PPC Campaign Management

Getting To Know Your Business means gaining a totally cohesive understanding of your business, products, services, competitors, and customers. Once we’ve become familiar with those aspects of your business, we’ll be in the best position to start the development of your pay-per-click advertising campaign.

In this process of setting up your PPC campaign, we’ll learn about your target customer, their age group, income level, target regions, and more. We’ll also become more familiar with your products & services and how they might solve problems for your potential customers.

If you have a successful competitor, we’ll learn from them too, and integrate our findings during the course of optimizing your pay-per-click campaign for maximum effectiveness.

This is the part of the process where we determine the value of the leads generated by your PPC campaign.

What Is A Conversion?

Conversions are qualified leads or sales. For online stores, we consider conversions to be sales. For service providers such as law firms, plumbers, etc., and others that don’t qualify as online stores, a conversion is a lead or “live contact” with a potential customers or new clients. Live contact could be a phone call, contact form, or a direct visit to your business.

In other words, a conversion occurs when a visitor to a website takes a desired action, such as making a purchase, initiating a phone call or submitting a contact or inquiry form.

How Much Are Qualified Leads Worth?

There’s a few different options to determine the value of a conversion for a PPC campaign:

Average order value (AOV)

This is the average amount that your customer spends on a single purchase. To calculate the value of a conversion, we can simply multiply the AOV by the conversion rate.

For example, if the AOV is $100 and the conversion rate is 20%, the value of a conversion would be $20 ($100 x 20%).

Lifetime value (LTV)

This is the total amount that your customer is expected to spend over the course of their relationship with your business. To calculate the value of a conversion, we’ll divide the LTV by the number of conversions needed to achieve it.

For example, if the LTV is $1,000 and it takes 50 conversions to achieve it, the value of a conversion would be $20 ($1,000 / 50 conversions).

Cost-per-acquisition (CPA)

This is the total cost of acquiring a customer, including all marketing and advertising expenses. To calculate the value of a conversion, we can subtract the CPA from the AOV or LTV.

For example, if the AOV is $100 and the CPA is $50, the value of a conversion would be $50 ($100 – $50).

It’s important to note that these are just a few examples of how we may determine the value of a conversion. The actual value of the conversion is contingent on the specific goals and metrics of the campaign.

Average Value Per Client (AVC)

The method we use for most of our service clients is simple. We work with our clients to develop a solid number for the percentage of the leads they’ve historically converted into clients. So, if our client attests that in 10 customer interactions, they close 4 of them, we can safely assume they close 40% of their leads or 4 in 10.

Then, we develop an average value per client or AVC (a number similar to an LTV). If our client tells us they make an average of 500.00 profit per client, then we take that number, multiply it by 4, and divide the result by 10, which means that the AVC or each lead is worth 200.00 or 40%.

The AVC could be further optimized by accounting for the costs of doing business, the cost of the ad campaign, and fees for the operation of the ad campaign. However, most of our clients view their pay per click campaigns as separate businesses.

The AVC also tells us our maximum bid amount and our break-even bid amount. Which aren’t normally factors for the service businesses we manage but are extremely important for brand recognition marketing, such as image display ads and video campaigns.

As previously stated, we don’t normally have situations where we have to initiate maximum bids for our ads to appear on keyword searches relevant to our clients’ businesses. However, developing a maximum bid amount is important because it tells us how much we can spend to have an ad appear in a search for a specific keyword and how much latitude we have when adjusting bids.

Developing a maximum bid amount for a pay-per-click (PPC) campaign involves considering a number of factors, including your budget, the expected return on investment (ROI) of your campaign, and the competition for the keywords you’re targeting.

For most of our clients, many of which are service providers like law firms and security agencies, the AVC outlined in the previous section is our maximum bid or break-even bid amount. However, certain projects with slim profit margins and eCommerce solutions demand far more precise factoring which account for more variables.

However, this isn’t the case for brand marketing. The maximum bid for brand or saturation marketing campaigns is to be determined by the intended reach of the campaign, which is different for each project.

For example, if we have a $1,000.00 budget for a marketing campaign in which our client demands 100,000 eyeballs, the maximum bid per view would be $0.01. Again, the use of maximum bid amounts is generally reserved for brand awareness campaigns.

Keyword research will be an important part of optimizing your pay-per-click (PPC) campaign. It involves finding the right keywords to target in your PPC ads so that you can reach the right audience faster. Keyword research is the process where we determine which keywords and phrases are best for activating or “triggering” your ad.

The steps we take in this process are as follows;

• Identify The Target Audience: We need to know about the people you want to reach with your PPC campaign. We’ll consider their demographics, interests, and behaviors. This will help us come up with a list of keywords that are relevant to your target audience.
• Generate A List of Relevant Keywords: If you have an existing website, we’ll all the information we need as it should be stored away in Google’s Search Console or in the annals of your Google Analytics data. We can also use a keyword research tool such as Google’s keyword tool, Moz or Wordstream to acquire the data.
• Competitive Keyword Research: If competition is too high for a keyword, we may need to bid more or find another keyword or set of keywords.
• We Consider Long-Tail Keywords: Long tail keywords are large phrases of 4 or more words which pertain to your business. These terms are usually less competitive and more relevant.
• Implement Negative Keyword Filters: Negative keywords help us prevent your ad from appearing during searches for certain words or phrases. This helps to avoid showing your ads to people who aren’t interested in your product or service. Negative keywords will limit the waste of your ad dollars and improve your ROI.

By taking these steps, we’ll identify the most effective keywords for your PPC campaign and make it efficient faster.

In a pay-per-click (PPC) campaign, negative keywords are words or phrases that we use to prevent the triggering of an ad from your campaign. These words or phrases help us prevent your ads from being shown to people who aren’t interested in your products or services.

For example, if you are running a PPC campaign for a clothing store and you don’t sell shoes, you might add “shoes” as a negative keyword.

Using negative keywords cuts unnecessary expenditures in your PPC campaign because it ensures that your ads are only shown to relevant audiences. This is how we avoid clicks from people who are not likely to make a purchase. Obviously, eliminating this waste will improve the return on investment (ROI) of your campaign and the bottom line for your business.

Negative keyword management is an important PPC strategy that pays quick dividends. At VizTV Media Services, we periodically check user search terms for the purpose of finding new negative keywords. This helps us ensure that our clients’ PPC campaigns are as effective as possible and that they’re getting the best possible ROI.

There are several options for us to select target audiences or a target market for a pay-per-click (PPC) campaign.

Below, we’ve listed a few common techniques that we use.

Demographic targeting

This involves targeting specific age ranges, genders, income levels, and locations.

For example, we can target men between the ages of 25 and 45 with a certain income level who live in Houston, TX, or even specific zip codes.

Interest targeting

Interest targeting involves targeting users based on their interests or hobbies.

For example, we might target users who are interested in outdoor activities or hiking for a campaign to sell outdoor apparel. We have options for selecting affinity-based demographics.

Keyword targeting

This involves targeting users who are searching for specific keywords or phrases.

For example, if we’re running a PPC campaign for a cooking blog, we might target users who are searching for terms like “healthy recipes” or “how to sear a beef steak.”

Remarketing

Remarketing involves targeting users who have previously visited your website or engaged with your brand in some way.

For example, we might show an ad to someone who has added a product to their online shopping cart but has not yet completed the purchase. Also, we might target users that have visited your YouTube channel or watched one of your videos.

Custom Audiences

This involves creating a specific audience based on specific criteria that you define. For example, you might create a custom audience of users who have engaged with your brand on social media.

By carefully selecting your target audience, we can ensure that your PPC ads are being shown to the most relevant and likely-to-convert users.

Writing quality ad copy for a pay-per-click (PPC) ad involves creating a compelling message that will attract your target audience and encourage them to click on your ad.

Listed below are a few of actions we take for writing effective ad copy.

We write clear and concise headlines.

Headlines we write are attention-grabbing and speak to the main needs of your potential clients & customers.

We use all available ad extensions

Ad extensions allow us to add additional information to your ad, such as images, site links, your phone number or address. Extensions also help us give users more information about your business and make your ad stand out, and more importantly, take up more real estate.

We Include Clever Calls-to-action

A call-to-action (CTA) is a phrase that tells the user what action we want them to take, such as “Learn More,” “Contact Us,” or “Sign Up Now.” We always make sure to include a CTA in your ad copy to encourage users to take the next step.

We Use strong and persuasive language

We believe that ad copy should be persuasive and convince users that your product or service is the best solution to their problem. We use strong language that highlights the benefits of your offering and addresses their direct needs.

We Also Test different Ad Copy

It’s important to test different versions of the ad copy to see which performs the best. This will help us to optimize your ad copy for maximum effectiveness. If one ad performs better than the other, we use the “best ad,” eliminate the old ad, and make a new competing ad based on the “best ad” to see if we can improve on the effectiveness of the ad even more.

Your landing page is the component of your ad campaign which involves web design. A landing page, not to be confused with a regular page on your website, is a webpage that users are directed to after clicking on a pay-per-click (PPC) ad.

This landing page should look and function well on both desktop and mobile devices. Building a quality landing page is important because it helps to increase conversions and improve the overall effectiveness of your PPC campaign. Outlined below are a few key concepts we employ when building a quality landing page for a client.

We Make Sure It’s Relevant

The content on your landing page must be relevant to the ad that users clicked on. This helps to ensure that users are getting what they expected and will be more likely to stay on the page.

We Use Clear & Compelling Calls-to-Action

The call-to-action (CTA) is the action you want users to take on your landing page. We make sure to use a clear and compelling CTA that will encourage users to take action.

Make It Easily Navigable

An ideal landing page is easy to navigate, with a clear hierarchy of information and a simple design. This will make it easier for users to find what they’re looking for and improves the user experience.

Include Social Proof Like Reviews

Social proof is evidence that other people are using and enjoying your product or service. This can include customer testimonials, social media followers, video testimonials, or media mentions. By showing “social proof” on your landing page, we show why your business is trustworthy and credible.

Test Different Versions of the Landing Page

It’s important to test different versions of the landing page to see which one produces better results. This tactic will help us to optimize your landing page for maximum effectiveness.

By following implementing these practices, we can build a quality landing page that effectively converts users to customers and helps to drive positive results for your business.

VizTV Media Services has provided outstanding content creation and website design services for business owners in the Houston area since 2012. So, building an effective landing page to accompany your search ads won’t be a problem.

During the initial 90 days of operating a new pay-per-click marketing campaign, we don’t focus on profitability as optimizing the campaign is more important. For this reason, during the first 90 days of managing your advertising campaign, we’ll operate it with a slightly lower budget.

During this period, we’ll discover new negative keywords, collect additional data on users and competitors, and collect other information that will help us to optimize the campaign for maximum effectivity.

Tracking conversions is the main way we measure the performance of a pay-per-click (PPC) ad campaign. Conversions are actions that we want users to take on your website, such as making a purchase, calling a phone number, or filling out a form. By tracking conversions, we can see how effective your PPC ads are at driving desired actions.

There are several methods of tracking conversions, including but not limited to:

• Conversion tracking code: This involves adding a small piece of code to your website that tracks when a conversion occurs. This code can be placed on the confirmation page that users see after completing a desired action.
• Recorded phone calls: We track all conversions that happen over the phone. Our service includes tracked phone numbers that records phone calls and associates them with specific PPC ads. This can help us to see how many phone calls were generated by your PPC campaign and the amount that resulted in conversions.
• URL tracking parameters: We can also add specific parameters to the URLs of your PPC ads that allow us to track conversions. For example, you might add a “?source=ppc” parameter to the URL of your ad, which will allow us to see how many conversions were generated from your PPC campaign.

Conversion tracking is the most important aspect of digital marketing with Pay Per Click ads. Tracking conversions allows us to see which PPC ads are driving the leads and customers your business. By understanding which ads are performing well, we can optimize your PPC campaign to focus on the most effective ads and improve your overall return on investment (ROI).

As a PPC agency, we can vouch for the fact that the first day of launching a new campaign is an exciting and busy time. Here’s what happens on the first day of launching your pay-per-click campaign.

We Double Check Everything

Before the campaign goes live, it’s important to double-check everything to make sure everything is set up correctly. This might include reviewing your ad copy, checking the targeting settings, and ensuring that your landing pages are working properly.

We Verify The Functionality of Conversion Tracking

We make sure to check the tracking for your campaign so that we can measure the performance of your ads.

Launch Your Campaign

Once everything is set up and double-checked, it’s time to hit the “launch” button and start your PPC campaign.

We Monitor Your Campaign

After your campaign is live, it’s important to closely monitor the performance. This might include checking the ad spend, tracking conversions, and reviewing the click-through rate (CTR) and cost-per-click (CPC) of the ads.

We Continuously Optimize Your Campaign

As the campaign runs, we can see which ads are performing well and which ones aren’t. We’ll use this data to optimize your campaign and improve its performance.

Overall, the first day of launching a new PPC campaign is a busy time and it’s exciting because it’s the first day of the future. If you have questions about setting a new campaign or changing the manager of your existing campaign, contact VizTV Media Services today!