In pay-per-click services, you have to pay money for every click made on your ads. When speaking of PPC ads in marketing, all companies focus on the fact that their money is not getting wasted and the clicks on the ads generate revenue for the campaign. They plan and apply the best tactics to attract relevant traffic on their ads and run an effective PPC campaign.
However, many times they see results that do not meet the set targets and businesses have to rework their PPC strategy. Why does this happen? There can be few reasons, but the common ones are lack of execution on defining goals and budget, writing ad text, etc. to get the desired result. PPC campaign involves meticulous work on various aspects like conducting proper keyword research, ad optimization, optimizing landing pages, ad relevance, etc.
For any PPC company, it is all about the management of these ads and generating profit whenever a visitor purchases the product after clicking on the ads, otherwise, they may end up clearing their budget. To save this money and have a good ROI, the company gets in touch with the white label service providers. These service providers help the PPC Company to get their work done and resell the product on their brand name.
These white label marketing service providers have a team of PPC experts and they get things done as per your choice to generate greater revenue for your campaign and be ahead of your competitors.
Acquire/learn technical knowledge about the PPC world
The beautiful thing about learning is that no one can take it away from you. White label marketing service providers know the technical aspects of PPC in marketing. This knowledge helps them in executing the things as per the choice of the PPC campaign. They first understand the objectives of the PPC Company as to the specification of their products, what rank they want to be placed on the ads list etc. The white label services then put the things in accordance with the PPC campaign and make a plan on all the technical aspects on how to use it, to give the best outcome for the company.
There are different domains that the white label marketing agency deals with in digital marketing, let’s try to understand them.
Search engine optimization (SEO)
PPC and SEO both are a part of digital marketing and are confused to be the same but in practice, SEO is different than PPC. SEO stands for Search Engine Optimization; it increases the quantity and the quality of traffic to a website through unpaid or organic search results. SEO leverages keywords on the website to display results when a specific search is made and helps the website to rank better in search engines.
Let us now see how SEO works: When any search is made in the search bar of search engines like Google, the search engine gathers complete information about the search query and brings back information, building an index. This index is now fed through an algorithm and then the search engine displays the results as per the search query. This does not mean that anything related to the search query would be displayed on the front.
For any website to rank higher and to be displayed in the top results, many other things also need to be focused on like the type of content provided, optimization of content, ad relevance, are the title tags informative, etc. Taking all these factors and various other parameters the search engine then decides which website to display higher in the search query. So having an SEO-friendly website that is also user-friendly and has all the important contents optimized as per the guidelines, always has chances to get displayed at the top of the SERPs. If you find it difficult to rank better on the search engine, the facilities of white-label service companies can always be taken to increase the business. The white label SEO companies work on planning & strategy to meet the client's requirements like link building, increasing brand awareness, etc.
Pay-per-click (PPC)
Pay per click (PPC) is a paid search marketing method, in which the PPC Company has to pay money to the search platforms whenever a click is made on their advertisement. The main aim is to lead the visitor who clicks on the ad, to buy a product and convert them into a customer. As this is a paid search, so you would not like any irrelevant visitor to click on the ad. In order to prevent irrelevant clicks, PPC campaigns need to conduct proper keyword research, create relevant ads for each ad group, include negative keywords, etc. to display it only to the relevant customer. These include adding negative keywords, setting budget and bidding price, etc.
Whenever there is an ad spot on the search engine result page, there is a bid on the keyword instantaneously, and depending on many factors like the quality of the ad, the bidding price, etc. the search engine decides where to position the ad. Advertisers use platforms like Google Ads which help them in deciding when and where the ad is to be displayed.
• Keywords and negative keywords: Keywords are the linking bridges that help the advertisers reach the target customers looking for their services. Negative keywords prevents the ad from displaying to the irrelevant users who have very less chances of converting, thus saving both time and money for the business. This way businesses can find an increase in the CTR, conversion rates, etc. that improves the performance of their ads.
• Ads: While making strategies on PPC in marketing, the company also needs to work on ads. The ads have description lines, headlines, URL and is the best way to convey the advertiser’s message to the relevant visitor. Ad extensions can also be used as they are engaging and keep the user interested while communicating information.
• Budget and bidding price: The campaign managers should always set a price that they are ready to pay. Some advertisers use automated bidding strategies. This needs to be monitored smartly and should always be kept in check depending on the activity of the competitor.
• Ad rank: The goal is to win the bidding and rank the ad higher. Try focusing on the quality of the context, relevance of the keyword, landing page quality so that the search engine ranks your ad higher.
• Targeting customers and conversions: All the hard work by PPC campaigns is put into action so that the relevant customers click on the ads. Campaigns should focus on creating buyer persona based on demographics, age, gender, interests and habits, search intent and various other factors. Businesses should provide them with all the product descriptions, facilities, proper CTAs, and services at ease so that they end up buying the product, show interest to fill the form, and become customers.
Mistakes to avoid in PPC campaigns
In digital marketing, pay-per-click marketing is one of the best ways to increase customers to your business. But it is not that easy as it appears, as in PPC advertising, businesses have to pay money for every click made on their ads and if things do not go as per plan they may end up losing their ad budget.
When campaigns start losing money they start believing that maybe PPC ads are not for them and they do not have positive feedback or trust in the PPC marketing model. With proper planning and understanding, one can create a strategy to achieve their desired goals. If the problem continues then they can outsource and avail white label services to increase their business growth.
Let us see some of the mistakes to be avoided in PPC campaigns and use the PPC in marketing strategy to work out better.
Irrelevant landing page- After a click is made on the ad, the visitor reaches the landing page. The landing page should be presentable and easy to read. It should also be mobile-friendly as the user can buy the products or services from any device like desktop, mobile, tablets, etc. The landing page should address the purpose of the visitor that made them click on the ad.
The page should go in relevance to the ad displayed in the search engine, to make the visitor buy the product. This landing page will decide whether the visitor is going to move down the marketing funnel, so try to answer all the questions of the user and present them with a call to action (CTA). Make sure that the images and the description are keeping the interest of the visitor engaged and do not frustrate the user.
Not updating content- What worked for you yesterday, may not work today. Things keep getting updated and change from time to time. With the seasonal and trendy changes, the focus should be to keep updating the content and optimizing it as per the market demands. The digital trends, new features, behavior of the consumers, relevance of the product need to be updated from time to time to keep the user interested. This will not take much of your energy as you would not have to start from the beginning rather only have to do some edits. This will bring freshness to your content and help to skyrocket your campaign without any extra work.
Improper bidding- Bid management is one of the most complex corners of PPC marketing. The PPC advertisers need to understand that spending a huge amount of money to get top rank is not always profitable. Businesses should bid only that much money which they can afford, hence they should optimize bidding whenever possible. They should plan a strategy when to raise the bid and lower the keywords bid. The keyword placements need to be adjusted.
Try understanding the objective of the customer and then place ads accordingly. You can use automated bidding in Google ad words. Make sure your ads are relevant, and users have a good experience so that the conversion rate is high and you get value for your investment.
Not using negative keywords- Negative keywords are the search terms that prevent your ad from triggering. This can be a certain word or phrase. By using negative keywords, the search engines are informed which keywords are not relevant to your ads so that you don’t get impressions for searches that don’t lead to conversions. Adding negative keywords makes your ad more relevant and helps you save money so that you don’t have to pay for irrelevant searches. Any PPC campaign should know how to use the negative keywords in the best way and it should not be avoided. This ensures that your ads are relevant and appear to searches that are more likely to convert into sales. To create a negative keywords list, you can check the search term report and use the keyword planner tool.
Lack of ad extensions- Ad extensions provide extra information and let people take direct action on the search results. These extensions give more value to your ads and get you more clicks. When used properly, these ad extensions can improve CTR thus, increasing your campaign performance. You should be smart enough to decide when to use extensions on every single ad and when to avoid them. Every time you are using extensions, make sure you are increasing your call to action. Various types of extensions can be used like location, callout, structured, promotion, lead, image, etc.
How white label services offer complete PPC solutions
1. PPC ads- PPC is an online advertising model in which advertisers pay each time a user clicks on their online ads. It presents a significant opportunity for digital marketers to grow their traffic and increase conversion rates.
A number of digital marketing channels such as search, display, social media marketing, and retargeting are PPC-based. If it is done well, any kind of business can make PPC work for them. You can outsource PPC services and increase the performance of your PPC Campaign, as PPC experts target the most relevant keywords, do not bid more than the cost of the agency, and give adequate attention to the target website.
2. PPC audit- PPC audit helps in determining the campaign performance. PPC campaigns have to pay money for every click made on their ads, so if you are not tuned in to how your keywords, landing page, etc. are performing you may be losing your money. It is always good to take a look at the PPC accounts and see how it is executing results for the business.
PPC ads need to be effective to drive relevant results. You can outsource PPC audit services, as the experts drill down to see where your campaign can be improved. They work on keywords using the right match types, check that you are not getting the wrong clicks, check CPC, analyze CTR, and monitor other factors to increase sales.
3. E-commerce PPC- E-commerce is the buying and selling of goods via the internet, and the transfer of money to complete the sales. The most popular example of e-commerce is online shopping, however, e-Commerce can also entail other types of activities, such as payment gateways, online ticketing, and internet banking. Everyone from small businesses to big corporations can benefit from the ability to sell their goods and services online. You can outsource e-commerce services to a PPC specialist agency that would help you in optimizing conversions, marketing your products, and optimize landing page that keeps the visitor engaged. With their expertise, they can help to develop the best strategy to promote e-commerce and increase your brand’s name.
4. Remarketing ads- Remarketing is a way to connect with people who previously interacted with your website or mobile app. With remarketing, campaigns can increase brand awareness, influence customer’s purchase decisions, and optimize sales conversions. Before spending money on remarketing you need to know how your PPC campaign is performing, gather some data about user’s experience, and put the right analytics tool in place. You can outsource remarketing services as the experts would review what you’ve done in the past and give you actionable recommendations for improving your performance.
5. Lead generation- Lead generation is the process of attracting prospects and converting them into someone who has an interest in your company’s products and services. Any person who has an interest in your company’s product or service is a lead. Focusing on quality leads can drastically improve conversion rates and ROI, and help you build a loyal customer base. It may be a time-taking process so you can outsource lead generation services to a digital marketing agency as the experts there do plenty of research in determining your quality leads. They work on various strategies like email marketing, social media marketing, networking, etc., and can help you solve your problem.
6. Local ads- White-label advertising means reselling marketing services created by other companies under your brand. This method of advertising is great as it is easy and requires no extra effort for campaigns, client gets desired results as the expert team is doing their work and is a revenue source for agencies. You can outsource white label local services ads as the certified specialists can run campaigns for your clients and make most of your client’s budget to serve ads to the right audience.
7. Search ads- Search ads are marketing techniques that trigger your ads linked to certain keywords whenever a user searches for relevant products/services on the search engines. It places your ads in front of people who are already interested in your product or services. It is a powerful form of advertising, as the visitors have high chances of converting into customers and leave a lot about their intent like what they want to do or buy, what are their choices, etc. and advertisers can work on this to reach their target audience.
Search advertising starts with keywords, therefore you need to bid on the right keywords so that your ads appear in front of the most relevant audience. You can outsource search ads services as the experts would help you with creative search ads, cost-saving search ads strategies, and higher conversion rates.
8. Video ads- As you have to pay for every click made on your ads, your ROI for PPC can be facing a downward slope if it does not work out as desired. To save money and increase your return on investment on the ads, you should consider using video ads as it is cheaper and has lesser competition. Moreover, a much more precise demographic can be targeted with video ads in place.
Video ads increase brand awareness very fast as the user retention capacity is quite high in the video format. To get the best result for your campaign you can outsource video ads services, as the experts would help you in choosing the target audience carefully, and make sure that the video is well-scripted so that the first few seconds should ideally push the user in.
9. Display ads- Display ads are a form of advertising to create brand awareness using banners. It is a method of attracting the audience to the landing page from various digital mediums to take a specific action.
To make display ads profitable for your business, you need proper targeting, bidding strategy, and placement to get the best on your ROI. You can outsource display ads services as the experts would help your ads get displayed at the right place to grab the attention of the right audiences.
10. Mobile ads- With technology, the world of advertising has also evolved and mobile advertising is one of the most effective means to reach out to your potential customers. Mobile phone advertising can occur as text-based ads, banner ads, videos, or even as mobile games.
Considering the screen size of mobiles, the advertisements are optimized to fit into a smaller display area. You can outsource mobile ads services, and increase your customer engagement rate, build strong customer relationships, and reduce the cost of the campaign. The PPC specialist works on strategies to collect data about the user’s profile, demographics, habits, preferences, time when the person is using the internet, etc. and thus increases your business.
11. PPC keyword research- Keyword research helps in understanding the customer and also in predicting which terms and phrases they are typing in the search box. When you focus on pay-per-click as your overall marketing strategy, you are paying money to draw visitors to your landing page based on consumer’s search engine queries.
By focusing on the right keywords, you can drive extremely targeted traffic to your website and increase revenue. You can outsource keyword research services as the experts perform in-depth analysis to develop a comprehensive list of keywords that will bring relevant and engaged traffic to your website.
12. PPC campaign analysis- Launching a pay-per-click (PPC) campaign is not an end in itself, but you also need to measure and analyze its effectiveness to ensure that you’re maximizing your return on investment (ROI).
There needs to be work done on different metrics like click-through rate (CTR), quality score, CPC, bounce rate, etc. to measure the effectiveness of your campaign. You can outsource PPC campaign analysis services, as the specialists review your KPIs and analyze the information to improve the leads and take steps to finally convert them into customers.
13. PPC reports- PPC report is used to demonstrate the result of the PPC Campaign. A good PPC report tells the story about data like CPC, CTR, average cost-per-click, average position, conversion rate, cost per conversion, etc.
Keeping track of clicks, money spent on ads, and more can be tricky and a tough task for many businesses. So, you can outsource PPC reports services as the experts take complexity to study the marketing insight and then prepare reports so that your ROI increases and you achieve your business goals.
Conclusion
You must have got the idea of different dimensions that need to be focused on to get the best output of the PPC services. The different tools help in covering the technical concepts to bring good quality and quantity to the pay-per-click services. The white label marketing agencies help to provide complete PPC services by their vast understanding and expertise in the field. If you feel that you are wasting much of your time and not getting the desired results, you can outsource PPC services to get customized business results and see your revenue grow higher.