Have you been hearing a lot about the benefits of paid search, but you don’t understand the intricacies of search marketing? Digital Media Solutions is here to help. In this article, we’ve answered five of the most-searched questions about paid search. Click on your question below to see the answer.
- What is the meaning of PPC in digital marketing?
- What is the difference between paid search ads and PPC?
- How do you know if your paid search campaign is working well?
- Is it okay to let Google automatically optimize my paid search campaign?
- How can I increase my PPC conversion rate?
PPC stands for “pay-per-click” which is typically a reference to how people pay for paid search advertising. However, PPC advertising can also include other forms of digital marketing for which advertisers pay by the click.
Paid search ads are a type of PPC or pay-per-click advertising. However, PPC advertising can also include other types of digital marketing for which advertisers pay by the click. Additional PPC advertising methods include:
- Display advertising
- Affiliate marketing
In general, a paid search campaign is working well if it is successfully contributing to the overall marketing objectives. Paid search campaign performance can and should be measured by evaluating key performance indicators (KPIs) including:
- Click-through rate (CTR)
- Cost per click (CPC)
- Conversion rate (CVR)
- Cost per conversion (CPV)
Many advertisers measure the success of paid search ads based on the metrics tied to an early milestone, such as a form fill. However, paid search campaign performance should always be measured based on the results of the milestone that most closely ties to the business goal, such as generating sales. Performance marketing technology, such as Sparkroom, can help with accurate paid search campaign evaluations. Sparkroom integrates with third-party paid search data sources (Google and Bing) to connect pre-lead to post-conversion data into a single paid search dashboard view with transparency into the complete customer journey from impressions through to bottom-of-the-funnel conversions.
It is okay, but not preferred, to let Google automatically optimize your paid search campaign. Typically, Google optimizations are made with the intention of optimizing lead volume and not necessarily scaling your final key performance indicator (KPI). Unless you are pushing offline conversion data from your customer relationship manager (CRM) back to Google, Google is not able to optimize on post-lead conversion milestone data or conversion performance. Click here to learn more about Google Attribution and why you should not rely solely on Google for campaign optimizations.
There are infinite ways to increase PPC conversion rates. Here are four examples:
- Optimize landing pages: A clear call to action (CTA) and simplified form fields can deliver strong PPC campaign results. Continuous A/B testing of landing pages can improve PPC conversion rates.
- Dayparting: Traffic and conversion trends can help determine optimal days and hours for your campaigns to run. By reducing PPC media spend during time periods that produce fewer or no conversions, you can effectively improve the overall PPC conversion rate.
- Add phone numbers: Click-to-call technology allows advertisers to place phone numbers directly into PPC ad copy. By giving consumers the option to directly call you when they’re in research mode, you may be able to increase your PPC conversion rate.
- Remember mobile: Mobile usage is growing, and recent Pew Research Center data shows 77% of Americans own smartphones. Creating strong user experiences for mobile users can increase PPC conversion rates.
Click here for more ideas to increase PPC conversion rates, including ad extensions and campaign optimization methods.
Are you in the process of reimagining your paid search win?
The team at Digital Media Solutions (DMS) loves helping marketers excel at search marketing, through highly optimized paid search and PPC campaigns. We can help you visualize your victory and elevate your marketing strategies to achieve your marketing goals. Contact DMS today to take your paid search campaigns to the next level.
Important Note: We believe there is no such thing as a stupid question, so feel free to ask us all your paid search questions when you reach out.
This article is part of our “Ask a Stupid Question Day” series, in which Digital Media Solutions is answering 55 questions about digital marketing to celebrate the September 28 holiday. Additional articles within this series cover digital marketing, performance marketing, lead generation, pay-per-call, affiliate marketing, email marketing, SEO, content marketing, programmatic and social advertising.