Checkout How PPC Marketing Bring Quick Results To Your Law Firm Website

Checkout How PPC Marketing Bring Quick Results To Your Law Firm Website

The 2019 Legal Trends Report states that 57% of the people try to find a lawyer on their own. Everyone looks for  online resources when it comes to seeking professional services. So the first step will be to conduct a Google search for a lawyer’s website. Their initial pick will be the most relevant and valuable ad to their business.

PPC (pay-per-click) marketing is the best technique to make your law practice the first option for your potential clients. It is a strategy to capture your target audience’s attention by focusing on customer engagement.

This blog will talk about strategies, advantages, and challenges that you might face during PPC marketing for your law firm. 

What is PPC (pay-per-click) for lawyers?

PPC is one of the fastest ways for law firms to generate leads. It is the process in which your law firm only pays when a customer clicks on your online advertisement. In addition, you can promote your law firm’s ads on social media, Google, and other affiliate websites. 

Every time a potential customer clicks on your ad, your firm will pay a certain amount. The amount largely depends on the keywords. The most popular keywords will be more expensive, like “lawyer” or “attorney.” PPC advertising can be quite expensive for your law firm if not used with the right strategies. 

What are the most effective strategies in PPC marketing for law firms?

To yield maximum ROI from your PPC advertising campaign, include the following strategies in your efforts. 

Create an ad copy with a solid CTA

The first step is to create an engaging ad copy that consists of all the necessary information about your law firm. Make sure to include reasons to choose your law firm over your competitors. Then, after proper research, construct a message that completely resonates with your target audience. 

Always add a solid CTA in your ad copy, persuading your clients to take action. For example, one CTA can be like, “Call us now for more information,” or you can offer any free service to them in your CTA button. 

PPC Marketing For Lawyers

For example, Gomez Trial Attorneys’ homepage has an orange CTA button saying, ‘Free Case Evaluation.’ The free offer is to tempt potential clients to visit their website. 

Build your ad copy around relevant keywords

In this process, PPC for lawyers is similar to SEO for lawyers. Creating your ad copy around relevant keywords is crucial to rank high on search engines, especially Google. Google has an algorithm to rank your ad based on quality score. Quality score is a metric that Google uses to determine how relevant your ad copy is to the keyword that your clients are using to look for your legal services. 

You can use keywords in your legal ad copy in the following ways:

  • Include keywords in your legal ad content as well as in the heading.
  • Bidding on long-tail keywords is an excellent way to identify your target audience. Such keywords are more affordable because of the low competition.
  • PPC is an iterative process. Make sure that your keyword research is constantly expanding. 

Set your Geotargeting correctly

It is extremely crucial to target relevant regions to gather the attention of your target audience. Ensure that your Geo- targeting on Google is set according to your region. For example, suppose you have a law firm in Atlanta. Setting your Geotargeting location to Georgia will make no sense and won’t offer you any profit. Dig out the exact area radius where you should promote your law firm, and then set the location. 

The process is quite simple. First, go on the ‘settings’ tab on Google ads, then go on the ‘Locations’ and select your region, or you can be more specific by clicking on the ‘advanced search’ and selecting the area as per your target radius.

Geo Targeting

 Make use of Google Keyword Planner

Keyword Planner is an incredible tool by Google that helps you analyze and find the relevant keywords for your law firm’s website. After registering your law firm to Google ads account, you can use the Google Keyword Planner. 

Google Keyword Planner offers your website the following advantages:

  • It helps you discover the most trending keywords relevant to your legal business.
  • You can calculate the number of searches your keywords get each month.
  • It helps you monitor and calculate your budget on PPC ad campaigns.

Increase your CTR using ad extensions

According to Google Ads, Help ad extensions can increase your website’s CTR by 10-15%. You would like your potential customers to reach your law firm’s website quickly, and Google ad extensions are a great way to help your clients easily connect to your website. It generally includes links to your website, call buttons, or location information.

Suppose someone is looking for an attorney for their legal case. Naturally, their first choice will be the one with the phone number. However, some people might find clicking on the website and then getting the phone number of a law firm a little too exhausting.

Make your ad campaign mobile-friendly

As per Statista’s 2021 report, almost 50% of the respondents say they spend around 5-6 hours daily on their phones. Smartphones are ruling this digital age. Hence, your law firm must set your PPC ad campaign for  mobiles. Mobile optimization of your law firm’s PPC ad campaign will drive more calls towards your legal business.

Optimize your website to get better leads

PPC lawyers are an effective way to bring maximum traffic to your law firm’s website. Your ad campaign must contain timely and relevant information for potential clients to seek and call you for booking. 

You can optimize your law firm website in the following ways:

  • Create an ad copy that offers direct solutions to your potential client’s queries. It is an amazing way to provide a smooth user experience to your audience. 
  • Ensure to include high-volume keywords in your high-quality content.
  • Include interesting images in your ad to increase client engagement.

 Perform regular audits of your PPC ad campaign

Regular audits of your law firm’s PPC ad campaign help you track your advertising efforts. This step helps you to stay under your budget. In addition, it allows you to optimize your ad campaign further accordingly, after analyzing your performance. You can use metrics like quality score, CTR, conversion rate, cost per conversion, wasted spend extra. 

What are the biggest challenges in PPC marketing for law firms?

The most common challenges in lawyers’ PPC are as follows:

Some lawyer keywords are pretty expensive

Legal keywords like lawyer come under the most expensive keyword lists on Google. Several law firms can easily spend more than $50,000 per month on their PPC advertisement. Therefore, you must continue with the same keyword only if you can obtain a better ROI from that; otherwise, it is better to abandon it in real-time. 

Increased bounce rates

While a well-designed PPC ad will undoubtedly deliver high-quality traffic to your website, directing them to the homepage may raise your bounce rate. You might be wondering why this is the case. And, the answer  is  straightforward: people will click on your advertisement because they are looking for a certain solution. For example, assume a buyer clicks on your criminal defense lawyer ad and ends up on your homepage, where you discuss elderly law lawyers or personal injury lawyers. They will become enraged and leave your website as a result of this.

Make sure your law firm PPC ad takes them to a landing page that offers them solutions they were looking for. 

Lesser ROI

Many lawyers complain that they attain a lesser ROI than expected from their law firm’s PPC marketing campaign. One of the best methods to eliminate this issue is by dividing your client base into different categories as per their demographic data. This way, you can showcase your PPC advertisement in front of a relevant audience. In addition, specific ads will increase your website’s engagement rate, automatically increasing your ROI.  

Unable to get clicks from the relevant audience

The whole purpose of PPC marketing for law firms is to bring relevant clients to your website. Therefore, showcasing your advertisement in front of those who have no interest in your law firm is a total waste of money. 

Extensive keywords research regarding your buyer persona will save you from this situation to a great extent. You have to find keywords that your potential clients use while looking for your services and then create your whole advertisement around that keyword only. 

Can’t convert leads into clients

If your leads are not converting into clients, there are two possible reasons; one is that your firm is not qualified for their case and the other reason can be that your sales team is unable to offer them relevant services.

Your law firm can resolve this issue by dividing your sales team into two parts; one team can handle the existing clients while the other team can manage the new businesses.  

The best method is to review the whole process. But, first, make sure you have the answer to the following questions:

  • What ways to initiate connection after lead land on your website?
  • What is the content marketing process?
  • What is the process of keeping track of your lead data?

What are the advantages of PPC marketing for law firms?

According to a 2018 survey by Small Business Trends, 45% of the small businesses use PPC marketing. PPC can be of great advantage for law firms in the following ways.

Reach the right people in real-time

PPC marketing allows your law firm to present itself in front of the people who are in urgent need of a lawyer. Other marketing strategies, such as flyers and billboards, may get you in front of many people, but there’s a good possibility most of them won’t need lawyers. When a potential client searches for a law firm, your law firm ad will appear in PPC advertising.

Get quick results

You don’t have to wait for months to get better results in PPC marketing. It will offer you potential leads right away. This process involves the creation of your law firm advertisement within hours and then getting approval for the same in some time. And then launch it quickly to get outstanding results. As a result, you increase your brand awareness without wasting any time. 

Increased lead conversion

Your law firm only pays when someone clicks on your ad in PPC marketing strategy. Therefore, you can promote your ad for the keywords that your potential clients use while seeking your services. In this way, you control your PPC ad and generate more lead conversions. 

Benefit your SEO efforts

PPC marketing can even improve your law firm’s SEO strategy. You can use the keywords that helped your PPC advertisement to get clicks to optimize your law firm’s blog content. In this way, you can boost your ranking on various SERFs. In addition, this method will bring unstoppable traffic to your website.

Track your results

The best part about PPC marketing is that you can track your marketing campaign using KPIs like conversion rate, ROI, etc. this way, you can make changes in your existing campaign to gain better results for the future. This way, you can generate more leads for your law firm business and expand your business. 

In Conclusion,

Under the shadow of PPC marketing, your law firm will flourish in unexpected ways. You will get results immediately for all your marketing efforts. When the relevant audience sees your advertisement, they are more likely to click on it and obtain your services. You can create a PPC marketing campaign for your law firm so that everything falls within your budget. Bid on relevant keywords that bring traffic to your website. 

Get faster results with the assistance of a PPC marketing strategy for your law firm now!

PPC Trends 2022 –  A Checklist by Google PPC Experts!

PPC Trends 2022 – A Checklist by Google PPC Experts!

Wondering what will be the top PPC trends in 2022? Well, that’s exactly what we will answer today.

With the world going all-digital, online ad spending can transform any business. It boosts brand awareness, visibility and thus, conversions, and that’s a fact –

Marketing stats by Truelist prove that PPC advertising brings 50% more conversions than organic advertising.

But to get these conversions, you need to look for the top successful PPC strategies since digital advertising is constantly evolving.

So, let’s see which paid search trends will lead in 2022 and beyond.

Automation in PPC Advertising

Automation in PPC will continue in this and coming year. Automation in processes is leading in all the industries globally. And why not, when it offers promising opportunities and results with less headache of workload.

In 2022, PPC automation will be a beneficial move for businesses like yours. There will be a massive shift in automating data diagnostics, Google Ads testing, and CTA (Call-to-Action) analysis. This will help identify the reason behind underperforming ads and improve to get better results.

Keypoints of PPC Automation Trend

  • With automation, tracking leads become more efficient and effortless.
  • Offers useful content for each segment, creating a positive user experience for the prospects throughout the funnel.
  • Increases sales opportunities as prospects arrive at the sales team ready to make the purchase.
  • Automation personalizes communication, making it easier to engage with leads and increasing brand engagement.
  • Provides greater efficiency in the sales funnel by automating identification and segmentation of prospects and offering them personalized content.
  • Offer higher productivity by saving you time on the tasks that it will automate. You can invest your effort in other important tasks.
  • Reduce the cost of acquisition per customer (CAC). With PPC automation, you no longer need to invest in resource investment.

Best Automation Tool For Your PPC Campaigns [Our Pick]

Google Ads Editor – Free for Google Ads, support multiple campaigns.
Optmyzer – Paid, Offer automation of scripts for Google, Yahoo, and Bind Ads.
WordStream PPC Advisor – Ideal for a small budget, offers Bing, Facebook, Twitter and Google integrations.

First-Party Data Will Rule

PPC advertisements will be more respectful of privacy this year, in response to Google’s announcement to block third-party cookies on Chrome by 2023. Because of personal data protection issues, Safari (Apple) and Firefox (Mozilla) have already put this approach in action.

The impacts of cookieless advertising will be the main subject of discussion this year. Its anticipation will be a strong PPC trend in 2022 since most companies will work on it and prepare solutions and alternatives for its advent.

By far, the only solution visible is to rely on first-party data. For those unfamiliar with the term – first-party data is information a company collects directly from its customers and owns. Yes, it is your CRM’s data.

Keypoints of First-party Data Usage in PPC Trend

  • Post-third-party cookies era, taking advantage of first-party data will undoubtedly be a major competitive advantage.
  • Elimination of third-party cookies is an opportunity for a comeback for contextual advertising.
  • First-party data have enormous potential to target consumers with consistent messages that respect the customer’s privacy issues.
  • The use of first-party CRM data will be at the heart of the PPC ecosystem in the coming years.
  • Lead generation ads to scale first-party data collection will rise.

Our Take on Elimination of Third-Party Cookies

Third-party cookies are the common base of digital advertising. It covers all the scenarios of targeting, optimization and measurement. The major challenge of its imminent end has two solutions:

Google’s Privacy Sandbox

It is an open-source project by Google that create specific standards for websites to access user information without compromising users’ privacy. Its core purpose is to facilitate online advertising by browser APIs without the use of third-party cookies.

Universal ID

A new framework that allows passing information of the user onto approved partners. It makes use of a universal identifier such as an email or mobile number that recognizes the user in the advertising ecosystem.

2022 is, therefore, a field for full-scale experimentation with these alternatives to third-party cookies. Of course, none of these solutions is perfect, and hybridization will undoubtedly be necessary. The number of consumers refusing to receive personalized advertising will inevitably continue to grow despite the precautions taken by publishers or brands.

Google Performance Max

Google now offers a new automation-focused Google Ads campaign – Google Performance Max. It gives advertisers access to all of their Google Ads inventory in a single campaign.

According to Google, Advertisers who use Performance Max campaigns in their account see an average 13% increase in total conversions for a similar cost per action.

  • Max Performance campaigns can run across all of Google’s inventory, such as Search, Display, YouTube, Gmail, and Discovery.
  • These campaigns include text, images and videos ads.
  • Performance Max combines Google’s automation technologies across budget optimization, audiences, bidding, and attribution.
  • It makes use of machine learning for better performance.
  • As if for now, it delivers an opaque analysis of data and conversion factors. Still, it is one of the most attention-catching PPC trends of 2022.

Lead Tracking Solutions Will Rise

Many businesses rely only on Google Ad software to experience the optimum advertising results. No doubt, Google Ads is a pioneer in online advertising. However, you should also know that integrating lead tracking software in Google Ads can significantly improve your Ads ROI (Return On Investment).

  • Lead tracking software offers you individual lead data and passes potential leads to Google.
  • Using such solutions with Google ads to collect individual data to create a strategic PPC campaign is a surefire PPC trend in 2022.
  • The data it provides helps you show only relevant ads to a target audience.
  • It improves your campaigns’ quality score, your PPC performance and brings more sales.
  • It resolves the problem of unclear statistics that Google Performance Max delivers.

Responsive Search Ads (RSAs) Taking Over Expanded Text Ads (ETAs)

Starting June 30, 2022, it will no longer be possible to create or edit expanded text ads.

Many businesses run a wide variety of ETA ads simultaneously. But this year, the RSAs will make ETA ads disappear. The sole reason is the use of machine learning. Responsive Search Ads are ads with multiple titles and descriptions. Google uses machine learning to show users ads as efficiently as possible. In comparison, the ETA ads do not have any such concept.

The more relevant titles and descriptions we provide, the more Google Ads can serve ads that better match people’s search queries.

Changes in Social Media Advertising

Instagram Stories go to 60 seconds

The end of the IGTV format and the birth of the “Instagram Video” tab allows content creators to offer videos 15 to 60 seconds long. Video ads perform better on average than other types of ads. So, now you know where to keep your focus when targeting your Instagram audience.

Facebook Begins Its Revolution With Metaverse

The arrival of Metaverse digital virtual worlds, modelled on the physical world, could shake up this coming year. The principle is simple: through an avatar, you can access many services, such as making a cooking recipe, playing with your friends or attending a concert.

Metaverse

Image Source: economictimes.indiatimes.com

It also draws a whole new future for advertising, in which promoting new products may be possible. Companies are even considering creating additional work units in these spaces. Watch out for the possible backlash, though.

Demographic Targeting Bring Higher Conversion in Facebook Advertising

When it comes to more standard advertising, Facebook wants to prioritize demographic audiences over interest audiences that the company considers too narrow. Facebook points out with a study that demographic targeting is 1.6 times more likely to lead to higher conversion volume. However, we suggest you try both audiences to measure which one has the greatest impact on your business.

Tiktok is Diversifying

The social network, which has been the most downloaded in 2021, is still rising. The platform plans to diversify its activity and launches the “TikTok Kitchen” and “TikTok Live Studio” projects.

The social network is launching a new food delivery service in the United States. To differentiate itself, TikTok wants to offer the most popular recipes in its application, asking the most popular content creators to buy licenses for their recipes.

Tiktok live studio to tackle video game streamers. This allows computer players to broadcast their games live. For this, they need to connect with your personal TikTok account and rebroadcast from the TikTok live interface.

The network clearly wants to focus on advertising for its development.

Quality Score

The quality score of your Ads is the most important criterion that will determine the distribution of your advertisements. That’s why optimizing the quality score will be an evergreen PPC trend. The quality level is a score out of 10 determined based on several elements:

Expected Click-Through Rate

The expected click-through rate is a percentage determining the probability of clicks to your ad. In order to measure the click-through rate, the performance of your keyword and the positioning of your ad are taken into account.

The Relevance Of The Keyword

For Google to consider that your keyword is relevant to your ad and your website, it is important to group together similar keywords in the same ad group. For example, you could create the following ad groups:

Group – Sydney florist with the keywords: “Sydney florists”, “Sydney florist” and “Sydney florist search”

Group – Bouquets with the keywords: “purchase bouquets” and “offer a bouquet”

An Adapted Message

Include keywords in your in-text ads with a message. It helps Google Ads (Google AdWords) will understand that your ads are relevant and the message is suitable for users.

Landing Page

After clicking on an ad, it is important that users land on a landing page that matches their expectations. If Internet users arrive on a page that is not working or offer something else than what was said, Google will think that the page is irrelevant to the user’ search. Thus, your Quality Score will be affected, as will the positioning of your ads.

Combine SEO (Search Engine Optimization) with SEA (Search Engine Advertising)

SEO optimization offers long-term results and the trust of Google. It is free and reliable but also time-consuming. It requires you to make both semantic and technical optimizations. In comparison, the SEA is a fast and surely effective approach but expensive.

It is all the more effective on geolocated markets or on products with Google Shopping. It allows you to appear in the top search results instantly. You can earn 10-15% of clicks from a query without much effort.

Combining both of them will be a PPC trend of 2022. Their combination will be very fruitful since they are complementary. But make your choice after defining several factors such as:

  • Size of your market.
  • The budget you want to devote to your marketing strategy.
  • The speed at which you want to see results.

Use Google Ads Advertising Extensions To Increase Relevance

With increasingly specific requests from Internet users, Google has gradually developed ad extensions to enrich its advertisements on its search network. By responding more accurately to requests, extensions increase ad click-through rates. They make it possible to gain visibility and add value to your ads campaign.

Extensions are now active on more than a third of search queries. They can be found in several forms:

  • A call to action button
  • A phone number
  • Additional opinions or information
  • Additional links
  • An address
  • Prices
  • Messages etc

Ad extensions allow you to take up more space in search results, but they are not always active. They can be added manually or automatically to your ad. Automatic extensions will be activated on an ad only if they are appropriate and improve your performance. Using ad extensions will be a 2022 PPC trend as it improves your PPC campaign’s relevance and quality.

Manage Your PPC Budget Wisely in 2022

Managing your PPC budget is one of the crucial components of your web advertising strategy. Whether you are a newcomer or an experienced professional, you should regularly ensure that your expenses are well-optimized. Here’s how you can do that:

Define Your Lead

The most important factor in your budget planning is your need for leads. You must therefore determine:

  • The quality of the lead
  • The price per lead you are willing to pay (CPL)
  • The purchasing cycle of your visitors/consumers
  • The frequency of their visits
  • The geographic territory targeted

If you are not sure how to determine the expected quality of your leads, you can ask yourself the following questions:

How much am I willing to spend?
What value can I get from a lead?
What is my current conversion rate (how many leads per conversion)?
What’s my PPC/Lead ratio: PPC spend to get a lead?

What Minimum Budget Should I Spend To Start A PPC Campaign?

If you want to acquire 150 new customers per month and your conversion rate is 15%, you will need to acquire 1000 leads at 10$ each to reach your goal. Your PPC budget will therefore be 10,000 $ per month. If each client brings you an average of 250 $ per month, your profit (if your PPC budget is your only expense) is therefore equal to (250×150) – 10,000$.

How Is Your Cost Per Lead Determined?

Several factors determine the value of your lead:

  • Geographic area: Are your leads more valuable based on a specific geographic area? For example, does your market cover a province or an entire country?
  • The purchase cycle of your customers: Do they need several visits to your site before deciding to buy?
  • Bounce rate / average time per visit: How do your visitors behave once they arrive on your site?
  • Your history: What were your previous performances?

You can improve your PPC campaign’s performance and better control the quality of your leads by performing strategic segmentation. For example, you can list the keywords that bring you little or no traffic and exclude them from your campaign.

You can also exclude locations where you don’t want your ad to appear. By carefully selecting your keywords and locations, you will be able to allocate more budget to a particular keyword.

Also, don’t forget to analyze the hours or days when you get more traffic. For example, if you find that most of your traffic occurs on weekends between 2 p.m. and 8 p.m., it is better to increase your budget for this period and reduce it during slower periods.

Explore PPC Affiliate Marketing

There are countless advantages and developments of PPC affiliate marketing, making it a popular PPC trend in 2022. The approach of PPC affiliate marketing is to think outside the box and seek the support of less popular advertising platforms and target new potential audiences to make a profitable revenue. It requires transparent campaigns that meet the affiliate’s approval and more organic landing page content.

To Conclude – Be Ready For Anything

The emergence of Omicron and the possibility of new containments will not put off marketers. PPC spending is expected to increase further this year than in 2021. Among which 64.4% of ad spend will be on digital ads. However, the above trends are definitely fruitful to work on. Still, it would be wise to be ready for anything. Keep a sharp eye on upcoming PPC trends like SaaS marketing and tune your strategy accordingly.

2022 Google Ads Trends That Could Change Digital Advertising

2022 Google Ads Trends That Could Change Digital Advertising

Do you know, in 2022, 80% of Internet traffic is expected from video content? If you don’t, you may miss the profit that video ads can bring to your business.

Whether well-established or start-ups, businesses should keep their focus on the latest Google ads trends (like the one above) to create a successful PPC campaign. Bingo! That’s exactly what this blog is about. This post will cover all the important Google Ads trends of 2022 including the effects of AI advancements and new privacy guidelines on digital advertising.

Let’s get to it.

Use of AI and Machine Learning

In 2022, the automation industry is expected to grow upto $ 238 million. As a result, the process automation market size will increase from 71.5% to 83.2%. Like with other processes, we will also see automation in digital advertising.

In the past few years, AI has evolved a lot and has become a major player for an effective PPC campaign. It is one of the top trends in pay-per-click advertising in 2022. From keyword optimization to advertising performance analysis – AI offers countless benefits to marketing.

This year, more and more marketers are favoring the use of (AI) and machine learning (ML) intelligence to automate most advertising tasks. It makes it easier to create relevant, well-optimized, and strong advertising campaigns.

What Can AI and ML Do For Marketers?

  • Guess the click-through rate for future ads.
  • Determine the conversion chances of a specific customer.
  • Calculate the impact of your ads on the Quality Score.
  • Analyze the offers that can generate the most traffic.
  • Calculate the best bid strategy for different purposes.
  • Identify performance issues on your account.
  • Set bids to get as many conversions as possible with your set target CPA.
  • Increase your ROI with each click by getting an auction for potentially converting ads.
  • Stop negative ads and prioritize the ads that produce the best results.

What to Focus on to Leverage These Benefits?

  • Responsive Search Ads
  • Ad Strength Indicator
  • Optimization Score Metric
  • Automatic Biddings and Campaigns

Leverage the Benefits of Video Marketing

If the content is king in the digital world, video is the king of mobile content. It will dominate the advertising market in 2022. Video advertising is low cost, suitable for commercial coverage, and offers good conversion rates.

Some Noteworthy Video Stats

  1. By 2022, 82% of Internet traffic will appear on the video content
  2. 90% of mobile users like to share videos.
  3. 95% of Internet users remember the messages of the video contents.
  4. More than 55% of users trust products with video descriptions.

Key Effects of Video Content on PPC in 2022

  • Use Google’s square and vertical video guidelines in your campaigns.
  • More and more marketers will start linking products in video ads.
  • Instagram news in video marketing will continue to dominate.
  • Marketers will begin to integrate virtual reality (VR) into their campaigns.
  • Google introduces Bumper video ads, which use machine learning to create 6-second bumper ads from long videos to show on YouTube.

Harness the Power of SEO and PPC

SEO and PPC both offer good results. But if you combine SEO and PPC efforts, you will get even better results. This trend will continue to be in 2022 and beyond. Some practical tips on this matter are:

  • Write ad copies for PPC campaigns using SEO guidelines.
  • Create high-value content like blog posts around the copy.
  • Use long-tail search terms in your content and target them in your PPC campaigns.
  • Find less competitive search terms from PPC reports and target them with SEO.

Make Use of Google Trends

If you are a marketer thinking about the right keywords to target for your Google Ads, Google Trends can help.

Google Trends is a trend research tool based on the Google search engine. It shows you how popular a term is, plus whether its trend is up or down. You will also be able to discover demographic insights and queries that relate to your products or services. The results are filtered by country or specific region, and you can therefore benefit from valuable information.

All in all, this online tool allows you to keep up with the latest popular topics and products, in general, or in your niche. You can even use it to monitor your competition.

You may use Google Trends to

  • Find popular niches and products
  • Identify seasonal trends
  • Refresh content
  • Create Content on Current Trends
  • Find Popular search queries/keywords

Effects of Data Privacy

Internet users are progressively aware of the importance of data privacy. So, in 2022, marketers need to find new ways of digital advertising respecting the data privacy of their target audience. Businesses may take advantage of their data but only with protecting privacy. In addition, they must agree to the data privacy policies of the region they are targeting.

Retargeting will Continue to Evolve

Retargeting is tracking and displaying ads to those users who left your website without performing the goal or action you set for them. You can personalize the retargeting ads according to the users. For example, offering discounts on products the user bought in the past. This helps in creating an effective strategy that leads to greater conversion rates.

Pro Tip: Retargeting is all about keeping your services or product on your audience’s minds. Know where your potential customer is in the purchasing decision cycle. After that, create personalized ads to convince them to convert.

Advertise on Social Sites

Around 60% of people visit social sites each day. With time, this number will only grow. So, if you are ignoring social media while creating your PPC campaign, it is a mistake.

Not all, but most people regularly visit Twitter, Instagram, Facebook, and Linkedin. This means you should focus on advertising on social media. Of course, Google is still the best platform for paid advertising, but you should increase your advertising horizons to social sites in 2022.

Optimize For Voice Search Queries

Smart AI assistants cum home speakers like Google Home, Siri, or Alexa are common in every house these days. By the end of 2023, 75% of searches are expected to be by voice. Right now, paid voice search advertising is not the norm, but it will emerge with time. So, it is wise to plan your preparation strategies.

Audience Segmentation And Targeting

Google Ads offers you the feature to target specific audiences. You can choose the segment of people to whom you want to show your ad. This feature can help you manage your advertising budget.

The audience segmentation and targeting allow you to specify audiences, for example, of the same age group or household income. Marketers can thus exclude audiences that they think may not be attractive to the advertisement.

For example, if you advertise jewelry, you can exclude people with a yearly income of less than $50,000, as this audience will not likely spend money on costly jewelry.

Go Beyond Facebook and Google

This does not mean that ads should be everywhere, but rather that you will need to understand better where consumers spend their time. So advertise where your customers are. Then, test different platforms and, from there, see if any of them can work for the brand or business.

A new ad format that eCommerce brands should try to stay ahead of is Instagram Checkout.
Other platforms to try are Walmart and Amazon because of their millions of monthly views and users’ searches within their sites.

PRO TIP: Product comparison pages where users leave reviews and comments can help advertisers get to know their consumers better and thus generate new opportunities.

Visual Search

Many internet users use technology to the maximum to find information on the internet, and this time they are doing it by searching a product with an image. This is called visual search. It gives you related results.

This technology is ideal for E-Commerce since when users upload an image of a certain product to search for options, your products could come out easier if you have a well-optimized Google ads campaign. So, we recommend that you start creating your strategy to take full advantage of this technology.

Optimizing CRO is a Must

Although advertisers should have embraced this trend for a long time, this year, we go from “should be” to doing. Many advertisers will continue to develop other sales channels. However, the rise in sales will come from implementing successful conversion rate optimization programs.

Check out our CRO guide.

CRO Book

Pro Tip: In 2022, advertisers will become more reliant on CRM data, along with their advertising efforts. They will follow the life cycle of potential customers. It will allow them to have the ability to best manage, optimize and analyze advertising campaigns at scale.

Key Takeaways

To sum up, for successful ads campaigns, businesses should use AI Responsive Search ads, Ad Strength Indicator, CRO, Video Ads, and Retargeting this year. All this, along with respecting the data privacy of their potential customers.

If you outsource your paid marketing campaigns, choose PPC marketers who focus on managing strategic elements such as audience, goals, and problem-solving through automation.

If you want to know more about any of these trends, write to us in the comments.

How to Choose The Right PPC Agency in 2022

More than two and a half decades ago, AT&T’s marketing campaign “You Will” came up with the world’s first online advertisement. It was a banner ad on Hotwired magazine live for three months for a cost of $30,000. The click-through rate of this ad was 44%. This ad laid the foundation of modern digital advertising.

Today, advertising services and products on search have become a common practice for businesses. However, they need a competent digital marketing agency to get the best results. There are 8,450,000 results for “Right PPC agency” and 6,000,000 results for “Expert PPC agency” on Google.

Clearly, the Internet is a real jungle for businesses looking for a reliable PPC service provider. Perhaps you, too, are in the same situation. To help you, below are the best tips for choosing the right PPC agency in 2022.

PPC Stats

Characteristics of A Great PPC Agency

What makes a PPC agency great or worthy to hire? These are the major characteristics you need to look for.

Data-Driven

A reliable PPC agency is data-driven and cares about the return on your ad spend (known as ROAS). The agency should observe all of your campaign data and make smart decisions on making your campaigns better. Here are the key performance indicators (KPI’s) that they must share and explain during the project’s monthly reporting:

  • Clicks
  • Cost per click (CPC)
  • Cost per conversion/Acquisition (CPA)
  • Cost per thousand impressions (CPM)
  • Quality Score
  • Click-through rate (CTR)
  • Conversion Rate (CVR)
  • Average position

Takes Ownership of Your Objectives

Clients choose their PPC provider because they believe that they will achieve their objectives at the best price and with the best service. What is the point of paying an agency if they can’t really help you achieve your goals?

Therefore, the right agency understands and takes ownership of its client’s objectives. It will not hide behind excuses and will be happy to brainstorm with you to find the best solutions when things become more difficult.

The right agency will measure its success on the indicators that really matter to you and deliver a turnkey PPC campaign that meets your aspirations.

Realistic in its Advice

Taking ownership of the client’s objectives does not mean saying “yes” to everything. It’s easy to find such agencies. Although convenient, such docile PPC service providers are often not beneficial to your business.

The agency should enlighten you in your projects to make the best decisions and put all the chances of success on your side. The agency’s role is to be critical and tell you where the greatest difficulties will be and if there is another more effective approach to achieve your goals.

Masters Certain Platforms But Not All

There are too many different technologies & tools in the e-business world. Even an agency with thousands of employees could not claim to be an expert in every platform or niche. An agency can only have advanced skills on certain platforms. So, stay away from the providers telling you they can work with anything.

Good in Communication

Doing quality work is good, but the agency should also be able to create and explain a report that a client can understand. It is frustrating to invest money in your marketing and not receive updates on how it’s impacting your business. So, your chosen agency must value easy-to-understand reporting and set up a time-to-time communication with you on the campaign. An experienced PPC agency will first listen to you by asking smart questions about your goals, understand your expectations and then present a cohesive marketing strategy to achieve those goals.

Has Testimonials That Resemble You

The saying “Birds of a feather flock together” is true when choosing a PPC agency service provider. If you are a small enterprise, do not knock on the door of the big agencies. You will not get good service because small businesses are uninteresting for such agencies.

On the other hand, if you are a big business and hire a freelancer, you won’t get satisfactory results either. Because it is not feasible for a single person to deliver a large volume of work, unlock complex challenges, or even adapt the communication with you (follow-up meetings, sessions for training or support, etc.)

So, which agency you should go for?

The digital agency that is ideal for you will have references that –

  • Of equivalent to your brand
  • Of the same sector as you
  • Who shared the same problem as yours
  • And who are satisfied with their services

Learning All the Time

Always learn. Always be curious. It is this characteristic that differentiates an expert PPC agency from others. PPC platforms like Google Ads are constantly evolving. Five years ago, what was seen as good practice may have become inefficient now. The digital agency worthy of the name knows that its skills always need to be up-to-date, so it trains its teams every then and now.

Should be a Google Partner

Agencies that are Google’s premium partners should be in your top consideration. Such agencies have appropriate training to help you budget, create and optimize Google Ads. So, working with these agencies rather than others will be more beneficial for you.

Above all, the good agency will want to do everything to ensure that its partner succeeds as if the project is theirs.

Choosing The Right PPC Agency For You

There is considerable competition in this market, so you should carefully consider each of your options. Before evaluating agencies to choose the best one, ask yourself:

  1. What budget do you have?
  2. How much are you willing to invest?
  3. What results do you hope to achieve?

When you have these answers, then proceed with:

Inquire And Meet The Work Team

Agencies specializing in PPC Ads would be nothing without those responsible for your campaigns. This is why it is so important to carefully analyze the work team that makes it up. Whether in person or virtually, a face-to-face meeting can help you determine if the chosen team matches your expectations. It’s about knowing who is behind the business, so you know who is going to run yours. Also, this will help you know the experience level of the people you are going to work with. They should be experts in the field.

Examine Their Specialization

For your search engine advertising to be truly effective, you must study the sector in which the agency specializes. Keep in mind that campaigning for an online store is not the same for a local business or info product. Therefore, it is essential that you examine whether the agency you are reviewing has experience in your niche or not. Best are those agencies that handle PPC campaigns for businesses similar to yours.

Check on Their Clients

Another aspect that you cannot ignore is the clients with whom the specialist agency works or has worked. You need to assess whether they campaigned for large or small businesses.

If the agency has worked with large companies, it gives them a better reputation, but the costs are probably higher. The previous point will also help you here, as you need to see if the clients are from your industry or a similar industry.

Study Their Case Studies

Some agencies have a special section on their website showing their successes. In which they highlight the strategies they have carried out with each company and the results obtained. With the case studies, you can have a clearer view of what you can achieve if you hire them. This will get you more information to make the decision about hiring their service.

Check Their Reviews on Different Platforms

If you want to be truly sure that you are making the right decision, you need to seek advice from other customers. In this case, the testimonies are very important to consider. However, you need to know where to look for them because clearly, the agency will not place reviews on its site that could harm it. In this case, run a search on Google and see the client’s reviews about the agency.

These opinions are generally more impartial than those they have on the website. But we must also be very careful that it is not false testimony with the intention of discrediting the agency. The best thing to do is read multiple reviews and form your own point of view.

Ask The Costs of The Service

When you are looking for a Google Ads agency, one of the key things to consider is the cost of the service. What are the management fees, the minimum monthly payments, and the minimum amount to invest? For prestigious brands, this is not a big deal, but it is for small businesses on a budget. Please note, the best price is not always a guarantee of success.

See The Work Procedure of The Agency

You also need to know the work process of the agency. Many opt for personal meetings with the client, while others use technology and contact them online. They will likely send you a form to better understand your business and customers. It is good to know if the agency will regularly report campaigns or periodically.

This is a key point because it lets you know if it is practical to continue with them. Knowing the working process, you have a clear vision of what they will do and in what phases and when you are going to have results discussions. This is the most important thing in this step.

Questions to Ask From A Google Ads Agency

When doing interviews with your potential PPC agencies, be sure to put together a list of questions. The more questions you can ask about past performance, the more you will have a clear idea of ​​an agency’s skills and ability to perform. An honest agency will have nothing to hide.

Here are some sample questions to ask when choosing a PPC company:

  • What is the agency’s experience in PPC project management?
  • How much do their services cost, and for which deliverables?
  • How many employees do they have?
  • What type of services do they provide?
  • Since how long have you been working in the industry?
  • Do you have Google-certified professionals?
  • What are your work and reporting strategies?
  • Is the agency technologically advanced?
  • Can you work in a team with other agencies?

For an optimal meeting, brainstorm various questions with your team and the company’s leaders. While your team may have questions about strategy and reporting, your decision-makers may have questions about price and return on investment (ROI).

Why You Should Use PPC Advertising

Many business owners invest a lot of money in their online marketing but lose a lot of it trying to figure out the specifics. PPC helps to achieve this goal by:

PPC is Measurable And Traceable

Using Google Ads in combination with Google Analytics allows you to monitor and measure your PPC campaigns easily. You can track your campaign’s results and statistics (number of impressions, clicks, conversions) in real-time. Also, when you create PPC campaigns and follow up to the conversion to using Google Analytics, you can compare the amount spent to what you have generated.

PPC Campaigns Are Customizable

With PPC campaigns, the keywords, ads, targeting, and sites are customizable according to your goals and budget. As a result, you can make changes to your campaign at any time, even if it is online.

PPC target a Specific Audience

With PPC, you can track your target every step of your sales funnel. For example, people who:

  • Visited your website once or twice
  • Are located in a specific geographic area
  • On sites related to your keywords
  • With similar interests
  • Of same gender and age group
  • Searching for the same queries

By combining these different targeting criteria, your content has a better chance of meeting the right audience. You will be able to reach both your potential customers and those who do not know you yet.

Learn How to Work With a PPC Ad Agency

You now know the aspects you need to evaluate before choosing a Google ads agency. But you should go through these recommendations that will be helpful when working with the company you have hired for this service:

Provide them with the necessary information: No agency will send you a contract without first understanding your weaknesses. They will likely ask you to fill out an application form to determine your goals and requirements. Then the team will contact you to hear your vision to find ways to make it happen.

Listen to them: The agency will offer you best practices for positive results once they analyze your business and campaign requirements. The agency will request access to your website, social networks, relevant software, analysis tools, among others. There will be several meetings to make strategic recommendations.

Contract: You will receive a contract, along with the agency’s project deliverables, fees, and other things, before starting the campaign.

Introduce them to your team: You should introduce the external team to your internal staff. You have to align your internal team with the agency. The idea is that the two work in sync to maximize results. There should be regular communication between the agency and the internal team.

Remember, what you want is for the agency to align with your business’s values ​​and culture. Be sure to feel comfortable with the agency. You should feel comfortable asking questions, expressing concerns, etc. If not, you may not be able to develop a long-term partnership.

Final Takeaways

To sum up, when wondering what to look for in a PPC agency, look for the following:

  • Evidence of successful past performance
  • Strong transparency and reporting
  • A responsive agency
  • Niche expertise
  • Ownership of your goals
  • Measurable results

Finally, before settling with an agency, take their offers and evaluate several of them. Compare at least three to make the final decision. Let us be one of those three. We are certified specialists in Google AdWords and have been advertising for the last ten years.

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Your Beginner Guide For Google Ads Campaign | Step-By-Step

90% of online consumers admit that search engine ads influence their shopping decision.

And in the world of search engine advertising, Google Adwords holds the king’s crown. The digital giant holds 92.8% of the search engine market share. Therefore, it represents a great opportunity for marketers.

The Adword platform by Google offers powerful tools to create and monitor advertising campaigns with the greatest efficiency. It is a game-changer to generate traffic on a site and acquire leads.

But as a beginner, it is often difficult to place your first steps in Google Ads. That’s why we are here with this Step-by-Step Adwords Guide to help you.

Google Ads

Read on to create your first successful Google Adword Campaign!

First, a few things that you should know:

How Google AdWords Works?

In a simple way and fewer words, we can summarise the working of Google Adwords in three points:

1. Potential customers search for the products they need by typing descriptive search terms (known as keywords) into the Google search bar. For example, “black swimming costume” is a keyword that people can search on Google with the motive to purchase swimwear.

2. By using the Google AdWords platform, you can bid on these keywords and display ads at the top of results pages to grab the attention of the people you are targeting. Your ad is displayed higher or lower than those of your competitors depending on your bid level and the “quality score”.

This score appears on a scale of 1 to 10. The higher is your score; the higher are the chances of your ad displaying above your competition.

3. Internet users click on your ad and land on a page presenting the product in question (= your “landing page”). They buy the product if they like it. Google AdWords charges you for each click, whether it results in a user conversion (a purchase) or not.

How Does Google Adwords Charge For Using The Platform?

Signing up for Google AdWords and creating campaigns is completely free. You only pay Google when someone clicks on one of your ads. This is because Google AdWords uses the “Cost Per Click” (CPC) model. A thing to note here: if you set a budget for your campaign, but no one clicks on your ads, you don’t have to pay anything.

How Does Google Adwords Take Payment?

Google AdWords gives you two possibilities: either you pay when you reach a certain spending threshold set by you or after every 30 days. Payment is made by direct debit.

Who Can Manage AdWords Campaigns?

Creating and managing AdWords campaigns can be done in-house with your marketing team if you have one. Or, you can outsource the whole process to a web agency. However, if you plan to invest large sums of money in AdWords advertising for the first time, it is wise to hire some experienced professional or agency.

How Can You Measure The Performance Of An Adwords Campaign?

Measuring the performance of a campaign consists of evaluating the achievements of the goals you set for yourself at the start. There are several possible objectives:

  • Rise in the number of clicks on your ad.
  • Increase in the number of orders/sales through AdWords campaign.
  • Lower cost per order or cost per lead for the same volume of orders and leads.

Are There Different Types of Ad Campaigns?

Yes, Adwords offers seven categories of ads campaigns:

  1. Search Campaigns: Ads appear on the results page as text.
  2. Google Shopping Ads: The ads displaying products with photos, prices, availability, etc.
  3. Display Network: The images ads on the Google Partner Network – websites & social media.
  4. YouTube Ads: Google owns Youtube. It can broadcast your video ads on this platform.
  5. Local Ads Campaigns: Ads for the local audience segmented by Geographical area.
  6. Applications Advertisement Campaigns: Ads that promote applications.
  7. Smart Ads Campaigns: Automate ads that Google optimizes for your business.

How to Track Your AdWords Campaigns?

Google AdWords offers reporting tools the same as what Google Analytics offers. You can generate reports on the interface of your AdWords account in CSV, XLS, or PDF format. Moreover, these reports can be segmented by geographic area, time period, keywords, etc. In short, Google AdWords gives you all the tools you need to set up a powerful reporting system.

Now, let’s get to the main thing –

STEP-BY-STEP Guidance on Creating A Google Adword Campaign

Step 1 Set Your Goals And Think The Type of Campaign Accordingly

First, set goals that match your business ambitions. Some examples of goals are:

  • Drive More Visits To Your Website
  • Receive More Phone Calls
  • Increase Local Store Visits
  • Get More Downloads Of Your App
  • Increase Traffic On Your Youtube Channel

After that, think of the type of campaign that can fulfill the goals you set. Think hard on this. Discuss it with your team and then come up with an answer.

Step 2 Register on Adwords

  • Visit Google Adwords weblink.
  • Click on “Get Started”
  • Choose ” create a new Google Ads Account”
  • By default, it will guide you to creating a smart ads campaign. In smart campaigns, Google controls everything.
  • You can go for it initially if you want.
  • However, it is better to go with alternatives as it helps you know and controls your spending.
  • Click on “Switch to expert mode”
  • On your screen, you will see ” Select your goals for this campaign”
  • Now here, either you can choose the goals from the list, or you can go for “Creating Campaign without Goals’ Guidance”

Step 3 Select Campaign Settings

Select Campaign Settings

  • Now it will ask you to choose the type of campaign you wish to run.
  • Based on the goals that you have already set, choose the type of campaign.
  • Then, you have to choose the results that you wish to get from the advertisements. It is optional.
  • On the next tab, you will have to give a name to your campaign.
  • Choose the networks to display your ads.
  • It is better to exclude the Google search partners and Google Display network for your first campaign. Google search partners are third-party websites.

Note: If you wish to run display ads, create a separate campaign.

Step 4 More Settings

  • Click on “Show More Settings”
  • Specify the start and end dates of the campaign. This is crucial because your ads will continue to run if you don’t specify an end date.
  • Then there is the “Campaign URL option”. You don’t need it as you will use Google Analytics to track ads.
  • Next, is the “Dynamic search ads setting”, which provides auto-creation of your ads. It is an advanced concept, so it would be wise to bypass it. This is because you must keep things in your hands for your first campaign.
  • Below there is an option of “Ad Schedule”. Depending on what you are advertising, you can choose the hours and days. It will tell Google when you wish to turn on your ads and when you want them to be off.
  • For example, if you provide emergency plumbing services, you can select the particular times of the day when you want your ads to start and stop.

Note: If you leave the ad schedule at default, your ad will run all time.

Step 5 “Targeting and Audiences”

Then comes the section “ Targeting and Audiences.”

  • The first option that you will see in this section is the “Locations” to choose.

Now you may think that choosing “all countries and territories” will be favourable to you. But that’s not right. This is because choosing this option will burn your budget very quickly. Plus, there is no sign that you will get leads that will convert.

Here, you have to think about your ideal audience. Where are they located? Think of a location from where you are getting maximum engagement currently. Where are your current customers? Are they local? Do they live in your country? Or are they at some other location?

  • Just take a moment and go through all these questions. Now once you have an answer, choose a location that is fairly precise to your ideal audience. For example, don’t target by a zipcode, as there will be very few leads because of the less population. Instead, go for a fairly precise location like a country.
  • Note: You can also target multiple geographic locations from the option ”Enter Another Location.”
  • Further down, you will have the option “Target”. Here, you will have the option to include or exclude particular people from the chosen locations on the basis of some factors.
  • Then comes the “LANGUAGES”. This one is simple, just choose your language, and you are all set.
  • Now there is “Audiences”. You can here define particular audience segments that you wish to see your ads.

Step 6 Set Budget and Bidding

  • Choose your currency. Put your average daily budget you wish to spend. Start with a very low budget.
  • In Bidding, set a maximum cost per click bid limit. This is the maximum amount that you wish to spend per click from your budget.
  • By default, Google uses the maximise clicks bid strategy. According to this, Google bid on getting maximum clicks on your ads within your selected daily budget.
  • As a beginner, we advise you to choose the same strategy, “Maximum Clicks”. But you can set a cap on the maximum bid amount. Like, if your average daily budget is 10$, you can set a cap of $1 on cost per click bid limit.
  • You can make adjustments anytime in bid value throughout your campaign. Once you start the ads, you get to know what is best working for you as per your budget. That will help you to make the right bidding decisions.
  • Then comes the “Ad Extensions”. These extensions help you showcase extra information with advertisements. For example, site link extensions add additional links to your ads.

Once you are done with everything, click on “Save and Continue.”

Step 7 Set up Ad Groups

Keywords

  • So at this stage, we are going to create the AD groups. For that, the first step is to set an AD group name.
  • You can see a column in front of AD GROUP NAME on your screen. Click on it and type any name. “General”, for example.
  • Now the next step is to fill the KEYWORDS section. On your screen, you can see a link icon inside this section. Paste the URL of the webpage and click on GET KEYWORDS.
  • A lot of keywords appear on the large box below the GET KEYWORDS button. These are the keywords you can target for your ads.
  • If you don’t like the suggested keywords, you can delete them and paste the list of your own researched keywords in their place.

Note: You should avoid adding too many broad match keywords. Otherwise, your ads will appear on requests that do not match your offer. Also, you should focus on your specialties. For example, use the keyword ″ running shoes ″ instead of ″ shoes ″ if you sell running sneakers.

In addition, if you are an e-merchant, select the keywords with transactional intent that convert the best.

  • Once you fill the KEYWORDS section, scroll down to the SAVE AND CONTINUE button and click on it.

Step 8 Create ADs

At this step, we are going to create the AD. We will create a copy that will engage with people searching on Google the keywords you included in your ad group.

  • Click on the FINAL URL section on your screen. Enter the URL of the target webpage you want to advertise on Google.
    Leave the DISPLAY URL section.
  • Scroll down to the HEADLINES section. You have to fill the first three heading columns of this section. Click on the first column, and you’ll find various heading options that Google automatically suggests after analyzing the pasted URL.
  • Pick any heading or create a new one.
  • Similarly, fill the second and third heading columns.
  • Scroll down to fill the DESCRIPTION section the same way. Google will provide suggestions for descriptions too. You can choose from them.
  • All the appropriate columns are now filled. Click on the SAVE AND CONTINUE button.

Note: Heading and descriptions are very important for the success of your campaign. Take your time and create them precisely. Put yourself in the shoes of your target audience, and then think about how they will relate to your headings and descriptions.

Final Step: Set up Payments

The last step is to set up your payments. You will need your credit/debit card for it. Google ads offer discounts to new customers. You can call 1-866-2GOOGLE (1-866-246-6453) for United States callers. They are open from 9:00 am – 8:00 pm EST Monday – Friday.

That’s it, now go on exploring your campaign and tweak your settings. Pause your campaign if you have any doubts and reach out to us.

Request Free Guidance For Ad Campaign