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PPC Agency Blog

PPC Case Study: Tampa, Florida Apartment Complex
The E-Commerce & Retail Guide to Running Profitable Paid Ads
How to Get Coaching Leads Through Cost-Effective PPC Campaigns
How to Build Better PPC Campaigns for Your Law Firm
The Electrician’s Guide to Running PPC Ads That Actually Bring In Paying Customers
High-Performance PPC for Roofing Contractors: A Tactical Guide to Lead Generation
PPC Tips to Help Plumbers Get Real Leads Without Wasting Money on Clicks
Strategies for Maximizing ROI with PPC Management
How to Use Google Ads in a Restricted or Sensitive Category
Google Ads vs. Linkedin Ads: Which is Better for Commercial Targeting?
9 Reasons To Fire Your PPC Agency
How To Start A PPC Agency?
What are the Right PPC KPIs to Track?
How to Write Great PPC Landing Page Headlines
Basic Guide to Retargeting in Google Ads PPC
Display URLs: Optimizing Display URLs for Google Ads & PPC
What Marketers Should Know About Automated Bid Algorithms in PPC
Ultimate Guide to PPC Remarketing: Bring Users Back When They Don’t Convert
Should You Avoid Automated Bidding With Google Ads?
How To Dial In Your Cost-Per-Lead Using PPC?
How to Find the Best Conversion Rate Optimization (CRO) Services
PPC Management Pricing: What Should I Pay My PPC Agency?
How Much Does it Cost to Sell On Amazon?
10 Most Important PPC Metrics to Track
What Makes a Good Click-Through-Rate in Google Ads PPC?
Implementing Flexible Bid Strategies in PPC
How to Set Up Facebook Retargeting
How to Increase Landing Page Conversions
Understanding Google’s Ad Rank Formula in PPC
How to Improve Facebook Ads Conversions
How to Implement a Successful Video Ad Campaign
Google Ads vs. Facebook Ads: Which is the Better Advertising Medium for Your Business?
Negative Keywords: The How & Why of Negative Keywords List Building in Google Ads
How to Use “Not Provided Keywords” to Maximize Google Ad’s Impact
How to Avoid Choosing the Wrong Ad Rotation Setting
Chiropractor PPC: Google Ads Guide for Chiropractors
PPC Keyword Match Types & Why They Matter
PPC Marketing Management for Law Firms: A Comprehensive Guide
Broad Match: Best Practices for Targeting Broad Match Keywords in PPC
How to Use Shared Campaign Budget in Google Ads
How to Adjust for Seasonality in PPC Advertising
7 Alternative PPC Ad Networks
Improve Your PPC with Conversion Funnels
How to Use Google Keyword Planner
How to Avoid Keyword Cannibalization in PPC
12 Best Tips for PPC Calls to Action
Dynamic Search Ads for Beginners
How to Take Over Management of an Existing Google Ads Account
How & Why To Leverage Amazon Sponsored Brand Video Ads
Dayparting: Setting Up Time Of Day Bid Adjustments In PPC
How to Use Video Ads to Build Trust
How To Warm Up Your Instagram Audience
8 Tools for Analyzing Your Competitors in PPC
How To Create Better Ad Groups In PPC
How to Target Competitors On Facebook With Interest-Based Audiences
Most Common PPC Questions & a Few Answers
8 Best Link Building Tools for SEO
How To Calculate The ROI For PPC & Improve It
Strategies for Increasing Click-Through Rate in PPC
Exact Match Keywords: How to Target Exact Match Keywords in PPC
How to Perform B2B Lead Generation on Linkedin
Google Ads Suspension: ‘How-to’ Guide for Fixing a Suspended Google Ads Account
The Ultimate Guide to Google Ads Quality Score
How Often Should You Update Your Google Ads Campaigns?
How To Estimate Conversions In Google Ads
eCommerce PPC Strategies for Maximum Sales Growth
What Is ROAS? Complete Guide To Return-On-Ad-Spend For PPC
How to Scale Your PPC Campaigns
9 Pointers For Increasing The CTR For Google Ads
13 Tips for Optimizing Paid Search Campaigns
Why Aren’t My Google Ads Showing & What to Do About it
PPC for Accountants & CPAs: A Beginner’s Guide
8 Reasons to Bid on Branded Keywords in PPC
PPC Automation Tools for Scaling Campaigns
SEO vs. PPC: 21 Best Practices for Organic & Paid Marketing
When to Increase Your Bid in PPC (Pay Per Click)
Branded Search: Why Branded Searches Give the Best Conversions
How to Create Your Own PPC Project Checklist for Optimizing Time Management
5 Reasons to Use Dynamic Keyword Insertions in Google Ads
11 Effective Pop Up Ad Strategies in Paid Marketing
5 Local Lead Generation Tactics Using PPC
Complete Guide to Local PPC: How to Target for Local Paid Search
A Guide To PPC Competitor Analysis in Paid Search
Why You Should Use Dynamic Landing Pages in PPC
How to Improve Google Ads Conversions
How Much Do Instagram Ads Cost
What is Cost Per Click in PPC?
Google Ad Extensions Explained
Understanding Ineligible Clicks in Google Ads
Optimizing “People Also Search For” in PPC
Landing Page Conversion Rate Optimization for SEM/PPC Campaigns
How to Perform Keyword Research with Google Ads Keyword Tool
Optimizing PPC Campaigns for SaaS Businesses
8 Landing Page Test Ideas for PPC
9 Excel & Spreadsheet Tips for PPC Managers
How to Beat PPC Seasonality Issues
How to Do Cross Channel Lead Generation With PPC
How to Use Micro Conversions for Lead Generation with PPC
The Eventual Deprecation of Third Party Cookies
A/B Testing for PPC Lead Generation Success

All Blogs

Samuel Edwards
|
December 3, 2024
How to Maximize Impression Share in PPC

PPC ad campaigns are complicated.

Getting started is easy enough. You can choose a small handful of keywords, set a campaign budget, and watch your advertisements roll out for users that are, presumably, relevant for your brand.

But if you’re interested in making the most out of every dollar you spend on PPC advertising, you’ll need to think critically about your keyword targeting strategy, your campaign budget planning, and more.

That also means making strategic changes to your PPC campaign overall so it performs better, ultimately earning you more visitors and more conversions for less money.

One of the most important concepts to understand in pursuit of this goal is impression share.

But what exactly is impression share and how can you maximize it in your Google Ads PPC campaign?

What Is Impression Share in PPC?

What Is Impression Share in PPC?

“Impression share” is a relative measurement of how frequently your ads appear in a given search engine results page (SERP) when a user searches for a relevant query.

For example, let’s say your ad is in position 1 for each search relevant for your settings – and you have unlimited funds to sustain this ad placement indefinitely. In this scenario, you’d have an impression share of 100 percent.

Obviously, impression share metrics are valuable. The higher your impression share is, the more frequently your customers are going to see your advertisements.

But when it comes to PPC strategy, maximizing impression share isn’t just about flatly increasing this metric.

That’s because impression share in Google is usually a byproduct of your ad Quality Score, your budget, and the nature of your competitors. Since you have no direct control over how many competitors are competing with you, and we can safely assume you’re already optimizing your ad Quality Score as much as possible, we can quickly identify the main problem holding back your impression share: budget.

Yes. If your only goal is increasing total impression share, there’s a very straightforward path to achieving it: spend more money.

But if you’re like 99 percent of PPC advertisers, this probably isn’t doable. You’re already spending as much money as you can afford on this strategy.

That means we need to take a different route. Assuming you can’t just throw money at this problem, how can you optimize and rearrange your PPC spending to make your impression share work in your favor?

Ultimately, this strategy boils down to increasing the impression share of your best performing keywords, potentially at the expense of decreasing impression share and spending on your worst performing keywords.

Let’s dig in.

The High Level: What’s the Value in Maximizing Impression Share in PPC?

First, why does this really matter?

In your PPC advertising campaign, you’re going to have some winners and losers. There are going to be some keywords and advertisements that return exceptional value to your brand, and some keywords and advertisements that are barely worth pursuing.

If you’re interested in getting the most value from the money you spend, it’s useful to move resources away from underperformers and toward your best performers. Maximizing impression share for your most valuable target keywords achieves this.

Maximizing impression share can also be a competitive advantage. If you’re running PPC advertisements in a highly competitive environment, it may be advantageous to get the highest impression share possible for a contested keyword; in this way, you can minimize the impression share for competitors’ advertisements.

How to Identify Your Best Performing Keywords in PPC

How to Identify Your Best Performing Keywords in PPC

The first step in the process of maximizing impression share for your best performing keywords is identifying your best performing keywords.

There are a few key metrics that are especially important in making this determination. The most straightforward indicator of value is conversion rate, since conversion rate is often tied to revenue.

There are many actions that can qualify as conversions, so it’s important to track all of them. Making a purchase, filling out a form, or even watching a video could be a meaningful user action that predicts revenue generation in the near future.

The higher the conversion rate is for a target keyword, the more generally valuable we can assume it is. Would you rather have 1,000 visitors on a landing page capable of achieving a conversion rate of 8 percent? Or 1,000 visitors on a landing page with a conversion rate of only 1 percent?

In Google Ads, you can do this in the Keywords report, where you’ll see a breakdown of all your target keywords – including conversion rates for those keywords. You can use filters to selectively ignore your worst performing keywords, and bring your best performing keywords straight to the top.

Depending on the goals of your campaign and the nature of your target audience, conversion rate may not be the only variable worth considering. You may also want to consider the value of each conversion, the value of different types of landing page behavior, and other factors.

Still, conversion rate is a great place to start.

Analyzing Low Impression Share

In the Keywords report, you’ll also see a breakdown of impression share.

Ideally, all your best performing keywords would have an impression share of 100 percent – but we can pretty much guarantee this isn’t the case.

How can we push that impression share higher?

First, we need to analyze low impression share.

In other words, why are we seeing the impression share that we are?

You’ll need both Keywords and Campaigns reports to uncover more details.

  • Search Lost Impression Share (Rank). Search Lost Impression Share (Rank) tells you the percentage of time your planned ad didn’t appear for relevant users because of a poor ad rank. Ad appearances are calculated based on a complex formula that includes your bid, your ad quality, and the bids and ad qualities of your competitors, so unfortunately, this can’t give you a perfectly clear picture of why your impression share is lower than you expected. Start by looking at your ad Quality Score to see if there are any noticeable problems in that area. After that, look at your top competitors and seeing if they’re taking a different approach. Beyond that, your only reasonable path forward is increasing your budget for your best keywords.
  • Search Lost Impression Share (Budget). In the Campaigns report, you’ll be able to see Search Lost IS (Budget), which can tell you what percentage of potential impressions you’re losing due to budget limitations. In other words, the higher this percentage is, the more impressions you’re losing simply because your budget isn’t high enough. Search impression share is another indication of a budget allocation problem in your PPC campaign.

Keys to Optimizing for Impression Share in PPC

How to Improve your Google Ads’ Quality Scores

These are the most important steps to take if you’re interested in maximizing impression share to improve the overall return on investment (ROI) for your PPC campaign.

  • Study the objective data. It’s impossible to make solid strategic decisions if those decisions are based on biased, subjective interpretations. Instead, you need to make sure all of your decisions are rooted in objective data.
  • Cut budget to underperforming keywords. If you don’t have unlimited money to spend on your PPC advertisements, your best option is to free up some extra money by cutting your budget on underperforming keywords. Though target metrics are going to look a little different for every brand, you can usually identify an underperforming keyword if it has a conversion rate of less than 2 percent.
  • Increase budget for top performing keywords. After slashing the budget to your worst performers, consider increasing your budget for the best keywords of your campaign. Sort by conversion rate and split this budget among the top few keywords in your report.
  • Optimize for a higher Quality Score. Your Quality Score, available at the keyword level, is an indication of how your ad is expected to perform, according to Google Ads. The higher your Quality Score is, the more likely your ad is to appear, thus improving Google Ads impression share. You can optimize for a higher Quality Score by focusing on the three main factors used to determine it: expected clickthrough rate (CTR), perceived relevance to users, and overall landing page experience. Sometimes, making simple tweaks to the wording and design of your ad and landing page can make a huge difference.
  • Revisit your conversion optimization strategy. It’s also worth revisiting your existing conversion optimization strategy. Remember, maximizing impression share is a strategy with the ultimate goal of helping you secure more conversions. It may be worth closely examining your existing landing pages and tweaking them to achieve a higher conversion rate, so you can boost the value of specific keywords that are especially important to your campaign. After that, you can increase your spending on those keywords.

Do you need help understanding which of your keywords are most valuable for increasing impression share in Google Ads?

Are you totally lost when it comes to doing deep dives into the analytics of your Google Ads PPC campaign?

PPC.co is here to help. Whether you’re thinking about starting a brand new campaign or you’re working out the kinks and negative keywords of a nascent Google Ads campaign that’s been running for years, we have the experts and tools you need to succeed. Contact us for a free consultation today!

Timothy Carter
|
December 3, 2024
How Automation and AI Revolutionize PPC Campaign Management

1. Match Type Evolution: Embracing the Power of Broad Match

Traditional match types (Broad, Phrase, Exact)

Google Ads Match Types: What Are Keyword Match Types?

Source

The world of paid search marketing is constantly changing, and one of its most important shifts has been the evolution of keyword match types. In its traditional format, there are three main match types used to target specific searches: Broad Match, Phrase Match and Exact Match. Broad Match is the least restrictive while Exact Match yields only targeted searches at minimal traffic volume.

Phrase matches keywords with more than a single term linked together within quotes. The new robust broad match type helps reduce manual effort in campaign management while still allowing for some level of customization and control over targeting choices through accompanying KPIs and segmentation filters such as device exclusions or placements like Google Display Network sites that you may veto from future campaigns.

The shift toward match type consolidation

The traditional match types of a PPC campaign, like Broad, Phrase and Exact, were becoming increasingly inefficient in their ability to reach valuable customers. This eventually gave rise to the idea of consolidating and simplifying them into a single match type–Broad Match — designed to increase targeting potential with minimal effort.

Businesses now have much better control over their ads campaigns using this flexible form of matching across different variations of keyword searches quickly bidding for top spots accordingly. Smart use of negative keywords is also key here in disallowing irrelevant queries from being bid on under this simplified approach.

Benefits of utilizing broad match for enhanced targeting and reach

The introduction of greater flexibility with broad match has greatly expanded the possibilities for targeting in PPC campaigns. By utilizing this type of match, advertisers can reach users that previously may have not been exposed to their brand—opening up a wider net and likely driving more traffic to the website.

Additionally, compared to alternative options, such as exact and phrase match keywords, which limit searchability to specific words or word orders, broad match increases coverage by leveraging patterns rather than matching one specific form of query.

Strategies to optimize and control broad match campaigns effectively

To effectively optimize and control broad match campaigns, start by segmenting them into their unique keyword type to better monitor performance. Define tight negative keywords terms, such as brand names or product lines, to avoid irrelevant user searches from skewing key metrics.

Monitor search queries regularly to ensure mid-campaign optimization stays relevant and use generic language instead of concrete terms when setting up campaigns appropriately.

Always vet each suggestion triple checking for abnormal keyword behavior before committing changes in order to limit wastage from drawn impressions. Finally, leverage automated strategies and be proactive rather than reactive with bid management based upon the seasonal trends of your target audience.

2. Channel Consolidation: Blending Platforms for Maximum Impact

Exploring the challenges of managing multiple PPC channels

managing multiple PPC channels

Source

Managing multiple Paid Per Click (PPC) channels simultaneously presents a number of complex challenges. Having to manage, monitor, budget and adjust for each individual channel can be incredibly time-consuming, each requiring different specialized skillsets and knowledge to ensure optimal results.

Additionally, a lack of visibility across campaigns can lead to inadequate use of funds and associated resources will go unrecognized as well as provide minimal insights into customer behavior trends among platforms. To maintain control over large-scale PPC efforts while optimizing Return on Ad Spend (ROAS), creating efficiently blended campaigns effectively is paramount.

The emergence of blended campaigns

With the overwhelming number of available digital channels, automation and AI are now being leveraged to create blended campaigns which draw on data from various platforms to maximize reach and effectiveness.

Rather than managing ads for each channel separately, merged accounts combine performance insights across different mediums in one dashboard – presenting more consolidated actionable insights. This allows marketers to understand user behaviors in a range of contexts, build richer audience segments and set better goals tuned with specific digital strategies.

Leveraging cross-platform data for better audience insights

Cross-platform audience insights can help drive fully blended PPC campaigns to their maximum potential. When platforms and devices are linked, data behaviors can be cross-referenced for more comprehensive education on relative target demographics and preferences.

Through the distinct joining of user data coming from assigned channels, a clear understanding about an audience’s journey across different touchpoints in the buying cycle can be quickly obtained – ultimately allowing brands to act proactively instead of reacting after responder activity.

How to create and manage a successful blended campaign

To create a successful blended campaign, drop strategies across PPC channels should be used that involve targeting, automation and optimization. The basic structure of the campaigns should take into consideration the different goals for each channel.

Additionally, ad messaging and creative across all platforms should remain consistent for maximum impact. Campaign optimization efforts must effortlessly play off in one another to intelligently shift the budget between channels based on daily performance trends.

Looking at combined KPIs from all channels allows a clearer picture of ROI overall so necessary changes can be made in regular intervals. Finally using experiments will further push your campaign making small tweaks over time to maximize effectiveness along every step designed in the journey against established marketing objectives.

3. From Suggestions to Action: The Era of Auto-Applied Recommendations

Analyzing the limitations of manual optimization in PPC

The limitations of manual optimization are becoming increasingly apparent in the world of PPC campaigns. A paid search specialist is limited by time, and manual optimizations efforts can take a lot of it.

Manual bid adjustments, targeting strategies, vast keyword research all realistically require an allocated budget per month to yield effective results and also require frequent reviews for accuracy.

Therefore, auto-applied recommendations enable PPC managers to automate far more routine tasks and thus save significant time while still ensuring successful outcomes.

The rise of optimization score suggestions

The rise of Optimization Score Suggestions has revolutionized PPC campaign management, putting more decision making power into the hands of automated algorithms.

Years ago, manual optimization attempts often fell short when considering all possible guidelines and conditions. But with these score suggestions, marketers can trust a comprehensive assessment to provide accurate advice so that counter-intuitive best practices become much easier to identify.

Auto-applied recommendations can even be set up for quick implementation; saving both time and money in comparison to traditional methodologies.

Embracing auto-applied recommendations for efficient campaign management

auto-applied recommendations for efficient campaign management

Source

The advancement of automation and AI has marked a significant shift in the way PPC campaigns are managed. One effective tool is auto-applied recommendations for efficient management.

This feature builds off existing capabilities such as bid optimization, ad creatives, automated campaigns and more to provide smarter ways of controlling campaigns without sacrificing user choice or control.

Auto-applied recommendations allows users to quickly actionable insight at a glance, thus providing an easy, intuitive experience that both cuts time and results in increased performance efficiency simultaneously.

Balancing control and automation to achieve optimal results

Automation and AI changes the way digital marketers carry out campaign management. Understanding how to balance control and automation when making decisions is essential in order to achieve optimal results.

A steep learning curve still remains in terms of awareness, but many services now integrate auto-applying suggestions from optimization scores that can save time and automate portions of PPC campaigns while allowing manual entries or adjust controlled variables as needed.

Therefore, constantly monitoring for better performance opportunities should remain in focus, backed up by collaborative effort between one’s skill set and that of automated tools which allow data-driven decisions ultimately leading to improved success rates.

Ongoing Impact of Automation and AI in PPC Campaigns

Harnessing the power of AI-driven bid management

The ongoing impact of automation and AI in PPC campaigns is enabling marketers to take advantage of the efficiency and effectiveness afforded by leveraging AI-powered bid management.

By utilizing specific algorithms, machines are able to flawlessly sort through high volumes of data to determine important finet points such as budget allocation, timing for offers, and customer segmentation, all without requiring hours upon hours from human workers.

Understanding automated ad creatives and testing

Automation and AI have had a considerable impact on the way that PPC campaigns are managed in recent years. Through automated ad creatives and testing, digital advertisers are able to prepare multiple versions of ads quickly and effectively without sacrificing the quality or personalization that would usually take significant amounts of time with manual processes.

AI algorithms help recommend which combinations of visuals, copy text, images, headlines and descriptions should be used together to create the most effective set of ad variations for any given campaign.

With this technology, it’s possible to not only scale large campaigns faster than ever before but also capitalize on data-driven insights more effectively — allowing improved optimization based on past performance rather than simple guesses or intuition.

The role of machine learning in audience targeting and segmentation

The advent of Automation and AI in PPC has changed the landscape of campaign management. The use of machine learning to collect vast amounts of data for advanced audience targeting and segmenting is a major benefit for optimizing campaigns.

From an in-depth understanding of demographics, engagements histories & interests to analyzing customer reaction patters through Analytics – these insights are helping businesses develop custom audiences that will effectively engage with their ad messages and drive conversions targets.

Such advances towards better campaign operations efficiency are set to revolutionize the field, making both day-to-day management more efficient as well as opening doors to alternate strategies never before considered possible.

Conclusion

PPC campaigns continue to evolve on a daily basis, creating new opportunities for marketers that embrace innovation and automation. Automation and AI can have significant impacts on an organization’s success in PPC marketing efforts, from enhanced data-oriented optimization to improved targeting strategies.

By mastering the key concepts of cross-platform campaign blending, auto-applied recommendations, intelligent bid engineering, ad testing improvements with creative automation, and more sophisticated audience segmentation attributes using machine learning algorithms – organizations are able to not just keep up with the changes but thrive.

Staying ahead in the dynamic world of digital advertising means continuously tapping into the power of automation and AI across all aspects of browser-based search or app store initiatives for long term success.

‍

Samuel Edwards
|
December 3, 2024
How to Leverage the Creator Economy to Get More Sales

Today, everyone has the opportunity to become a content creator thanks to the accessibility of free and/or cheap publishing platforms like YouTube, Twitter, Facebook, Spotify, and many others. Most of these online spaces are free and that appeals to people who want to publish their own content.

These platforms are also easy to use, and you don’t need to already be an expert before you can share your content. For instance, you don’t need to be a professional podcaster to generate a following and build a career in this creator economy. In fact, many podcasters have no experience in radio, television, or any other broadcasting arena. They simply buy a microphone and if people like what they have to say, they generate followers quickly.

What does this mean for your business? Well, there’s an opportunity here to tap into this creator economy to generate more leads, sales, and build your brand by reaching an influencer’s audience. Imagine being able to put your product or service in front of tens of thousands of targeted people without having to source them yourself. When you partner with influencers, that’s exactly the kind of opportunity you get.

Some creators don’t have enough fans to make it worth your while, but many have large, loyal followings and sometimes one partnership is all you need to get a good flow of leads and sales. When you partner with a creator who has a strong influence in their niche, you can benefit without having to do any groundwork. All you need to do is come to the table with a generous, irresistible offer.

Influencers are the ultimate advertising opportunity.

Influencers are the ultimate advertising opportunity

How much time do you spend crafting ads that hardly get a response? How much money have you wasted buying advertising spots that generate such a low return you wonder if it’s even worth doing again?

Advertising is a numbers game, but it doesn’t have to be a major challenge. By pursuing opportunities with influencers, you’ll be able to reach a more targeted market without much effort. It’s not a replacement for your other advertising opportunities, but it can be an excellent supplement.

Working with influencers has the potential to help you:

  • Expand your reach to additional audiences.
  • Increase sales and signups.
  • Move people forward in the buyer’s journey.
  • Help you get more content.
  • Increase brand awareness and reputation.

If you’ve been looking for more ways to grow your business and expand your reach, keep reading because in this article, you’ll learn best practices you can apply to generate conversions by partnering with creators.

Step 1: Identify relevant creators in your niche.

As with any marketing or advertising strategy, the first thing you need to do is identify potential creators for a partnership. When it comes to influencers, there’s a big pool to choose from. Some are experienced and well-seasoned, while others are still rookies in the content creator arena. You’ll probably find your target, relevant audience within both of these groups, but experienced creators will bring you bigger results simply because they have more followers and a stronger influence over them.

The toughest part is choosing your partnerships. You need to make sure you engage the right people, especially since you’re trying to find influencers to carry your brand identity and vision forward to the masses.

If you’re looking for influencers on Instagram, find people who have a decent following with numbers that tend to rise rather than decrease, even if their total number of followers isn’t huge. Pay close attention to small-scale Instagram influencers because they tend to have a stronger bond with their audience, which generates more engagement.

You want partnerships with people who are consistent, great with people, and treat their audience well. You will be associated with the influencers you work with, and if you choose people who have a reputation for being disrespectful or rude, your plan might backfire.

Be cautious about partnering with controversial influencers who have a habit of dismissing, angering, or alienating a group of people in a negative manner in order to build up their platform. They might be profitable, but it could cost you your reputation.

It’s one thing to have strong opinions (there’s nothing wrong with that), but you don’t want your brand associated with creators who thrive on putting others down. Look through comments and older videos to get an idea of how each content creator relates to their audience before making the decision to reach out.

Step 2: Work out compensation.

Partnering with a content creator, they will expect adequate compensation for providing you with access to the audience they’ve spent sometimes years building. Depending on what you have to offer and what each creator wants, you might compensate them with money, free goods or services, or discounts.

The more enticing your offer for compensation, the more likely you are to land partnerships with influencers. If you’re looking for people who will promote you for free, those are called brand ambassadors and there’s a completely different approach to that aspect of marketing.

Step 3: Approach your target creator(s) for a partnership.

Once you know who you want to work with, it’s time to send them a proposal of sorts to see if they’re interested. If they’re on YouTube, go to their profile and see if they’ve provided an email address. If they haven’t, find their website and contact them through their form or whatever email address they’ve published. If they don’t have a website or you can’t find it, ask if there’s a way to contact them in the comments section of their videos, podcasts, or blog posts. If they’ve been a guest on someone else’s show, contact the host to see if they can share their contact information.

When you do get the chance to approach an influencer about partnering with you, it’s critical to keep their best interests in mind because they’ll want to know what’s in it for them. Take the time to understand what they need, what their goals are, and who their audience is in terms of demographics. It helps to schedule a live meeting, at least over Zoom. This way, you can both get a feel for each other’s personalities and ask questions on the spot. Having a live dialogue in real time will go a long way in helping you form your partnership.

A word of caution

When forming your partnership, don’t forget about the requirements put forth by the FTC regarding social media influencers. For instance, your influencer will be required by law to label sponsored/paid content, so your commercial relationship is clearly visible. They’ll need to do more than just add sponsored hashtags to posts, and video endorsements must disclose your relationship in writing and verbally in the video.

If a content creator refuses to follow these guidelines, don’t work with them because you can get in trouble if they don’t. Remember that a partnership is supposed to be 50/50, and if they aren’t willing to follow FTC guidelines to stay on the right side of the law, then you might end up with bigger problems down the road.

How to leverage content creators for advertising opportunities

There are a variety of ways you can leverage influencer partnerships to advertise, and here are the most effective.

1. Use programmatic influencer marketing

Use programmatic influencer marketing

One of the best methods to reach your ideal market is by using programmatic influencer marketing. This is a modified version of programmatic advertising, which has been around for many years. In short, programmatic ads are distributed automatically through various platforms at once. The ads displayed to each user are personalized and the content depends on factors like a user’s interests, demographics, and websites they’ve visited.

Programmatic influencer marketing puts a unique twist on this tried-and-true method. Rather than having your ads displayed across an ad network, you get influencers to endorse you on the platforms where they already have a presence.

You can then place their endorsement anywhere else where users are a match to your influencer’s audience. This ensures your content will be seen by people who are more likely to align with the endorsement.

As you advertise your business using your influencer’s endorsement, it will also help them gain more exposure and increase their follower count. It’s truly a win-win partnership for everyone involved.

2. Use retargeting/remarketing

It’s worth establishing a plan in your contract that allows you to use remarketing on your influencer’s channels. This way, you can set up a retargeting campaign that will show additional ads to your influencer’s followers who already interacted with their endorsement of your business. This is too valuable to skip. Some influencers won’t go for it, but some will, and it’s worth asking. You can always try to sweeten the deal with extra compensation if you feel like it’s an exceptionally good market.

3. Have your influencer “take over” your social media

This is something fans go crazy for. It’s hard to pinpoint exactly where the excitement comes from, but people love it when their favorite content creators take over another brand’s social media accounts.

Schedule a day for your influencer to take over one of your accounts, like Facebook, Twitter, or Instagram. You can have a pre-set purpose, like having them handle a Q&A session for a product launch, or just let people know ahead of time that there will be a takeover and “anything goes.” However, on the back end, have everything planned out so nothing is left to chance. What’s appropriate will depend on your specific business.

A social media takeover will bring more of their fans to your channels, and you’ll gain additional followers, subscribers, and leads in the process. In turn, your existing followers will be made aware of your influencer, and they’ll benefit just as well.

The challenge here is to set your rules and process ahead of time so that everyone involved knows the boundaries and nothing inappropriate gets posted to your account. For example, agree on what swear words are okay (if any), and have a plan to moderate any live chats, like on YouTube. You should always ask your influencer to send you their plans in advance so you can make the final approval and have your team post it rather than giving them access to your account. However, this won’t work for a live takeover.

Before engaging in a live takeover, be sure you can trust your influencer and change your passwords immediately after the session is complete.

4. Promote your influencer’s content

If you’ve partnered with a creator who produces content that reaches a lot of people, consider paying to promote the pieces of content that feature your business. You can either boost their posts directly from their social media accounts or get permission to repurpose their content and incorporate it into your own marketing efforts, like PPC ads or other paid promotions.

Increase your revenue with influencer partnerships.

Increase your revenue with influencer partnerships

Now that you know how valuable influencers are to work with, it’s easy to see why so many businesses sponsor content creators or collaborate with them on projects. The right influencer can help you reach thousands of people in your market – people who trust them and will see your business through that same lens.

If you’re looking for a powerful and affordable marketing technique, you won’t be disappointed by influencer marketing.

Samuel Edwards
|
December 3, 2024
Using Pay Per Click (PPC) for Online Reputation Management

Let’s try a little exercise.

Open a new tab and go to Google. Type in your business or brand name and check out the first result.

Is it one of your sites? If not, then a pay per click (PPC) campaign could improve your online reputation management.

Business owners following conventional advice typically know to make a Facebook page and build a basic website that covers the products or services they offer. But will that be enough to get the meaningful traffic and brand building you need to achieve immense success as a business? In a word, no.

So, What is PPC?

What is Pay Per Click

When you go about your daily internet use, you probably see hundreds of ads in a variety of forms. The highest results on search engines are often ads; the first recommended videos on social media platforms are often ads, and then there are pop-ups and banner ads, too.

Each of these types of ads could be part of a PPC campaign. Some might even be from your competitors working to stay on top of their reputation and reach online. If you’re not using PPC, you’re just letting opportunities slip through your fingers. Who wants that?

The simple explanation of a pay per click campaign is that it is a method of online advertising where the advertising party, in this case, your business, pays a fee for each time that a customer clicks on their ad.

You can buy site visitors this way and, if the campaign is well-managed, the fee you pay to get visitors is nothing compared to how much each site visit is worth to your business.

Of course, you might be thinking, “my site gets visitors on its own, I don’t need to pay for them.” If so, we offer our congratulations. Organically earned visits are nothing to sneeze at. Just don’t be so sure you can’t make huge improvements on the numbers you’re already getting with PPC.

What do you have to lose? Or, more to the point, think about what you potentially have to gain.

How PPC Works

Pay Per Click Process

At this point, everyone knows how important search results are to making connections and sales.

So, it’s no surprise search engine ads are one of the most common forms of PPC. If you want to be at the top of the heap, literally, when people make searches related to your business, you need a PPC search campaign.

Google Ads is the standout PPC advertising system for good reason. The process is clear: advertisers bid on keywords and have the potential to be winning ads shown in the super valuable space above all the other search results.

You can get the website and information you want your potential customers to see right under their noses and you only have to pay when they click on your ad.

But what does that all really mean for your business?

What PPC Can Do for Your Business

What PPC Can Do for Your Business

Right to the point. You want to know if all this PPC stuff is going to be worth your while and if it can really affect your brand. We won’t make you wait any longer.

Here’s what PPC has to offer:

Exposure, Exposure, Exposure

As we’ve already discussed, PPC can get your business in front of more eyeballs online.

You want your target audience to see your business out there repeatedly and feel like your brand is familiar. Trustworthy.

Credibility is a huge part of reputation management for any business. It’s part of the foundation that leads current customers to refer future customers and keep growing the customer base.

Feeling like a familiar brand online can go a surprisingly long way. With a huge chunk of purchases coming through word of mouth referrals, you want to make sure you’ve done everything you can to encourage referrals of your business.

Exposure is what you make of it but PPC is a great way to get more.

Utilizing online reputation management services can help maintain a positive online reputation by addressing negative search results and enhancing online reviews.

Partnering with an online reputation management company to implement effective online reputation management strategies across social media accounts can solidify your brand’s online reputation and drive more engagement.

New Customers

It all boils down to getting more customers for your business.

When more people see your business online, more people become customers. They can’t patronize a business they’ve never heard of before, right?

Put yourself in the shoes of a new customer. They hop online, open Google, and search some terms related to your business hoping to find what you have to offer, blissfully unaware that you have what they need.

If you use PPC, you can make sure that said customer sees your business first. They click on it, you pay the search engine (Google, no doubt), and hopefully, you have a new customer and a hefty profit. It’s a win-win-win. Maybe that new customer refers another customer and then it’s too many wins to count.

But if you don’t use PPC… it’s a whole different story. Because you see, even if you’re not running a PPC campaign, one of your competitors certainly is.

Then, they get to show up first in the results and the customer you could have had is lost before they ever even see what you have to offer.

Losing is no fun. Use PPC.

Managing the Narrative & Online Reviews

While it may sound like some nonsense invented by a PR firm or a politician, having control over the narrative surrounding your brand is important work.

Put it this way: do you want negative reviews or bad press to be the first things that pop up when potential customers search for your business?

Take a minute. It’s a tough question.

No, of course not.

You want customers to think the best of your business and a big part of that is staying on top of search results.

If you can make sure customers see the good stuff first, the X factor that makes your business better than the rest of the pack, then you’re in pretty good shape.

Making it Happen

So, if you’ve read this far, it’s probably safe to say you’re intrigued by the potential of PPC and interested in trying it out for your business.

Where to start?

You could give it a shot yourself, certainly. But if you’ve been around the block a few times in the business world you know there are some things best left to the professionals. You do the work you’re an expert at and someone else can handle the tricky, intricate marketing side of things.

That’s where we come in.

At PPC.co and SEO.co (for search engine optimization) we have a team of experts ready to help you with a stellar PPC campaign. It’s in our name and everything.

We can boost your brand’s visibility, improve perceptions, and get you the customers you deserve. And we’re not just saying that; we have the results to back it up.

You’ll be able to customize almost every element to your specific needs and desires. No cookie-cutter campaigns here.

So to review, you’ll get:

  • More exposure
  • More customers
  • More control
  • More winning!

All at affordable rates that protect your bottom line by giving you a positive online reputation.

You don’t want your business to wither away at the bottom of the third page of search results, never to be seen by customers.

You don’t want to lose control over your brand perception or narrative.

And you certainly don’t want your competitors to get one up on you while you sit on your hands, right?

Contact us today and we’ll get you started with a PPC campaign that won’t just manage your reputation online, it will perfect it. You won’t be sorry.

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