Pay Per Click or PPC is one of the most lucrative online strategies when you want to promote a business. You will have your business ads displayed in special locations on the search page of search engines – precisely on top of all search results, for maximum visibility, or right next to the organic list – depending on the layout.
Whoever sees the ads and clicks on it gets to see the landing page of your choice, which reveals exactly what they’ve been looking for. You only need to pay for those clicks. However, you must be aware that this entails a great deal of work. We are talking about daily effort and the know-how in the field. But first of all…
Why should you use Pay Per Click advertising?
Like content Marketing, Pay Per Click is employed to ultimately give you a better ROI. Actually, the two can be combined with excellent results. The strategy, once implemented, draws more potential customers through a highly targeted effort – it means you are paying for what really brings results. It is not a wait-and-see approach. Also, it works really fast.
But the most important part is that your business gets on top of all search results since those special spots are reserved for paid ads like the PPC ones. That means great exposure.
Search engines are willing to do this because they know there are businesses out there that just want to get a good spot, have the money but may lack the time to generate an organic growth and climb up within the search results page. Thus, they simply sell this opportunity for excellent exposure.
Managing your pay-per-click campaigns is not an easy task. It entails daily efforts, and that puts off many online entrepreneurs. For this reason, some very handy tools were invented. These refer to specific software that can simplify all PPC related task. Below we have chosen 6 key tools for your upcoming PPC campaigns:
- PPC Keyword Generator
This is what you must begin with. How would you build a solid and lucrative PPC campaign, unless you knew which keywords to target? Keyword selection is extremely important – don’t just try by yourself to identify the terms to use by mere guessing.
This free tool will help you pick the right ones, especially the long-tail keywords, also known as key phrases. In addition, it suggests appropriate buzz words for sales, in order to boost the selling power of the specific terms you chose.
- AdWords Editor
Want to advertise your business with the world’s top search engine? Get on board with Google and use the AdWords Editor to manage all your campaigns, for free. This means you only need to pay for the actual ads – in fact for the clicks that go through.
The application will come in very handy if you sign up for a Google AdWords account. With it, you will find it easy to manage all your ads, to move them around, create groups and build campaigns from scratch. This is going to be a precious helper especially if you’re the type who likes using spreadsheets.
- Keyword Competitor
We’re not done with this topic, as keyword research is indeed a complex matter. Ever wondered how the leading businesses in your niche get to score so well? Are they using the same keywords in their paid ads as you do, or are there some secret ones that are simply a lot better than the rest?
There’s nothing wrong with wanting to have a peek at what your competitors do. In fact, Internet Marketing, including SEO experts worldwide, use this tactic all the time and it’s what makes them really efficient. How do they do it? By employing PPC campaign tools such as the Keyword Competitor.
This one reveals everything you need to know about your competitors’ ads, keywords and landing pages. The tool has a price tag though, but you can start a free trial to see what it can do. It will even notify you when the competitors change their paid ad campaign keywords, so you can keep up with the trends and improve your own game.
iSpionage is a similar tool, but it is more pricey. Want to see who’s using the same keywords as you do and how many are your direct competitors in the selected niche? In this case, try SEMrush.
SpyFu will show you exactly which are the most rewarding keywords to use. It will spy your competitors and identify the keywords they purchased ads for. Additionally, it will show you each of the places of your competition in Google, plus all the keyword variations in use.
This feels like a seriously unfair advantage, as it simply reveals so much about what others do and allows you to draw very important conclusions, to help you tailor the best ads. It is the way to identify where profitability lies.
SpyFu doesn’t just show the current competitor key terms, but actually an entire history. It’s a paid tool and it is fairly expensive. Using the free trial offers you limited data only.
This tool helps you optimise your keywords. It’s a bid management software suitable for various accounts, not just to Google ones, offering a wide range of features and for an affordable price. It incorporates automatic bidding strategies, prioritising based on costs, ranking, conversions and return of investment.
You can also manage your ad copy and track your performance. Thus, the resulting reports show you exactly which keywords work well and which don’t, so you can make the necessary tweaks.
There’s a nice balance between user control and automated bidding with this tool. You may keep that balance if you like, or alter it – whichever is more comfortable to you. It is a tool of great complexity though, and that means that novice users may find it difficult to work with.
WordStream is an easy to use tool, better suited to beginners. It’s expensive but it gives you the opportunity to build and manage entire campaigns, handling some of the biggest ad budgets out there.
This is a PPC management platform that allows all the basics, like keyword analysis, plus many advanced features, involving the fine-tuning of your campaigns and ads. It even goes as far as recommending which words are best avoided in your ads.
The bid management is a bit too simplistic, though. Unless you have a good strategy, you might expose your campaign to some risks, which is why ClickSweeper isn’t recommended to people who don’t have a firm grasp of bidding.
Can Pay Per Click go wrong?
Unfortunately, that is a very real risk. PPC advertising isn’t for everyone and many business owners or strategists eventually decide to outsource this task to ‘experts’ on the web. However, not everyone is truly skilled, nor has good intentions. PPC can go wrong unless you employ real specialists, with significant experience.
The usual mistakes are represented by poorly chosen keywords for example. Another huge mistake is to have the link in the ad connected to your homepage or leading your visitors to another generic page (or worse, to the contact form). Instead, it needs to redirect to a most relevant page, in accordance with the keywords employed and the text of the ad.
This is because the user must reach their topic of interest (and of their search) immediately and not by browsing through your website. Ultimately, one has to create several different ad text versions, test each of these and decide which one is best to use. Pay Per Click is a more complex matter than it appears to be at first.
To get your sponsored results working, this must be done correctly, which is why many people decide to employ digital agency professionals.
Correct, smart, efficient Pay Per Click campaigns can generate traffic with immediate results. Remember that you can control the costs and this is one of the biggest advantages of PPC advertising, especially beneficial to small, emerging businesses.
Through this post, we have hopefully revealed to you some great tools you can use to enhance your PPC marketing. You may thus have an in-depth look at both free and paid tools to what others in your industry are doing or to how your own strategy fares.
Contact us if you would like to have PPC ads done professionally and get you quick and reliable traffic.