Success in the PPC campaign is not based on the prediction. To be successful with your PPC campaign is based on your PPC strategy. A solid PPC strategy helps you to get the highest ROI on your PPC campaign. First, you need to know what you’re going to achieve with your PPC campaign?
In other words, what are your Goals? Without goals, no one will ever run a PPC campaign. The majority of the PPC campaign consists of various goals. Most of the time the PPC goals are obvious, but sometimes it requires more consideration. As a PPC company in India, we know the importance of an effective PPC strategy. Let’s have a look at most common PPC goals that every enterprise want to achieve with their PPC campaign.
- Brand awareness
- Brand and products consideration
- Repeat sales
All these goals also align with the basic sales funnel i.e awareness, consideration and finally purchase. Every advertiser should have a close look at the sales funnel of their business.
They should change or customized the sale funnel according to their business goals. I would like to give you an example of the two major sale funnels. If you’re in B2B business, then you may have much longer sale cycle as compared with B2B business.
The reason is it includes the process of researching business solutions and the internal decision-making process. These process takes lots of time to be completed. On the other B2C business, the sales funnel of these businesses is faster than B2B.
Because a consumer can purchase the eCommerce products immediately after few hours or minutes from clicking the PPC ads. Let’s have a look at the top 5 PPC goals and tactics that will help you to create the most potent PPC strategy.
1. Brand Awareness
Brand awareness is the most common goal of PPC campaigns. In contrast, PPC helps you to create brand awareness by introducing and raise the visibility of your brand, products, and services. This is a crucial phase for startups or new products. In this phase, we want to get the maximum visibility to the relevant audiences.
We also have the hope with us to get clicks that will help us to get the results of the consideration phase. Display ads are the most powerful ways to create brand awareness. In display ads, we can target our ads by topic, keywords, relevant place and so on. Usually, it depends on the ads networks. But the more you get targeting options, the more you can target the relevant users. In fact, their targeting tactics will help you to get a broader reach.
As I have mentioned above that the targeting option helps you to reach more relevant users. Social media PPC is an excellent example of these kinds of ad networks. It offers various targeting options i.e., based on demographics and interest, age, gender and so on. After talking about the display campaign, let’s move on to search campaign.
Do you think that search campaign helps you to create brand awareness? If yes, then you’re right to search campaign help you to create effective branding, with the help of general keywords. Let’s have a look at the example suppose that you’re selling the “sports shoes of men”, then using this keyword on your search campaign helps you to increase your brand awareness.
But note that using the relevant keywords with your search campaign is not enough. You should also use some negative keywords with your search campaign so that you can avoid the invalid activity on your search campaign. It will also help you to create the better user experience.
2. Product & Brand Consideration
After creating brand awareness among the users. This is the time to reintroduce your products to the users so that they will start considering your brand and products. But in this phase, you have to create a stronger call-to-action and a stronger ad copy. You should also focus on the targeting of your ads. It is proven that whenever the user hit the consideration phase, they don’t satisfy with the overview of the products.
They search for queries becomes more detailed and specific. Because they want to know more about the products or brand. They usually search for the brands on search engines, compare them, and also read the reviews about the products. When they do so you should start a remarketing display ad to bring the user back to your website to make a sale. Note that remarketing ads is the most effective way to turn visitors into paying customers.
Leads is not stands for sales. It is just a phase when you have not made the sales instantly. In this phase, the business collect the leads from the customers and then follow up them with the interested prospects and engage them in conversation. CTA plays a crucial role in the success of every lead campaign. Here are the top 3 CTA for leads
- Request a demo
- Get a consultation
- Free trial
The intention of these call to actions is to entice the users to fill out the online lead generation form. The lead generation campaign varies from business to business. But the goal of the lead generation campaign is the same for every business.
This is the time to make a sale from your PPC campaign. The major goal of PPC campaign is to make a sale. It has been proven that when the consumers are ready to buy something online, they use the highest purchase intent keywords in their search queries. These search queries include.
- Model numbers.
- Shipping information.
I want to suggest you create a separate campaign for your sale phase. Your campaign should fulfill the user’s queries along with it should also highlights the offers, guarantees, warranty information, and so on, whatever the user want to know about your products and services.
It creates engagement with the users, and they would like to buy from you. Take the full advantage of the ad extensions to address the consumer queries. Also, create a compelling ad copy for your campaign. Also, use the shopping cart abandonment ads and remarketing ads of the products that your users have recently visited.
Make sure about the remarketing ads. If someone purchases with the remarketing ads. Then don’t show them the remarketing ads again and again. You can do this simply buy make the list of the purchaser and exclude them with your remarketing campaign.
5. Repeat Sales
Make a sale is not enough for any business. Because every business wants to sale more products to the users. In some business, some products and services need replacement, maintenance, upgrades, and cross-selling or up-selling. These kinds of business need to repeat sales. Let’s have a look at what question should be asked when making a purchase.
- What is the duration of the products before replacement?
- When will the improved model of the product is coming out?
- Is it possible to cross-sell accessories or products?
For resale, we can use PPC remarketing and customer match to re-engage the previous customers. It will help you to create a conversation with them and motivate them to make the purchase again from them.
You can also apply the coupons and discounts on your products for your existing customers. It will definitely help you to resale the products to your existing customers.
This PPC strategy will help you to get the desired results with your PPC campaign. This PPC strategy is designed to reach and lead the consumer down the sales funnel to purchase from you.
You should also do some work along with this PPC strategy i.e create a chart that contains your PPC goals, keywords, KPIs and landing page. It will help you to keep organize everything for your PPC campaign. Also, keep an eye of your allotted budget and KPIs.