MacMedia’s Birmingham PPC management company creates, optimizes, tracks and fully manages your digital marketing campaigns.
Birmingham PPC Management Strategy
Ads and keywords are carefully selected to target your audience for the lowest cost-per-click and the highest click-through rates.
Google Ads vs Facebook Ads
Google Ads get in front of people who are actively searching for a solution to a current need and often have buying intent. They are an effective way to drive qualified traffic to your client’s business who are already searching for their products or services–specifically by keyword. According to WebFx.com, 65% of small to mid-sized businesses have a PPC campaign.
Facebook Ads can be used to target a particular audience that has shown an interest for your client’s products or services. They help your clients get more visibility to their Facebook content and boost traffic to their website. Facebook ads can be set up to increase site traffic, impressions, and even click-through rate (CTR).
MacMedia determines which strategy is most effective for your business when we define your target audience.
Pay Per Click Management – Search Ads, Display Ads And Retargeting
Search Advertising
Paid search advertising in which brands pay (using auction-based pricing) to have their ads displayed above and below organic SEO results when users search certain keywords.
Display Advertising
Search Ads only appear when someone searches a phrase on Google and your ad is returned as a result. Display ad placements appear in sidebars and other places based on targeting parameters you’ve chosen.
Retargeting
While search retargeting refers to targeting users based on keyword searches they’ve used on search engines, site retargeting utilities cookies collected from your website visitors to retarget them specifically.
How our Birmingham PPC Management Company Targets Your Customers
1. Define your goals and the markets
Clearly planning and setting goals for your campaign will get you thinking about what types of Ads you need to create. What do you want to achieve? For example, if your goal is to support a content marketing strategy, then you want your Google Ads keywords to reflect the search queries for your content.
If, however, you wish to target buyer’s with purchasing intent, your keywords will be chosen to include phrases that suggest interest in purchasing. Clearly defining your goals for your Ad campaign is important, and once completed, you can decide where you want to show your ads.
2. Choose the best keywords for your Ad
Google provides many great tools for keyword research and traffic estimates. Using the Keyword planner will help you identify which terms have enough significance to target in your campaign. You can even use this tool to identify other relevant key phrases or words you may have missed.
After choosing the right keywords, you can make an estimate on traffic estimates and cost per bid to determine your budget and timeline. Some great indicators a keyword is worth including are the following:
- Search Volume: Does it generate a significant volume of searches?
- Price per click (PPC): Can our business afford it? What is our budget and cost per conversion we expect to pay?
- User Intention: What can I infer is the user’s intention who is searching this phrase? Are they intending to buy from me or simply browsing for information?
3. What type of Google Ads campaign should I choose?
1) Search campaigns: Target buyers with intent to purchase or empower your content marketing campaign to get more site traffic. Search campaigns are terrific for both.
2) Shopping campaigns: Put your products on the largest online shopping market to get maximum visibility. You are only charged for payment when a user clicks to visit your website or when they browse your inventory.
3) Display campaigns: Promote your business on Google news pages, blogs, and websites like Gmail or YouTube and the Google Display Network.
4) Video campaigns: Get visibility and reach your customers on YouTube. Pre-roll ads are only charged is someone watches for at least 30 seconds or clicks on a call to action.
5) Universal App Campaigns (UAC): Promoting your app in stores has never been easier. Be sure to direct your users by making a specific call to action and make your ad visually interesting with a graphic or video showing your app in action.
4. Create Relevant Ads Your Customers Appreciate
One of the most important things you can do when creating your Google Ads pay-per-click campaign is think like your customer. When a user makes a search and your ad displays, does your title and description reflect accurately what the user is looking for?
When the customer clicks your ad, does your landing page actually help or inform your customer’s search intent? It’s important you understand what search queries your ad is showing for and the intent of your customers so you can optimize your conversion rates with proper call-to-actions.
5. Link with Search Console and Google Analytics
Google provides some of the most data-rich tools to analyze how your ad campaign is performing vs organic search for your website. Linking your Google Search Console with your Google Ads account will allow for synchronization of all your website data. Then, pair your Google analytics profile with your Adwords account and get a seamless visual of your pay-per-click campaign’s performance.
6. Regularly monitor and optimize your campaigns in Google Ads
Analyzing your Google Ad campaign’s performance is key to enhancing its effectiveness but also in saving money. Tracking a return on investment and determining a customer acquisition early in your campaign is important to your overall success. If you don’t monitor your campaign, you will not see effective results and your ROI will be minimal.
