While outbound marketing approaches are becoming less popular, they’ve not been completely phased out. PPC campaigns, for instance, remain extremely popular with businesses. These campaigns are run on search engines like Google and social media platforms like Facebook, Instagram, etc. Google is the most popular platform for PPC campaigns because search advertisements are significantly more effective at gaining new leads than display and other types of advertisements.
Organizations spend significant sums on search advertising because it helps them gain visibility. These campaigns allow them to appeal to broader audiences. A well-designed PPC campaign can help companies convert users into consumers through conversion funnels.
Running a PPC campaign isn’t difficult. Platforms like Facebook, Google, and Instagram allow anyone to create a business profile and start a search advertising campaign for as little as $5.
But businesses have loftier ambitions. They want to ensure they maximize lead generation and conversions while lowering ad spend and customer acquisition costs because their profitability relies on it.
That’s where digital marketing agencies enter the mix. Clients will often approach your agency for assistance with their digital marketing campaigns. Although they could perform these campaigns themselves, they understand that your agency’s expertise and knowledge could help them optimize their campaigns, ensuring the best possible results.
Statistics show that digital advertising spending in the US will amount to roughly $153 billion in the United States in 2022. Most of this spending will be on search advertisements, with display advertisements a close second.
If your agency provides PPC services to clients, you’ll want to ensure you’re doing everything possible to optimize these campaigns. It’ll help you achieve the client’s desired marketing objectives. If your agency doesn’t offer PPC services, consider getting white label PPC services from a leading white label digital marketing agency like Rocket Driver.
Automated bidding for PPC campaigns can be effective and time-saving. But you’ll need to rethink your bidding strategy to optimize PPC campaigns for clients. Manual bidding provides the most control and can prevent over or under-bidding. Avoiding over or under-bidding is crucial because it can hurt the campaign’s ROI.
Start manual bidding on campaigns with over 30 days of data. This data is beneficial because it’ll help your agency determine the right bidding price for the campaign. You can use the historical information to determine the average cost-per-click, cost-per-impression, and acquisition costs and use it to inform your bidding accordingly.
Monitoring campaigns regularly is necessary to ensure your campaigns are performing well.
Landing pages play a vital role in PPC campaign performances. Users are redirected to these pages once they click on a PPC ad. You’ll want to ensure your client’s landing page is fast, functional, and full of relevant content. If users reach your landing page but don’t make a purchase or subscribe to your client’s newsletter, they count as impressions but not as conversions. Impressions are valuable but don’t mean to clients if they don’t convert.
Agencies sometimes use existing landing pages for PPC advertisements. For instance, let’s assume your client provides residential and commercial housecleaning services, and you’re running a PPC campaign to generate leads for their residential segment. Redirecting users to the client’s homepage after clicking on a PPC advertisement will not help with conversions because users will have to find information about residential housecleaning services first, which will likely redirect them to another landing page. They’ll also have to find pertinent information like the cleaning rates, operating hours, and deliverables. Most users would likely leave your client’s website before they find this information.
You’ll want to prevent this from happening because it increases customer acquisition costs and reduces the return on investment (ROI). Your agency could use the client’s residential housecleaning services landing page for this campaign. It would yield better results than the client’s homepage, but it might still not be enough because the landing page’s copy wasn’t specifically designed for the campaign. Such instances require creating dedicated landing pages that instantly provide users with the necessary information without requiring them to search for it. The campaign-specific landing page could include details about your client’s services, prices, service areas, etc. It could also include a call-to-action button or link to help users quickly convert.
Most poorly-performing campaign pages often fail to convert users because the landing page doesn’t convey the necessary information. Create dedicated landing pages for these poorly-performing campaigns, and your client’s conversion rates will likely increase substantially.
Well-designed landing pages have a relevant and compelling copy. In addition, they are optimized for mobile devices and tablets, are easily navigable, and load quickly.
Your agency is unlikely to have in-house web designers and developers if it doesn’t provide web design services. Consider getting white label web design services to create dedicated landing pages for clients’ PPC campaigns. Rocket Driver is a white label web design agency that can help.
Measuring a PPC campaign’s performance by location is crucial because it helps your agency determine where a client’s prospective customers live.
More importantly, it allows you to determine if splitting and structuring the campaign for different locations might be worthwhile. For instance, let’s assume your client’s PPC campaign performs well in NYC but poorly in Brooklyn. It might mean that your agency needs to redesign the ads and ad copy for the Brooklyn audience to generate better results.
Campaigns may perform differently in different states, cities, or postal codes based on your client’s product or service. For instance, let’s assume your client offers subscription-based meal plans for office workers. Campaigns for your client’s business will perform better in commercial, industrial, and office areas than in residential ones. Measuring a campaign’s performance by location allows your agency to tailor your client’s campaign according to the demographics.
If you regularly observe and monitor your search PPC campaigns, you’ll notice some keywords perform better than others. Poorly-performing keywords can affect your client’s PPC campaign. Underperforming keywords generally have low impressions, clicks, or conversions. Some might even have a combination of all three. Your agency will need to research these targeted keywords’ search intent to determine whether they affect the campaign’s performance. Some keywords generate more impressions. But these keywords don’t have a specific buying intent because they’re being used for informational purposes.
For instance, let’s assume your client sells laptops and tablets online. Their best-sellers are Asus, Samsung, and Lenovo laptops. Your client wants to take traffic and sales from a similar-sized competitor, prompting your agency to use keywords like “Asus vs. Lenovo laptops” for impressions. These keywords will help your client’s PPC campaign gain impressions, but they’ll generate few clicks and even fewer sales. That’s because users searching for these keywords aren’t interested in alternative products or brands. Instead, they want informational content that helps them decide between laptops from these two manufacturers. However, your campaign’s landing page leads them to your client’s online store, where all these products are listed. As a result, there’s a divergence between the user’s search intent and your campaign’s landing page, which can cause your campaign’s performance to falter.
This keyword becomes irrelevant to the PPC campaign because it’s not generating clicks and sales. You could create a dedicated landing page that provides users with informational content and then redirects them to your client’s store, but it would add a step to the process, affecting the campaign’s performance.
Eliminating this keyword from the campaign and adding it to the negative keywords list would be a more sensible option. Google, Microsoft, and other search advertising platforms allow you to create negative keyword lists. These lists let you omit specific keywords from campaigns. It informs these advertisement platforms that you don’t want your campaign advertisements to appear when users search for these keywords, which improves the campaign’s performance. Google’s support page has a helpful guide about negative keywords.
One of the reasons behind digital marketing’s growth is that tracking metrics is straightforward. If your agency doesn’t perform conversion tracking, you won’t know if you’re hitting the client’s desired marketing objectives.
Use different metrics when performing conversion tracking for a detailed breakdown. For instance, you’ll want to use return on ad spend (ROAS), cost-per-acquisition (CPA), and return on investment (ROI) as crucial metrics to track a PPC campaign’s performance. It’ll help your agency determine if you can accomplish the client’s goals more effectively. The segmentation option in Google Ads is also beneficial because it gives a quick breakdown of the conversion types for the campaign.
Some PPC campaigns also underperform because the ad copy isn’t up to par. Compelling ad copy doesn’t only engage the user, but it also targets the user’s problem, utilizes statistics and figures, and includes targeted keywords. It might also include emotional triggers depending on the product or service.
If your client’s PPC campaign isn’t performing well, changing the ad copy might be the spark needed to improve its performance. Experiment with different headlines and descriptions to see if it convinces users to interact with an ad.
Creating effective and engaging ad copy is an art. If your agency doesn’t have in-house copywriters, consider getting white label copywriting services from Rocket Driver.
If you’re searching for white label marketing solutions and need white label PPC services, check out Rocket Driver. The industry leader offers several services to agencies, including White Label SEO, White Label Marketing, White Label Reputation Management, White Label Social Media, White Label SMS Marketing, White Label Content Marketing, and White Label Web Design.
Book a demo now with Tom Lombardi, one of the founding partners, who will give you a 45-minute, one-on-one tour of the Rocket Driver Partnership to show you how incredible they are!