The most efficient method of generating results is through search engine marketing and advertising. We target the end of the sales funnel and capture the user or customer just before the conversion.
This strategy is highly effective and easy to measure. That’s why it’s one of the most expensive marketing methods. Running a search ad on Google is quite a challenging task because your targeting and selection of keywords should be very accurate. The assumption in ad setup may be to eat up your big budget, and you may end up spending more money on ads instead of generating revenue.
So how do you get good performance from your SEM campaigns?
To become a performance marketer, one should have good experience with targeting and keywords. But that’s not enough for performance marketing.
Once we have the right targeting and keywords, we need a good advertising strategy. Following the campaign setup, the strategy I’ll share will focus more on advertising.
Before applying the strategy, we need to make sure that your ad has a really good quality score. You can optimise the quality score by running ads for 2 or 3 days. Once all these processes are complete, we’ll start implementing a performance marketing strategy.
Now we have a good quality score, which means we’re going to pay a lower CPC to rank number one. This way, we can beat our competitors by paying less money.
But we’re not going to run the ad at first. Till now, we’ve already maintained a low CPC, but we’ll reduce it more.
If you have optimised your campaign, use manual CPC as a bid method and set up your bid in such a manner that your ad starts ranking on either the 3rd or 4th rank.
Here is why: This is a completely behavioural strategy. A user searches for anything and is likely to click on the first or second result without even reading it properly. So this way, we’ll reduce a lot of random clicks. And because our ad is ranking in the third or fourth position, our CPC is very low by default. The user who clicks on the 3rd or 4th rank is serious about what he or she is searching for and looking for the better option. They must have clicked on the first and second ads, and after that, they clicked on yours. Such a user is ready for conversion. Now the sales team should approach them in the best way.
By using this strategy, you can generate more quality leads at a very low CPC, resulting in a very high ROAS.
That’s how you do performance marketing.
This strategy doesn’t work for all kinds of campaigns; it is more focused on lead generation and low-budget clients. So, depending on your campaign target, prepare a good strategy and generate more effective results than ever before.