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Pay-Per-Click marketing is a great option for increasing your company’s reach online, especially for B2B manufacturers and distributors. The benefits include fast results, the opportunity to target specific locations to reach customers around the world, and the ability to immediately adjust campaigns based on real-time data. Focusing your products to sell in particular geographic areas is VERY easy to do with PPC. If you are targeting new dealers and distribution channels PPC can help you grow your business exponentially.

But there is more to PPC than setting up a campaign and watching the conversions roll in. Autopilot isn’t an option. Like all digital marketing tools, PPC marketing takes strategic planning and vigilant management in order to be successful.

These are our tips for setting up and managing your PPC account.

Set Goals for Success

Whether your creating a new campaign or cleaning up an old one, the first step is to set goals. This is the foundation of your campaign. Goal setting provides the definition of success so you can measure your results.

When setting goals focus on increasing conversions and conversion rates; improving click-through-rates and quality scores; and look into reducing the cost-per-click.

Segment Keywords and Ad Groups

When creating your ad groups, focus on the specific products or services that you offer. Then, increase the quality of the group by using high performing keywords. The biggest mistake that most organizations make when creating PPC campaigns is selecting keywords that are too broad.

Broad keywords tend to be more competitive and more expensive. For example, if you are a manufacturer of heating and ventilation pumps, the keyword “pump manufacturer” is going to be highly competitive. Narrow down keywords to focus on specific products and brands you manufacture to reduce the cost-per-click.

You can expand your keyword list by identifying and brainstorming more detailed keywords. Use the search query data to include keywords that represent real language and search terms customers are actually using. When you use keywords that align with searchers intent you will see much higher CTR and conversion rates.

Create Effective Ad Copy

There are three big considerations when it comes to writing effective ad copy:

  • Does my copy connect with my keywords?
  • Does the copy match the landing page content that the ad links to?
  • Does the copy match the searchers intent?

Your ad groups, keywords, ad copy and landing pages are all interconnected. Relevance across the four will lead to stronger campaigns. Shaping your copy by asking these questions will help you generate more useful ads that see better results.

The best way to see it is as a funnel. Someone searches for a product using a keyword, they find a relevant ad, click on it, read the landing page and then completes a goal; e.g., purchasing the product. The more relevant that landing page is to that original search term the better that traffic is funneled towards that final goal.

Ad Copy Best Practices

To further improve the quality of your campaigns, there are a few more guidelines to follow when creating ad copy.

  1. Create ads that focus on the action you want. Include a relevant call-to-action, this will help you measure your results and ensure that the ad is relevant to the search intention.
  2. Include a unique value proposition within the copy. This will help your copy stand out from the information included in the SERP.
  3. Use brand names and trademark symbols.
  4. If possible, incorporate keywords in display ad URL.

PPC can be a confusing web of technical jargon and analytics, but getting your campaign off on the right foot is the first step to building a successful campaign.

If you have more questions about PPC marketing contact us. We specialize in creating and managing Pay-Per-Click accounts that drive traffic and increase conversions.