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Every organisation has limitations when it comes to developing marketing campaigns whether it’s because of a lack of resources, time, expertise or finance. Pay per Click (PPC) advertising is ideal for overcoming these limitations due to the amount of flexibility of the system which allows for immediate changes at any point. Whatever your limitations, find out the solutions!
Let’s explore some of the common problems that companies face when trying to set up and optimise an effective PPC campaign – and importantly, how you can overcome them.
Ask yourself, which of the following scenarios best suits your business?
A common issue for larger companies is having money to invest but not having the necessary expertise or resources to effectively research, plan and develop an optimum campaign.
The key for an organisation in this situation is to focus on a campaign that provides relevant clicks to encourage conversions directly and indirectly through relevant keywords. For a company in this position, the PPC campaign should start fairly open at the beginning to encourage visitors to show ads to users using Broad and Phrase match keywords to help cover a wide range of search queries related to the product or service on offer.
To reduce the load on resources, those responsible for the campaign should schedule email reports for regular performance statistics and use scripts to provide automatic notifications of any errors within the campaigns. This combined with weekly monitoring of an account helps keep the campaign working and will identify major problems within a reasonable time.
A business that is limited by time and resources should consider outsourcing the time consuming aspects of any campaign including areas such as keyword research and ongoing optimisation to provide a solid return on investment.
An issue for some smaller companies or large companies that have small marketing budgets is having available time and resources, but not the budget to match. Having a smaller budget may result in fewer conversions although the campaign can become profitable by using knowledge and expertise to produce a strong campaign.
The primary focus in this situation is to drive direct conversions from PPC advertising, this involves identifying keywords that will lead to conversions and can be easily identified through e-commerce or conversion tracking.
The spare time available within an organisation can be used to make the most of researching, review and analysis of the campaigns. It is particularly important to look at every possible search query that potential buyers may use to avoid expensive generic terms. This will save money in the long term and provide the greatest chance of creating a profitable campaign on a smaller budget. Ensure the keywords that are being targeted are not broad match as this will almost certainly raise the Cost per Acquisition (CPA).
Once the campaign has been set up, always try to take advantage of the spare resources, including monitoring and analysing the account daily and identifying keywords that are not converting or unprofitable. Analysing every aspect of the account on a regular basis also prevents the campaign from wasting money. For keywords that appear to be too expensive or that have a poor conversion rate, look for an alternative to target.
This is the ultimate combination of limitations by having a lower budget than your competitors and few resources to build a successful campaign. Most start-up and local businesses will experience this problem at some point as resources are stretched and the company may be near break-even and looking to avoid any major expenses.
PPC is really suited for a business in this situation as it so flexible and the marketing costs can be increased or decreased daily. The first few months are likely to cause the biggest headache with these limits as it is likely that there will be very little data to base decisions on and help build the campaign.
The key here is to minimise the losses by restricting the costs associated with a campaign until there is a profitable model to base your future campaign. Aim to push your cash cow products and services to deliver a quicker return, whilst ensuring the ads are targeted to users that have the greatest chance of converting.
If possible, identify locations where it would cost less to deliver goods or services and in the short term, exclude anywhere where it is difficult to provide the service or where it has been historically difficult to generate sales even if the company can provide a service or product there.
Once the campaign has started to receive conversions, move on to focus the keywords and Ads that provide profit whilst experimenting with a small sub section of the campaign to identify other profitable keywords.
The ideal circumstance of having a large budget and the resources to implement a great campaign, but if the campaign is not set up and optimised properly, it can become a large expense rather than delivering a profit.
It’s important to avoid the pitfall of trying to target every search term, this will lead to many users arriving at a website whilst they were looking for a completely different product and waste money.
With a large budget the campaign can be more open to search queries and be scheduled to run all day including weekends; that is if you are able to provide services during this time as well as targeting slightly more generic keywords that will bring relevant traffic to the site without excluding terms that you haven’t considered. Preferably these keywords would not be set to broad match terms as this will bring a large proportion of irrelevant traffic.
Work with analytics data to identify keywords that doesn’t specifically convert, but provides quality traffic; they may be converting on other devices, computers or talking about your brand offline. A campaign such as this would then be in a good position to be optimised and provide the greatest return by excluding the parts that are not contributing to sales or enquiries.
To make the most out of all of these situations it’s important that a business has a comprehensive understanding of how PPC advertising works in order to achieve success and by utilising experts, costs will stay as low as possible and in the longer term save money.
Having seen which scenarios best suits your business, has this given you some good insights into your particular PPC conundrum? If you’d like more answer or need to know more information, please don’t hesitate to Contact Us, today.
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Samantha Noble is well known within in the search industry, she even won the UK Search Personality 2016 at the UK Search Awards in November. This year, she continues to make an impact on the industry by judging not only one, but three, prestigious industry awards.