PAY-PER-CLICK AND RETARGETING ADVERTISING STRATEGIES
PAY-PER-CLICK AND RETARGETING ADVERTISING
Pay-Per-Click & Retargeting are two strategies that work together as an highly effective staple of many digital marketing campaigns. However, the strategy is more powerful when combined with other digital marketing efforts, such as Search Engine Optimization and Social Media Marketing. That’s because when Pay-Per-Click is combined with other marketing efforts, it allows you to drive traffic AND increase your conversion rate. This is important because people are more likely to buy a product or a service when they see the same message across multiple marketing channels. Keep in mind, the average conversion rate for visitors to a website is about 5% on the first visit.
STRATEGY: A PPC or Retargeting campaign allows you to specify a dollar amount as your investment, and lets you pay when you receive new leads or new conversions to your website. This allows advertisers to have complete control of their investment, based on budget and results.
There can be extreme competition for top keywords. That’s why PPC campaigns are often an integral part of a digital marketing strategy. Google Ads utilize a lot of screen real estate on many high-volume, money-keyword searches. A strategy that balances appearances on these search engine pages, combined with a high number of low-volume keywords, leads to a lower-cost and more effective PPC campaign.
PAY-PER-CLICK: Also known as Paid Search, is one of the best ways to increase brand awareness and drive new and relevant customers to your website. PPC advertising delivers instant traffic by placing you at top positions on search engines. Google accounts for two-thirds of all US searches. Therefore, Google AdWords remains the most effective PPC advertising vehicle. It not only places your site in prominent view of searchers, but AdWords enrollment also provides you with the ability to accurately test keywords, complementing your existing SEO strategies.
Pay-Per-Click, whether on Google or Facebook, gives you an additional piece of equipment to be able to better position your company, to have more eyeballs looking at it. By owning the top five positions on Google in an organic listing obtained with a good SEO strategy, and also having two paid ad spots, it allows you to own seven different positions on Google. This gives you the ability to increase the odds of converting new business every time somebody looks for your products or services.
RETARGETING: This strategy functions a lot like Pay-Per-Click, except it targets a more qualified consumer. It allows you to advertise directly to people who have already visited your website. It allows you to continue to reach out to people who have left your website without converting… which constitutes the bulk of a typical website’s traffic. Visitors who leave your website have already shown an interest in the products and services your business provides. Likely, they won’t convert right away, but eventually they may. So they shouldn’t be overlooked.
CAMPAIGN ELEMENTS: Proper management of a PPC campaign should involve many of these elements:
- Keyword Discovery and Selection
- Ad Text Creation
- Development of Optimized Landing Pages
- Conversion Tracking
- Call Tracking
- Ad Submission
- PPC Monitoring
- PPC Cost Management
- Campaign Improvement Modification
- Competitive Research
PRICING: Quoting a single price for AdWords services is impossible, since each campaign is unique. The price of the service will vary depending on your keyword volume and monthly spend. The first step is to put together some keywords for consideration. When you sign up for Adwords, they will provide you with the ability to accurately test your keywords. Once you’ve determined the keywords you’re going to use, you determine the cost of the campaign.
Here are some additional tips and strategies to consider:
- You might want to conduct a PPC or retargeting campaign if your website is new and you’re waiting for SEO to provide results… which can sometimes take a few months depending on the keywords being utilized in the SEO campaign. This is a temporary strategy… but it’s fast.
- Many businesses will allocate a smaller monthly budget to start with. Once they are able to measure results, they will increase the budget because they have proof of how it will bring increased results. It’s a good way to grow. But you’re not going to get there overnight. It requires a monthly financial commitment and it requires analysing reports and making changes to the strategy in order to achieve the best results.
- Smart search marketers will send different search campaigns to dedicated landing pages that correspond well to those campaigns. Those landing pages can tag users with unique retargeting pixels, which will allow you to segment your retargeting campaign to correspond to your PPC campaigns.
For example, let’s say you’re a service contractor who sells both HVAC and plumbing service and equipment. You have two separate PPC campaigns, one for HVAC keywords and one for plumbing keywords. Those campaigns lead to two different landing pages, one focused on heating and air conditioning, and the other on plumbing. You can place two retargeting pixels on your respective landing pages and launch two display campaigns, with advertisements that corresponds to your landing pages. Users who reach the HVAC landing page will see HVAC-related retargeted creative content, and users who land on the plumbing page will see plumbing-focused retargeted creative content.
- For B2B companies that need to stay in front of potential customers during a long purchase cycle, retargeting ads can feature the same product features or benefits reflected in landing pages, and campaigns can be structured to serve different marketing messages as users progress down the funnel.