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How to Use Pay-Per-Click in Your Digital Marketing Strategy
Written by Jacob Drey on Oct. 17th 2020
Pay-Per-Click (PPC) is a form of internet marketing that advertisers pay a fee each time one of their ads is clicked on. It's an essential part of a digital marketing strategy because it has the potential to deliver immediate traffic to your website. Additionally, PPC can improve your sales and help you reach your target market. This article will guide you on how to use PPC marketing in your digital marketing strategy successfully.
1. RESEARCH

Paid search platforms are always updating their websites, making it important to start with some research. Types of PPC campaigns are search ads, display ads, and social ads. Google reports that search ads increase brand awareness by as much as 80%. Establishing your target audience and what they need is key. Prior research data will lead you to the most suitable PPC type for you. Research on appropriate keywords that will be of utmost benefit to you. There might be keywords that have got higher search volume while others would be less competitive.  

2. CREATE A PPC BUDGET

A budget that is too high will eat into 90% of your marketing budget. While one that is too low might exclude potential clicks and conversations that would have occurred. It's also essential to take into account your objectives and whether they're short-term or long-term. For example, If you've got short-term objectives then creating a weekly spending budget would be more suitable. 

A recommended route to creating an effective budget is to calculate how much it'll cost you to get on average 10 clicks per day. For example, if you have 25 keywords, that range from $2.00-$5.00 per click, the average would be $3.00. So for 10 clicks in a day, it would cost you $30 per day. You'd then take the daily budget and multiply it by 30.5 (most months have 30-31 days so this is an ideal average). From that calculation, you'd be able to know that your total budget would be $915 per month. Important to note is to consider how you plan on managing your budget. Tools such as Google Ads adjust spending on its own to reach your monthly set budget.

3. MONITOR RESULTS

It is important for you to monitor your results daily. It'll help you ensure that your budget is pacing correctly. It'll also help in visually seeing how your campaign is performing from a statistical data perspective. 

Fortunately, third party reporting tools like Supermetrics can integrate with Google Ads, Analytics, or Data Studio. The integration allows you to build insightful reports. These reports will reveal to you what types of people are visiting your ads, and if they match up to your target audience. 

Additionally, you’ll also know if there are quality clicks and leads.
Take your time to conduct sufficient research before jumping onto PPC. When you’ve already established your target audience and type(s) of PPC that you’ll use, create a budget that is balanced; not too low nor too high. 

Lastly be patient with PPC ads results, they are not a ‘get rich quick’ scheme. 

We wish you well.
About Social Bump
Social Bump provides Facebook ads & social media services along with PPC marketing to increase revenue and ROI for their clients.

Author: 
Jacob Drey

I help brands & businesses identify what sets them apart from their competitors & receive the recognition and audience they deserve via social media - specializing in Facebook Ads & PPC Marketing.
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