PPC and Mailer Campaigns


Each pay-per-click (PPC) campaign is unique in its own way. However, all successful campaigns share the same logics. It requires a logical path, an organized structure, thorough keyword research and analysis of an ongoing activity. Success of a pay-per-click campaign is the outcome of working smarter with logical analysis. PPC management is a full-time job and requires full devotion. We at Techibots have professionals who can devote full time to this showcasing huge success. Hence it is advisable to customers to free up precious time and focus on your core business by handing over the PPC business to us.
Side is the structure of an AdWords campaign.
To run a PPC campaign successfully, we will have understand these key elements first.
Review the content/ product that you want to market. Understand the subject matter and its offerings, the business goals and targets set by your management. Analyze your competition and the keywords they are targeting. Do a thorough research on keywords, as how the results are coming up on a SERP. Have a look at your product range and decide which ones you want to promote. Understand the price points, customer service and delivery that others are offering, basis the same you can design your PPC campaigns.
Once you understand the keywords required, you can begin to group the initial content/keyword into themes or content blocks. These themes can be used as your campaign structure that will guide you with the keyword research. Ideally one should make a list of relevant and important topics based on the business knowhow. Ask the management or the people associated with the business to make a list of words that describe their products in best way. Then using Wordtracker or a keyword research tool, find the relevant keywords. While choosing a keyword for PPC you can have a Broad, Phrase and Exact keyword types. Use broad keywords to start with and go for the exact ones when you are sure that people will click them. Sometimes negative keywords are used in a PPC by choosing broad and phrase matches.
Once you have generated enough keywords, you should now divide these keywords into very narrow groupings of similar keywords called “ad groups.” Once the grouping of similar words is done, you will have multiple ad groups. These ad groups are nothing but a collection of keywords and adverts. Within each of these ad groups there would be highly focused keywords closely related to each other. Multiple ad groups can be created, with multiple keywords, however the smaller and tighter ad groups are better. Once ad groups are done, it is time to create ad copies. A good PPC campaign should have at least 10 or more AdGroups or 3 or more AdCopies. More relevant keywords in each AdGroups will result in better Click Through Ratio (CTR).
To develop your ad copy, you need to have proper display and destination URL structure. This structure would drive your ads to one particular destination. The display URL is shown in the ad copy while the destination URL will actually drive it. Each of your products should have their own page, with a very clear 'buy button' or a “call-to-action” button to drive the traffic directly to the landing pages. Your goal should be to find the page on the site that is most relevant to the group’s keywords. It is always ideal to create a campaign landing page to improve your chances of conversion. You can also drive the same ads to other landing pages to see which one is generating a better visitor engagement.
You can have different text ads to increase your CTR. PPC campaigns allow such ad variations to have better Click Through Ratio (CTR), By generating variety of ads you can monitor multiple patterns as which of the ads are being clicked and which are not being clicked.
CTR or click-through rate, rate as in ratio is a metric that measures the number of clicks an advertiser receives on its ads with respect to the number of impressions. For your PPC success, achieving a high click-through rate is highly essential. As it directly affects both the Quality Score as well as the cost per click each time your ad is searched for.
Use Google Analytics or Yahoo Web Analytics to generate reports on a PPC campaign. Continuous monitoring is required on bounce rate. A landing page has to be re-worked in case the bounce rate is more than 50%. These factors are very critical to the success of PPC. If your bounce rate is high with a low CTR then entire PPC campaign has to be re-looked at. Custom and standard dashboards can be created using various tools including Google Analytics which can define if you are heading towards your goal or not.
Keep a close eye on your campaign, keep analyzing and studying it, there is always a scope to refine and re-work on your PPC campaign. About only 20% to 40% keywords gives you real value, hence it advisable if a campaign is not delivering positive ROI it can certainly be paused and re-worked upon.

Mailer Campaign

Mailer campaigns will always remain a key tool for various businesses in the overall marketing plan. When planned properly, with the right creative, executed properly it can produce desired results. We at Techibots have mastered this art through our experience and several successful campaigns.
Few questions that we should keep in mind while delivering the best results are:
Identify your right audience and connect with them. Always focus more on benefits rather than features. Customers today are keener to know about the benefits. It will help to directly connect with them.
The mail should clarity about your intention, whether you want your customer to call you or buy a product or schedule a consultation whatsoever. Be direct and clear, creating an urgency in your mailer also helps. Know them about offers or if any event is taking place..
You will come to know if a creative is perfect only when you get the desired output. To maximize your impact your creative must be catchy. The creative should hit the bull’s eye. For instance, insert the creative should contain specifics, like the date, numbers, codes if any so that it is easily traceable.
Before sending the mailer, ensure that your mailers are reaching the right audience. Once you start getting feedback and responses, make sure you keep those records and update them accordingly. Have your sales team reach out to them and establish connection.
Personalize your messages and keep following with your audiences on product and services. Check with them in case they need anything and how you can be of help to them. Do not limit it to mere lip service rather execute them to perfection. Ensure you develop a personal rapport with them.