The Challenge – Find Your Ideal Customer.

Whether you like it or not – when you run a business – one that is either serving consumers or other businesses, you will have to generate leads, and turn those leads into profitable customers. “Build it, and they come” was once true, but things are more difficult now. Per Startup Bonsai, 61% of marketers rank lead generation as their number one challenge. One of the most effective, fast ways to generate quality leads is the use of Pay-Per-Click advertising, in short PPC.

What is PPC ?

Pay per click is way of internet advertising in which (you guessed it) you pay per click. Examples of pay per click advertising are Search Ads, which are shown when someone is searching on search engines like Google or Bing. Another form of pay per click is Display Advertising, where advertisements are shown when users are browsing the internet. Social Media platforms, like Facebook and Instagram also use the PPC model.

A Structural Approach to PPC Campaigns

At The PPC Doctor we have developed a successful model to run PPC Campaigns. While the end goal is a profitable digital campaign, everything starts in the real world – where your customers live – and where you have to make your next rent or mortgage payment.

Understand Business Realities

Your business was founded not to help yourself, but to solve a specific problem that exist in the market. Start learning about the people you serve with organizations solution – whether it’s an app, product or services. Who are your potential customers, where do they spent their time online, what are their interests and how can we build a strategy to find them, delight them and ultimately turn them into loyal customers. We develop audience segments that can be targeted with specific messaging and platforms.

Audience Definition

We continue with learning about the people you serve with organizations solution – whether it’s an app, product or services. Who are your potential customers, where do they spent their time online, what are their interests and how can we build a strategy to find them, delight them and ultimately turn them into loyal customers. We develop audience segments that can be targeted with specific messaging and platforms.

Service Portfolio Definition

Now that we understand which markets and customer segments you are serving, we map the organizations products & services to the customer segments. We identify specific characteristics for each product / audience combo which we will later use to build the marketing messaging.

Competitive Insight

Most likely, you have competition – and that’s OK. This provides an opportunity to learn and differentiate yourself from the rest of the market. We research the competition by looking at their business models, marketing messaging digital presence and their advertising methods by using industry-leading tools.

Marketing Messaging

Now that we have learned about your organization, your customers, your products and your competitors, we identify the key value propositions and build a marketing messaging strategy. This strategy has main components but will be tailored by audience segment and will take into account local laws & applicable platform policies.

Digital Advertising Strategy

Great job making it this far…. Finally, we start hitting Google Ads! We translate the messaging strategy into a campaign & ad structure, set financial objectives, execute keyword research and develop a bidding strategy.

Start Advertising – Get Ready to Win.

With such a solid preparation, the implementation phase is simple. We build the campaigns in Google Ads, add keywords to the ad groups, write the advertising copy, set up the conversion tracking in Google Tag Manager or Analytics and develop a reporting package. From there, we enter into the optimization phase.

Want to know how we can help make your struggling ad campaign strong and profitable ? Request a free audit consultation here.