PPC advertising or Pay Per Click advertising is a channel dealing with digital marketing. This involves planting ads on search engines like Bing and Google. As a specialist marketing agency will tell you, these adverts are placed on SERPs or Search Result Pages, right on top of the organic search result list.
As is evident from the name, when you choose a PPC advertisement you only pay when there is a click on your advertisement. The amount you are required to pay, however, varies on a few factors, and these factors, in turn, are determined by an auction that is carried out every time there is a search registered on the search engine.
How do these Auctions Happen?
One important aspect of PPC management is to know how these auctions happen and the factors that govern them. PPC auctions are automatic events that use the algorithms of search engines. Before beginning with an auction, the important points to consider would include:
- You need to consider the eligibility of the ad.
- The relevance of the ad concerning the search has to be taken into account.
- You should have a complete and thorough idea about the total advertisingbudget set aside by the business.
- The level of competition should be considered.
- You must know the specific CPC or Cost-per-click budget set aside by the business in question.
As any “marketing agency near me” will tell you, the likelihood of winning the auction will depend on how relevant and of what quality your advert is. Here are some common mistakes you need to avoid when managing your pay-per-click advertising initiative.
Common Mistakes to Avoid with PPC
Starting without a Target: Clarifying defined goals is the first thing to do. Without a definite idea of what success appears to be, managing PPC campaigns can be extremely hard. To avoid this mistake, it is extremely important to consider your business goals and your marketing goals and have a sound understanding of how these PPC adverts can contribute towards achieving these goals. Once this has been determined, you will then need to look at the targets in terms of visits, conversions, impressions, and other important metrics. This will help you in understanding what an advertisement looks like for the business and what you need to do to get there.
Targeting the Wrong People: When planning your PPC advertisements you need to know whom to target. If you end up targeting the wrong group, your advertisement will not resonate or elicit a desirable response from the audience you wish to reach out to. To avoid this mistake, consider spending some time on consumer research before you can plan your advertisement. Remember, mistargeting or not targeting other parts of the sales funnel could be a costly mistake.
Be it for lawyers and law offices marketing, product marketing, or any form of online publicity for any industry, big or small, PPC adverts go a long way in improving business prospects. Just make sure you engage a reputed marketing agency in Virginia that can take you through this.