Pay-per-click (PPC) marketing can be a true gold mine for startups. According to estimations, PPC advertising makes it easy to recognize brands for up to 80%. Google holds 92% of the search engine market and is currently the most famous PPC advertising search engine. Undoubtedly, Google is the king of all other search engines.
There are numerous advantages to investing in PPC ads for startups. For instance, PPC advertising offers quick results and makes it possible for you to appear at the top. It brings qualified traffic and puts your brand in front of the right people. With PPC ads, you can enjoy an immediate increase in traffic which is otherwise difficult to attain. PPC advertising lets you compete with other established brands. It allows you to apply the competitor's analysis to find your competitive advantage. Moreover, it helps to maximize your conversion rates.
However, PPC marketing can be costly, requiring a budget to attain your results. You won't see any magic in PPC advertising as a startup entrepreneur unless you learn it. It is essential to carve out your marketing plan by PPC rules. It will help you achieve your long-term goals. We have summarized seven critical steps for launching a successful marketing campaign for your startup. Let's get to know these.
The success of Google ads relies heavily on being relevant. Ensure that you have everything well-aligned, i.e., your keywords, ads, and ad groups. When these essential things are closely related, Google will reduce advertising costs.
Google ads will cost you whenever somebody clicks on your ads. Therefore, you must make the most of it to enjoy long-term benefits. A pro tip is to turn people's clicks into something valuable for your business. To achieve this, you need to think from the customer's perspective and have a well-defined niche for your business.
Check Out Competitor's Ad Copy
Competitor analysis is a crucial step for your startup's overall marketing strategy. After you have determined your niches, now it's time to have a competitor's analysis. Check out your competitor's ad copy to gain valuable insights. It will also help you find the marketing gap to gain a competitive advantage.
A pro tip is to check how competitors use keywords in their ad copies. You will get some ideas for your ads, especially from the customer's viewpoint.
Understand Your Audience
Understand your audience and devise your PPC marketing plan accordingly. With a deeper understanding, you can also segment your audience. This segmentation can be based on age, spending habits, interests, gender, etc.
After you get to know your audience, try using the AIDAS principle to stay on track. AIDAS principle is an acronym for attracting, interest, desire, action, and satisfaction. Ensure you strive to do the following things for your customers:
- Attract and gain the customer's attention.
- Raise customer interest.
- Convince your customers they desire to invest in your product or service.
- Lead customers to take action.
- Lastly, provide satisfaction and add value to your customer's life.
Choose Your Marketing Channels
You should consider these four factors when selecting a PPC advertising marketing channel. These are:
Defining the target audience
Finding relevant keywords
Expanding your reach and exposure
Identifying the actual costs
Have a Solid Content Marketing Plan
Creating great content is vital to impact your audience. However, the most important is content distribution and tailoring it accordingly. To achieve this, you must have a solid content marketing plan. Include the following things in your content marketing plan to get the most out of it:
- Content management process
- Situational analysis
- Channel objectives
- Metrics and relevant data
- Editorial calendar
Use Google Analytics for Evaluation
Measuring performance is massively crucial in online marketing. Without it, you cannot realize whether your marketing plan is correct. Google Analytics helps you see the impacts of your efforts and makes it easy to evaluate everything. It also presents visual reports that give you insights into tracking your ad's performance.
There are several metrics available today. However, you shouldn't ignore the following metrics and keep a strict eye on them:
- Click-density analysis helps you gauge your site visitors' clicking and the following actions.
- Visitor primary purpose: This metric discloses why visitors arrive on your site. A simple survey can help you know people's opinions about your site.
- Task-completion rates: You can use this metric to track user actions and see people who are competing for tasks on your web pages.
- Multichannel-impact analysis: This metric allows you to measure traffic from various channels like radio, TV, print ads, etc.
- Web traffic data tells you how many people have visited your site, where they come from, and what pages they have viewed.
- Web transactional data: This metric is specifically helpful for e-commerce websites. It shows information about your customers and their orders.
- Weblogs: This metric catches customer data, providing valuable insights to improve your marketing plan.
- Web beacons: Web beacons let you understand consumer behavior in a better way. They primarily work in combination with cookies to record on-site actions.
Re-engage Your Existing Customers
Your existing customers are your valuable assets. Therefore, you must nurture and strengthen existing customer relationships to build a stronger bonds. It can also maximize your marketing efforts when they refer your business to friends and family.
Here are some tips for re-engaging your existing customers and earning more for your business:
- Send them valuable notes in the mail
- Ask for referrals
- Wish them happy birthdays
- Request customer feedback
- Share their content on social media
Google ads offer a cost-effective channel for companies of all sizes. So, even in a startup phase, it can benefit your firm. However, PPC advertising requires a lot of patience, time, and intelligent decision-making to reach your desired results. We hope you will follow the 7-process strategy to advertise PPC marketing campaigns for your startup.