Do you want to leverage the reach of search engines to reach your audience?
You’re not alone. Many small businesses and startups are awakening to the potential of paid search advertising. Some of the top companies and influencers of the internet era use paid search to promote their business and reach relevant parts of the audience.
As simple as doing paid search advertising sounds, it is not. There are a number of factors that play in a role in determining the fate of a PPC campaign. These factors naturally end up harming those trying to use PPC to boost their business says Gaurav Heera.
In this article, we discuss key factors that come into play while running a PPC campaign.
Competitor Analysis
A lot of the success a PPC campaign gets is dependent on how well it manages to negate the competition.
Competition in SEO is well documented. However, PPC campaigns have their own share of battles. Companies constantly battle to have their website rank higher. For this, they consistently try optimizing their ad rank.
How does one beat a competitor? Unlike traditional methods of paid marketing where money is the ultimate winner, simply increasing the CPC bid doesn’t necessarily help.
PPC professionals have to work on optimizing the quality score of an ad to make sure the top ad rank can be attained. Competitor analysis involves looking at the bidding strategies, keywords, ad text, and channels competing companies are using to rank their ads on Google says Gaurav Heera.
Campaign Management
Despite a lot of preparation, it is entirely possible that a campaign may not perform to expected levels. This is a common reality for most digital marketers in the domain. The question is – what does one do next?
This is where the need for solid campaign management comes into the picture. A professional should have the knowhow to change certain factors which affect the outcome of a PPC campaign. These factors include metrics like CPC bid, bidding strategy, demographic targetting, platforms on which ad is displayed, ad content, keywords targeted, and landing page changes says Gaurav Heera.
A PPC professional must be able to use these factors to manage a campaign and turn it into a success.
Multi-Platform Emphasis
Search engines are not the only place where PPC campaigns are run these days. Social media is another area where PPC campaigns can be run to meet a variety of marketing objectives. Facebook and Instagram are some of the most popular social media platforms which can be used to run PPC campaigns on says Gaurav Heera.
PPC professionals promoting products which tend to do well on social platforms should lay great emphasis on running campaigns on multiple platforms.
In Conclusion
In conclusion, this article covers how PPC campaigns are supposed to be managed for your business.
About Gaurav Heera Gaurav Heera is a digital marketer with ten years of experience in the field. He currently writes for DelhiCourses, an institute known for its digital marketing course in Delhi.
