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The Proper Structure of A Paid Campaign

Written by Aaron Jacobstein on 05.24.18

With pay-per-click ("PPC") advertising, the saying “you get what you pay for” could never be more true. While PPC advertising allows marketers to gain search engine placement for their content - only paying when a user clicks on your link - building a responsive audience can be costly. The key metric for a successful pay-per-click marketing campaign is a conversion, which occurs when a prospect takes action to engage with your brand. A conversion could include filling out a form, making a purchase or contacting you by phone or email.


In any case, the ROI of pay-per click campaigns is the result of multiple components working in unison to provide a seamless user experience. As a result, your PPC strategy will attract high quality leads, produce favorable lead conversions and improve the cost efficiency of the campaign.


A journey through a paid DIGITAL campaign

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Keyword Selection

In pay-per-click marketing, the core concept behind keyword selection involves predicting and identifying the words and phrases that your target audience will use to find the content you are offering. The keywords must be relevant to both the intentions of your visitors and the branded content used to represent your business. Many marketers assess the value of a keyword based on its popularity, but that also influences the price of the keyword. Choosing keywords that receive a high amount of traffic may accumulate a large amount of clicks, but they generally attract an audience at a higher price.


The most effective way to decrease your campaign costs, improve the ROI of your campaign and target a dedicated audience is to find keywords that are specific, particular and detailed. For instance, if your content provides step-by-step instructions on how to write a book, the keyword phrase “how to self-publish a book on Amazon” will receive better conversions than “become an author” because the phrase will used by readers who have the specific intentions of publishing their own book on Amazon rather than attract tire-kickers who are just exploring a curiosity.


Keyword Bidding

Once you choose the keywords that resonate with your core audience, you will have to bid on them. The more you are willing to bid on a keyword, the higher your links will rank in the search results. But because the competition for the highest ranking keywords can be overwhelmingly fierce, many marketers start high and decrease their costs over time as their website gains traction. While this strategy can be expensive, it will allow you to achieve prominent placement on search engines, boost your traffic flow and attract an explosive amount of conversions that expands your audience quickly.


Targeted Copy

It is not enough to choose the best keywords possible, your content also must align with what readers are looking to achieve. Your content must be the solution to their problems. Readers must view the voice of your brand as a thought leader in the industry. Your content must effectively empower, educate and inspire readers. It must also specify the action the viewer should take next. That means that your content must include a call-to-action that specifies the next step of their journey.


For example, a person reading your page to learn how to become a real estate investor will also need to know how to analyze a property to assess its' investment potential. In this case, invite viewers to download your property evaluation form in exchange for their name and email. This empowers readers to leverage your information for their own use while converting them into a highly qualified lead that you can contact later for mentoring services.


Landing Pages

Having a link to your page displayed on Google or Bing can become very expensive - with little to show for it - if your landing pages are inefficient at converting viewers into leads. Your landing page must provide value to your audience while delivering an attractive message. In some cases, it can be as simple as offering an enticing free trial. In other instances, it may require an in-depth comparison of competing products. Either way, the end result is an emotional appeal that initiates meaningful engagement between your brand and consumers.


Website Analysis

The goal is not to increase the number of clicks you receive, but instead the quality of viewers. Website analysis will empower you with user data that can be used to improve your strategy. Starting with the initial click, follow the journey of your viewers to identify where your audience is coming from. Discover how they are finding your pages, what interests them the most, and what provokes them to take action or abandon your page. Website analytics will empower you to identify the strengths and weaknesses of your online presence. With this data, you can make adjustments to enhance the effectiveness of your lead generation efforts. As a result, your PPC costs will decrease while your ROI will improve.


Value Propositions

Your value proposition communicates the reasons why your audience should want or need your service or product. In order to make it compelling, your proposition must be unique, relevant and quantitative. Be specific with your explanations, using their pain points and struggles to establish an understanding of their wants and needs, then offer a solution using evidence and testimonials to support your claims. Differentiate your business from your competitors by highlighting their shortcomings and emphasizing your strengths. Not only will it enhance audience perception, but it motivates them to engage with your brand.


Buyer Personas

The only way you can align keyword selection and content is by anticipating the needs, interest and intentions of your audience. That means you must know who you are targeting, and even more, gain familiarity with how they think. That does not mean you have to meet and greet every single customer. Instead, create buyer personas to unveil the personality traits that will influence their perception. This will allow you to personalize your content so that it meets their preferences.


In order to develop buyer personas, you must first identify your demographic audiences, separating them into groups. Each group share traits that influence their content consumption habits, and it is your job to identify them. Develop each persona fully by creating a well-rounded description of their physical, emotional, and behavior attributes.


Do they prefer long or short blogs? Text or videos? Serious or casual language? Are they more likely to download a white-paper or connect with you on social media? These types of questions will reveal the thought patterns and influences that dictate their interaction with your content. By developing buyer personas, your PPC campaign will be personalized with emotional triggers that invoke a response with an increased number of website visitors.


While the success of your PPC campaign is measured by ROI and conversions, its' effectiveness is dependent upon how cohesive these components are aligned. Individually, these elements help you to efficiently identify and target your demographic audience and satisfy their needs. Together, will they will invigorate your lead generation strategy, boost website traffic and accelerate the expansion of your audience base.


Topics: Digital Marketing