Pay Per Click Advertising | Evolve Digital Labs
Pay per click advertising (PPC) is an internet advertising model used to direct traffic to websites in which an advertiser pays a publisher when the ad is clicked.
In terms of CPC optimization, one of the single best ways to both embrace automation and help you get as many clicks within your desired budget as possible is undoubtedly “Maximize Clicks.” Also called automatic CPC, this gives you the benefit of focusing on driving click traffic while giving AdWords control over the individual CPC bids that you’re making on a daily basis. Once you specify a daily budget, AdWords will automatically adjust your bids on your behalf with a simple goal in mind: driving as many clicks as possible without exceeding the limit you’ve set for yourself.
Why Maximize Clicks?
One of the great things about this strategy is that you can use it both on a single campaign or for your larger portfolio. Using it on your portfolio extends its benefits to ad groups, keywords multiple strategies and more – helping to make sure that your account is maximizing its performance opportunity whenever possible.
If you want to set up a “Maximize Clicks” strategy as effectively as possible, you’ll want to keep a few key things in mind.
- Always Use Bid Adjustments
Specifying your bid adjustments will allow your bids to increase or decrease automatically based on certain necessary context. Your bids will adjust if your ad is competing to appear on a mobile device, for example, or if you’re targeting a specific location. This gives you a deeper level of control over when and where your ads are appearing in front of end users.
- Don’t Forget to Schedule Your Ads
When using “Maximize Clicks,” always be sure to set up custom ad scheduling so that your ads will appear on certain days, or even certain times during those days. Once you’ve done this, you can then use your “Maximize Clicks” strategy within those ranges to stretch its natural power even further. It’s important to note, however, that this requires intervention on your part. If you’re scheduling your ads with campaigns that already have a “Maximize Clicks” bidding strategy in place, those desired bid adjustments won’t instantly apply to your bids. You’ll have to do it yourself.
- Always Adjust Your Keyword Bids
As marketers, one of the primary goals that you always have involves increasing efficiency through automation without giving up control. As a result, one of the keys to success in a “Maximize Bids” strategy becomes clear: you should always make an effort to set CPC bids both for individual keywords AND for specific placements. Remember that no two ads will operate in quite the same way. They’re all going to be influenced by a number of factors like the keyword itself, the intent of the end user and more.
Adjusting your keyword bids gives you a deeper level of control over this process, while still allowing you to leverage the power of an automated “Maximize Clicks” campaign to your advantage. In essence, it really does give you something of a “best of both worlds” approach to getting as many clicks as possible without spending more money than you’re comfortable with to do it.
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“Where can I find _________?” It’s a simple question more consumers are asking every day.
It’s also the biggest quandary your team should address before launching your next PPC campaign. What does the potential customer want? What are they seeking out? How can we provide an instantly clear answer, which in turn makes a website visitor a loyal supporter?
Even with defined objectives, paid search can quickly devour a marketing budget, if not executed properly, and analyzed for true effectiveness.
These are the five critical steps to take before launching your next campaign.
- Know the total market opportunity, as well as the true market opportunity. Appealing to the right audience will make ad spending more efficient while increasing qualified leads.
- Form a plan of attack, including budget and management priorities, with detailed information on strategy delegation. Clear objectives will make the process easier to execute, and create a system of accountability, within your organization.
- Divide and conquer, by segmenting the audience and determining the language that resonates within each market. Even though the demographics for some targets will be the same, keep in mind the outcomes through search will be different.
- Build a strategic framework that is outcome-based, with optimization centered on consumer needs.
- Determine the tools you’ll use to track results, including high-level metrics, KPIs and lead funnel reports, which should highlight the best areas for new business opportunities.
Evolve Digital Labs is delivering intense growth using the tactics listed above as well as new proprietary software, called Modus.
Modus is a tool to manage campaign resources, report on the marketing opportunity and capitalize on predictable revenue streams.
Learn more about Modus.
We want to share how a client saw positive results quickly, and what steps Evolve took to make it happen.
When we first talked to VetRxDirect, a national online pet pharmacy, we discovered the site had been experiencing a harmful drop in traffic due to Google’s Panda update. This notorious change to its algorithm allowed Google to fight against promoting alow quality websites in search results. The change was especially hard for ecommerce websites, which often unintentionally experience duplicate content or thin pages.
Since the decrease in organic traffic, VetRxDirect had been relying on paid search for much of its inbound visitors, but as any business knows, paid search can quickly devour a marketing budget, especially if it is not optimized.
Understanding Our Client’s Goals
The most important objectives were to remedy the drop in traffic (and revenue) from the Panda update and to better understand visitor behavior. Our client was also skeptical of Evolve’s ability to decrease the cost per click (CPC) for the paid search ads.
Developing a Strategy to Meet Goals
As a Google Partner agency, Evolve has a strong track record of driving revenue through paid search. Our experts build flawless campaigns that target the right customers and drive to strategic landing pages. In the case of VetRxDirect, we were able to quickly find and eliminate waste in paid search efforts. Refining the campaigns with up-to-date keyword research allowed our PPC team to lower the cost per click and optimize the cost per conversion.
An efficient paid search campaign does more than drive leads and revenue; it also provides visitor behavior insight that can be applied to organic efforts. We explained to our client that paid search improvements would deliver a clearer understanding of the needs and online patterns of its primary customer.
Research from the Online Market Audit delivers critical insight regarding the online opportunity for VetRxDirect to make cost-effective decisions online, including:
- Online investment
- Continued growth
As mentioned, Evolve’s paid search team fulfilled paid search campaign improvements, which consisted of keyword research, positive/negative keyword expansion and enhanced messaging. The result was a lowered cost per click and a higher conversion rate.
We are still preparing an Online Market Audit for this client, but the initial success in paid search is already exceeding online lead generation goals. We are confident that the results from the existing campaigns foretell success for VetRxDirectas future organic traffic and revenue.
To learn how your organization can benefit from the services Evolve provides, fill out the form below or call us at 1-844-Go-Evolve.
And if you are in need of medication for your pet, we know a guy.
At Evolve Digital Labs we pride ourselves on keyword research. It’s a critical component of SEO audits and a benefit for brands to make sure they are targeting the correct audience. Keyword research is the foundation for implementing successful paid search campaigns and bolstering website content which drives conversions.
Advantages for Higher Education
The advantages of thoughtful and efficient keyword research for Higher Education institutes cannot be undersold. Universities both large and small are facing shrinking budgets, and an applicant pool, which assumes the education investment, is not worth the cost.
Those contributing factors make marketing initiatives all the more important, especially as it relates to cost-efficiency. Our goal in executing keyword research is to determine the terms and phrases prospective students are searching for to find a solution. Keyword research needs to be at the core of the marketing plan to ensure organizations are getting the most traffic for their investment.
Evolve Digital Labs analyzes five components for keyword research, including search volume by keyword, organic difficulty, client’s customers, client’s products/services and the client’s consumer path.
By segmenting keywords into campaigns we’re able to assess phrases in terms of search volume and organic difficulty.
Search volume relies on the number of national searches for a term each month, these terms are often broad vs. very specific queries for a brand or product – thus they are harder to rank for.
Organic difficulty is set up on a zero to 100 scale, with 100 being the most difficult. Organic difficulty is calculated based upon the total effort of competition in the search engines. Because the scale is incremental, ranking organically for high difficulty terms should be considered a long-term goal.
In this case, the phrases at the top are paid, while those below ranked organically. There are a few colleges listed, vs. Wikipedia entries, and media articles. The organic difficulty for the term “MBA Program” and the search volume are both high, meaning ranking or moving up on the SERP will take time.
Higher Education marketing keyword research has multiple applications for growth in terms of both paid and organic strategies.
Paid Search Application
Like other businesses higher education organizations will have keywords which are difficult to rank for organically. Improving a website’s authority, to be capable of ranking in organic positions for recommended terms, requires a strategic plan and can be time-consuming. Paid search offers the flexibility of short-term exposure to targeted audiences, as organic efforts get underway. In cases where pages do rank organically, paid search for targeted “brand” terms may still be used to keep competitors from stealing prospective traffic.
Organic Search Application
Organic strategy should start by targeting terms from the keyword research that contain moderate search volume and moderate to low organic difficulty. Those keywords will allow for “quick wins” on the search engine results page, while concurrent site improvements and content optimization will help organizations eventually rank for significant more difficult terms.
For some universities keyword research may only be a component of paid search, but it should be at the forefront of all aspects of a higher education marketing plan.
Download our FREE online market audit checklist to learn more about our approach and how we can help your organic and paid search efforts.
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