keep in mind that developing such strategy is in a way more profit oriented and cost-effective. Somehow due to algorithm constantly tweaking-it’s becoming a bit harder to reach the so called “organic views”. Probably now known viral content generally gets the most organic views but just as unfortunately the type of content that is likely to go viral-is least likely to do anything for marketing strategies. It’s very seldom for an unplanned and unorganized content posting to become a key to success. Some of us are not that lucky!

Basic Steps

Now that we’ve spoken about sheer luck, let’s discuss basic Paid Ads strategy construction in its realistic form.

Set Your Campaign Objective

Figure out-what you are trying to reach with your content exactly. Is it views, engagement or maybe even share-worthy content to be found on people’s news feeds? Keep track of what exactly you are trying to accomplish

Choose The Best Platform

Now let’s say-your targeted audience generally uses the Instagram platform and views more reels than Facebook posts. Wouldn’t it be silly to choose any other platform when you know where the treasure box is? Also-certain platforms are connected, so advertising on one platform sometimes ultimately means it will appear on another platform automatically.

Hone in On Your Target

And here we are with customer behavior again. Find the most information you can about your audience’s engagement habits and tailor your communications onto those.

Refine Again and Again

Just like any other marketing strategy-paid ads needs refreshments constantly. Most logically speaking-there is no human/customer on earth who never changes their behavior-especially when it comes to social media engagement. Make sure to monitor and update your strategies constantly!

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