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!
For 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.
A1: That question can't really be answered until you know client's goals, desired targets & potential search traffic available #semrushchat
— Joe Martinez (@MilwaukeePPC) May 20, 2015
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.
A1 #semrushchat - Depends on the phrases your bidding for and the overall competition of your industry - Gotta start somewhere though!
— Jenny Foster (@LocalSEOJenny) May 20, 2015
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.
Proper 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.
A2: Analytics and data mining are critical daily activities that make all the difference in success vs. failure of PPC. #SEMrushchat — Joe Bergess (@jbergess) May 20, 2015
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. 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.
When 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:
— Azeem Ahmad (@AzeemPPC) May 20, 2015
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.
— Jignesh Gohel (@jigneshgohel) May 20, 2015
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.
— Dusti Arab (@dustiarab) May 20, 2015
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.
— Kirk Williams (@PPCKirk) May 20, 2015
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. If 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:
A5: Paid social ads are great for some products as you can target a specific demographic #semrushchat
— Chris Jones (@christomjones) May 20, 2015
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.
— David Cohen (@explorionary) May 20, 2015
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.
A5: Works best for promoting events, special offers on products & job vacancies - especially with highly targeted audiences #semrushchat
— Jamie Hallitt (@DigitalJamie) May 20, 2015
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.
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.
A6: Having a "PPC is easy!" mentality or adopting a "set it and forget it" philosophy. Danger, Will Robinson. #semrushchat
— Medium Blue (@MediumBlueSEM) May 20, 2015
There is no intrigue here – AdWords was the absolute winner. And there are a lot of reasons for this:
- AdWords, because users are further down the funnel - lchasse @lchasse
- AdWords - broadest reach, high-quality display network, great reporting tools - David Szetela @SWetela
- AdWords, because it's easy to identify the intent of the user and the stage of the funnel they're in = higher ROI - SEOcial @SEOcial
- AdWords - can work toward most aims and has highest traffic - Lawrence Jones @HomeOfJones
- AdWords - lots of room for customization and relevant to a wide variety of verticals - spyder_trap @spyder_trap
- AdWords - you can get closer to the user’s intention - Federico Caramella @fCaramellaSEO
- AdWords - tried and tested - Ayesha Ambreen @AyeshaAmbreen
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.
A7 - #semrushchat the nerd in me says Adwords but the realist in me says Paid social - social media totally dominates todays landscape!
— Jenny Foster (@LocalSEOJenny) May 20, 2015
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