What Is Pay Per Click PPC Marketing Strategy 2021

Paid search has become an indispensable part of everyone's marketing strategy. But, correctly doing it requires more than panning; so, what are the steps involved in creating a PPC strategy? In this guide, we will highlight six PPC marketing strategies that you must use in 2021.

But, first, why do you need a PPC?

PPC marketing is one of the most important parts of digital marketing strategy, especially when you are already in the competitive market or have just started out anything. Even if you are planning to minimize the overall PPC spend and want to focus on the organic or less expensive channels, PPC is the best to get a new audience for your services.

Moreover, paid search is quite profitable and can give you immediate traffic and more sales. It can also increase your overall market share and the reach of your targeted market. This also means that PPC works for every budget and for every product.

A solid PPC relies on planning, executing, and optimizing the paid ads and search campaign. Without a strategy, you might be at risk of spending your money reactively.

Phase1: Planning and Strategy Phase: What You Should Consider!

Set Budget and Define Your Goals:

Paid search strategies can help you in boosting growth, generating conversions and leads, and making profits. But, how will you know which goals are for you?

First, make sure your PPC goals align with your marketing strategy. For instance, if your marketing aim is to generate leads, the goal of your PPC campaign should be to get a high click-through-rate.

Second, make sure that your paid marketing goals are not against your paid organic activities. Also, check your organic share for keywords that you want to include in your budget.

Also, check how much your marketing is affected by the SEO and then take advantage of paid marketing. Analyze to know what attracts more traffic and then add keywords to your campaigns.

Next comes is your KPIs; identify your key performance indicators before jumping to any paid marketing. Let's say if your main goal is to get more leads, your key performance indicator should be marketing and sales. You should also focus on the cost of individual leads and how much you want to generate from them. You will also have to keep an eye on the conversion tracking in the ads.

Now comes the budget! Search how many search terms you are planning to bid and how many clicks you want every month. Keep in mind that the total number of clicks depends on various factors like quality of ad copy, the strength of your landing page, your competitor's bid, and the number of people who click your ad.

Keep A Check On The Competitive Environment:

By analyzing your competitors, you will know whom to target and who are your main search competitors. Knowing this, you will be able to create your campaign and find websites to identify your competitors.

Try your competitor's keywords and export them in your ad; you can see both organic and non-organic keywords up to 10 competitors. Export them and see how well they are performing to use them in your ad.

Research For Keywords:

All searches start by typing a keyword in the search box, which makes the user-centric keywords the main thing to run any successful PPC strategy. You might be having a list of competitors, but that's not how you find PPC keywords.

Brainstorming broader keyword terms around any particular product can help you find keywords. For instance, a fashion website might start with the campaign keyword 'women dresses.' Suppose your website has a search function, export all your searches of the past few months, and categorize them with what people search.

Doing this will help you in paid ad campaign if you can create content that fulfills your search intent.

Lastly, you can also access your website's Google Search Console to identify the organic keywords using high CTR (Click-through-rate). This will further improve your Google Ad quality score and will help you get more leads.

Phase2: Execution Phase

Account Structure:

Since you are ready to start executing your paid search strategy, you now need to set a Google account to define your Campaign and Ad group. While most of the accounts have only a few campaigns and few ad groups, you need to set your budget to determine your keywords and the ad group level.

To define your ad campaign, start by looking through various search terms and see the action that users will take when they click on your ad. Also, look for the keywords that fit within your campaign and determine how you can set the campaign.

Compelling Ad Text:

An effective and persuading copy is important for a PPC campaign. Not only it enhances the ad quality score, but it also increases the click-through rate. Searchers will make their decision based on what's written in the ad, so it's worth investing in this step. Test, optimize, and then publish your ad to see how it will affect your PPC campaign.

Build A PPC Based Landing Page for Conversion:

Make sure your campaign ads should take searchers to the landing pages; the closer your landing page content matches your search intent; the higher will be the conversion rate.

However, on the contrary, if you are sending searchers to the generic pages, say home page only, they will feel frustrated and might bounce back. This will negatively affect the quality score, and your ad will have a minimum chance of showing in the search engines.

Also, keep the messaging and keywords consistent in the ad text and the landing page. Make sure you have one call-to-action on each landing page and keep the design simple.

Phase3: Optimization Phase

This phase involves finding negative keywords and measuring the strong impressions and low CTR. Also, you need to keep in mind the Return on Investment (ROI.

Conclusion:

It's very easy to get caught in the excitement of bidding and forgetting the right strategies of pay-per-click. However, you should hold sometime and invest in structuring the foundation for your paid campaign. Also, keep your focus on the ad execution and optimization that align with your goals. Keep on testing and tweaking the campaigns to ensure that your activities drive more traffic and revenue. Run a successful and strategic paid campaign and save money from your budget.