In the first part of this series, we discussed the importance of having a clear assessment of your business’s current situation and knowing one’s competition (and how to use the information to your advantage). But, that was only the first step.

In creating the perfect PPC marketing strategy, there must be a more elaborate scheme. This entails more steps that will also help you understand and improve your future online ad campaigns. Read on to discover more.

Step Two: Conduct a SWOT Analysis 

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. A SWOT analysis can help you highlight internal and external elements that can be detrimental to your company.

By conducting a SWOT analysis, you can uncover your shortcomings by analyzing what your competitors are doing and putting that against what you are not. Your top competitors may rank for a keyword you aren’t even targeting, gaining a share of the market.

At the same time, this could help you define your unique selling point (USP) or competitive advantage.  Your competitive advantages and market potential should be reflected in your distinct value proposition.

Simply determine how your organization stands out in the eyes of your target market. Clarity about what you can provide each user that other businesses cannot drive ad clicks and revenue.

Step Three: The SMART Goal-Setting

The preceding steps will help you define data-driven PPC goals. They make it straightforward to understand your business goals and what you can expect from your PPC campaign.

These are the SMART objectives:

• Specific

Goals must be explicit and unequivocal.

• Measurable

Measurable goals allow you to track your progress and see if you’ve met them. Using KPIs, establish measurable PPC objectives.

• Achievable

Achievable goals will save time and effort. This can be performed by comparing your current performance to your previous accomplishments.

• Relevant

Relevant goals are worthy of time and effort. 

• Time-bound

Time-sensitive objectives motivate people to work hard. Your marketing strategy must have a timetable.

Three SMART pay-per-click marketing strategies:

• Increase PPC traffic to your website by fourfold in the coming quarter.
• Increase PPC leads by 25% by the end of the year.
• In six months, increase PPC conversions by 25%.

Step Four: Define Your PPC Strategy 

Plan how to reach your goals after you’ve established them. Once again, competitive analysis is beneficial. By researching your competitors’ keywords and platforms, you may create the most effective PPC campaign in your sector.

Because brand recognition and conversions are unique goals, the strategy will be determined by your objectives.

For your goal-oriented strategy, perhaps you can explore increasing CTR and lowering CPC to website visitors. You can also determine the most effective keywords for your campaign and create more engaging adverts.

To increase leads, target high-intent keywords and create landing pages. Retargeting allows you to stay in front of website visitors’ minds.

If conversions are your goal, make sure your landing pages are simple to use. Make an aggressive offer.

Step Five: Establish a PPC Budget

Many businesses fail to establish a PPC budget, resulting in rising expenditures and poor ROI. Set expenditure limitations and be open about how much you are willing to invest in your PPC campaign. This necessitates a per-click, per-day, and overall budget.

In regards to this, you must learn the basics of PPC budget calculation. The amount you spend on PPC is determined by your company’s size, industry, and level of competition. As such, consider your campaign’s objectives.

There are three budgeting approaches for PPC:

• The Prior-Year-Based Budget
• The Industry-Standard Budget
• The Goals- And Task-Based Budget

Step Six: Establish a Realistic Timeline

To guarantee that your PPC campaign is on track and generating the expected results, it must be monitored and reviewed on a regular basis. This entails making plans for periodic assessments and modifications.

Conclusion

Now that you have all this knowledge in regards to PPC marketing in today’s digital world, perhaps it’s time to get to work. At this point, you must be ready to brainstorm ideas, research, as well as formulate your game plan with your team. Use this time wisely and be guided accordingly as you take the necessary steps.

If you are interested in working with a PPC management firm, Discover My Business is a full-service digital marketing agency that assists small and local businesses to flourish. With us, you have ensured the success of your online presence. Work with us today!

Hope this helps. Please let us know if you have any other questions in this regard, we’ll be happy to assist further!

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