Pay-per-click (PPC) ensures you get an instant exposure that leads to traffic and higher sales. This programme provides all the platforms anytime and anywhere. Pay per click marketing is the perfect business choice and ensures your business has the maximum reach out without overspending. In Singapore, most of the forefront visited sites have advertising platforms that they take advantage. These platforms get them on the front line ahead of their potential competitors everywhere they go online. The pay per click platform packages are all inclusive and gives you the maximum exposure. In simple terms, pay per click makes sure you are found on the forefront before others through search engines organic results. This article provides you with the complete guide on pay per click (PPC) advertising in Singapore.
What Does PPC Mean?
Pay-per-click (PPC) advertising essentially means buying clicks from online marketing advertising platforms, i.e., Google to a website and converting them into leads or sales. Google is the earliest and most established PPC advertising platform. Google started by creating Ads (formerly Adwords), a PPC advertising program that was different from the traditional programs that you had to pay regardless of the actions taken. This lead to many advertisers shifting to Google as they prefer the online platform they would only pay where there are clicks. Today, PPC advertising incorporates both Google and Facebook. These two platforms use the similar system where the advertisers are charged when users click into their website.
Benefits Of PPC Advertising
Over the years, PPC Singapore has significantly gained popularity. Be it small or large businesses; there is more than one reason to get into PPC advertising. Some of the benefits of PPC advertising include helping to increase your business exposure, growing the customer base and promoting faster profit generation. More so, PPC will give you the flexibility to choose the right audience that you are targeting and at the right time. This is by choosing where and when the business website ads will appear. The PPC results are measurable and give you full assurance of online marketing.
Is PPC Suitable For You?
Are you thinking of doing pay per click advertising in Singapore? You will need to know everything that entails to it before you take the final step. Google Ads is the most popular marketing platform in Singapore. The best way to get your business into PPC advertising is set up your PPC account with Google Ads. This will help you in creating powerful ads with featuring optimised popular targeted keywords on Google Ads. There are so many choices in Singapore when it comes to PPC advertisement. Facebook launched its ads advertising platform in Singapore in the year 2012. This is to the additional online programs such as Google, YouTube, linked in and Instagram that are viable in driving sales. This has led to a higher decline of newspaper and other offline leadership in the past five years. Businesses in Singapore have no option of not engaging in online marketing.
What Is The Difference Between PPC and SEO?
PPC and SEO are two confusing terms for most business owners wishing to engage in online advertising. Search engine optimisation (SEO) is an online methodology that puts your business website on the first Google organic search results. With SEO, you don’t have to pay google always and is hence sustainable. However, SEO is full of uncertainties and takes about three to six months. Additionally, Google has the best engineers and programmers that keep changing their algorithms to prevent the rank manipulation. On the other hand, PPC uses a leads prediction generation process. Google must ensure you make money for you to continue advertising. hence some advertisers would hence prefer PPC to SEO in Singapore.
How Does SEM Work?
SEM (search engine marketing) adds website traffic by buying ads on search engines. The site’s website is purchased with a relevant keyword. In Singapore, the primary and widely used search engines are Google, Yahoo, and Bing. You cannot, therefore, miss them if you want traffic on your business website. Google takes a ninety percent market share in Singapore with the ten percent remaining share divided between Yahoo and Bing. Many digital marketing experts would recommend you put the Google Ads advertising tool as the top choice.
Why Hire A PPC Agency In Singapore?
PPC agencies in Singapore offers efficient, convenient and cost-saving ways to popularise your business. The business can reach the right audience at a cheap and affordable cost. The agencies give you an ultimate guide on the various PPC online marketing opportunities. Additionally, most of the agencies are google partners giving you the best choices in time-saving and maximisation of your return on investment. Some of the top agencies in Singapore include MediaOne, media Labs innovation agency, Purpleclick, Media plus digital agency and PCL technology agency.
In Singapore, there is a variety of pay per click management companies. Some of the top companies regarding campaign analysis, keyword selection, cost minimisation, and automation are listed below. These include digital marketing agency, Searchjinni LLP, Bruce clay, iSearch media Pte Ltd, VJG interactive I crossing, Foretec Pte Ltd, MediaOne Business Group Pte Ltd, iProsites and iProspect. Visiting one of these companies in Singapore will provide you with the best PPC management services.
Should I Include Facebook PPC In My Marketing Strategy?
The Facebook social platform has relatively grown with about 3.5 million active users in Singapore and 1.2 billion people globally. This has made it a perfect platform for a business looking to reach a mass audience. Your company can target customers effectively through Facebook. There is no minimum amount of cash required to get into Facebook marketing. However, a little budget will get exhausted in a few clicks giving no significant impact on your business. The average cost per click in Singapore is about $0.11. Advertisers that meets the users’ needs are always rewarded with cheaper Facebook advertising cost. This protects the users Facebook experience from spam FB Ads.
How Much Would PPC Cost?
How much does business marketing advertisement cost in Singapore? To appear on Google, you have to pay Google. Google Ads uses a sophisticated demand and supply system and bidding system. The cost is also determined by the bidding of your competitors. The price of pay per click (PPC) in Singapore is higher than countries such as Malaysia but lower than in counties such as the USA. This is due to the willingness of businesses to pay more. Each time your business advertisement is clicked, it sends a guest to your site. You will pay the search engine tool a low cost. If your online business campaign is running smoothly and is much outlined, the price will be much higher as the advertising worth is higher than what you are paying for it.
What Is The Format For Google Ads?
The most common advertisement format comes in the form of a title, a 3 lines of your product or service description and an URL link to your website page. You can bid some keyword permutations to decide where your advertisements will be found. You will hence pay if someone clicks the keywords you have chosen. Additionally, your business will feature in specific pages depending on your set budget. More so, the higher your budget, the closer your advertisements will be to page 1. In Singapore, many businesses are striving to get their advertisement to the top page. This is according to research revealing that about eighty percent of internet users do not go beyond page 1 in the search engine.
Is A Landing Page Important?
It is crucial to wait until you get a landing page that will work jointly with your ads before you start your PPC campaign. Here is why Pay Per Click is so significant: when users click on a PPC ad, the reason behind it is that they were interested in your ad and they need to learn more. However, if the link directs them to a generic website containing unrelated content in your website, then that interest is likely to result in a quick exit. This is registered as a “bounce” and can adversely affect the price and positioning of your next ad.
Clicking on a PPC ad to discover extra information demands that the landing page provides that information adequately. For this reason, it is advisable to have custom-made landing pages with information related to the ad. For example, if you had a PPC ad offering bonuses after signup at your website, the ad landing page should include more information on the promotion, a button to redeem the bonus or anything else that is specifically related to the content on the ad.
The other aspect you need to do with your landing page is ensuring that their performance is optimised. If the audience clicks your ad and there are technical problems on the landing page like slow loading and navigation problems, they are likely to bounce. Optimise the performance of your site now to ensure the users who will come later are likely to check on your products or services.
Bidding Strategy for a PPC ad
There are various strategies for bidding to select from, and choosing the perfect one depends on some factors. These factors include your goals, your experience with PPC, and your budget. Choosing between automated and manual bidding is one of the factors to consider. If you don’t have experience with PPC, it is good to start with automatic bidding, mainly if your budget is low. Manual bidding enables you to set the restriction on the cost of each click. The disadvantage of using manual bidding is that you cannot optimise your offer.
Automatic Bidding For PPC
Automatic bidding on the other side can help you reduce the amount of time needed to manage your online campaigns. However, it is a little more expensive than manual bidding. Several strategies of automatic bidding are available in the market, and you can discover more about various PPC strategies from the internet. There are several strategies in Singapore that you can choose from depending on whether you need PPC to increase your traffic, visibility, or conversions.
PPC Ad Budgeting
In a PPC campaign, the budget is an essential factor to consider. The best part of this method of campaigning is that you can operate on a small budget, and you can keep close regulation over the amount you incur. Indeed, if you have never used PPC, don’t have much money, and just need to do a test, you can still enjoy PPC with as low as $25. You can use this simple formula to calculate your budget.
The equation’s profit side has the amount of profit you get in each conversion. To establish the amount that will pay for the PPC ads, you must decide how much you can afford to spend while making the campaign meaningful. You can look for past information or use the standard of the industry which is 2.7%. Then you calculate the product of maximum cost per click by the number of clicks you need, by the total days to have your budget.
Conduct Research on Your Keywords and Select Them Sensibly
In a PPC campaign, the keyword is one of the most significant aspects since it is the crux of the whole process. There would be no means of deciding where to display your ads without keywords. Choosing the right keyword can guarantee a successful online campaign, and assure you the most views, more conversions, and more clicks.
Below are a few tips for choosing your keyword:
- Check what your competitors are using
- Think of what you would write on the searching bar if you were the audience
- Search for keywords from Google tools like SEMrush and Moz.
- Don’t use vague keywords, be specific.
- Use local keywords if doable.
When you choose the best keywords, expect to get the best results. Moreover, you will get quality output and at lower costs per click since most users are not likely to bounce. The other critical factor you have to consider is the selection of negative keywords. Negative keywords filter the keywords that you don’t want to be included in your landing page. Perhaps you want to advertise a soft drink, but you don’t want to advertise coca cola, then you will use coca cola as the negative keyword to disregard all searches with that product brand.
How To Create PPC Ads For Google Singapore
There are no shortages of advertisements. From commercials to bus benches, there is always a company that is trying desperately to get your attention. However, over time, these ads have become less and less effective as we have become more accustomed to them. Just to let you know of what we are talking about, PPC stands for Pay-Per-Click ads. Creating PPC ads for Google is like creating a real life auction. You get to bid searches with the suitable keywords you want your ad to be featured in. Then the moment that keyword you are bidding on is used by a user to searched something, your ads and those of your competitors appear in the Ads position.
The same goes for ads that are featured online. Even if customers do have an interest, they are still very likely to pass up an opportunity to interact with the brand. So it comes as no surprise that many Singapore business owners are wondering how Google Adwords can help their business. Not only is the market saturated, but you only have 3 short lines to catch your audience’s attention.
Well, it comes down to your ability to get and keep the audience’s attention. And you only have a few seconds to do it. The key is to ensure that you stand out from the rest of your competition. Here are a few ways in which you can use your PPC ads as an inbound marketing tool.
Use Price to Show Value
One of the best ways to get the searchers’ attention is to make sure that your prices are competitive. This is especially the case for ecommerce Singapore marketers. You see, your customers are very savvy when it comes to finding the best offer. With just a few clicks they can sort prices from lowest to highest and then compare the value of each product or service to that of the others. This doesn’t necessarily mean that you have to have rock bottom prices, however, you should try to make your business stand apart from your competitors.
Come Up With a Daily Budget Limit
The daily budget limit is the maximum amount you get to spend in a single day on your PPC Google Ads. Make sure that while creating your PPC Ads you begin with a small amount of money. As time goes by you can add little by little and bid with confidence until when you know how to make profit. In as much as PPC can bring you lot of profit, if you do not know what you are doing; it will cost you so much with little to no profits.
If you are in a position to only afford a daily budget of let’s say $60 instead of $90, it would be best if you bid on keywords with low cost to make sure your ad is seen by most people. Opting for high cost keywords considering the limitations of such a budget exhausts the whole budget too soon. This means that your ads will only be viewed for a shirt time of the day and by way fewer people when compared to a 24-hour viewership.
When setting your maximum price for every click, you need to keep in mind that each keywords theoretically represents a different market. This only implies that every one of your focus keywords requires a different bid price. As of the other keywords, you will be permitted to set individual biding prices later, but Google needs you to set those for main keywords first.
Make Use of Wordtracker
Keywords are what will make your PPC Ads bring in profit. You should therefore choose keywords you bid on in your ads very carefully by using Wordtracker. The heart of your PPC ads is your keywords, Wordtracker will help you just which keyword were used by people to search for stuff on the web. Additionally, separate the keywords you use in different groups of PPC Ads. This makes sure every group has its own different bids, landing pages and ad copies.
Test Ads against Each Other
The goal here is to make sure your PPC Ads are viewed by as many internet users as possible. Create a variety of Ads and test them against each other. Make you your own competitors and always test your ads against those that perform best. Try to beat yourself and your competitors won’t have anything against you.
Establish Your Unique Selling Point (USP)
First ask yourself these questions. What is it that makes you different from your competitors? What Unique Selling Point do you have? After you have established the answers, go ahead to use you USP in your Ad copy. This will make the ad even more appealing and definitely increase your clicks too. For your PPC Ads to rank high on Google ages, they should have high click rates. Use your creativity to come up with a unique USP that will sell your ads.
Learn about Google’s Broad Match and Exact Match
Google uses a variety of match bids on which people can use keywords to make Ad bids. Leaning about exact match and broad match will give you a variety of option on biding. Using the exact match gives you permission to only bid on specific keywords. Using the broad match gives you more options of bidding on all keywords that have the word you are bidding on. Google is there to make money through you. They might make several options available for you, but it is upon you to choose the one that best suits your business strategies.
Geo-Target Your Ads And Introduce Negative Keywords
It is always important to make sure your ads appear only in geographical regions that you can sell your products and services to. Additionally, introduce negative keywords in your PPS Ads if possible. This guarantees that your ad will not pop up in any searches that have those negative keywords you bid on.
Ad Copy and Landing Pages Should Use Featured Keywords
Make sure that your landing pages and Ad copy use the keywords they serve. If you do this, your ads will move higher on the search pages of Google. Besides having to increase bids, this is another way of ensuring less costs and more profit.
Gaining customers is all about the right timing. Scheduling your ads to be displayed only during the times of the day that are relevant to your products, serves and company. This strategy will increase the times web users view and click on your PCC Google Ads.
Use Your 95 Characters Wisely
After creating prices that are competitive, it’s now time to make it clear to your audience in what other ways you are different or better from your competition. Why should they buy from you? What value do you offer? Once you find the answer to these questions, you can then create a solid value proposition.
In fact, if you would like to truly reach your audience, then you will need to offer much more value than they initially expected from you. More specifically, you should offer something more valuable than they will find other businesses like yours. In order to deliver this particular message effectively, you need to have a good idea of who you are trying to reach. Not only do you need to know who your target audience is, but you should also understand them.
As we know, a majority of people will be compelled to click on an ad when its headline contains the keywords they are using to search on the web. Because of this fact, it is wise of you to include your major keywords in the Ads heading as much and as often as possible.
Unfortunately, you only have about 95 characters with which to express this idea. 25 are dedicated to your headline. 70 are to be used in your description. And this means that your ad copy should be very clear and concise–only including words that are absolutely necessary and compelling. The first 25 characters being the heading, each of the two lines that come after only allows you to use 35 characters of text. Now, to be on the good side of most markets, you should use the second line as a description of the benefits and then the ads feature or any offers being given should come afterwards.
Here are a few of the elements that you need to make sure that your ad copy contains. These will help you to meet your target audience’s needs. And it will also ensure that you get the greatest return on your ad.
Qualify Your Customers
If you want to create an ad that actually gets clicked, then you need to market to customers who are qualified. These are individuals who are the most likely to take action. And the best way to do this is to include a few qualifiers in your ad copy.
For instance, you could include the price of your products or services in your ad. The reason the price method is so effective is because most shoppers make their buying decisions based solely on the price of the product or services. In fact, most consumers already have a price in mind when they are shopping around. So by adding a specific price to your headline, this will eliminate those who are not likely to convert.
Create a Call-to-Action
This element is relatively straightforward. A call-to-action is something that tells your visitors what they need to do next. In the best of scenarios, it creates a sense of urgency. For example, “Get Your Limited Edition Plaque!” Or “Purchase Now and Save $100.”
Reduce the Risks
Believe it or not, not everyone is used to shopping online. In fact, in a lot of cases, you may be the first business that a customer purchases anything from on the internet. This means that Singapore business owners should make an effort to make their potential customers feel more at ease. They need to feel as if they can trust you.
And there are a few ways to ensure that they are more likely to buy. Consider adding special shipping processes. Advertise your return policy or your extended warranty. These elements will give them even more reason to take action.
If you want to make sure that your ad copy is effective, then you need to build credibility with your audience. This means that you should promote your years of experience. Let your customers know how well-respected you are in your particular field. Advertise the number of awards you have won for providing excellent service. Your ad needs to ensure your audience that you are a legitimate and trusted company.
Explain Your Product Features
In most cases, there is a good chance that your audience will already know what your product does or what they can gain from your services. However, if you are Singapore business owner who sales a unique product or service, then you’re going to have to explain its features to your potential customers.
In fact, a great explanation can really put you ahead of the competition. You won’t have to worry about spending extra money in attempts to outbid them. And this is a very important benefit because although Google makes money every time someone clicks on your ad, you only make money if they make money if they make a purchase that exceeds the cost of that click.
So let your customers know what makes you stand out from the rest of your competition. Sure, you only have so many characters to express all of these ideas and you can’t include everything that you offer. This is why you need to be very strategic about your approach. By including all of these elements in your copy, you are increasing your chances of a click-through. Just make sure that you do a little A/B testing to figure out which one works best.
Create Perceived Value: Highlighting the “Deal”
If you want to gain customers, then you really need to show your customers how good the deal is. Even if this is simply perception, it can go a long way. The best way to do this is to give them a visual representation of how good the deal is. For instance, you may show two prices: your current price reduced price and the original higher price. To give a visual representation of value, you could always cross out your original higher price. This lets people know that they are saving money when they may a purchase from you.
Overlooked Benefits of PPC Advertisement Campaigns
Digital marketing is an umbrella term used to refer to the various strategies used by companies to increase brand awareness, generate leads, improve conversion rates, and so on using the internet.
One of the most popular strategies used by internet marketers today is PPC marketing. When implemented correctly a PPC marketing campaign can help your achieve your business objectives.
What is PPC Marketing?
PPC stands for pay-per-click advertising. It’s a method where a website pays a certain amount of money to improve the site’s rank in search results. Every time a user clicks on an ad, the owner gets more traffic and pays the advertising platform.
While both involve optimisation, PPC differs from SEO in that it generates faster results. With SEO, you must wait for several months or even years for your site to appear on the first page of search engine results.
Benefits of PPC Advertising
The following are the top benefits of investing in PPC advertising.
More Immediate Results
One of the most significant advantages of PPC over other marketing strategies is that it generates fast results. It also gets you in front of the right audience – people who are already interested in your products and services.
Every day, almost 30% of consumers use the internet to search for local businesses. This presents a huge potential to boost traffic to your site if your ad appears on the first page of search results.
While content and SEO are better for the long-term, PPC is the right tactic to employ if you want more immediate results.
Less Susceptibility to Algorithm Changes
The ultimate dream of every digital marketer is to rank their site on the first page of Google search results. Not only the first page, but the top of it, also called position zero. As you would expect, this isn’t an easy task.
Google’s objective is to provide the most relevant results to its users. To do this, the search engine continually changes its algorithms. An optimisation strategy that works for you do might not be as useful in the future. This means that you have to pay keen attention to the ranking factors and adjust your content according to stay on top.
PPC isn’t as susceptible to algorithm changes as SEO. Provided you include relevant keywords in your ad copy, Google will rank your site because you are paying for it.
PPC is Measurable and Trackable
The best way of knowing if a marketing strategy is benefiting your business is by measuring its impact. Using platforms such as Google Ads and Google analytics, you can measure and track the performance of your PPC campaign.
Some of the metrics you can track include, number of clicks and impressions, click-through rates, conversion rates, and many others, based on your business objectives. When you analyse these stats, you will know is working (and what’s not) and make the right adjustment to your strategy.
Other marketing channels are harder to track because they don’t provide detailed metrics. For instance, PPC allows you to compare your budget against your conversion rate easily. On the contrary, you can’t track conversions easily when using traditional advertising channels like radio and billboards.
Additionally, PPC supports call tracking allows you isolate finer metrics more than you can in SEO.
Another benefit of PPC advertising is that it gives you great control over various aspects of your campaign. For example, you can choose the keyword’s you want to target, their placement and the type of people you want to see your ads.
Moreover, you have flexibility over your budget. You can start small and invest more money as you start to get positive results. If things don’t go well, you can always stop and formulate better strategies.
You don’t get as much freedom with other marketing strategies. For example, it’s impossible to test ads placed on offline media like newspapers, TV and radio. It’s even more difficult to pull them down until your contract with the advertiser ends. On the other hand, PPC ads are easy to optimise, even if a campaign is ongoing.
Compatible with other Marketing Strategies
Content marketing is gaining popularity among marketers. This means that your marketing team has to create unique content and find ways of ensuring that it reaches your target audience. One of the ways to drive more traffic to your content is by investing in PPC advertising.
PPC and SEO complement each other because they are both aimed at the same audience, which are people using search engines to find information, products and services. Metrics associated with PPC such as number of clicks, impressions and conversions can help SEO marketers to know the right keywords to include in their content.
Similarly, insights from your SEO campaign can also improve your PPC advertising.
Furthermore, PPC works well with remarketing, a strategy that involves sending ads to people who visited your website but failed to convert. When you serve PPC ads to these consumers, they are more likely to return to your site and complete their purchases.
Increased Brand Recognition
Brand recognition can have a massive impact on your business. The easier it is to recognise your brand online, the more likely consumers are to visit your online and offline stores.
Research shows that consistent brand representation can increase revenue by up to 33%. However, this consistency doesn’t end in using the same logo across all advertising platforms – people want to hear others talking about your products and services.
PPC ensures that your brand appears in the right platforms. This improves your brand consistency and boosts your online reputation, two factors that can help drive more sales on your physical stores and e-commerce websites.
Experience a High ROI
Although PPC improves your brand reputation ad site rank on search results, the biggest reason why companies invest in this strategy to convert their target audience into loyal customers. Last year, 74% of brands reported that PPC was a huge contributor to their success, especially in increasing sales and driving up the revenue.
Powerful Targeting Options
Google Ads has several inbuilt targeting functions that allow advertisers to improve the efficiency of their PPC campaigns. You can target keywords through text ads, retarget previous visitors based on their past behaviours or focus on specific audience demographics such as age, gender, location, level of income, etc.
By testing a variety of these features, you can ensure that you make the most of the Google Ads platform. You also get as many impressions as possible while remaining targeted to the personas in your prospective audience.
Targeting also allows you to see what performs best and set expectations on what the tolerance is for cost per click and cost per acquisition. As such, you can later compare the different targeting methods with each other.
Notably, the most significant benefit of the PPC targeting options available is that they allow you to serve ads to people who aren’t already in your audience and those that had been previously exposed to your products and services but didn’t convert.
Useful Marketing Data
While there’s plenty of useful information provided by Google Ads, the value of this data extends beyond your PPC campaign. The number of clicks and impressions, and conversion data for each keyword can be helpful in creating a better SEO strategy and improving your content marketing efforts.
Furthermore, some inbuilt functions like the built-in keyword planner and display planner can help you find and interact with your target audience. You can also determine the tools and strategies used by your competitors using third-party tools like SpyFu and KeywordSpy. This helps you know where you need to adjust your strategy to generate more success for your business.
Most website visitors don’t take action the first time they visit a landing page. The average conversion rate of Google Ads is 4.40%, according to Wordstream. Luckily, you have a chance to convince the 95% of consumers who didn’t convert in the first place.
One of the most significant benefits of PPC is the ability to retarget these consumers. Retargeting refers to identifying people who previously visited your site and serving them with the right ads.
It’s an effective way of re-engaging those visitors and encourage them to convert. It also enables them to recall your brand. Google Ads gives allows you to re-connect with these people with ads over a specified timeframe ranging from a few days to several months.
The good thing about retargeting is that it focuses on people who are already familiar with your products and services. In most cases, people tend to buy from companies they have seen before.
Even better, you can create several retargeting campaigns for different advertising goals. For instance, you can target consumers who abandoned their shopping cart, visited particular pages, browsed at a particular time, and so on.
Here is a video that discusses the benefits of PPC advertising in the modern business environment.
Tips for a Successful PPC Campaign
For a successful PPC campaign, ensure that you implement the following tips.
Select the Right Keywords
The types of keywords you use in your advertisement determine the people who will see and interact with your brand. This is why you need to invest in keyword research.
Ensure that you have every detail about the number of people interested in certain keywords (search volume) and how competitive the search term is on Google Ads and other paid ad platforms. Also, the search intent and keyword difficulties are crucial when doing your research.
Observe Your Competitors
It’s always advisable to assess the strategies implemented by other companies in your niche. It helps you know what is likely to appeal to your prospective audience and make the right adjustments to your campaign.
After keyword research, try to evaluate your competitors and see what works for them. If you spot a weakness, try to capitalise on it by creating better ads with more relevant keywords.
Tracking your conversion rates is vital for business, as it shows you which ads and keywords are generating more traffic to your website. It’s also effective for identifying keywords that aren’t performing well. The internet has many tools for tracking the conversion rates of your PPC Campaign. Some tools like Google Analytics come with these features built-in.
As mentioned above, you might discover that some keywords aren’t generating any impressions or traffic. This is where pruning comes in handy.
Pruning is the process of removing the keywords that are dragging you back and acting as a burden. These are the search terms which are not converting into profitable cost or a have a low-quality score. It would be much better if you remove them entirely or replace them with better options.
Quality Score is the rating that Google provides after assessing the relevance of the keywords used in your ad copy. When you use high-intent keywords, Google will award you with a high quality score, meaning that you ad will rank higher on search results.
PPC advertising isn’t cheap. For this reason you need to budget wisely to ensure that you get profitable returns on your investment. The best way of doing this is by allocating a higher budget to keywords with a high quality score. Once you achieve your initial business goals, you can start focusing on the poorly performing areas and looking for ways to improve them.
Things you need to do on auditing your PPC campaign.
Are you getting the most out of your PPC campaign? A PPC audit is the best way that you can dig into your Google AdWords account and identify the areas that need improvement.
Unfortunately, many marketers are struggling with getting the desired results from their PPC marketing campaigns, and they give them up without looking at the reason why it failed.
Why Do A PPC Audit?
You can audit your PPC campaign yourself or hire a specialist to do it. Either way, it will help see how your campaigns stack up against other PPC campaigns. Moreover, you will also be able to identify the following:
- What is wrong with your PPC account
- What you can do to improve the account’s performance
- The results achievable if you apply the recommended changes
Regular PPC audits are essential for any business that wants to optimise their PPC accounts. There are many ways of doing a PPC, including using a PPC ad management agency, using premium PPC audit tools, or you can do it yourself.
How to Do A PPC Audit
A PPC audit is not only reserved to the badly performing PPC campaigns, but also those that are performing well. The audit will show you how you can improve on certain aspects to exceed your goals.
Here are easy to follow steps to help you in carrying out an effective PPC audit to maximise your ROI.
Step 1: Analyse Your Goals and Strategies
As with every marketing campaign, you should have a PPC advertising campaign goal and a variety of strategies you will use to meet them. Before you start the audit, ensure to brainstorm on what the goals of the campaign were as well as how and why the campaign was started.
Together with your team, look into whether the goals of the PPC campaign have changed. If they have, address how the new goals have affected the outcomes of the campaign.
Step 2: Set the Audit Range of 30 Days
Log into your PPC account and in the navigation bar click on the ‘Change History’ link on the left side. You will see the parameters that have been changed during the course of the campaign. However, be careful not to change or undo any of the recent changes.
At this point, you will be able to see the account’s recent activities, the effectuated changes, and who made them. If the account is properly managed, you will see the activity periods listed systematically.
Step 3: Review Conversion Tracking
In the top right-hand corner, you will find a variety of tools that allow you to select conversions in the dashboard management section. This is essential data in your PPC audit since it shows you the cost per acquisition.
It is necessary to ensure that all conversions are being tracked efficiently and that all the landing pages have phone numbers, contact forms, and other conversion necessities such as the use of correctly embedded tracking scripts.
If there was a team involved when setting up the goals of the PPC campaign in Singapore, meet with them again when preparing to do the audit. They will give a report on whether the campaign is delivering the desired results.
Step 4: Audit Network Settings
By using the right settings, you can accurately collect information and performance metrics to calculate your cost per acquisition. For the campaign you are auditing, click on the Settings link and then Network to expand it.
Opt-out of the networks by unchecking both of the boxes. However, there are a few tips to consider including:
- Separate the search campaigns from the display campaigns to manage costs behaviours and costs better
- Test the search partners option and measure them at the cost per acquisition level to determine if it is performing as well as the managed PPC campaigns
- Focus ad dollar spent on searches that appear directly on the Google platform for the purpose of using accurate data
- If you are interested in having your ads appear on the display network, be sure to set up a separate display campaign
Step 5: Review Targeting
First, select the settings link within your campaign and click on “Location” to expand. It will show whether the campaign’s targeted locations are geographically accurate. After expanding the location options, take note of the following:
- Under Exclude, ensure that the top option is selected: People in, or who show interest in your excluded locations
- Under Target, the middle option is selected: People in your targeted locations
This prevents people outside your targeted locations from viewing and clicking on the ads. This will keep the ad spend concentrated on the clicks with a higher chance of converting. Moreover, you will be able to have greater control over who sees your ads and make ad spending more effective.
Step 6: Focus On Campaign Structure
Expand the ad groups in your PPC campaigns; click the keywords link to review the keywords list for similarity. Under the Ads and extensions section, review the ad copy for accuracy. Also, review whether the campaign is using the right keywords and if they are spelt correctly.
All your campaigns ought to have an accurately defined ad group with proper keyword segmentation that reflects what you do and what you are selling. The ad groups ought to be appropriately optimised and aligned in a way that facilitates your targeted cost per acquisition goals.
Be sure to check that there are no existing sub-standard keyword groups and that each group has a corresponding landing page. Be on the lookout for a bad ad copy, and whether your root keywords appear in the subheadings.
Step 7: Review Your Extensions
Under the PPC campaign you are auditing, select the ads and extensions link and choose the extensions tab. Despite that the use of extensions is optional; they are a necessary addition to ensure that your PPC ad ranks well. Ensure to review the options in this category and enable a core set of extensions.
Step 8: Optimise For Position
Expanding the ad groups section will show the campaign’s average position. The average position will show the select columns, if not, select, modify columns and click on performance then select the “Avg. pos” checkbox and apply the changes.
To see the average position of the ad across devices and to select the ‘segment device’ options. After this, review your average position by device.
Step 9: Review Your Negative Keywords List
Select the tools icon and then the negative list link in the menu. It will display all the lists that can be applied to your campaigns. To view the list by campaign, select your desired campaigns, and the keywords/negative keywords from the navigation menu.
This is a crucial way of preventing unwanted clicks. Lack of negative keywords is one of the major factors that make running PPC campaigns costly irrespective of your budget.
Step 10: Take Advantage of the Built-In Rules
The available automation options will help in lowering the cost per click and to improve your overall production. For example, you can take advantage of the automation scripts to manage bid costs and the ad position by the hour.
Ignoring them could see you spend more than you need to at the cost per acquisition level. Use the tools icon in the selected campaign, select rules under the management heading to check the automation scripts. You can then select the scripts available in the list.
After auditing your PPC campaigns, you will have a list of items that you will need to fix. However, you should prioritise this list and reach out for help whenever you need it. You will not only be able to reduce the cost of acquisition but also to remove the harmful aspects that might be hindering the success of your PPC campaigns.
Moreover, you should take note of the dates that you make the PPC audits. If you have several PPC campaigns, you will also need to go through the above steps for each one. Sometimes, you might need to run the campaigns through the steps more than once.
Top 4 PPC Management Software Tools
Managing PPC campaigns can be time-consuming and the chances are that you might not do a very good job of it. This makes it necessary that you automate the management process, but selecting the appropriate PPC management software tools can be tricky.
Here is our selection of the top tools for your consideration.
Spaceboost combines PPC campaigns automation with creative automation, powerful 24/7 bidding algorithms and excellent customer support. It has over 5000 users and they have a variety of packages.
They have a sliding scale that allows you to select the services which also includes managed services with or without mentoring at different business levels. The basic software goes for $1000; if you include mentoring, the price jumps to $1500, and a jump to $2,250 if you opt for the managed services.
Moreover, Spaceboost has a 30-day free trial period and hundreds of training videos with support offered via email, phone, and chat on the website. To get the hand of this PPC campaign management tool will require that you review your business needs to select the best package for your organisation.
Optmyzr offers campaign management for Bing Ads, Google Ads, and Google Shopping feeds. It offers a variety of features such as data insight tools, quality score tracker, Google shopping campaign tools, one-click optimisations, and more.
For users with a PRO account, they get two training sessions and 250 free credits per month. Prices range from between $499 per month for a regular Pro account with appealing discounts if you pay the fee for six or 12 months. They also have an enterprise account but you have to contact the support team for pricing.
Moreover, they have a 14-day free trial and it is pretty easy to pull in the data from all your accounts. It gives decent recommendations and a free Udemy private training course. The initial set up might be lengthy, but it will save you a lot of time in the future.
ProAdly offers automated optimisation suggestions by constantly analysing your Google Ads account. The automation and optimisations are calculated and weighted with the expected impact. It will also show the expected potential for savings and growth for the recommended optimisations.
It has a 14-day free trial and a free live demo. The pricing depends on the number of Merchant Centre and Google Ads accounts. For example, if you have five accounts, you will pay $250 per month, and for up to 25 accounts, you will pay $459 per month. However, if you pay for 12 months, you will get a wide range of discounts.
With that said, there are times when your accounts will give you suggestions when the software will not show any. It is a straightforward PPC management tool that clearly defines what it can do and what it cannot do.
AdWords Performance Grader
This is software from WordStream and it uses their proprietary algorithms to analyse and audit Google Ads accounts in 10 key areas. It will compare your PPC campaign performance with the industry benchmarks derived from WordStream’s intimate knowledge of AdWords and years of experience.
The AdWords Performance Grader will then assign your campaign a grade based on your performance vs. the benchmarks. Moreover, you will also get a detailed report that gives a deeper outline of how to improve your account.
This is one of the best PPC management software available today and it also offers PPC auditing as a service. It also has an integrated performance tracker that provides data on the performance of your account over time.
Questions to Ask When Choosing PPC Optimisation Tool
With information on how to carry out a PPC audit and information on the top PPC optimisation tools available in the market, the next thing that you need to do is evaluate the tools to identify one that best suits your brand.
For example, if you spend most of your time adjusting bids, you need a tool that can handle such a task for you automatically. If you are actively creating reports for clients, you need a reporting tool. Now that you have the starting point in mind, let us dive in and look at the questions you should ask the PPC optimisation tool company. The answers to this question will help you to know the way forward.
Question 1: What Features Does the Tool Offer?
As you can see from the reviews discussed earlier on in this article, different tools have varying features. The features determine their capability and so it is imperative to get the specific details of what each tool on your list can or cannot do.
Evaluate all the features to know which tool works best for you. Start by looking at the essential features then work your way down to the additional features that can benefit your PPC campaigns. To help you understand the importance of features, picture this, you spend a lot of time creating reports so a reporting tool will come in handy for you. However, you also need to create campaigns, so a tool that can be used for campaign scheduling will be an added advantage.
Question 2: Can the Tool Actually Work for Your Brand?
A PPC tool should help make work easier by enabling you to not only optimise the campaigns but also create accounts. There is no need to spend thousands of dollars on a tool whose features are meant for a large account or multiple accounts if you are a start-up company with just one PPC campaign running at any given time.
Take a deep look at the features to be sure it’s designed to work for your business level and size. Don’t ignore the ifs and buts that come up along the way if you want to make the right decision. Simple tools such as Opteo and KlientBoost, are ideal for small businesses. However, if you are a big corporation, you need advanced tools such as Adalysis and Optmyzer.
Question 3: What is the Level of Support do you Offer to Clients?
Yes, there are tools that are designed to work solo, but you cannot ignore the fact that you may need the company’s support team to sort an emerging need or issue. You need an assurance that all your problems or questions will be addressed promptly.
On the same point, you need to know how the support will be offered to be on the safe side. In the past, most PPC tool companies would only communicate with clients via phone or email, but today, you can chat with the support in real time. It is wise to choose a company that offers support through multiple channels or mediums.
You could also go an extra mile to test the responsiveness of the support team by sending them an email or via the online chat. The point we are trying to put across is that the best option has put in place robust communication channels that ensure customers get assistance when they need it promptly.
Question 4: What is the Cost?
As a business owner, you understand the need to cut costs and get value for money. As you compare the features and suitability of the software to your business, also put into consideration the price. Remember that the tool is actually an investment in your brand and should give you returns.
For example, if a particular PPC tool can save your team several hours every week that they would have spent monitoring company, determine how much those hours are worth. If the tool will make your PPC campaigns better, what is the monetary value of the improvements.
With such information, at hand, you will tell if the tool is actually worth the price. If the tool is too much for your brand, then don’t hesitate to move on to the next one. After all, your brand’s interest should take a higher precedence so also factor in your budget.
Question 5: Have you Provided the Tool to a Similar Company?
Yes, companies are different and run varying PPC campaigns, but you need a level of surety that the tool will work for your company. For example, if you run a lawn care company, a company whose tool has helped other companies in this niche should be at the top of your list.
You can also contact other companies who have used the tool to know if it delivers on its promises. You should also keep in mind that there are some tools that work best for companies in a particular industry. Investing in such a tool and your company is in a different industry could be a risk that you are better off not bearing.
Question 6: Do You Offer Free Trial?
Free trials are great as they will help you to know if the tool is suitable for your brand. Testing it yourself will give you first hand experience that will cement what you read or heard about it. Most of the tools we have reviewed offer 7–14-day free trial.
If the main reason for purchasing the PPC tool is to schedule and create reports automatically, use the tool to do that on the existing or new campaign. Also check out the demo for more details about the features to get a comprehensive overview.
PPC Trends that You Cannot Ignore Moving Forward
Just like search engine optimisation, there are trends that you cannot afford to ignore when running a PPC campaign in Singapore. Your competitors are probably already riding the wave and its not too late for you to also jump in and get more leads.
Trend 1# PPC Automation
PPC Automation is one of the most influential trends we have noticed so far in 2021 and we expect to see it taking more centre stage in the coming months and years. All the tedious and time-consuming processes associated with search engines such as Google ads are not been automated using machine learning and artificial intelligence.
The global automation industry is also expected to expand rapid from 71.5% recorded in 2019 to 83.2% in 2021.
Some of the benefits of PPC automation are;
- Create the best biding strategy based on different objectives through big data and calculations
- Improve CPC by looking for ad auction that have the highest chance of generating conversions
- Stopping the low performing ads and paying more attention to ads that are generating more results
- Pin-point performance issues faster and accurately
- Generate performance reports automatically and on-demand
- Adaptively create ads based on the website content and identified user behaviour
Trend 2# Use of Artificial Intelligence
Artificial intelligence used to be a “thing” for the big companies, but nowadays even the small and medium businesses can use it to improve their processes. By 2030, this new form of technology is expected to be worthy $15.7 trillion.
In the context of PPC, artificial intelligence will enable marketers to come up with better ad campaigns that are customer and market oriented. The benefits derived from it include;
- Impact of ads will be calculated based on quality scores
- Marketers will be able to predict the CTR of future ads accurately and make the necessary plans in advance
- Carefully analyse bids that have the highest chance of driving in more traffic
- Identify the chances/likelihood of a particular customer converting
- Optimise ads, campaigns, and keywords for different events or changes in the market
For example, if you are currently running an Amazon Ads Campaign, AI can help you do the following.
- Automate long-tail and short-tail keywords bids
- Change bid based on the predicted revenue per click
- Optimise long-tail keywords ad campaigns
Trend 3# Collaboration Between PPC and Video Ads
Videos are increasingly being used by marketers to drive in traffic and generate more sales. Its no secret that the savvy customers prefer video content to others forms of ads. One staggering fact is that people are able to remember 95% of the message conveyed through video than normal text.
Now, here is the link between video ads and PPC that you should keep in mind moving forward.
- Business will have no option but to change their marketing strategy to adopt Google’s vertical video ads
- More digital marketers will start to use video ads to market products
- Virtual reality will be widely used to create real experiences to the viewers
- Dominate of Instagram stories in the digital marketing world will continue
The Bumper Machine by Google is one of the video ad features that relies on machine learning to create six second bumper ads from one long video that is 90 seconds long max.
By leveraging this new full-funnel video strategy, digital marketers will be able to create and manage 6-second bumper ads, non-skippable in-stream ads, and skippable in-stream ads.
Trend 4# Pixel will be Faced Off by Ads Data Hub
One of the challenges associated with pixel technology is that it was designed to work only on single screens. As a result, it is not possible to track the effectiveness of ads on multiple devices. For many years now, marketers had no option but to rely on third-party pixels to gauge the effectiveness of YouTube campaigns. This is based on the fact that 70% of YouTube views are from mobile devices.
Due to security reasons, Google stopped the use of third-party pixel tracking software on YouTube in 2020. Ads Data Hub was created to resolve the pixel limitations and provide more comprehensive reports.
Even though Ads Data hub has some loopholes, it has the ability to provide laser-specific insights about changing or evolving consumer behaviour especially in regards to response to ads.
Trend 5# Smart Bidding
What is smart bidding? Simply put, this is automated bidding strategies that relies on machine learning to optimise ads for conversation. It does this by considering the set goals in the bidding strategy thereby taking the guess work involved with bidding for Google ads.
Google AI system is designed to optimise for conversion in each ad auction that is held. That is, Google will use your advertising goals and Smart Bidding will use that information to find the most economic way for you to achieve that goal.
Smart bidding can be used to achieve a number of PPC goals such as;
- Target CPA: Help get new leads and customers based on the specified cost per acquisition
- Target ROAS: To ensure you get the highest ROI from every dollar invested in an ad
- Increasing conversion rate
One of the smart bidding regulations introduced by Google is Campaign-Level Conversion Setting. Before this setting was introduced, marketers were allowed to set conversion goals at account level, but with this new setting, one is only allowed to specify conversion goals only at the campaign level.
Maximise conversion is another requirement introduced by Google as a strategy that will ensure you get the highest conversions from ads using your daily budget.
Seasonal Adjustment regulation is meant to give digital marketers more control over one-time promotions and other ad-hoc events. That is, if you anticipate a spike in conversion rate in the next couple of days due to an upcoming promotion, this setting allows you to specify the appropriate adjustment for that period.
Value Rules is another new feature by Google that allows you to differentiate the various conversion values based on specifics such as audience, device, and location.
PPC campaigns should be optimised to increase their effectiveness. This means that you should audit your campaigns every once in a while to know what you should improve on if you are not getting the desired results. On top of this, you will also know how to increase the outcome if the campaigns are meeting the intended targets. PPC in Singapore has significantly increased, creating a challenge for the few businesses not into this digital advertising.
With PPC, you can track nearly every metric that is relevant to your businesses. These metrics are also useful in improving other strategies such as SEO. For instance, knowing the best-performing keywords can help you in creating better content.
Lastly, PPC marketing can help you grow your business because it often generates faster results than SEO. With a little optimisation, you can start ranking on search results, a process that would have otherwise taken several months if you exclusively rely on SEO.
Get in touch with MediaOne Marketing for search engine marketing services. Our team will carry out an extensive keyword research, launch the PPC campaign and monitor it to be sure its delivering the expected results.
How much is pay per click advertising?
The cost varies depending on the strategy you use. If you have never used pay per click (PPC), don’t have much money, and just need to do a test, you can enjoy PPC with as low as $25.
What is a pay per click campaign?
It means buying clicks from online marketing advertising platforms and converting them into leads or sales.
How do you calculate cost per click?
Cost per click = total cost of clicks (your budget) ÷ total number of clicks
How much does Facebook ads cost?
At the point of writing (2018), the average cost per click in Singapore is about $0.11.