If you are a beginner with pay per click, you may think how to run a PPC campaign? In pay per click, strategy matters a lot, and it should be sales funnel driven. You may think Is Pay per click magical? What is sales funnel strategy? Can pay per click convert lot of customers into buyers for you in nearly no time? The Answer is No; it won’t do any magic. You will have to follow the right strategy for pay per click to be an expert. It,s completely different from SEO. The appropriate approach makes it easy. The rule book says for AdWords that “if you fail to plan, you plan to fail.” Use sales funnel strategy, and you will succeed. Before we move to the sales funnel strategy, it’s important to know
What is PPC?
In a general term, Pay per Click is target advertising to attract and convert potential clients into paying buyers through paid ads which appear on search engines like Google or Bing. If you focus on the techniques of PPC, it becomes as easy as using Facebook. Planning is essential in Google AdWords. Most of the PPC heroes have this wrong impression that running a paid ad can do magic for them. However, nothing changes in just one day. It’s not a betting system that one can bet for $100.00 and the output will be $500.00. It’s a slow fruitful process however you will have to work on it. If you work on an AdWord campaign on a regular basis, you will find it easy to work with and to drive the result.
Building a Campaign, following the rules, and managing a campaign is not a tough task however what matters is which bid strategy we should apply and when? There are different stages of the campaign and implementing the right bid strategy at the right phase of campaign matters a lot. Sales funnel strategy driven campaign is one of the correct strategies for running PPC ads. We will get deep into it in the later part. How should we run an ad campaign? The correct process says that if you are running paid ads for the 1st month, you should just concentrate on:
In the very first month if your console is clear, and if you are running the campaign for the first time for a brand or product which has just launched, it is not going to give a lot of output for you. The first month is used only for data collection, and observation that where the audience is coming from, which keywords are performing well. Once you have data to observe, then you can analyze your AdWord information to drive result out of it.
Once you have a set of information on your Pay per click campaign, then you can optimize your information. Keep all the performing keywords in the console, and you may remove the nonperforming keywords. Add negative keywords, use site links. Optimization makes the result fruitful for your ad, and also increases the presence of your ad to drive the conversion at a lesser cost.
Starting the 3rd month is the outcome oriented month. If you have optimized your campaign correctly, it will boost up your conversion result by 40-50% in the third month. By the 3rd month, you will have the right perception about your campaign that which ads are paying ads and what is driving conversion for you. It would be the beginning of conversion for your product or service. Following this technique will be cost effective, and it will save a lot of money and time.
Well every PPC Hero is aware of making a primary Ad campaign. Let’s discuss some tips and tricks which will help you to drive conversion.
What is Sales Funnel Strategy?
If you have to turn result using Pay Per Click for a brand which has just started, use a strategy which is sales funnel driven. We have been talking about the sales funnel from the very beginning. How do sales funnel strategy help in AdWords? Sales funnel is just a strategy to convert your potential customers into paying customer using different parameters. In AdWords, first plan your goal then use the goal oriented keyword, Ads and landing pages, create sales funnel accordingly, and you will succeed. I tried it myself, and the results were astonishing.
1. Start with TOFU
In Top of the funnel, your goal should be to get people to your website and to create brand awareness. You will have to build your brand first. You will have to make people aware of your product. So what matters, in the beginning, is Branding. If users are not aware of your brand or products, they will have difficulties trusting you. Say for an example you search “buy shoe online “on the Google search, and as the result page, you find ads for Flipkart, Amazon Jabong, and Agra shoes. Apparently, though we are aware of the brands like Flipkart Myntra and Jabong, the trust level of these names as a user will be way higher than Agra shoes. Now the question arises, Which bid strategy is best for the top of the funnel? To answer that, CPM (Cost per thousand Impressions) bidding strategy is the best strategy for Top of the Funnel. At the beginning of any ad campaign, you cannot just Start with CPA (Cost per Acquisition) or PPC (pay per click). Using CPA or PPC in the top of the funnel you will just invest a lot of money, and the result will be next to zero. At the beginning of a brand or product launch, people just research about it. You will have to use CPM and focus on brand awareness to get your potential targets. Once you have made the brand awareness for some time, after that, you can move to the middle of the funnel.
In Middle Of the funnel, your goal should be to nurture your potential customers giving them the benefit of being with your brand and using your product or service. You can run the CPM and PPC both bidding strategies for campaigns in the middle of the funnel. In the midst of sales funnel you will have to observe every parameter, what exactly is a benefit for your product’s conversion and also users should be confident about your product. Show landing pages in relevance to benefits, achievements, recognition about your product or service at this stage. After you show the confidence to the user looking for your product, it’s the time to make that potential target as your paying customer.
Bottom of the Funnel is your conversion place. Let your potential clients just choose you. Give them all the options to choose you in the bottom of the funnel. PPC (pay per click) is the best strategy for the bottom of the funnel. Here your potential target is just ready to get converted. So, your ad should appear on the top or in the top three ads on 1st page on search engines with buying option landing page. The landing page should be sales driven. BOFU is the stage to give you conversion and to drive sales for you.
Let’s take an example
If Someone searches for the keyword “What is digital marketing ?” – The user is just doing research. Show them the Landing pages about the information and benefits of Digital Marketing. Using CPM bid strategy will save you money. Also, it will increase awareness about your brand as it is the top of the funnel.
Now, the person searches for “Institutes for digital marketing.” Here you will have to use both CPM and PPC bidding strategy. That user should be able to find your Institute on the SERP. As well as your landing page should be informative with all the options and information the user is looking for. The user is still at the bottom of the funnel. The user may view for 4-5 institutes to make a comparison. So, show the user the USP (unique selling point). Why should he choose you over others?
At the end that particular person searches for “Cost of digital marketing course.” Now the user has made his mind for the institute, and that person just wants to check the price. Here be present at the top of the search page and with the option to just get enrolled with you. Use crisp landing page with the cost part to make him enroll. If you provide the appropriate landing page here, the user will choose you leaving others behind. The correct bid strategy at the end of the funnel is PPC (pay per click). If you have any trouble making the sales funnel strategy or creating the productive ad campaign you can contact AdWord console or you can contact us. We will be happy to help you with PPC or Adwords strategies, and we will assist you to create the result driven PPC campaign.