At the start of our imaginary marathon, we should make sure that our PPC campaigns are effective enough, bring in new customers and that the money we invest in them is not wasted. At the beginning, it is not entirely advisable to overdo it and invest too much money in the campaign to gain as many customers as possible. It is also necessary to note that in B2B markets, more money invested in PPC does not automatically mean more interest and more responses to our advertising (so-called leads ).
PPC: what to keep in mind
In PPC, quality often prevails over quantity. If we don't want to waste money, the selection of keywords for an advertising campaign in search results should not be neglected at any cost. It can significantly affect the performance of the entire campaign. But what do we actually mean by keywords? They are words selected in advance by the advertiser, after entering which into the search engine, their ad will appear in paid search results if they succeed in the ad auction. The most fruitful results in B2B are often specific words and phrases with a lower search frequency (so-called long-tail words ). It is definitely worth investing more in these words and phrases, which often express great interest on the part of the customer who entered them into the search engine, than in those that will be searched by more people, but who are not that interested, and we would be paying unnecessarily for their click through to our site.
PPC: Quality Score
Related to the above is a very important aspect of PPC: the so-called quality score – a score measuring the instagram database relevance and quality of our advertising and keywords. It is rated on a scale of 1 to 10: the higher the number, the higher the ROI we can expect. It will also help us estimate our overall performance in the advertising auction. Values closest to ten also help reduce both the cost per click (the price that the advertiser pays for each click on their advertising) and the cost per conversion (here, as the name suggests, you do not pay for a click, but for a so-called conversion – an action that the customer performs – for example, requesting a newsletter subscription or purchasing a product or service). As an example of poor keyword selection, let's give an imaginary marketing agency. It chooses PPC campaign audit (which may be one of the services it offers) as a keyword phrase (after which an Internet user enters the agency's advertisement) , but in the text of the advertisement it only mentions that it specializes in online advertising. This advertiser cannot expect a high quality score for the keyword in question, as their ad does not mention any PPC campaign audits and at first glance it seems that what the customer is looking for is not in the agency's service offering. A potential customer would probably not click on such an ad and would look elsewhere.