4 Critical PPC Elements Your Digital Marketing Consultant Should Be Using
It isn’t surprising to see that some marketers still doubt the power of PPC marketing. After all, there are a lot of other digital marketing formats that are not only more popular, but have also proven to be more effective.
Well, guess what. You’re actually missing out on a lot of opportunities!
PPC campaigns can bring not only more traffic, but also more conversions into your site – you just have to know how to do it right.
Here are 4 things every PPC campaign needs to give you the results that you need.
Anything related to a search being done requires keywords. But how do you choose the right ones out of the hundreds of variations that you can choose from?
Any digital marketing consultant will tell you that keyword research is a critical element in any kind of campaign, even more so when it comes to PPC. You see, it’s not just about using relevant keywords. It’s also about gauging how many people look for certain keywords in specific localities, and looking at what keywords would have the most decent competitive density.
It’s not enough to just look at your own strategies; it’s also important to look at the way your competitors do things.
For each strength that the competition has, you need to have an action plan that counters it. And for every weakness they show, you have to be ready to take advantage of it.
Any gap in your competitor’s strategy allows you to come up with keywords and campaigns of your own that will help you take the lead. SEMrush actually has a tool that provides Gap Analysis reports. You can also check what keywords your competitors are using, which ones are working out for them, and which keywords they haven’t used yet.
Ad Groups, Keyword Planning, and Landing Pages
The two previous steps should have given you a solid list of keywords to use for your campaign. Now, it’s time to plan where to use them and how to use them.
You can use a keyword tool that has the ability to organize your keywords per ad group. This is also the perfect time to add a few negative keywords so that your own ad groups do not end up competing with each other. Do an audit on your landing pages to make sure that no problems are encountered when visitors start clicking on your ads.
You may feel that the competitor research you did at the start was enough – it isn’t. Just as you are tracking your own progress, you should be tracking your competitor’s too. You have to remain updated about any tweaks they might be making, as well as any changes in their results.
Remember that because you took your competitor’s data into account when you formulated your strategies, the smallest change on their end could affect your results, too.
Don’t worry – there are a number of tools out there that could help you gain more insight into each of these elements. The important thing is knowing how to use them.
More often than not, having a digital marketing consultant on your side would be the best way to maximize the results that these elements bring. You may feel that you’re doing okay now; but with an expert on your side, you could reach targets that you never even thought of setting before.