Digital Marketing

How to win in competitive & costly PPC environments

Dec 11, 2020

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The cost of a pay per click (PPC) varies wildly. It is an extremely competitive and crowded online marketplace. PPC is a form of online advertising where you, the business, pay for each click.

The PPC for a pair of trainers is often in a completely different price range to searches for a DIY store, for instance. Basically, if what is being advertised doesn’t price highly, the PPC will decrease. Getting your use of PPC correct is a good way to enter the marketplace within your budget.

It’s simple economics for companies and retailers – every click costs money and prices that aren’t in line with the associated revenue don’t make sense to maintain.

Using different phrases, shoe retailers will max out across all identical ranges and as a result, their margins are not drastically different from each other. However, this still creates issues for when the PPC is larger – each click on an issue costs money.

Many retailers are willing to pay these prices. This is because their products sell for enough to make PPC financially viable, or their customers are making a long-term commitment and will return to make more purchases in the future, negating their use of PPC.

Your return on investment is not easy to obtain, but there are steps that you can take to avoid highly-priced PPC. And doing so will help you to maximise your advertising budget, which is vital in current times when more people are spending their money online than ever before as a result of the ongoing COVID-19 situation.

It is more important than ever to have a good understanding of the pay per click market.


Ensure proper tracking is in place

This should be something that is a no brainer, but this is not always the case. A characteristic such as name monitoring used to be perceived as being too sophisticated, as it required extra considerations, such as further subscription charges for services, or the need to do some coding. To save on PPC, the effort was not always worth the outcome.

Given that the cost of some PPC can be quite large, tracking your usage and effectiveness of your PPC campaign is essential. By making the most of analytics, you can ensure that your funds are diverted towards your more successful ad campaigns and you can cut loose expensive, ineffective ads with more expensive PPC keyword costs.


Accurate keyword matching

It is essential to ensure that your keywords are matched specifically to your product. A broad keyword will most probably be insufficient and is a lot of extra work for little reward.

This is particularly important when dealing with Google PPC as they may substitute your phrases for phrases that they feel are more accurate. Also, with Google PPC it isn’t possible to see phrases your keywords have matched with, which has complicated matters and ensures that accuracy is more important than ever.


Establish keywords that you don’t need

With the lack of transparency about how your keywords are matching, establishing the keywords that don’t work will help you to save money as soon as you launch your PPC advertising.

An irrelevant click on one of your advertisements could cost you. It’s a good idea to use keyword research in reverse and find words that you don’t need to use.

If using Google PPC, it’s recommended to use the Keyword Planner to look at suggested associated phrases. You can also use Google to long-tail keywords to see if there are any suggested phrases you should avoid.

Long-tail keywords are more specific, and usually longer, than common keywords. Long-tail keywords get less search traffic but have a higher conversion value owing to their specific nature.


Evaluate relevance

Generally, users will have behavioural differences on a mobile device as opposed to a desktop computer or a tablet, but in high spend settings that isn’t necessarily the case.

As an example, consider you live in a cold country and your central heating breaks down in winter and needs repairing. Central heating clicks are quite costly and it’s easy to see why as the search is important and specific.

When considering how these searches are being made, it’s likely that a customer is probably on their mobile phone looking for the nearest convenient and highly recommended company.

This is important information as a customer might click directly on your number listing without visiting your website, which isn’t the case on tablet or laptop devices.

Alternatively, if someone is conducting a lot of research into a company they may wish to do business with, they are more likely to spend this time on a laptop as they search the internet for reviews, possible business or private house listings and so forth.


Use remarketing lists

Using remarketing lists is a technique to keep your adverts relevant and allows you to be aggressive with your key phrases for less money. Your bid on keywords means you are able to be competitive in a crowded marketplace.

Additionally, there are more likely to be searched than highlighting a potential buyer (for instance, searches like “How do I…?” or “What is…?”) Remarketing allows you to present your ads to your customers who search for higher competition keywords.


Maxweb can help your business

Maxweb has been trusted by businesses throughout the UK for more than ten years. We are dedicated and experienced with a wide-ranging, professional and dedicated team of SEO consultants, project managers, designers and developers.

Developing, promoting and managing websites and mobile apps to help you promote your business is our passion.

We can help you to boost your ad rank, improve your quality score and show you how to improve your text ads and landing pages in order to maximise profit. We can help you to be successful in PPC competitive environment to make sure your PPC advertising cost is efficient and you are able to get the most out of pay per click advertising.

Why not call us today on 0151 652 4777 for a conversation about your PPC management in the UK?

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