Search Engine Marketing

Provided it is done well, almost any kind of business can make PPC work for them. A number of digital marketing channels such as search, display, social media marketing, and retargeting are PPC based. Products with a high customer lifetime value, average order value, high margins do well with PPC. Hard-to-find / unique products and retailers with a diverse array of products should also look to PPC for growth.

Search Engine Advertising or SEM offers businesses the opportunity to appear in the sponsored listings of a search results page. You should pay for it because it allows your business to appear right at the top and grab the searcher’s attention. Search Engine advertising offers two excellent benefits – it only charges you per click {or lead} ensuring that you pay only for an interested audience and it is easily measurable in terms of performance.

You should be able to see an impact in traffic from SEM fairly quickly. However, seeing an impact in terms of sales and revenue will take trial and error. It takes time to research for keywords, build a quality score and may need iterations in terms of copy and landing pages. It will take approximately 2-3 months to see results from a PPC campaign.

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PPC ads can be of different kinds – search, display, social media advertising, remarketing, Google shopping and mobile ads. They can appear in the SERPs, follow you on social media, websites you’re browsing, or appear in apps that you use. We can help you choose the best way to implement PPC and show your ads to the most relevant audience.

There could be a number of reasons for your PPC ads not being visible – you may be excluded from the target set, the ads may be disapproved or the campaign budget may be exhausted. There may be limits placed on ads schedule or geographic targeting. Other common reasons may be a low ad rank or quality score, low impression share, or search result ad fatigue.

Research closely on your competitor’s activities – a number of tools online allow you to do that. Closely track the keywords they are using. You can create better ads or place higher bids to be visible where your competitors are. You can also bid on branded keywords featuring your competitors and your ads will show up too.

Cost-per-click can increase due to increased competition for ad space. Within Adwords, the number of advertisers can be found in the auctions insights report. CPC will rise if too many advertisers are vying for the same keywords, especially during specific times in the year such as Black Friday or Christmas. Changes in quality scores, ad copy, or an anomaly in a few keywords can also cause a change in CPC.

It is advisable to bid on your own brand name because it helps capture high-quality leads that are close to converting. Branded terms are cheaper than non-brand keywords, you can control your messaging, and it helps you grab attention on your SERPs. The best part? It protects you from competitors trying to cache in on your brand.

Success in PPC depends on the organisation and its objectives. These could be increased traffic, higher engagement, increased leads, sales, or conversions. Some KPIs used to measure success in a PPC campaign include Clicks, Cost-per-click, Click through rate, Quality score, Cost per acquisition, ad position and Conversion rate are also indicators of the success of your campaign.