Successful PPC campaigns need more than just a big budget and basic technical knowledge of how to run a campaign. They require a clear, well-defined strategy. And one of the best ways to gleam successful PPC campaign strategies is by reading through and studying a good PPC case study.
The only hurdle to that method, however, is that you won't find a definitive PPC case study by keying in a search on Google. Most of the good and valid case studies are often hidden behind a paywall.
That said, you'll still be able to learn enough of the PPC best practices online that can help you take the next steps towards running your first successful PPC campaign. And it's these best practices that we're going to be sharing with you in this article.
Benefits of PPC Advertising
Before we get started, though, the very first thing you're probably asking yourself right now is, "Why PPC? Why not Facebook, LinkedIn, or Twitter ads? What sets PPC ads apart?"
1. PPC Ads Can Get Your Results FAST!
Building your online presence organically through a well-crafted SEO plan and content strategy is great and oftentimes necessary even if you're thinking about paying for advertising. However, the concern that most entrepreneurs and businesses have with SEO is that it takes months to build.
PPC ads can grant you results in a matter of a few weeks. And once you're able to start earning through your PPC campaign, all it takes to move forward is to continuously optimize it for better and bigger results.
2. PPC Ads Let You Reach Your Target Audience
One advantage advertising has over organic reach is that you're able to target specific industries, demographics, and interests. That's something that organic posts on social media are unable to accomplish. Paying for advertising ensures that you'll be able to get your offer out to the people most likely to buy from you.
PPC Advertising Best Practices
Every successful PPC campaign requires a well-thought out plan and strategy in place. The last thing you want to do, after all, is throw money at a wall hoping that something will magically stick. It's not an efficient way to spend your advertising budget.
1. Define Your Audience
The first step to every marketing campaign is knowing your target audience. In digital marketing this goes beyond mere demographics because the beauty in digital marketing is the fact that you're now able to target people's interests and curiosities.
Put yourself in your audience's shoes. Think of the keywords that an ideal customer will key in to try and find products related to your business. Ask yourself what the intention is behind each keyword. Is there purchasing intent hidden behind it, or is it more suited for research and information-gathering. The more clearly you're able to understand your ideal customer, the better your campaign will perform.
2. Determine Your Goal
Next, determine what it is you want to accomplish with your PPC campaign. Some of the more common objectives for launching a campaign include the following:
- Brand Awareness
- Leads (prospects & potential sales)
- Sales (or conversions)
- Repeat Sales
Begin with the end in mind. The clearer you are with regards to your destination, the more likely you are to arrive.
3. Retargeting and Remarketing
Lastly, launch a remarketing campaign. Put in simpler terms, all this means is that you run your ads to target people who have already visited your website.
This includes people that have added items to their shopping cart but didn't follow through until the checkout. Abandoned cart rates across all industries are said to land at about 69 percent. Most companies don't have any ongoing efforts to try and reach out to those people again. Don't be that person.
One common marketing statistic is that people need to be exposed to your brand or business a minimum of at least seven times before they're likely to buy. And that statistic existed before this digital era. So make sure to run ads to try and win those customers back.
A Good Alternative to a PPC Case Study
The strategies behind PPC advertising are not as complicated as one might initially think, and there are always a lot of resources around the web that contain helpful and relevant information on how you can optimize your PPC ads for success.
If you're having trouble finding that ideal PPC case study to learn from, then check out Genius Ecommerce instead. With articles, news, and information on everything you need to know about ecommerce marketing and advertising, they're a great resource to help you get started on your journey to learning PPC.