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Tag: PPC campaign

Understand the PPC bidding strategies and choose the one that is suitable for your business

Posted on by Shashi Kumar Verma

In the modern time, Pay-per-click (PPC) is a very big market, and, as per estimates, more than one hundred billion dollars is spent worldwide on multiple ad platforms. The biggest among them is the Google Ads that has about three-fourth of the global market share. Microsoft (also called Bing) and Facebook are also very big players. Please note that all these players have a whole variety of bidding strategies in order to help you get the best out of your marketing efforts. Let us learn more about the bidding strategy options.

In simple words, the bidding strategy is to show how your money is used for displaying your PPC ads. There are different aspects to consider while deciding the bidding strategy. The platform, the actual ad, your budget and the marketing goal must be decided while choosing the PPC bidding strategy. You can select either automated bidding options or standard manual on most of the ad platforms. Let us learn more about PPC bidding strategies:

  • CPC
  • CPM
  • Target CPA
  • Target ROAS
  • Maximize the conversions
  • Target impression share

Please note that all these ad platforms do not offer all these options. For example, if you have opted for Google Ads, bid strategies will offer the whole range. The bidding strategies in Linkedin and Instagram are simpler because generally the focus is on CPM or CPC options. 

CPC (cost per click)

In this, you will pay for all the individual clicks on your ads. This is the original and the most popular type of bidding strategy. In fact, there are choices when you have to select the pay per click. You can opt for the manual CPC, automated CPC or enhanced CPC that is referred to as eCPC.

CPM (cost per mile)

It can be said as the cost per thousand impressions. It is important to note that a mile is Latin for a thousand. However, generally, it is referred to as cost per mile. This option is suitable for display ad campaigns that include videos, banners or other types of the promoted content. It is very useful for awareness-based campaigns.

Target CPA (cost per acquisition)

This is an automated bidding option that is used by Microsoft, Facebook and Google Ads. If you use target CPA, the ad platform will assist you to get new customers or leads at the specified target price. You will pay only if the action gets completed, such as there has been a download for the sales enquiry. It is designed to drive engagement. Hence, it is suitable for the bottom-of-funnel (BOFU) marketing.

Target ROAS (return on ad spend)

If you have been running online ad campaigns for quite some time, you can utilize this PPC bidding strategy with your most successful keywords. This bid strategy for Microsoft and Google Ads utilizes data from your past campaigns in order to predict your return on investment. The target ROAS is very cost–effective in the long run. 

Maximize the conversions

This is an automated bidding strategy that aims to get the most bang for your buck. Just set your budget and the Google Ads, Microsoft will try to get you as many conversions or clicks as possible for that price. It is based on historical data. So, you must have a PPC campaign that has been continuously running for at least a few weeks. 

Target impression share

This is relatively a newer automated bidding strategy for Google Ads. The advertisers can easily set up their target percentage as well as their budget. Afterwards, the advertisers can select how they want their impression to be seen.

Choose the right bidding strategy to make maximum benefits 

Risks and benefits are associated with all the bidding strategies. Generally, businesses choose the strategy that depends on their ad strategy in general. You can use many PPC bid strategies on a variety of PPC bid strategies on a variety of ad campaigns. There are many factors on which the success of your PPC ads depend such as the:

  • Keyword research that has been conducted
  • The platform that you are using
  • Your budget as well as the bidding amount
  • The quality of your Ad
  • Demographic targeting 
  • Your industry and the situation of the market

Each web advertising platform has its own system that includes managing the bidding strategies. The Facebook bidding strategies are not complex and the platforms such as Twitter and Linkedin offer more simple selections such as the CPM and the CPC.

Choose the right bidding strategy to ensure your goals are met

Whatever web advising platform you use, please keep an eye on your KPIs to ensure that your bid strategy is working in the perfect manner. Check your analytics on a daily basis, especially for the large-scale campaigns. The pay-per-click is a massive industry, and it also offers a massive goal reach. Still, you must remember that all the platforms are vulnerable to fraud. Many invalid clicks come from genuine accidents such as site visitors clicking on the wrong click. There is also a possibility that invalid clicks could occur as a result of the automated bots. Some organized criminals can also be behind the occurrence of invalid clicks. As per some estimates, click fraud is almost equivalent to $20 billion, and in the coming era, it is likely to increase. Please protect your pay-per-click ad campaigns from all types of fraudulent practices, irrespective of the platform you use. Consult with experts and learn more about PPC bidding strategy. 

Optimize Your PPC Campaign By Embracing The Best Strategies And Easily Maximize Your ROI

Posted on by Shashi Kumar Verma

For a business, it is extremely important to maximize its ROI and, of course, many businesses take assistance from the PPC advertising. Ensuring the success of the business is not a child’s play. By applying digital advertising efforts in the correct direction, your business can taste success. If you want your business to thrive, it is important to adopt some necessary strategies.

The pay-per-click (PPC) advertising

In this form of advertising, the advertisers pay each time whenever the users clicks on their ads. It is important for the company to understand their target audience. Understanding the target audience is the foundation of success for any PPC campaign. After collecting the crucial information, you can make targeted and creative ads that are tailored as per the audience. Accordingly, your business can drive conversions. Many techniques can be used for identifying the target audience such as market research. After understanding how the target market works, you can effectively manage the PPC campaign. For example, it is easy to make the necessary changes in the languages as well as the visual appeal. There should be proper usage of the keyword, and it will make sure that the netizens are noticing your ads.

Tips that can help your PPC campaign to taste success

By embracing the proper strategies, the chances of your advertising getting noticed will get a boost. Ultimately, it will result in more sales and conversions. All you have to do is successfully target the audience.

Conduct proper keyword research

The keywords are very crucial in the PPC marketing. By selecting the right set of keywords, you can taste success. Please keep in mind that your choice of the keywords matter. It will surely have a major impact on the overall success of the campaign. So, choose the keywords very wisely. Choose the keywords that are connected to your business and can easily target the audience. Your business can also use the Google Keyword Planner. It is an effective keyword research tool that can choose the right keyword for your business. Monitor the performance of your keyword on a regular basis and make the necessary adjustments to keep the campaign effective. Consult with the experts because they can assist in executing an effective, data-driven PPC campaign. Your business can easily maximize its ROI if the correct set of strategies are adopted.

Create a very compelling ad copy to get the desired results

Write creative and engaging captions because they can create a significant impact on the netizens who will ultimately see and then click on your ads. All your advertisements should be compelling and very engaging. Again, there will be a role for the target audience. You must succeed in creating compelling ad copies that can easily appeal to the target audience. Use attention-grabbing headlines that can create a magnetizing effect. Don’t relax when your job is complete because constant monitoring is also necessary. Analyze the performance of your ads and, if any shortcomings are visible, go for the adjustments to improve the results. You can also try different sets of headlines and witness how they influence the click-through rates.

Placement of ads and the proper bid management

Ad placement means when the ads appear on the page, but it is important that they should be seen by the target audience. Carefully choose the placement that correctly aligns with your overall marketing goals. The bid management refers to the process of adjusting and setting the money you are willing or can spend for each click on your ads. Managing a PPC campaign is never easy, but you can easily take the help from experts to optimize your PPC campaign and enhance your ROI.

Properly measure and analyze the performance as well

It is important to properly measure and analyze the performance in order to maximize ROI while handling your PPC campaign. Through proper analysis, you can know where improvements are required. You can also know what is working and what is not working. Sometimes we have to make the necessary adjustments in order to achieve the goals. Please also keep an eye on cost per click, click-through rates, conversion rate, ROI because all these are key metrics. By analyzing all of them, you can know whether your PPC campaign is proceeding in the correct direction. There are several tools that can be used for analyzing and tracking the performance of the PPC campaign. Some of them are as follows: Google Trends, Optimizely, Unbounce, Google Analytics, Google Ads Editor, Ahrefs, etc. You can use them for PPC tracking. The PPC campaign must be analyzed. Examine your bid management strategies and ultimately it will improve your results.

Do competitor analysis

Competitor analysis should be done in order to optimize the PPC campaign. Look at the strengths and the weaknesses of your competitors. Also, study the successful keywords and the ad copies to understand the strategies that can maximize the ROI.

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