Search Engine Marketing / Pay-Per-Click Advertising
The foundation of a successful partnership:
Don’t you sometimes feel like a fog covers your Google Adwords and Bing Ads accounts and you can’t see what is in front of you? Yes, we know it can be frustrating, but the good news Is that there is a way to remove this fog and finally get a clear view of what is happening.
Yes, we know it can be frustrating, but the good news is that there is a way to remove this fog and finally get a clear view of what is happening.
We call it the “PPC Fog Blower” method, and it has three elements:
Here is how each of them works:
Building a PPC campaign is similar to building a house. First, you create your plans and decide how you want to organize the rooms to create the best flow possible. Then in the construction phase, you make sure to build everything according to the plans.
With PPC the rooms are the “Keywords,” “Campaigns” and “Ad Groups.” If you don’t organize them well, you lose the flow, and it becomes hard to understand what is happening. It’s like a house with too many walls; you can’t see what is going on in the other room. Having a proper structure is like when you walk into a house and the layout is functional and intentional. Every door to every room is positioned perfectly and one room flows to the next seamlessly.
How do our PPC architects build PPC structures that have flow?
In a nutshell, we create a structure that shows people what they want to see. Which means, select the right group of keywords for a particular message that sends people to a well-tailored landing page. Here is an example:
Once all the campaigns are organized with the best structure possible, we move to the second element of the “PPC Fog Blower” method – Tracking.
What should you track? Do you know what the main actions on your website are? What should you treat as a conversion or goal? Is there a second type of conversion for “less important” activities that can lead to sales?
Yes, the sales are the most significant action you want to see happening, but it’s not the only thing you should track.
The client’s journey to purchase starts way before they get to your website and it rarely finishes on the first visit.
Once they get there, they will want to know more about your business, products or services. They will compare what they see with other options, look at reviews, read content THEN decide what to do next.
Most of the time they will choose to come back another day, and if you are tracking the right actions, you will be able to see their footprints, understand their behavior and create reliable data to optimize your PPC accounts without guesswork. Which brings us to the third and last element – Optimizing.
When you have the PPC campaign that helps people find what they want, leveraging the structure of your website and with a reliable tracking system in place, the fog will disappear, and you will have a clear picture of what is working, what is not working, where you are spending too much money and where you should spend more money.
We call this process PPC optimization, and it only works after implementing step one and two correctly. After all, you can’t optimize what you can’t see.
There you go, this is our formula for PPC success. Does it work? You bet it does!
Our clients are getting the best results in their industries. They have the lowest cost per conversion and appear more on top of search results, get more eyeballs for image ads, and quite often are the number one in sales.
Are we saying that PPC alone has the power to make your business number one?
No, it’s not that. It certainly plays a vital role to make it more profitable, especially if you already get a lot of leads and sales from your website. PPC is just part of the marketing puzzle.
Here at Rubino Marketing we believe in a 360-degree approach to marketing, which means we consider all the possibilities when promoting your business. We test different channels and track results for offline and online advertising.
No matter where we decide to spread the word about your product or service, we have a tracking system in place.
We call this approach “The Strategic 6” – I
wish I knew know where to spend my marketing dollars.