The most integral factor for having an effective PPC campaign is to design a results-driven strategy that takes all essential steps into account. A pay-per-click campaign converts only when its foundational strategy is meticulously planned and correctly implemented. This ensures that all processes are followed, and a sequential approach is considered.
Impactful PPC Strategies are drafted either by focusing on the end goals that we tend to achieve from the campaign, or following the procedural view of execution that starts from the planning stage, followed by the structure’s execution and ends with the optimisation phase. The latter model has been traditionally used, and been in practice for quite some time now. The modern way to approach the strategy is by their results.
When talking about the end goal, we consider the ultimate objective we tend to achieve through our PPC campaigns. These goals could simply be generating a lead or increasing brand visibility, and heighten to be creating successful conversions.
Here we will consider how effective PPC strategies are developed, backtracking from the end goal we wish to achieve.
Increased Visibility
One of the most common goals of setting up an extensive PPC campaign is the essential need to increase your brand’s visibility and make people aware of its existence.
Spreading awareness about the services you offer or letting the world know about the benefits of your product, is the first step in establishing a long-term association with the user. This phase requires you to have a broad reach and maximum customer interaction. These PPC campaigns serve to be increasingly result-oriented when targeting a particular aspect that narrow down the searches to the most relevant ones.
Demographics, keywords, and database lists can have a huge impact in spreading your brand’s name and reaching your potential client.
Consideration of Services
This can also be called the “second chance” for your product to make it to the sales. Here the user researches and studies your product/services even deeper. This is the phase where the visitor is considering whether to buy the product or not. This is a huge opportunity designed by PPC campaigns, targeted to reintroduce your brand in more detail and depth.
Answering the user’s most specific questions, search queries often increase in combinational and detailed wording. These campaigns can also be made dynamic- redirecting them to the product they already viewed.
Acing this phase means you are remembered by the user and have successfully compelled them to think about your product. A stronger call-to-action also assists this that further facilitates the user to take the next step.
Generating Leads
More often than not, big enterprises and brands do not have a retail service, unlike modern startups. These follow an established protocol and take the visitor through a series of steps before monetising their offered product.
Leads are, in a way, capturing the interests of the potential customers. These indicate that the user is keen on your services and inclined towards your product. It also establishes a firm stand on the path of sales at the end.
It is the consistent follow-up on these leads, which eventually result in creating high conversions.
Optimising Leads: Purchase
It is always beneficial to have separate campaigns for purchase or sales campaigns, as these tend to become more user-specific and personalised. Possible discounts or financial and shipping details can be included in these campaigns.
When the user has finally decided on buying, its search query will become more direct and model/product-oriented, specifying exactly what is required.
Maintenance- Repeat Sale
Considering a long-term relationship with your user, PPC campaigns effectively bring back old sales, especially when your product requires so.
Maintenance of a product, repairment, or replacements in case of any possible faults trigger such campaigns. It is advised to include all the necessary details into these PPC campaigns, including the product details and user benefits.
These were some of our top effective processes which you can create, implement and manage a PPC campaign that converts efficiently.
If you are looking for a perfect PPC campaign for your brand, identify your campaign goal, align with your brand’s mission, and set to sail! For further assistance, feel free to connect with our PPC marketing strategists. Book a free 30-minute consultation with us and discover the ways to plan your successful Pay-Per-Click campaign.
