You Can’t Spell PPC without 5 W’s and 1 H

Jun 11, 2017PPC Advertising

Initiating your efforts in the form of a PPC ad can take a lot of consideration. Even with the effectiveness and great success of this means of converting online shoppers into buyers, the need to know the best approach and implementation is still a factor in one’s mind. PPC is not simply throwing your hard earned money at advertising opportunities and expecting prime results, quick ROI, or even success in general.
Aside from the mere means to invest in advertising and the imminent knowledge that your brand needs continuously broadened reach online, one key premeditation necessary for successful PPC advertising is knowing the right questions to ask yourself while preparing to launch a campaign or campaigns. Give solid attention to your who’s, what’s, where’s, when’s, why’s, and how’s for knock-out PPC advertising execution.

Who

The first question to be addressed concerning who is one that probably everyone asks themselves: Is this, PPC advertising, something that would be useful to me? Essentially asking, For whom is PPC advertising most useful? The answer is simple. PPC advertising can be and is useful for people of all walks of business. Having the ability to broadcast your brand for people to see and, in turn, conduct business with is a great advantage in the world of e-commerce. While there may be different ways in which you need to push your PPC advertising campaigns based on who your business is, the truth remains that any business can benefit from having this SEO generating feature in their digital marketing strategy.

Separate, yet working in tandem with the question of who you are as a brand, how you describe yourself, and how effective your PPC advertising efforts could be on search engines, is the question of who is on the viewing end of the advertisement. To whom is your brand marketing itself? Bearing this question in mind, it is important to not only know your business and what it does well, but also knowing the could-be responses of people from which you will receive business. Research your market, the individuals who comprise it, their needs, their presence online, and how you can adjust your plan with them in mind.

What

What? What does what entail? What is a continuation of the aforementioned who. The reason we care so much for the individuals within our markets, is due to their needs which we wish to satisfy. The goods and services that are offered in an attempt to fulfill customer needs fall under our answer for what. What are you trying to push with your PPC campaign? Your campaign will vary based on the use of the brand or products being advertised.

With certain items being advertised, there may be a more universal and compounded need for said items. For instance, service providers, from health care all the way to at home utilities have a greater potential for repeat or consistent business. Considering this fact, the decision to implement PPC advertising is easy, as it is known that, one, people will possibly need the service instead of just wanting it and, two, the estimated cost of such services with regular payments will outweigh the costs for PPC advertising, allowing for profitability. Based on the market you are selling to, what you are selling could allow for greater usage of PPC.

In other cases, where there is not as regular of a use, PPC advertising gives great flexibility, so as to create and terminate campaigns as you see fit. It can oftentimes be used for conditionally than consistently. Say your brand does not sell services like those previously mentioned, such as regular chargeable services, and you have to be more conservative in your advertising, limiting it to when you have new product releases or any other circumstance you see fit. Using this approach, your advertisements come in short bursts, creating hype for your brand and its current point of interest and, very possibly, incite a following that will sustain even upon the campaign’s completion. Although there are multiple ways to dive into PPC, simply knowing the scope of what you are pushing will make a world of a difference in finding out your preferred method.

Where

Looking at the where demands us to look at things from the lens of traditional, physical marketing, as opposed to digital adaptations we have come to know. Picture yourself watching a wholesome family sitcom. In between segments of the program, you see commercials. Notice how the commercials may pertain to family products or other programs on that channel? Now picture yourself perusing the pages of a music magazine to which you subscribe. Lining the written articles and blurbs, you will find relevant advertisements for musical gear, upcoming album releases, and more. Based on where you look, advertisements are placed according to relevance.

The same goes for online advertising, except, in this context, where is depicted as being the search results page given a particular keyword. When you search for a keyword, you are brought to a page where you find relevant returns as well as relevant paid advertisements. Where, under which keywords, you decide to place your advertisements will dictate the success of your campaigns. You can place your advertisements under multiple keywords in an effort to capture attention in different avenues by a multitude of different means. Consider specific terms that are central to your brand’s mission or terminology used in that field and these will be the types of words you want to zone in on for your PPC campaign.

One other thought to keep in mind, however. Any keyword that you go after comes with a price tag. In your head, you have to do a cost-benefit analysis of whether you will be investing more into your clicks (cost per click) than you are getting back in ROI. The same way you would want to be in a good location for a brick-and-mortar store to reach your market, you also do not want to risk breaking the bank. The same goes for where you do your business’s advertising. As you narrow down keywords, examine their worth in the bidding process and consider what will be most feasible with regards to your whereabouts.

When

Closely correlating with thoughts centered on where is the question of thinking about when with PPC advertising. Where is all about where online your advertisements are seen with regards to a relevant search. When is all about when your advertisements are seen. Like we said, very similar. But how could when change anything? Well, there are a couple of ways when could be a factor.

First of all, you can actually strategize as to when you want your advertisements to be pushed. This comes with the territory of knowing your market well upon much diligent research and digging. Understanding your market, it may make sense to make certain advertisements visible at certain times of day or even certain times of the week to optimize viewing. This will heighten your click-through-rate and conversion potential. Similar to the way that most business is handled between the hours of 9:00 am and 5:00 pm, Monday through Friday, there are ideal times for online advertisement. Ask yourself, when could my PPC campaign be most effective considering my market?

A second when to consider is when it is time to begin a campaign, terminate a campaign, or adjust the keywords to which you are adhering your campaign. Time is a very important factor with PPC advertising. To implement this form or any form of advertising comes with the expectation that it may take time. Give your campaigns a chance to gather momentum, and only after you have honed in on a good big picture of how your progress is looking should you make alterations to your campaign. ROI success with PPC takes time, give it just that. This will be the provide the best indicator for how to execute your advertising efforts for all of the future…especially because as long as the internet is the powerhouse that it is, you’re going to need this advertising feature!

Why

What’s that?! PPC advertising is something I’ll have to work with indefinitely over time?! Why is that?! We’re glad you asked. Here is why. First and foremost is the realization that e-commerce is a major form of conducting business today. While the majority of buying and selling is still taken place in the physical realm as opposed to the digital, more and more adoptions of digital business strategies have been taking shape. Concurrently, advertising is how we invest in bringing attention to our brand. As these two truths align, we see the utility and necessity of PPC advertising. Search engine optimization is a key element in supporting a brand’s following and clientele base online, and while the process of generating all factors necessary to have prime optimization will take time, investing in PPC advertising will at least give you certainty that your brand is getting the attention it deserves.

How

In conclusion, we ask the question of how one could get started with PPC advertising, as it may seem confusing or daunting for someone new to it. The answer is simple. Find experts to aid in your advertising efforts. Rave Retailer has the tools and the know-how to get your started with PPC advertising. Contact Rave Retailer to boost your business today!