PPC is a model of internet marketing that stands for pay-per-click, in which advertisers only need to pay a certain fee when their ad is clicked. By implementing this model in your marketing strategy, you buy traffic for your website rather than organic conversion. The most popular form of PPC is search engine advertising which is widely used by brands for marketing these days.
PPC allows brands to bid for ad placement on search engine’s sponsored links so that when someone searches a specific keyword, the brand offering is displayed on top. Google paid ads are dynamic yet complex in terms of choosing the right keywords, organising them and later optimising the landing pages to make sales possible. Google’s ad rank works on the following two metrics:
✓ CPC Bid – the maximum amount an advertiser is willing to spend.
✓ Quality Score – the click-through-rate, ad relevance and landing page quality.
Google charges advertisers with lower rates that create efficient PPC campaigns which are most relevant and have great landing pages. The top ranks are chosen based on quality and relevance of the keyword, ad campaigns and keyword bids.
Online ads have great subliminal effect as well, even if customers do not directly click it, the add will impact their minds once they view it on top of the search engine result pages. Thus, do not hesitate while spending on PPC, it does make a difference.
How to Use PPC For Successful Branding?
PPC for successful branding is not a nerve wreaking process. Little attention and planning can help you in successful branding by using PPC.
Seth Godin said: “Marketing is no longer about the stuff that you make, but about the stories that you tell.”
This can be the key to your PPC campaign success! But how to implement this to use PPC for branding success? Here’s what you need to do:
1. Make Choosing You Easy
The only reason to run PPC campaigns is to gain website traffic and for that, you need to motivate people to click on the ad that you invested in. To manipulate them to click your ad, you need to work on your ad copy and make it compelling. By optimising the ad copy, you not only need to write attention-seeking words but also need to organise it efficiently.
Following are the dos and don’ts of writing an ad copy for PPC for branding:
2. Not to Use Scattered Sitelinks
Sitelinks display all the compelling offers that you have under your brand and want users to choose. These site links must not be displayed in a scattered manner or else you may divert user’s attention to the irrelevant offer.
3. Organise Sitelinks
Organise site links according to customer’s need and stage of interest. Your offers must be aligned in a manner that perfectly hits the buyer’s need so that they instantly click the ad to further perform an action on the relevant landing page.
Here in Audi ad, you can see site links well organised according to customer’s interest.
4. Multiple Options to Choose From
Your ad copy must include multiple offers for the users to choose from. By this, you can target a range of users and increase conversions. At one time you can offer a newbie discount while simultaneously offer a sale on a limited range of products.
This Audi ad also shows multiple options presented by the brand, a client whether he wants to locate a dealer or lease an Audi, will click on this add.
5. Use Synonymous Brand Terms and Keywords
By using synonymous terms, you will be able to cater to multiple queries because not everyone chooses to use the same words while making a search. By doing so you will be able to target a greater number of users.
6. Show That You Care
Branding is all about being there for your customers and potential customers around the clock. Just as telling stories matters, being there also makes a great difference while running a PPC campaign for branding success. Thus, you need to show people that you care by being in the right place at the right time. For example, if someone searches for a brand-based customer support query, a PPC ad in return can hit the right query and make conversions possible. This is the reason why brands need to endorse all landing pages with PPC.
✓ Here is what you can do:
1. Complain Channel Ads / Customer Support Ads
PPC campaigns, you can make a lot of difference for your brand. These ads may not bring in a lot of sales but will surely improve your brand image in the market. Customers love the brands that listen and by being there you can fill the gaps and create a long-lasting customer relationship.
In the case of searching Samsung complaint, we get to see multiple pages to which users might visit, but if a PPC would’ve used, the customer may get a relevant page right on the top.
Brands all over the world use content marketing to market themselves and their services. With PPC campaigns, you can make your content reach out to masses in less time. You can run campaigns for high-value content by creating ads that convert.
PPC can work for the brand as SEO but this comes at a cost and quality assurance of course!
8. Make it Easy to Be Loyal
PPC can not only be used by brands to bring in new website traffic but such campaigns are also great to foster existing customer relations.
9. Smart Remarketing
Use remarketing techniques to target existing customers so that they become regular and loyal ones. Loyal and recurring customers for brands is like miming in the gold mine, the profit keeps coming in. You can use pixel-based remarketing to target customers that have already purchased from your brand based on their preferences and behaviours.
10. Value the Audience
Always use an engaging tone to reach out users and convert them into customers. The goal is to make them feel valued with not just the ad content but also the offer. Brands implement meaningful campaigns to create loyal customers.
Loreal has been implementing such meaningful campaigns to manipulate users. They have wonderfully used the idea of valuing women regarding beauty and honour.
PPC can highly impact your brand and branding techniques. By using these for good, you can create a great difference in your brand reputation, brand reach and sales. PPC is a wonderful channel to shape and create stories that will engage and delight your customers.
Need to learn more about PPC? Get in touch today!