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Elena Terenteva

Amazing PPC Tips #semrushchat

Elena Terenteva
Amazing PPC Tips #semrushchat

Hello dear SEMrush Blog readers!

Today we have a very interesting topic. We'll talk about advertising. Be ready to get advice on building your campaign from the best experts in the industry and our special guest expert David Szetela@Szetela, CMO for Vizion Interactive, author, speaker and expert in PPC advertising.

Get to know secrets of PPC specialist daily planning, social media advertising capabilities and seven reasons why AdWords is a number one choice. Let's dive in!

Minimum PPC budgetFor a start let’s briefly discuss advertising campaign budget. Of course all companies are different, as well as their financial resources and goals. So let's highlight the most crucial parameters PPC specialists should take into account while determining the budget.

Proper planning starts big — start from desirable goals and then move to the specific settings.

Don't forget researching your competition! It can give you some new ideas and, if you use software like SEMrush, keywords your competitors use, examples of working adcopy and history of the campaign.

Although it's impossible to call one exact number, which would fit all companies, there is a bare minimum that you need to spend for getting enough data and results that you can use for campaign improvement.

A day in life of a PPC expertProper daily planning is the key to success. “My friend always tells people that PPC is not about ‘set it and forget it.’” Stay up-to-date on your campaigns!” Kathleen Garvin ‏@KGarvSEO. Your daily routine must not only include tracking, but you must constantly develop and improve your campaign. Let’s take a closer look at the daily schedule of a PPC specialist and point out the most crucial aspects of campaign planning.

Research, explore, analyze and improve — this simple scheme not only works for PPC specialists. Now let’s take a closer look at the different aspects of research and analytics.

Of course, a PPC specialist should, first of all, think of keywords, because this fundamental and should be done on a daily basis.

As we said, monitoring is important, but make some room for new ideas and spend some time on optimization.

Keep an eye on your budget.

Later, we’ll talk about tools that can help you in your daily routine. Don’t refuse a little help! In PPC, like in any other marketing field, some tasks can be automated. This will give you more time to concentrate on bigger issues.

Spending your free time on A/B testing is worth it.

It doesn’t have to be a daily task, though. “Few accounts have the volume to do testing daily. Think about it, yes; analyze, probably not” - Melissa Mackey ‏@Mel66. Speaking of necessary tasks that don’t have to be scheduled day-by-day. Altos ‏@altos has some suggestions:

If you want to get more information, check out these two articles: Supercharge Your PPC Workflow, written and shared by Melissa Mackey ‏@Mel66. Your Daily, Weekly & Monthly Paid Search Routine, written by Josh Dreller and shared by Ecreativeworks ‏@ECWseo. Anatomy of a perfect PPC ad   Now let's talk about perfect PPC copy. Although there is no perfection in this world, there are some rules that can help to come closer to it.

Screen Shot 2015-05-26 at 12.45.17 PM

PPC ToolkitWhen planning a PPC campaign, you cannot afford to only rely on your sixth sense, as every single mistake will cost you money. Accuracy, precision and constant control are essential. You need to know the exact numbers and see the tendencies. That’s where tools come in—and you have plenty of them to choose from.

This is how a basic toolkit might look:

No one will deny that keywords are the cornerstone of any PPC campaign. The more painstaking keyword research you conduct, the better results you’ll get. So, keyword research tools are indisputable must-haves for your arsenal.

Whatever keywords you choose for your ads, your competitors have already tried some of them. Tools like SEMrush will provide you with their unique adcopy, so you can get a comprehensive understanding of how their ads are performing.

If you want to use an all-in-one tool to launch a campaign as fast as you can without turning to technical teams, Unbounce may become a great help.

The margin of error for PPC is much smaller than for SEO, so it is essential to estimate the effectiveness of your campaign before beginning it. As Dusti Arab ‏@dustiarab points out, “marketers should always be testing, so you need a good A/B testing tool in your arsenal.”

You try different variations of your landing page with Instapage and see which one converts the most visitors.

Another useful software for testing is AdAlysis. It’s the easiest way to find out which of your ad texts are winning.

It doesn’t matter how many awesome tools are at your disposal if you have few ideas for using them effectively. A great specialist never misses a chance to get new insights and deepen their knowledge. And one cannot do that better than by communicating with other experts.

To learn more about PPC tools, check out these articles written by Melissa Mackey ‏@Mel66: 26 Free Must-Have Tools for PPC Success and 18 Must-Have Paid Tools for PPC Success. Great ways to use paid socialIf there is an audience, there should be advertising. Social media is not an exception. Let’s find the most popular social media platforms for advertising and learn how to get the most out of them. 

Flexible targeting settings advertising is one of the biggest advantages of using social media. They allow you to reach a certain audience:

In certain locations: “Facebook is definitely a must, both domestically and internationally” - Tina Wisnoski ‏@TinyTbird. Speaking of the most popular social media platform, Facebook seems to be the winner in this thread. “Facebook makes ‘boosting’ worth your while, plus you can get VERY specific with keyword audience targets” - Diana Mackie ‏@Diana_at_Work.

But you should definitely try other platforms and compare results. 

Your choice of social media for an ad campaign should depend on several different factors: location, audience, and even the type of product you want to promote. For example, Diana Mackie ‏@Diana_at_Work suggested using LinkedIn advertising, if want to reach a business audience, and Pinterest, if you are interested in using a strong visual approach.

Another reason to use social media advertising — to promote something special.

Remember that different social media attract users for different reasons, which dictates certain perception of information. Customize your ad copy for different platforms -- “You can have different voices on each social channel based on what your target audience does on each platform.” - Joe Martinez ‏@MilwaukeePPC.

Check out another article by Melissa Mackey ‏@Mel66 - Top Tips for Social PPC Success From the Experts.

PPC mistakes

It's ok to make a mistake, not learning from it - much worse. Take a look on most common PPC mistakes, pointed out by our participants.

PPC mistakes

AdWords vs PLA vs Display ads vs Paid socialThere is no intrigue here – AdWords was the absolute winner. And there are a lot of reasons for this:

    Ok, after this ode to AdWords, let’s move on to other paid advertising channels. Although AdWords is an obvious choice, without a proper understanding of your goals and your audience, it can be the wrong one. So remember that “it depends!”

Direct Online Mktg ‏@directom pointed out which channels are better for particular purposes. Display Ads/ social are great for increasing awareness; PLA, AdWords and social ads are best for higher conversion. Social media advertising didn’t win as many votes as AdWords, but it was the second most popular.

Ok, that's it for today! Feel free to ask further questions in the comments! And of course don't miss our next Twitter Chat.

Special thanks! All images were created from tweets by the following participants:

@amanda_sides @amelm @AndreaFine @AndrewPPC @AyeshaAmbreen @bernier @BrettFratzke @christomjones @databerry @davidiwanow @dericloh @Diana_at_Work @directom @EricCozart @jigneshgohel @karmacom @lchasse @Levente_Szfarli @LocalSEOJenny @MarketingMurphy @mediumblueSEM @megstar @Mel66 @MilwaukeePPC @PPCKirk @renaudjbelanger @robert_brady @SEOcial @szetela @TechnoGuidess

Elena Terenteva, Product Marketing Manager at SEMrush.

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