Pay Per Click Management

Big plans and small budget – not just startups know the dilemma, if the expected increase in sales and the existing marketing budget diverge widely. Even scheduling Pay-per-click campaigns, we thereby not lighten.

PPC – what is it all about?

PPC stands for pay per click and is a pricing model in online marketing. In a pay per click campaign is not billed for adverts or sales, but each page view (click on the advertising).

One common supplier of this model is, for example, Google AdWords – the advertisements and sponsored links that appear in search results with the decision taken in Yellow additional “ad” at the top and at the edge of advertisements that are based on this model.

To appear here far above, you bid on keywords – and this of course you can spend more money than you might love.

But even with a small budget you can start sent successful PPC campaigns if you notice a few things.

So your PPC campaign works in spite of a budget,

1. Bring your resources to the point

Put the glasses on customers: Which keywords would benefit customers intuitive to find your products? Note the main four to five keywords that are relevant to your company. If you offer bus trips to the Black Forest, then your top keywords would certainly “coach tours Black Forest”, “Bus travel Black Forest”, “Black Forest Travel” and “Germany tour Black Forest”.

Choose from this selection of one or two trump keywords. Here you can the planner AdWords Keyword help, because it shows you what search volumes have individual keywords and how much is the average realized click (cost per click).

Your company is not located in a niche and your keywords are used very frequently from the competition?

Nevertheless, to achieve without large investments a higher ranking in the search engines, the strategy of keyword phrases offers, the so-called “long tail keywords”. Keyword phrases are combinations less-used search terms, but which generate in their combination the most clicks on your site.

The advantages are clear: Quality-clicks at significantly lower prices than the top keywords.

2. Use your keywords profitable

keywords are not ends in themselves. You will catapult your company in the targeted search for the top and thus boost your sales.

To achieve this, we recommend you to go through the following three steps and repeat at regular intervals:

  • Invest and offer enough for your Trump keywords; that is, so much that you appear so at Google.
  • Test ads with different keywords by and watch, which generates the highest CTR.
  • Make sure your landing page actually contains relevant keywords for the content, so no air travel to Spain, but bus travel in the Black Forest.

Your goal should be that your campaign with your chosen keywords appear at the top of the search results – which might best just below the search box in the first place. Because that is what is seen by your target audience as search results first.

3. Save by target group focus

We personally have made in our PPC campaigns the experience that a campaign is more cost efficient and more successful, the more the ad is aimed at the target audience of the product.

Of course you can do this in detail difficult to control, but the following two tips will help you to improve those odds significantly:

a) Geo-targeting for targeted customer approach

The profitable use of keywords includes of course that companies that are active only in a particular region or their customers from a specific region which is restricting their ads on these areas.

Specifically: If the travel company notes that especially residents from the northern and eastern Germany to book the bus trip to the Black Forest, the company can target ads specifically to these federal states or regions.

b) Build customer loyalty through retargeting

Another strategy to increase profitability, the retargeting. Those who already visited your website get your ad shown during the further surfing the net. This is an extremely effective method to recount the visitors into memory and move them to a purchase or contract.

Even when Retargeting reaches your display with very high probability only visitors who are interested in your products or services. And cheaper than a regular AdWords campaign retargeting is also even.

What is retargeting in practice? Back to our coach provider in the Black Forest. The company could, for example, appeal to all visitors to the site who have already opened the basket, but still not booked travel. In this target group, the probability is extremely high that they plan to book a trip to this region and the company has already taken on the shortlist of travel providers. By retargeting the lack of impetus to the booking can be given.

It is thus not always depending on the size of the budget, but where and how efficiently it is implemented.

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