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Managing An Effective PPC Marketing Effort: PPC Ad Templates

Among the many facets of Internet marketing, pay per click (PPC) marketing is unique in its combination of aspects: bid-based, display-slash-text based, and search optimized. But like many of the other facets of Internet marketing such as content and social media marketing, PPC needs to be managed in two perspectives: macro- and micro-management.

The Importance of Multiple Campaigns

In macro-managing PPC efforts, a very important and effective strategy is to implement multiple PPC campaigns. At first glance, multiple PPC campaigns means more bidding, more monitoring, and more work. But in reality, it's only natural to run multiple lines of PPC ads because of the multiple natures of your target market. If your business has any sort of sales funnel in place — and it should — then you know the traffic you can market is segregated by AT LEAST three qualifications: they are either simply aware of your product or service ("aware"), interested in it as a potential solution ("considering"), or are one push away from buying it ("purchase-qualified").

The more complex your buying cycle is, the more lead qualifications you may have in between these three, but for the sake of clarity and efficient analogy, let's say your sales funnel qualifies leads or traffic into these three distinct categories. Naturally, you would want a PPC campaign running for each of these three. One PPC campaign to lure in those who are simply aware, one for those who are interested, and another campaign especially for those who are itching to purchase a product. This is the first deadly mistake that many entrepreneurs or marketers make in PPC: they only target those who are purchase-qualified.

It makes sense, however, since PPC is a much targeted form of advertising thanks to search optimization and keyword bidding. But since keyword targeting can allow you to target traffic less qualified for a sale and potentially lure them deeper into your buying cycle, it would be a waste not to take advantage of the opportunity. One way to help pull in different levels of qualified traffic into your sales funnel is by sending them to separate landing pages when they click on your PPC ads.

Strategizing for Multiple Campaigns

Now we are transitioning into the micro-management phase of PPC marketing which any freelance web designer should know. Remember, each type of qualified lead is handled differently. This means different market copy for the PPC ad, different targeted keywords for the bidding, and different bid amounts for estimated cost per click (CPC) based on return on investment (ROI), and different landing pages. Starting from the keyword targets, more broad and general targets would probably be used by people who are aware of your products or services (or relevant keywords). In contrast, long-tail keywords and other more specific targets (such as a specific product line or service feature) would probably be used by people who are either considering purchasing or who already decided to purchase and are looking for some place online to do so.

As for the marketing copy, you would want to veer away from hard selling and go for a simpler approach when targeting people who are simply "aware," such as a question headline followed by general market copy that indicate what people can expect from following your PPC ad. Remember, no sales pitches, just show them what you have. For people who are considering a purchase, some research material such as reviews and guides would be helpful, so your ads should clearly indicate these. Finally, the people ready to purchase can be lured in with a hard sell and perhaps a discount or coupon offer.

The landing pages of course correlate with the market copy. PPC ads that say they lead to reviews should actually lead to reviews, and coupon or discount offers should really lead to them as well. From there, your inbound marketing flow (and calls to action) will pitch in with the effort of converting leads from one qualification stage to the next until finally, the closed sale.

Budgeting CPC based on ROI should be dependent on the data — such as how much revenue is one PPC line up generating. Typically, PPC ads that generate purchase-qualified traffic are more lucrative, so you might want to invest more there. If you think your inbound marketing vehicle is pretty effective, then you might want to target more general traffic and people who are just "aware" or "considering," since you're confident they can be converted into "purchase-qualified" leads and sales.

Preparing a Campaign Template

Note that there should be multiple campaigns per product or service that you want to advertise through PPC. Based on our example above, this means that each product or service will have AT LEAST three PPC campaigns based on targeted leads qualified as "aware," "considering," and "purchase-qualified." If you have five different products or services you want to advertise through PPC, then you will be macro- and micro-managing 15 different campaign lines and PPC line ups, check the blog out for more on this topic. Things can get pretty complex and chaotic, so you should prepare a handy template for your efforts.

PPC ad templates make it more convenient to implement new campaigns or adjust existing ones, and if you employ spreadsheet applications, you can even track or monitor performance and avoid petty mistakes that cost time and money, such as ad titles or lines that exceed the allowed limit on your PPC platform.

Just like with our example, your template should have AT LEAST three separate components, or as much as required for your lead qualifications: top of the funnel, middle of the funnel, and bottom of the sales funnel. Each of these components should have "ad groups," so in our example of 15 campaigns, each section of the funnel should have 5 ad groups for each product or service to be advertised. These are just the basics, however, as you can dress up your template with ROI and goal calculators, for instance. The objective is simple: make PPC management in both macro and micro levels more efficient.

With enough research and experience — and the help of PPC ad templates along the way — your PPC campaigns will eventually deliver lucrative ROIs, and your average CPC will go down as you find out the best keyword targets and advertising tactics.