Factors That Make Your PPC Successful
As mentioned earlier, the paid search industry is probably the most competitive advertising sector in the world, certainly in digital marketing. So, it’s extremely important to have a strategic approach to how you invest your media dollar with the major search engines.
So how do good search engine marketing companies drive superior results for clients? At Rocket we break our PPC success factors down into three core components. Strategy, Technical Optimisation and Creative Optimisation.
Before we dive into those area, lets first dispel some of the myths around paid search.
- Does it work? Yes, it does – that’s why all your competitors are doing it. They are not blindly dropping bad dollar after bad dollar because they can. Chances are they are getting a return and that’s why they are spending. CPCs get higher every year – not because Google wants them to (although they do). Google Ads is an auction-based system and your business competitors are effectively setting the prices for which they are prepared to buy a click. The system itself is self-verified to some extent. You can surmise its effectiveness via the participation rate within the competitive landscape.
- I don’t need a PPC presence, I rank organically for everything! Firstly, congrats on the great SEO effort, however you still need a PPC presence. Rest assured that on generic terms your competition is likely bidding on all terms with commercial intent and probably on your brand terms as well. With the ever-increasing click-through-rates (CTRs) and trust for paid ads, they are collecting, even more, clicks percentages YoY. Not to mention the declining presence organic has on mobile and even on desktop. Between Ad spaces, local pack listings, featured snippets, instant answers and many other SERP features taking up more and more screen space, if you want your business front of mind you need to pay to play.
- You always get a positive ROI – No you don’t. Woah, you just told me in point one that my competitors are making a return. True, however, a return does not necessarily mean a dollar-in, dollar-out positive ROI. If you are judging all your digital marketing channels on last-click attribution and assigning relevance/ROI based upon that, chances are you are not getting the full picture of how customers are interacting and possibly purchasing from you. Search may often be bottom of the funnel and drive last click conversions, but not always. So be wary of writing off the channel if you have a more complex path to purchase. Remember marketing traditionally has not been measured purely by dollar-in, dollar out metrics (think TV) but that does not mean you are not getting a return from it.
- Does Google have a team of people in India clicking my ads so they bank revenue? No, they don’t – time to take off the tinfoil hat.