5 Effective Ways to Improve Your Click-Through Rate

My Post (10)What is a Click-Through rate?

So, you have added PPC in your digital marketing strategy? That is a smart move! Your SEO efforts, combined with an exceptionally performing PPC campaign, can make wonders happen for your business. Prepare yourself for a consistent stream of traffic on your website.

Firstly, you must examine how well is your PPC campaign performing. Is it interesting enough to encourage people to click on it? How will you know?

Answer: Click-through rate, or CTR.

If you are entering performance marketing, CTR is something you need to have a complete understanding of because it tells you a great deal about your PPC campaign’s performance. So, let’s dive right into it and get to know what CTR is and how you can improve it to boost conversions on your website.

Understanding the Click-Through Rate

CTR is one of the most important performance metrics that help you track the performance of your PPC ad campaign. To calculate these performance metrics, you have to divide the total number of people who clicked your ad, the number of clicks in simpler words by the number of times the ad appeared, known as impressions.

Click-Through Rate (CTR)=(Number of Clicks)/Impressions

A low CTR is an indication that your ad is not engaging. A high CTR tells you that your ad is impressing the viewers and encouraging them to click the ad. However, a high CTR and low conversion rates are an indication that your ad is not giving out the right message to your audience.

Improving Your Ad’s Click-Through Rates

Five Tactics for Success

Every business owner wants to get more clicks on their ads, you want that too, right? Well, it is time that you step up your PPC game and boost its CTR and increase the traffic on your website. The more traffic your website gets, the higher are the chances of conversion. Not only this, but a high CTR means a drop in the per-click cost.

The question is, “how do you get more clicks on your ads?

1. Know Your Audience

The first step in every marketing campaign is to understand your audience. If you do not know your audience and do not have a clear customer persona in your mind, your ads will most likely attract the wrong audience. Imagine selling customized cupcakes, and getting traffic of people who want to eat pizza. You see, this is how important knowing your audience is. It will help you choose the right keywords, the perfect images, and you can hit the right pain points.

Want to get ahead with your paid advertising? Start by thoroughly researching your audience.

2. Use of Countdown Timers

Do you know what works best in provoking an online surfer to click on your ad? Sense of urgency.

You need to instill a sense of urgency in your ad. To do that; you can use countdown timers. Instilling a sense of urgency is what the world terms as “FOMO,” which stands for Fear of Missing Out. The ads with a countdown on them, perform much better than those without a timer. The factor of FOMO is what triggers your potential customer to click your ad. If you have aligned your ad with your business’ definition, it will help you shorten the conversion funnel.

With countdown timers, you can boost the CTR by 32%. The best thing about these timers is that they do not require you to be computer-genius. All you have to do is add “[=” in your description or headline and just set the parameters. It is that simple!

Who knew improving the CTR would be so easy, right?

3. An Engaging Ad Copy

One of the essential factors in PPC ads is, of course, the ad copy. You need to provide value to the viewers in your ad copy. A short but engaging ad copy is what takes the win here. Users want to see is the value your products or service can bring to their doorstep. – Read more

How to Build Empathy Into Your Landing Pages During COVID-19

My Post (6)The spread of COVID-19 has changed the daily lives and habits of millions of people worldwide, and businesses across most industries are scrambling to adapt.

Brick and mortar retailers, restaurants, and hotels—just to name a few impacted sectors—are hurting from a stretch of time without customers. Some could end up closing their doors for good. Other companies have seen a higher demand for their products and services. Productivity-related SaaS companies like Slack, Zoom, and Trello are seeing sales boosts because their business is crucial for work-from-home environments. Similarly, some direct-to-consumer brands are seeing increased demand from their ecomm storefronts.

In either case, these are challenging times—to say the least. There are various opportunities to improve (or damage) your relationship with potential customers through how you talk about COVID-19. How you address the current moment can “make or break” you.

As a marketer, there’s never been a better time to stretch your empathy muscle: you’re going to need it. With that in mind, let’s explore how to get it right (and some of the places it can go wrong).


Match Your Message to Your Audience’s Concerns

We, the marketing community, constantly harp on the importance of being empathetic. But what does that actually mean?

Generally speaking, being empathetic means that you are showing your ability to share and experience the feelings of others. (That’s the dictionary definition, anyway.) In marketing, this often comes down to creating (or reworking) your copy, campaigns, and offers to demonstrate a deep understanding of your target audience’s immediate concerns.

For instance, if you’re a SaaS company and your target audience works in the restaurant industry, be aware that most restaurants are losing customers and may not be able to afford your software. (At the very least, they may be reconsidering what tools are essential to their business.)

For this reason, the message you deliver should focus on helping your audience manage their time and money effectively. Remember, they need your guidance (and expertise) right now, not necessarily ways they can spend more money.

Take a look at the example below. Restaurant365 smartly added a sticky bar at the bottom of their homepage to provide resources for managing restaurant operations during COVID-19, with no sales-style messaging at all:

Genuinely providing assistance (and avoiding the hard sell at all costs) shows you care about your visitors, while still generating future leads and building a potential pipeline for when times are better. Plenty of brands say they want to help, but this is a good way of putting your money where your mouth is.


Where Should Your Message Be Placed?

If your message is about additional resources or a pricing change you’ve created to support your target audience, you can create a sticky bar similar to Restaurant365. These are especially helpful if you want your message to be seen on multiple pages of your site since you can set them up to appear in more than one place. (Sticky bars can also be used to make mission-critical statements about your status, like reduced hours or shipping delays.)

You’ll also want to create the resource itself, whether that’s a blog post, web page, or landing page. For instance, here’s an example created by the marketing wizards at Procurify to discuss special pricing, using Unbounce: – Read more

When To Create New PPC Campaigns

My Post (1)The world of paid search is unique for all account managers, every account, and so forth. No two accounts managers are identical in the way that they strategize and no two accounts are identical in terms of what optimizations and changes should be made. With that being said, generalizations can be made and then altered with the account in mind.

In this post, we will discuss at which point new paid search campaigns should be created and the process behind it. This is from my time as an account manager and may vary by account vertical, platform, and network.

For the sake of this post, we will focus on three networks within Google: Search, Shopping, and Display.

Search

For search, a few scenarios for creating a new campaign include;

  • You have no search campaigns. This may be obvious but search is going to be lower funnel traffic as users are actively searching. If you are looking to make a sale or generate a lead, search should be your first touchpoint.
  • A new product was released. Sometimes products are released and are nearly identical to products already around, which may not require new keywords. For example, if you sell a dress in black and the dress is now made in white, it’s probably not going to require a new campaign but rather just a few additional keywords. However, on the flip-side, if you recently only sold dresses and now you are going to offer men’s shirts, a new campaign would be needed.
  • You expanded to other locations. I highly encourage segmenting campaigns by larger geographic regions. For example, if you offer your services in the US but expand to the UK, it makes sense to create a new campaign for the UK rather than targeting the UK and the US in the same campaign. This allows for more control over dayparting, bids, keyword language, creative, etc.
  • Traffic. When it comes to traffic, as an account manager, you will need to use your knowledge and past experience to determine if a new campaign is needed. One example would be if the campaign budget is limited and additional budget can’t be justified at the campaign level because performance goals aren’t being met. If you then look at the ad group level, if one ad group is performing better than the campaign as a whole, it may make sense to pull that ad group out in order to increase spend and drive additional traffic to those keywords.

The above can be applied to other search platforms, such as Bing, as well!

Shopping

For shopping, the article linked in the header gives a great breakdown of how to structure shopping campaigns. Some rationale for creating a new shopping campaign include;

  • You have no shopping campaigns. Again, this may be obvious but shopping is going to be lower funnel traffic as users are actively searching. If you are looking to make a sale, shopping should be another campaign type that is launched early on, as it allows for more ad real estate to be filled and gives users a visually appealing ad to draw them to your site.
  • New Product Categories. This is entirely dependent on how your campaigns are segmented. If you have all of your products in one campaign, you will want to ensure new products are active but it may not require a new campaign. On the flip-side, if you have a catch-all campaign (as mentioned in the article linked above) and higher priority campaigns, you will want to consider if a new campaign should be launched. This could be determined by the amount of traffic generated to the products via the catch-all campaign or if the product is a high priority for the business as a whole.
  • Promotions. If you have promotions running, it may be beneficial to think about new shopping campaigns. The reason being is that it’ll allow for more control over the traffic specifically going to a group of products. For example, if you sell a tablet that’s on sale for the month of December, by creating a campaign specifically for the tablet promotion, you will be able to exclude specific searches and allocate as much (or as little) spend to the campaign as you want.

The above can be applied to other search platforms, such as Bing, as well! – Read more

Navigating the road ahead: The benefits of real-time marketing

My Post (8)Changes in consumer behavior have always resulted in adjustments to marketing strategies. COVID-19 has shown how quickly consumers’ interests, expectations, and purchasing behavior can shift—and with it, an ebb and flow in demand for products and services. Despite these changes, consumer expectations for businesses and brands remain high. In fact, 78 percent of people surveyed say brands should show how they can be helpful in the new everyday life.1

Adjusting your media buying and the way your business shows up in these dynamic conditions is difficult, especially when some businesses are having to manage twice the complexity with half the capacity. Today, we’ll explore the unique role automation can play in helping you respond to the impact of COVID-19 in real time.

Get the most out of your budget

As conditions change, so do auction dynamics. Communities are in various stages of response to COVID-19 and the things people care about are rapidly shifting. This influences things like location, mobile browsing habits, conversions, and other variables that impact ad performance. It’s in this constant sea of change where Smart Bidding can help.

Smart Bidding (also available as Google Ads auction-time bidding in Search Ads 360) uses machine learning to automatically calculate bids for each and every auction. Utilizing signals like location, search query, and conversion data, Smart Bidding can optimize bids in real time to hit your performance goal even as query and conversion volume fluctuates.

It’s important to note that unpredictable changes in conversion rates, for example: shifts in conversion cycles, cancellation or return rates, are challenging for any bid automation tool. Under these conditions, consider adjusting your cost per acquisition or return on ad spend targets to ensure the best allocation of your budget. For additional flexibility, consider shared budgets and portfolio bid strategies which are effective ways to automatically adjust bids and move spend across campaigns based on performance.

Reach new and existing customers

From flour to at-home workouts to studying at home, the things people are searching for and how they’re searching for them is evolving. It can be difficult to identify where consumers’ attention and demand is shifting while ensuring you have the right query coverage. Dynamic Search Ads are an easy way to reach customers who are searching for exactly what you have to offer. Using the content on your website, Dynamic Search Ads automatically delivers relevant ads with headlines and landing pages that are specific to the user’s query. So as consumer behavior shifts, you can ensure your Search ads are adjusting in real time to meet that demand, all while saving time.

Another way to find keyword opportunities is through the Recommendations page. “Keywords & Targeting” recommendations help you identify new trends that are relevant to your business. In fact, more than 16 million keyword recommendations in Google Ads are based on market trends alone, with new ones added every day. Consider adding keywords that are projected to drive additional traffic beyond your existing ones, or pausing keywords that are performing poorly.

Once you’ve applied the recommendations that make the most sense for your business, keep an eye on your optimization score. Each recommendation comes with a score uplift, and historically we’ve seen that advertisers who have increased their score by 10 points saw a 10 percent increase in conversions on average. You can quickly check for new recommendations using the Google Ads mobile app. – Read more

How to Create a Landing Page for High Conversions in 7 Steps

My Post (7)Anyone can create a landing page; it’s easy.

But if you’ve browsed the Internet for any amount of time, odds are you’ve come across numerous landing pages that barely hold your attention for 10 seconds.

Now, you sure don’t want your page to be like that — scaring people off once they land on it. You want to build a web page that holds your audience’s attention longer than their average attention span of 15 seconds.

(By the way, we know that by now, you’ve gone beyond asking questions like “What is a landing page?” So we’ll just use this guide to help you create one that converts.)

Here are seven steps to set up a landing page that holds visitors’ attention and converts them.

1. Choose your landing page builder carefully

Creating effective landing pages used to require companies to hire professional UX and graphic designers capable of creating custom designs from scratch.

Today, however, there are numerous, cost-effective solutions readily accessible. There’s no shortage of landing page builders on the web today. But this also creates a problem: choosing the right landing page creator may be a bottleneck for you – due to the plethora of brands competing for your attention.

Still, it’s not that difficult. If we’re being honest here, any landing page creator with the following core capabilities is good enough to create a well-designed landing page that converts:

Must-have functionalities:

  • Drag-and-drop editor: Also referred to as “what you see is what you get” or WYSIWYG capabilities. This means you can design your landing pages without touching the code.
  • A/B testing capabilities: This allows you to display different versions of your landing page to different visitors (or the same visitors) enabling you to evaluate the most effective copy/design.
  • Analytics dashboards: A few of the metrics you’ll want to track include landing page views, sessions by source, average time on page, bounce rate, and conversions. You can also use Google Analytics to track these metrics — it works, too.
  • An extensive collection of fully-customizable templates: This is helpful, because landing page templates enable you to hit the ground running with your creative processes — especially when they’re fully customizable.

For instance, here are some of the landing page templates in GetResponse:

Landing page templates in GetResponse.
Examples of landing page templates available in GetResponse
  • WordPress landing page: If you plan to set up your landing page on WordPress, you need a tool that lets you do this easily.
  • Customizable domain integration: Your landing page creation should support custom domain names (e.g., YourWebsiteName.com rather than YourCompany.LandingPageTool.com) as visitors aren’t as likely to trust a page with a random URL.  (Although, if you’re using a free landing page builder, you might have to settle with YourCompany.LandingPageTool.com)
  • Integrations: You need a landing page builder that plays nice with other tools you’ll employ to streamline your conversion process.
  • Responsive design: This ensures the landing page renders correctly regardless of screen size.

By the way, GetResponse’s landing software provides these functionalities. Get a free trial here.

2. Decide what user experience should look like

One of the biggest mistakes you can make when creating your landing page is ignoring user experience (UX) principles.

Aside from the fact that usability is a search engine ranking factor, a great UX will help you cement trust with visitors, which in turn will increase conversions.

We can’t address UX design in its entirety here as it’s a broad field, but these three tips below will help you design a page that’ll make visitors enjoy their time perusing the offer(s) – and more importantly, improve your conversion rates:

  1. Be concise. Make the main benefit of your offer (product/service/anything) clear in your headline. This is important, because you only have 15 seconds to pique the interest of your visitor and keep their attention long enough for them to sign up for your offer.
  1. Provide an inside look at what you are offering. If you’re selling a product, name its specific functionalities with screenshots or item photos.
  1. Use trust symbols. Displaying client logos, testimonials, and press mentions are all effective ways to boost credibility and stand out from the competition.

Want to learn how to build high-converting landing pages and grow your business faster? Sign up for our free Essential Landing Page Course today.

Brand consistency is a huge part of UX

When designing a new landing page, especially if you’re doing it for the first time, you may be tempted to get overly creative and design it using all the colors, widgets, and fonts.

Don’t do it. You’ll likely end up making a squeeze page with inconsistent branding.

For example, imagine this scenario: you click an ad on Facebook and land on a page with a light-blue background. It has a pretty interesting offer so you scroll about 60% down the page, reading every word and nodding in agreement with everything in it.

Eventually, you reach a call to action (CTA) button to sign up for the offer. Still excited, you click-through the button.

But all of a sudden, you’re now on another page with a yellow background.

Everything looks different, confusing — since the previous page had a light-blue background. You’re not sure which brand you’re dealing with anymore. Doubts, questions, and scepticism start racing through your mind.

This is what brand inconsistency does. So you don’t want a landing page like this. Businesses say the biggest negative effect of inconsistent branding (off-brand content) like this is that it leads to customer confusion – and rightly so. – Read more

How To Eliminate Wasted PPC Spend

My Post (5)As we all know, times are crazy right now. Whether you have had to pull back spend drastically, or your business is thriving during these uncertain times, avoiding wasted spend is a main priority for almost everyone. I am going to walk through some tips I have learned while working in Digital Marketing that will help find and eliminate wasted spend in your accounts.

DDNT

DDNT stands for Device, Demographic, Network, and Time. These are settings you can check either on an account level or on a campaign level. These are easy to miss, but can have a big impact on your account. You can place bid modifiers on all of these settings to either increase or limit spend where you are seeing the most traffic. For example, if you are seeing that most of your conversions are coming from females in the age range of 18-24, you can put a positive bid modifier on females and that age range so Google knows to show people who fit that criteria, therefore eliminating spending money showing ads to people who are less likely to convert.

Non-Converting Keywords

Another easy win is taking out all the keywords that are spending but not converting. If you look at the past 60 or 90-day date range and apply a filter for keywords that have not converted, you can remove those from your account and cut down some of that spend that isn’t producing any conversion actions. – Read more

How to Write Convincing Sales Landing Pages Even if You’re Not a Copywriter

My Post (29)Writing killer sales landing page copy is no easy task. So we asked the best of the best to share their top tips.

The best copywriters write with two things in mind: their audience and the action they want their audience to take.

That means great writers adjust their copy for each marketing channel. While many of the writing techniques and strategies are similar, writing a landing page that converts visitors into subscribers is not the same as writing an email, social copy, or a blog post.

To help you write high-performing content for your landing pages, we asked professional copywriters to share their best writing tips.

Check out what they had to say.

Landing page copy should help people solve their frustrations and achieve their aims.

Henneke Duistermaat, Founder of Enchanting Marketing

What I see going wrong most often on landing pages is that we’re so focused on what we want to sell, that we forget to explain WHY people may want to buy it.

So, always start with sneaking into the mind of potential buyers:

  1. What problem do they want to escape? How does that problem make them feel?
  2. What aim do they want to achieve? How will that improve their lives?

A product bridges the gap between where people are right now and where they want to be. For instance, someone might buy a course to improve their LinkedIn skills because they feel they’re wasting too much time achieving nothing (that’s their frustration) and they want to get more interaction and quality business leads (that’s their aim). The landing page should describe what people will learn so they can solve their frustrations and achieve their aims.

When you align your offer with what web visitors want to achieve (and when you do so using their words), it becomes much easier to increase conversions.

Always remember: People don’t buy a product, they buy a better life.

RelatedFind out how to use your audience’s words in your writing.

Clarity will always beat complexity.

Amy Woods, Founder of Content 10x

Jargon and buzzwords sound smart, but do they sound like something an actual human would say – or buy? Would you hire a gardener or a grassland cultivation and management disruptor?

The best businesses sell their products and themselves in simple words.

Going into detail and using industry-specific language is not a sin – it’s just that you need to find the right place to do so. Your landing page needs to be laser-focused on what you do, who you do it for, and very importantly what problem you solve.

This means focusing on the end-state, not the processes and features. A gardener doesn’t sell 2 hours of horticulture, they sell a beautiful garden for you to enjoy and show off to your neighbors.

To make this clear you need to have ONE simple call to action – and make it fun! “Make My Garden Beautiful”, not “Enquire”.

Ask someone who’s never heard of your business before to look at your landing page and see if they can tell you those three essential points after 5 or 10 seconds of reading: what you do, who you do it for, and what problem you solve. – Read more

Navigating the road ahead: How consumers are adjusting to COVID-19

My Post (28)COVID-19 has fundamentally changed the way we live our lives and how we connect with the world around us. Things like social distancing, curbside pickup, and at-home workouts are now commonplace. The necessary measures taken to manage the pandemic have not only disrupted the global economy, but have also altered consumers’ interests, expectations, and purchasing behavior. These shifts are constant and they’re happening rapidly—and we want to help you navigate them. Today, we’ll share five key trends we’re seeing and provide helpful resources for adjusting your media strategy.

What’s changing with consumers?

As of this week, there are over four billion people staying home worldwide. And while we don’t know how or when this crisis will resolve, we do have new insight into how people’s needs and behaviors are changing:

People are using multiple devices to go online at unprecedented levels.

Connecting with the world online is more important than ever right now, with at-home media consumption increasing dramatically and influencing all aspects of life.

  • In the U.S., staying home has led to a 60 percent increase in the amount of content watched. Americans are watching roughly 12 hours of media content a day, according to Nielsen data.
  • Consumers across the globe are spending 20 percent more time in apps and games than they did a year ago and app usage in China grew to five hours/day on average (+30 percent year over year), according to App Annie.


People are turning to Google for important information and content to meet their essential needs.

With businesses adapting to delivery or online models, people are looking for clear, specific information about where, how, and when they can get what they need.

  • According to internal data, searches for “food delivery services” have grown globally by more than 300 percent year over year.
  • Americans are watching videos related to recipes and cooking at a rate 31 percent higher than they did the same time last year.
  • According to internal data, searches for “online pharmacy” have grown globally by more than 100 percent year over year.


People are discovering new connections and nurturing relationships (virtually).

Even as people physically distance themselves, they’re using technology in new ways to connect with each other.

  • 50 percent of U.S. consumers said they have used video to communicate with family and friends. In fact, as of April, Google Meet is hosting 3 billion minutes of video meetings and adding nearly 3 million new users everyday.
  • On YouTube, we’ve seen a rise in “with me” videos, where people film themselves going about ordinary tasks like cleaning and cooking. In the US, views of videos containing “study with me” in the title are 54 percent higher compared to the same period last year.


People are adjusting routines to be at-home-first.

As daily routines and schedules adjust to new realities, so have online and at-home habits.

  • Search interest for “telecommuting” in the U.S. reached an all-time high on Google and YouTube in mid-March, and continues to grow with no sign of slowing down.
  • Workout routines have changed. There’s growing search interest for “stationary bicycle” worldwide since the beginning of the year, especially in Spain and France, and “dumbbell set” in the UK.


People are practicing self-care more. 

People are focused on taking care of their own physical and psychological needs, in addition to those of friends and loved ones. – Read more

Ad Copy Tips For the COVID Era

My Post (27)Striking a balance between promotional and socially conscious messaging can be challenging right now. We know that Google and Facebook are actively monitoring and snubbing out inappropriate ad copy that has malicious intent (and for that, we’re grateful). That said, it’s difficult not to talk about it and empathize with our audiences.

Google is running a series of weekly webinar sessions called Mobile On Air. In their first session, from May 5th, they covered “Design and Performance in Uncertain Times”. I really enjoyed the section on design principles as it has a universal approach for ad messaging. Below are tips and thoughts on how to approach your message:

Color

Color theory and the link to psychology can help soften your ads.

  • Try to avoid red as it is often associated with error or warning messages
    • If red is one of your brand colors, reserve it for your CTA to draw attention
  • Utilize the “calm colors” or earth tones such as blues and greens
  • Use a coherent color pallet. To attract attention use complementary colors (colors directly opposite of each other on the color wheel)

Tone

The tone of your message should be caring and calm while still illustrating your business’ authority on the matter. Messaging that is too emotional can cause audiences to lose confidence in a business’s authority. Always use credible sources and statistics when making statements and own your narrative. In Kamlyn’s article PPC in the Time of COVID she remarks that consumers respond positively to sensitive ad messaging but data suggests that the majority of consumers are not turned off by your ad messaging. – Read more

How to increase online sales in three easy steps through PPC ads

My Post (26)Coronavirus and related quarantine measures led to an increase in online sales, video content consumption, and the time people spent on the internet in general. That’s why PPC ads are more relevant than ever now for your business. Well crafted ads can be a great way to improve your conversion rate and profit.

In this article, you’ll find the most common errors in contextual advertising and get practical recommendations on setting up effective ads.

The most common errors when setting up ads

1. Contactless ads

Advertisements without contact information take up less space in SERP and lose to competitors’ ads due to the fact that they are less noticeable and informative.

2. Lack of quick links and favicon

This error leads to a decrease in traffic, CTR, and means that the ad budgets will rise.

3. Ads are not optimized for the Google Display Network

A search engine ad campaign is different from one shown on the Google Display Network. If you just copy ads, you’ll not get a good result.

The main difference between campaigns on the thematic sites and in search:

  • Images are not displayed in search but on thematic sites, they must be added.
  • Advertising on thematic sites should be more creative than in search. There are many different formats in GDN you can experiment with.

4. Lack of division into the industry and regional campaigns

Without this separation, you can waste the budget. Dividing the campaign, you’ll identify which industries or regions are more effective, which part of the campaign should get more attention and budget.

5. Improper structure of PPC ads campaigns

The campaign structure does not appear from scratch but is created on the basis of internet demand and customer market analysis (customer needs and requirements, product demand, and other such parameters).

For example, you can create the following groups from your PPC campaign: On a company brand, on general keywords, on regions, on types of the product, on promotions, and on competitors.

6. The site doesn’t load when clicked

Often, a campaign is running but a server is not configured to process the labels of advertising systems. Therefore, when you click on an ad, the site may not load.

How to set up an effective PPC ads campaign

Work with contextual advertising involves continuous analysis. Before launch, it’s an analysis of the target audience, the strengths and weaknesses of the product, the activities of competitors, and niche filling. Since the situation on the market is changing dynamically, before running an advertising campaign, you should carry out a direct analysis of contextual ads, their results, as well as competitors.

Before starting a PPC campaign

As I’ve already said, you should make a deep analysis before setting up your advertisements. You should learn:

1. The target audience

These are people whose attention you want to capture and convert them into buyers.

A specialist should understand their pains, determine triggers of influence, find out which style works best to communicate with them.

You can do it with the help of different polls and surveys among your clients, talking to your customer support team, and studying your competitors.

2. The product

How are you selling the product? How is it made? How is it different from competitors? What value does it create for buyers? What are its strengths and weaknesses? You should know answers to all these questions because it’ll be rather difficult to sell a product or service without them.

3. The niche

Each business has its specifics. It can be something more familiar to each of us (for example, retail, like Amazon) or something non-standard from B2B (business to business) sphere (for example, content marketing services). Study sites from given examples to see the difference between niches.