How to uplift your dead PPC Strategy

A wise man once said, ‘money attracts money.’

When Joe Stephen started his business, there was hope everywhere.

The first week of operations witnessed an overwhelming response from the customers. And this made Joe and his team think they’ve hit the mother lode.

Everything was under control.

The marketing, customers, and deliveries: everything was on track.

Little did they know what was going to happen in the next few days.

Suddenly things started going out of hands.

When Joe launched his first PPC campaign, everything was normal. Just after two days an email in Joe’s inbox raised the first flag but was ignored.

There was a decent budget, but the number of orders dropped. Not just dropped, the budget started draining very quickly.

Upon investigation, Joe realized that there were some serious issues with the PPC campaign. In short, Joe needed a new PPC strategy to get things in order.

If you’re someone like Joe, who’s leveraged Pay-Per-Click marketing, then you must be aware that things can go south very quickly if not monitored constantly.

I’ve mustered around some tips that can help you reinvent your PPC strategy and give your mind a moment of peace.

Usually, small to medium-sized organizations out aside a decent budget for PPC marketing. Say around $5,000 or close to that.

Many variables need to be considered when you have that much budget to spend.

If you’re not utilizing the full budget, it means you are doing something wrong. No, I am not suggesting wasting the whole budget in one night. Just figure out ways to spend the budget on various products, categories, or regions.

If you are planning a similar result for all the keywords, you will inevitably fail. It doesn’t work out this way.

You must understand the buying cycle of the customer.

Let’s understand with an example.

For instance, “virtual meetings” is a keyword where the customer is at the “Awareness stage” where the user doesn’t know much about the product. He is just searching for a solution.

The solution to this problem might be an ad copy of a Zoom ad. For an advanced stage user, the same query will convert to “zoom meetings” where the user has done the research and want a solution, not awareness. Here, the ad will recommend software that can help with virtual meetings.

Instead of just giving out the ad, you must provide CTA so that user can download and get started right away.

If you have a PPC strategy with a lot of text-based ads, I suggest you cut them out. Figure out new markets for your product and run Google Display Ads. I am not at all against using Google search ads; I am just trying to make a point that Google Display ads will cost less and give more results.

Always remember that search is best for responding to demand, but it is unable to help you build it. That’s all you need to know if you ever start thinking it’s a good idea to make PPC as your only paid media channel. It’s not!

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