What are the objectives of PPC campaigns ?
Increasing the number of orders / leads
The “Pay-per-click” promotion campaigns will generate visibility on the selected advertising space, traffic and, implicitly, the increase of the number of customers / leads. The segmentations made available by Google Adwords [1#], Youtube, Instagram and Facebook [2#] platforms (geolocation, age, interests, device, behavior, etc.) allow us to implement personalized promotion strategies according to niche, audience and business.
The optimization of the conversion cost involves detailed segmentation of the audience (new customers / old customers), changes regarding the visibility by hours / geolocation and segmentation by device type. Using digital measurement technologies / tools we can customize each type of promotion campaign through Google Adwords (Youtube) / Facebook Ads (Instagram), the ultimate goal being to get a positive ROI (Return On Investment).
The conversion rate from Returning Visitors [3#] consumers is generally double that of New Visitors users. Improving the General Brand Awareness KPI, along with innovative product marketing and the use of multiple online promotion channels [4#], (through Google Adwords and Facebook Ads) will give you the necessary visibility until the final stage, when the consumer decides to make the purchase from your site. Among the brand awareness signals we mention: brand search engines, direct site traffic, multiple references about your site.
1. Search Network promotion campaigns
Immediate visibility to the audience of your site through the representative keywords of the business. The management and optimization of Google Adwords (PPC) campaigns are also customized according to the available budget, site audience, product (s) marketed and competition. Among the most innovative Google products for Search Network campaigns, we mention:
2. Promotion in Google through the GDN display network
The Google Display Network (GDN) is the advertising space through which you can stay close to those who have visited your site or even those who are still unaware of your brand. Each consumer wants a personalized experience with your online store / website, and through Display campaigns we can build segmented communication. High performing Display campaigns include:
- Remarketing dinamic pe baza unui feed/catalog de produse [7#]
- Anunturi grafice de tip bannere/text
- Anunturi grafice personalizate in Gmail
3. Video promotion campaigns (Youtube / Facebook / Instagram)
Video graphic ads placed through Youtube have several display forms, depending on the size of the devices used. PPC Video promotion campaigns are recommended only for certain types of businesses and are one of the digital channels that help to increase brand awareness.
4. Real-time campaign reporting through Google Data Studio
Google Adwords campaigns set up and managed by PPC specialists are integrated with the Data Studio [8#] interface, customized by us for you. Reports are updated in real time, so you can view paid campaign figures.
Please note: All Google Adwords accounts managed by the digital agency Clevericious are the private property of the clients, even after the collaboration with us.
1. CPC campaigns (traffic to your site)
The bidding in the Facebook Ads advertising space through campaigns with traffic objective must be corroborated with graphic materials (banners), which correctly transpose the promoted product. The costs and results of the Facebook promotion campaign are generally conditioned by the selected audience and the graphic transposition of the product (s). We offer support and consulting regarding the promoted graphic materials, depending on the performance of the campaigns.
2. Facebook Ads campaigns for brand awareness
The digital strategy proposed by our agency may involve, depending on the business, the integration of campaigns in which we do not “move” the consumer from Facebook to the site. The knowledge gained through the management of the projects and the various areas promoted on Facebook helps us to design a mix of strategies according to the consumers’ requirements, their browsing experience and the final objective.
3. Video promotion campaigns
The Facebook platform, based on information from registered users, recommends that the videos should not be longer than 30 seconds. The advice offered by Facebook consultants is to try to have videos of about 15 seconds, this being the type of advertisement that has the most complete views (until the end).
4. Automated campaigns based on a product feed
Adding some pixels that record the user experience on the site, the interaction with the important buttons on the site (Add to cart, contact us, add to favorites) allow us, based on the creation of a feed / product catalog [9#], to implement personalized strategies for each type of user.
Among the sales techniques we mention some strategies that can be implemented:
- Remarketing dinamic
5. Lead generation campaigns (emails, contact details)
The adaptation of the digital promotion strategy must be correlated with the business audience, respectively with the objectives proposed to be achieved. If the goal is to gather a segmented database about your customers, then this campaign is right for your site. This promotion campaign is only accepted by Facebook Ads.
6. Promotional campaigns through Instagram
Through the Instagram platform we can integrate personalized promotion campaigns, such as:
- Pay per click campaigns (with the aim of generating website traffic)
- Video promotion campaigns
- Stories promotion campaigns
In 2018, the Instagram platform registered an increase of users, thus reaching a monthly figure of one billion active users. Thus, this advertising space can also be suitable for your business.
PPC resources for campaign optimization
- [1#] https://support.google.com/adwords/editor/answer/1052569?hl=en
Learn how to integrate audiences into PPC promotion strategies (Google Adwords advertising)
- [2#] https://www.facebook.com/business/news/audience-insights
Everything on Facebook is about audiences. Depending on your audience, you can segment your future customers. Any Facebook Ads agency must have audience for advertising campaigns
- [3#] https://www.klipfolio.com/resources/kpi-examples/digital-marketing/returning-visitor-metric
How effective are Performance Marketing campaigns in building the right audiences? PPC agencies that offer Pay per click services should monitor the data correctly.
- [4#] https://support.google.com/analytics/answer/2755736?hl=en
Attracting traffic from multiple digital channels generally improves the number of assisted conversions. A Google Adwords / Facebook campaign set up by a specialized agency grows no. of orders.
- [5#] https://support.google.com/adwords/answer/2471185?hl=en
Pay Per Click campaigns are based on Googlebot’s artificial intelligence, which is self-activating through deep-learning, requiring constant optimization.
- [6#] https://support.google.com/adwords/answer/2701222?hl=en
PPC promotion dedicated to predefined audiences who have visited the site or certain sections of it.
- [7#] https://support.google.com/adwords/answer/6053288?hl=en
Dynamic remarketing, PPC (Pay per click) custom campaign displayed within the Google Adwords (GDN) network.
- [8#] https://www.google.com/analytics/data-studio/
Google Data Studio, a free tool to create custom reports on Pay-per-click campaigns.
- [9#] https://www.facebook.com/business/help/1598907360340114/?helpref=hc_fnav
Documentation to create dynamic campaigns on Facebook based on custom catalogs.