How PPC AdWords Management Services Can Help Your Business
The world of eCommerce can be fiercely competitive. As businesses become more aware of how customers search, browse, and shop, their strategies become more refined. They know how to attract new customers and traffic. In this environment, one of the toughest aspects of launching an online store is getting noticed. Search engines are becoming increasingly complex, striving to deliver users with the most relevant and high-quality content. Established businesses have an advantage of domain authority and existing customers, as well as refined SEO strategies. However, that doesn’t mean it’s impossible for new or growing businesses to gain customers. Pay-per-click (PPC) advertising can open avenues to new traffic and sales, particularly if you use expert PPC AdWords management services.
Google’s AdWords is perhaps the best platform for PPC advertising. It gives users the chance to promote their services on the most popular search engine on the web. By appearing at the top of their search for a particular keyword, it can generate a whole new user base and increase sales. In this article we’ll take a look at how PPC works, and how AdWords management services such as our TEA Software can help your business grow.
How Does PPC Advertising Work?
If you’ve ever seen the ‘sponsored’ results on Google’s search pages, then you’ve seen PPC advertising in action. The premise behind PPC is fairly simple. An organization or individual can place a bid on a keyword they wish an ad to appear on. They then need to provide ad text and a link to a landing page. If the bid is high enough, and the quality of their ad text and landing page is good, the ad will appear when someone searches for the keyword. If a searcher clicks on the ad and goes through to the landing page, then the cost of the bid will be charged to the advertiser’s account.
One of the main benefits of Google’s AdWords system is that it’s not just the price of the bid that affects which ad appears. Google reward advertisers who use good, relevant content. This means that customers and potential customers only see adverts that relate to them. It also means that advertisers with good content can compete in the market.
How Can PPC Help Your Business?
There are numerous benefits of using PPC advertising. The fact that you have to pay for each click can soon be offset if you make a sale. Although your main goal should be to get the best possible return on investment (ROI), there are some other goals you should strive for:
- Grow Your Customer Base: By appearing at the top of a search results page, you are vastly increasing your visibility. This will hopefully increase traffic to your website. Although more traffic is desirable, having good traffic is important. If your bids are on relevant keywords, and your ad copy and landing pages are strong, you’ll get relevant traffic that’s more likely to convert. Your aim with PPC advertising should be to increase the number of customers you have, ideally by having a high conversion rate for the new traffic.
- Generate New Leads: Not all of your newfound traffic will convert immediately. However, the hope is that you can generate new interest in your business. Whether customers are coming to your website to browse, find your store, or contact you directly, an increase of new leads presents a good opportunity. With PPC analytics, you can determine who your potential customers are and tailor your ads towards them.
Why You Need PPC AdWords Management Services
Although managing your PPC activity can be done in-house, it requires a lot of time and dedication. Not only is the initial research time-consuming, the work isn’t finished once your ads are live. Daily analytics and amendments are necessary, and many businesses, particularly smaller ones, can’t afford the time and resource this requires. Below we’ve highlighted some of the reasons that businesses choose PPC AdWords management services:
Keyword Research
As we mentioned above, keyword research can be a long process. It’s not as simple as compiling a list of keywords; you need to know how your customers shop, what they search for, and the potential and competition for each keyword. Using a management service or agency means you have expert professionals doing this for you. They can help you spot opportunities, segment your customers, and provide a detailed and extensive list of keywords to target. These keywords can be applied to other marketing channels too, so it’s well worth the effort.
Keyword Management
Once your keyword research is done, there is still a lot that needs doing. It’s not a static process; relevant keywords and trends are constantly changing. Furthermore, keywords need collecting together into logical groups, and for each collection there needs to be ad copy written and landing pages creating. These elements combine together to influence the Quality Score of your AdWords account. It’s a measure of how useful and accurate your advertisements are. Along with the cost of your bid, it determines whether or not you will rank for different keywords. Again, having experts do this for you is a lot easier and quicker than doing it yourself.
Analytics
The work isn’t over once your PPC campaigns go live. They require near constant attention and amending. At a minimum you should be monitoring your ads on a daily basis, and adjusting keywords and bids according to performance. This kind of detailed analytics can be difficult to attain without a dedicated resource and tools. You’ll want to know where your traffic is coming from, whether it’s good-quality traffic, and whether or not it converts. Information on how users interact with your website once they click through to it, as well as overall click-through rates of your ads need to be examined.
Increase Quality Score
By combining all of the factors that we’ve discussed above, the real benefit of using AdWords management services is the increase of your Quality Score. It is determined by a few factors, they include:
- Your overall click-through rate (CTR).
- How relevant each keyword is to the AdWords group it is in.
- The quality and relevance of your ad copy and landing page content.
- Your historical AdWords performance.
With this in mind, you have to make a business decision as to whether you can feasibly maximize performance in each of these areas alone. Your Quality Score will affect the cost per click for your ads, and ultimately your return on investment. This is the reason many companies choose AdWords management services like TEA Software.
TEA Software AdWords Management Services
Our TEA Software is the culmination of many years’ research, refinement, and experience into eCommerce and analytics. TEA stands for Threat and Engagement Analytics. It’s an innovative tool that allows users to make the most out of their PPC activity. It can give your business detailed insight and analytics into how your AdWords campaigns are performing, where your traffic is coming from, and it can segment your users. It can also prevent unwanted or fraudulent traffic from costing you money, increasing your ROI. Below we’ve discussed these points in greater detail:
Detailed Insight and Analytics
The advanced features of TEA can track all of the metrics you need to run a successful campaign. You can find out on a granular level how individual customers interact with your ads and website. Information on how keywords and bids are performing is available in real time, meaning you can make adjustments as necessary. Although AdWords itself provides a similar insight, it can often take up to 18 hours for it to display. This means you can’t react as quickly, and your data may already be out of date.
Threat Detection
One of the biggest threats to your PPC activity is something called clickfraud. Clickfraud refers to illegitimate traffic that clicks on your ads, costing you money and affecting your conversion rate. This traffic can come from automated bots that have the specific aim of disrupting your advertising activity. TEA can identify and block this kind of traffic with its advanced algorithms and tracking systems. Furthermore, it will generate a report that highlights any fraudulent activity. You can send this report to Google to get a refund on these clicks.
Customer Engagement
Because of how detailed TEA Software is, it can highlight trends in your customer data. Not only can this help you create customer segments, it can also give you actionable insights to improve your website. For example, it can highlight weaker touchpoints of your site, areas where customers are dropping off and exiting your site. This means you can examine this area and improve on it. By eliminating these negative trends, you can determine what your true conversion rate is.
TEA Can Save You Money
Because we’re so confident in the ability of our software, we offer our customers a 30-day money back guarantee. Try us today to see improvements to your PPC and AdWords activity. Other businesses trust our software to deliver their analytics too; we’re partnered with Shopping Cart Elite to deliver detailed analytics and threat engagement to their eCommerce customers.