PPC campaigns are booming—but modern advertisement has changed. When you think about advertising, itself, what comes to mind? Many of the business world’s rising marketers have come of age, so to speak, within our modern tech environment. Still, they may be a little behind the curve in terms of paid advertising strategies.
If your first thoughts about advertisement are about Facebook ads, website banners, YouTube commercials and sponsored product deals—you’re on the right track. However: Many of us know what paid advertisement looks like, but too few are satisfactorily equipped to handle the year-to-year turns of digital marketing.
Embracing the Bottom-Line Principals
Even if you’re a little rust on this year’s cutting edge paid advertising tips, tricks, and strategies, you can still craft a powerful campaign foundation. Or, maybe you’re well-versed in today’s pressing consumer engagement principals—as well as the metrics capable of turning a good campaign into a great one.
Either way: Designing or reformatting a paid advertising campaign requires both know-how and good, old-fashioned, elbow grease. To execute a highly optimized, strategically sound paid advertising campaign, you’ll need to make sure the very same foundation is ready for anything.
Let’s cover the heavy-hitting steps of powerful paid advertising campaign creation—which are adaptable to any industry.
Step One: Use These Main Advertising Platforms:
Your paid advertising campaign’s lifeblood is its pay-per-click (PPC) advertisement model. By directing traffic to your brand’s website, you’ll increase your brand’s exposure. As your brand’s exposure increases, it’ll promote more sakes.
To harness the power of PPC correctly, though, you’ll need to know the exact return on every investment you make. Given, there are roughly four billion people using the Internet—which is a 300 percent increase from 2005. More people are exposed to online search than ever before, and there’s a matching bulk-data problem serving as your first hurdle on the road to a successful advertisement.
But don’t worry: Several PPC advertising platforms can help. Specifically, the following three platforms are what you should be looking at:
If you utilize these platforms as part of your paid advertising foundation, you’re already ahead of many marketers. Google, alone, has incredible reach—hosting over 3.5 billion Internet searches per day. Each of these platforms offers up-to-date tool-kits which not only launch ad campaigns—but study them.
Step Two: Adopt These Secondary Platforms, Too:
Google AdWords, Bing Ads, and Facebook Ads will be your primary paid advertising resources—but you’ll need to create a robust, high-accessibility campaign to survive. So, what can you do?
You can adopt these digital engagement channels to enrich your overarching paid channel network:
-Pinterest, which accommodates for product and service marketing alike.
-SnapChat, one of the most-used visual social media platforms on mobile.
-LinkedIn, which massively benefits business targeting opportunities.
In 2019, a lot of marketers will flop after Step One—as today’s consumers don’t exclusively use Facebook, or Bing, to use the Internet. They’re a mobile bunch, too: Smartphone usage accounts for about 50.3 percent of today’s worldwide web traffic.
Step Three: Determine Your Campaign Goals
The platforms above will drive your paid advertising campaign—but their adoption, upfront, is crucial to campaign development itself. Now that you know what framework you’ll be using, you can start crafting your campaign strategy from the ground up.
Kick off the craft with this golden question: What is your campaign’s main goal? Are you trying to increase overall sales? Or perhaps you’re focusing on building your start-up company’s main audience. Are you trying to garner newsletter sign-ups? What about product and service inquiries?
By identifying your campaign’s major goals, you’ll be able to create interconnected approaches to paid ads, SEO, social media marketing, and even mobile marketing. Doing so will also provide a clear-cut path to ROI—giving you ample time and money to further fine-tune your approach.
Step Four: Prioritize These Budget Factors
Next, you’ll create a campaign budget. For this step, apply any expenses inherent in reaching out to consumers via ad creation, content creation, e-commerce promotion, brick-and-mortar cross-accessibility, and mobile marketing costs.
More important, however, is a fine-tuned approach to revenue and click-through gained from your campaign. Much like digital marketing expenses, they’re often best left as estimates; as you apply analytics and get a feel for your ad campaign’s average earnings, you’ll be able to narrow your lens of focus.
Regardless, there are four metrics you should focus on from Day One:
-Average click-through rate (CTR)
-Average cost-per-action (CPA)
-Average conversion rate (CVR)
-Average cost-per-click (CPC)
Several research providers assert that these rates and costs are the most relevant metrics applied to paid advertising. Here’s the kicker, though: They’re also the most adaptable by industry. When focusing on average click-through rate, for example, experts determined that Finance, Consumer Services, and B2B had the highest—coming in at about 2.65 percent, 2.40 percent, and 2.55 percent, respectively.
Some industries simply fare better with immediate click-through. Others, meanwhile, accommodate for these environments by prioritizing things like retention, social media outreach, mobile app marketing, and similar approaches. It isn’t the end of the world if your brand isn’t meeting your industry’s ideal click-through rate, necessarily. It simply means you might need to focus on the other metrics when evaluating your campaign’s revenue and expenses.
Step Five: Try Out Your Primary Platform’s Features
Familiarize yourself with the platforms you’ll be using. A good way to start is to create a Google Ads Account. Google Ads provides a comprehensive, step-by-step walkthrough to ad campaign conception—giving clients immediate access to website ad placement, a nifty metrics dashboard, and easy-use campaign growth and scale tools.
A great educational follow-up is Facebook Ads—which is similarly easy to use. Facebook Ads also excels in defining campaign audiences, utilizing its unique social media atmosphere to help advertisers pin down exact consumer segments with near-laser-like precision. Queue Step Six—which is likely one of the most important steps you’ll take.
Step Six: Define Your Audience
Not everyone will respond to your ads, and not everyone will search for your campaign’s keywords in their area. This may be a good thing—as it automatically assists with targeting consumers outside of your physical business’s target location. Every metric is useful, and even lapses in ad response can become invaluable resources for cross-market access.
Thus: You should create different keyword campaigns to break through to your micro-audiences. As a rule of thumb, use a variety of keywords and visual ads which apply to your different products and services. Don’t be afraid to create entirely separate campaigns, either, as your targeting will only become more effective.
Here, Bing Ads is your best friend. It offers unprecedented audience segmentation tools, so you can layer your targeting approaches based upon demographics and refined ad diversity alike. Google Ads also brings a lot to the table, providing plenty of details about your audience’s demographics—such as education, home-ownership, marital status, and income.
Google Ads also offers insight into re-marketing possibilities with resources like YouTube. As your campaign grows—and as your ads increase in relevancy, a powerful multimedia strategy will become vital. Both Bing Ads and Google Ads are based upon in-market and custom intent. That is to say: They prioritize the online behavior which identifies buying cues.
Step Seven: Make and Bid on Keywords
PPC advertisement platforms rely on keywords to be effective. As such, you’ll need to hit the ground running with a keyword approach derived from pre-campaign audience analysis. Here, tools such as Wordtracker and Google AdWords Keyword Planner should be your go-to resources.
You needn’t rely on your own data analysis and wits to kick off your paid advertising campaign, either. It is paid advertising, after all. Paid advertising is similar to an auction. You can bid on specific keywords to test your relevancy—especially against brands in your industry. Here, resources like Google AdWords offer the best insight into what your competitors are spending their money are—giving you a leg up in changing your bids to get even better keywords.
Step Eight: Break into the Social Media World
It’s imperative you make social media one of your primary paid ad cornerstones. Facebook, Twitter, Instagram, and LinkedIn know the value of their content—and most of them allow sponsored posts. Facebook even offers an option to “boost” your ads, which will greatly increase your brand’s visibility.
Social media ads communicate with consumers in a way landing page ads, YouTube ads, and purist paid search approaches can’t. They put your brand in the spotlight—immediately enabling sharp audience segmentation while encouraging your fans to engage your website.
As a testament to this, social media websites (Facebook, in particular, are putting more weight on ad space than organic content. It simply offers more growth for everyone: Brands get more visibility, the social media provider reaches more users via ad relevancy and consumers get more personalized product and service options to choose from.
Step Nine: Chase After Sponsored Content Opportunities
Sponsored content mostly takes place in blogs, article featurettes, and native ads. Many news and general consumer blogs will reference a brand’s products or services if they provide value to readers. Likewise, notable impactors in your industry love networking with new and established brands alike.
Step Ten: Integrate Display and Banner Ads to Wrap Things Up
Your final tactic to deploy is one of cohesion. Display and banner ads are a manifestation of search ads—allowing for PPC integration across written, picture and video content alike. Whether you’re prioritizing a high-ranking search engine presence or social media promotion—visual ads will be the icing atop your multi-layered marketing campaign.
It’s important to remember that each of these steps are rather flexible. In the same way, brands differ on a consumer-to-consumer basis, so too will the order of your campaign creation steps differ. By putting quality ads first, however, each step will bring you closer to a full-fledged paid ad campaign designed to win—powered by its own inertia and driving engagement through marketing approaches built to last.