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Search Engine Marketing (SEM) Unalike Any Other

For any business looking to grow your internet presence and web traffic you have two options; invest in search engine optimization (SEO) and grow your business over time through organic clicks or put up a few bucks into search engine marketing (SEM) and try and grab some additional clicks right away. The latter is the quickest way to building your audience. Whether that's buying low-funnel keywords for some quick sales or stealing business from those searching your competitors, lets make the right decision on your Google Ads strategy.

What Is Pay-Per-Click PPC Advertising

Pay-per-click (PPC) advertising, paid search or search engine marketing is a digital advertising model in which advertisers pay a fee each time one of their ads is clicked. Advertisers bid on keywords that are relevant to their target audience or marketing campaign, and their ads appear in search engine results or on websites that host advertising. There are a variety of search terms, ad groups and ad spend options to choose from. The cost per click is determined by the amount that the advertiser is willing to pay for the keyword and the competition for that keyword among other advertisers. Pay per click campaigns are a way for businesses to drive traffic to their websites, increase brand visibility, and reach a targeted audience.

What Is The Difference Between Search And Display Advertising

Search and Display advertising are two different types of Pay-Per-Click (PPC) advertising that are used to reach different audiences and achieve different marketing objectives.

Search Advertising

Search advertising appears on search engine results pages (SERPs) in response to a user's search query. Advertisers bid on specific keywords related to their products or services, and their ads are displayed alongside search results for those keywords. The goal of a search campaign is to drive traffic to a website and generate new customer leads or sales.

Display Advertising

Display advertising appears on websites, typically in the form of banner ads or display ads. Advertisers target specific audience segments, such as users who have previously visited their website for remarketing, or users who fit a certain demographic profile. The goal of display advertising is to increase brand awareness and reach a wider audience. Often this service is run directly through the google display network.

While both search and display advertising can be effective in their own right, the choice of which to use depends on the specific goals of the campaign. Search advertising is typically better for generating leads and sales, while display advertising is better for building brand awareness and reaching a wider audience. In many cases, businesses use a combination of both to achieve their marketing objectives, but a good marketing agency, such as Unalike Marketing, will use both of these strategies effectively.

The Quality Of Leads From PPC Advertising

Like any digital marketing medium, the quality of leads from PPC advertising can vary. It depends on several factors called a quality score, which factors in the relevancy of the ad to the target audience, the relevance of the landing page to the ad, and the overall experience of the user. If the ad is well-targeted and the landing page is relevant and user-friendly, the leads generated from PPC advertising can be high quality and result in conversions. However, if the ad or landing page is not well-targeted or relevant, the leads generated may be low quality and less likely to convert.

It is important for advertisers to continually monitor and optimize their PPC campaigns to ensure that they are attracting high-quality leads. This can be done by regularly analyzing campaign performance data, testing different ad copy and landing pages, and adjusting bids and targeting options to improve results.

What Platforms Can You Use To Do Pay-Per-Click Advertising

There are several platforms that you can use to run Pay-Per-Click (PPC) advertising campaigns. Some of the most popular include:

Google Ads (formerly known as Google AdWords)

The largest and most widely used PPC platform, Google Ads allows advertisers to place ads on Google search results pages, as well as on websites that participate in the Google AdSense programs.

Bing Ads

Microsoft's PPC platform, Bing Ads allows advertisers to place ads on Bing and Yahoo search results pages, as well as on other websites that participate in the Bing Ads network.

Facebook Ads

A popular PPC platform for social media advertising, Facebook Ads allows advertisers to place ads on the Facebook platform, as well as on Instagram and the Audience Network.

Amazon Advertising

The advertising arm of Amazon, Amazon Advertising allows advertisers to place ads on Amazon.com and other Amazon properties, reaching millions of active shoppers.

LinkedIn Ads

A professional networking platform, LinkedIn Ads allows advertisers to place ads on LinkedIn, reaching a highly-targeted business audience.

These are just a few examples, there are many other platforms available for PPC advertising, each with its own unique features and target audience. The best platform for your business will depend on your specific advertising goals, target audience, and budget.

Benefits Of Focusing On Google Ads

Google AdWords is one of the largest and most widely used Pay-Per-Click (PPC) advertising platforms in the world. Focusing on Google AdWords has several benefits, including:

Reach: With over 3.5 billion searches conducted on Google every day, AdWords provides access to a massive audience of potential customers.
Targeting: AdWords allows advertisers to target users based on a wide range of factors, including keyword searches, location, and device type, among others. This means that you can reach the people with ad campaigns who are most likely to be interested in your products or services.
Measurable Results: AdWords provides detailed performance data, including impressions, clicks, conversions, and return on investment (ROI). This allows advertisers to track the success of their campaigns and make informed decisions about how to improve performance over time.
Cost-Effective: AdWords operates on a PPC ad model, meaning that you only pay when someone clicks on your ad. This makes it an affordable way to reach a large audience, and allows you to control your advertising costs by setting a daily budget.

Person sitting at computer showing Google search

Scalability: AdWords allows you to start small and gradually scale your campaigns as you gain more experience and data. This makes it an ideal choice for businesses of all sizes, from small startups to large enterprises.
Integration with Google Analytics: AdWords integrates seamlessly with Google Analytics, providing even more detailed data and insights into the performance of your campaigns.

By focusing on Google AdWords, businesses can benefit from the platform's reach, targeting options, measurable results, cost-effectiveness, scalability, and integration with Google Analytics.

Return And Expected Click Through Rates From A PPC Campaign

At Unalike Marketing we use an ROI first approach, but all strategies still need to be personalized. The return and expected click-through rate (CTR) from a Pay-Per-Click (PPC) campaign will vary depending on several factors, including the specific goals of the campaign, the targeting options selected, the ad copy and creative, the competition, and the relevance of the keywords used.

Expected CTR for a PPC campaign can range from 1-2% for display advertising, to 5-10% for search advertising, to as high as 20% or more for highly targeted and well-optimized campaigns. However, actual CTR will depend on many factors, including the relevance of the ad to the user, the quality of the ad copy, the targeting options selected, and the competition.

The return on investment (ROI) from a PPC campaign will depend on the cost-per-click (CPC) of the keywords used, the conversion rate of the ads, and the value of the conversions generated. In general, a well-optimized PPC campaign should provide a positive ROI, but the specific return will depend on the specifics of the campaign. To maximize ROI, it is important to focus on targeting the right audience, using relevant keywords including negative keywords, creating compelling ad copy, and tracking the performance of the campaign on an ongoing basis.

Should You Focus On SEO Or PPC

Whether to focus on Search Engine Optimization (SEO) or Pay-Per-Click (PPC) advertising depends on several factors, including the specific goals of your business, your budget, and your target audience.

SEO is a long-term strategy that involves optimizing your website and content to rank higher in search engine results for relevant keywords. This can help drive organic website traffic to your website, increase brand awareness, and generate leads over time. SEO is often considered a more cost-effective option in the long run, as the benefits of high search engine rankings grow organic search impressions and clicks that can last for years. However, SEO requires a significant investment of time and resources, and results may not be immediate.

PPC advertising, on the other hand, provides a more immediate way to reach your target audience by placing ads on search engine results pages or other websites. PPC allows you to target specific keywords, locations, and demographics, and to control your advertising costs by setting a daily budget. The results of PPC advertising are also more easily measurable, allowing you to track the success of your campaigns and make data-driven decisions. However, PPC can be more expensive in the short term and requires ongoing investment to maintain a high level of performance.

In many cases, businesses choose to focus on both SEO and PPC to maximize their reach and achieve their marketing objectives. By combining the long-term benefits of SEO with the immediate results of PPC, businesses can build a comprehensive and effective online marketing strategy.

How Many Keywords Should I Use For PPC

The number of keywords you use for your Pay-Per-Click (PPC) advertising campaign depends on several factors, including the size of your budget, the competitiveness of the keywords you are targeting, and the specific goals of your campaign.

As a general rule for the optimization of PPC management, it is best to start with a smaller, highly targeted group of keywords and gradually expand your campaigns as you gain more experience and data. This allows you to carefully monitor the performance of your campaigns and make informed decisions about which keywords to add or eliminate.

For a small PPC marketing campaign, it's not uncommon to target between 20 and 50 keywords, whereas larger campaigns may target several hundred or even thousands of keywords. The key is to focus on targeting keywords that are relevant to your target audience and that have a high potential for generating conversions.

It's also important to regularly review and refine your keyword list to ensure that it remains relevant and up-to-date. This may involve adding new keywords, eliminating underperforming keywords, and adjusting bids to ensure that you are getting the best results from your campaigns.

How Does A Marketing Agency Manage Your Pay Per Click Advertising

A marketing agency that manages your Pay-Per-Click (PPC) advertising typically handles the following tasks:

Ads Account Setup: Most small businesses do not even have a basic account, so a marketing agency can get your foot in the door by taking full control of your ads management and search engine marketing.
Keyword Research: The agency will conduct thorough research to determine the most relevant and profitable keywords to target for your campaigns.
Campaign Set-Up: The agency will create and set up your PPC campaigns, including writing ad copy, selecting targeting options, and setting bids for each keyword.
Landing Page Optimization: The agency will work with you to optimize your landing pages for the best possible conversion rates, ensuring that they are relevant and user-friendly.
Bid Management: The agency will regularly adjust bids to ensure that your ads are appearing in the most cost-effective positions, while also ensuring that they are reaching your target audience.
Ad Testing and Optimization: The agency will continually test different ads and landing pages to determine which ones perform best, and make adjustments to optimize the performance of your campaigns.
Reporting and Analysis: The agency will provide regular reports on the performance of your PPC campaigns, including data on clicks, conversions, and return on investment (ROI). This data will be used to make informed decisions about how to improve campaign performance over time.

Ready to Make Your Ads Work Overtime?

By partnering with a PPC agency like Unalike Marketing, businesses can benefit from the agency's expertise, experience, and technology to get the best results from their PPC advertising efforts. The agency can also save you time and effort by handling the complex tasks involved in managing a successful PPC campaign, freeing up your time to focus on other areas of your business.