August 17, 2019

How to Develop an Optimal PPC Strategy

PPC Strategy should not merely focus on driving PPC traffic successfully, but rather, driving successful PPC traffic. Traffic that will convert to meaningful outcomes. Results.

At Running SEO and Key Medium, use the right tools backed by AI to create the best AD for the right audience, in order to send them on the path towards conversion (ie. to a landing page which includes 1- a headline which reflects their search; 2) an image of what they are looking for; 3) short sales copy; 4) a clear call-to-action; 5) social proof/testimonial to show credibility-- usually under CTA).

We target your niche and focus first on completely getting to know the audience-- their location, age, gender-- along with their interests and what they are in-market for. This enables us to hone in on what the user's state of mind is.

Some purchases are thought out over a longer period of time, such as a high-ticket item or b2b services. Other purchases are more in-the-moment. Somehow something caught the lead’s attention and they quickly proceed on the path to purchase.

In order to buy something, one must be aware of it first, of course. After that initial exposure and awareness, the customer then shows interest. Their interest turns into desire/consideration, which then leads them to proceed to action. This is the sales funnel, which tapers down.

How will we best reach them?

Through PPC- for people who know what they're looking for and are ready to take action. They are expressing intent.

Now through the display or Facebook/IG/Twitter channels, ads are placed directly in front of people who aren't actively looking and don't quite know what they want yet.

In this channel, we need to start educating them about the product or service offering and target them based on who they are and what they're interested in.

Video and content marketing strategy are a relevant way to reach these people that don't know what they want. Show them that there is a solution to a problem that they have in order to entice them to click.

How We Help You Develop the Best Pay-Per-Click Strategy

Our PPC strategy utilizes a variety of tools and techniques that help you stand out, draw leads, and gain conversions. We follow a highly optimized strategy that will make your marketing strategy a success. Some of the things that we implement in our PPC strategy are:

  • Create relevant content for your target market

We do away with the trends of the past to focus on the way of the future. That means that we don’t focus on keywords when crafting content, we focus on the wants, desires, needs, and interests of your target market along their journey.

Studies show that when ads are relevant and personal to someone, they are much more likely to click on it. With PPC, this is everything. The goal is to get people to click on your ads with the intent of conversion, so if your ad is appealing to them, they will.

We develop an understanding of your target market and use automation to personalize relevant ads that will capture the attention of your audience. This strategy is imperative in receiving the highest number of clicks in your PPC ads.

  • Optimization for mobile

The vast majority of consumers use their mobile devices when they are searching or making a purchase online. This makes it imperative to optimize ads for mobile devices.

If an ad is not optimized for mobile, many potential customers will ignore it. Our services will make sure that your PPC ads integrate perfectly with mobile devices, making them accessible by all.

  • Readiness for voice search

Voice search is a top up and coming marketing tool. In fact, estimates show that by the end of 2020, voice search will make up at least half of searches. This is in part due to the advent of technologies such as Amazon Alexa, Google Home, and Siri.

Our services focus on optimizing your ads for voice search in order to prepare for future marketing trends.

  • Utilization of automation and artificial intelligence

Automation and Artificial Intelligence have long been used creatively in various stories that envision the future. This technology is no longer just part of the imagination. This technology is here and, in fact, prevalent in our society today.

Automation makes it possible for ads to be personalized for a particular audience. It ensures that ads will reach a specific target market and are more likely to be clicked on by potential customers.

Our strategies utilize automation in order to personalize your ads and create ads with high engagement and conversions.

  • Video marketing

Continuing as one of the top marketing tools out there, video marketing provides the opportunity for consumers to get a good look and feel of a product, brand, or service in order to entice them to buy. The addition of videos to ads actually gives them a higher ranking on search engines and makes them more likely to be clicked on.

Our digital marketing services focus on crafting relevant videos for your PPC ads in order to make your ad stand out, have a high ranking, and give consumers even more reasons to click.

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