Mar 09

Top 7 Digital Marketing Channels to Prioritize in 2022

By Peach Angeles Business, Digital Marketing

Top 7 Digital Marketing Channels to Prioritize in 2022

How the pandemic altered the way we adjust to doing things is not going away anytime soon. Even as we adapt and transition to post-COVID reality, it still influences our actions and decisions daily; such is particularly true in business.

COVID-19 has upended many marketing strategies and forced businesses across almost all industries to move their operations online. Digital marketing was already an emerging trend, but the unexpected turn of events further emphasized how crucial it is in today’s age of technology.

Fast forward to 2022, transitioning to digital is still vital to the success of your business. However, with varying digital marketing channels, which ones should you prioritize?

Best Digital Marketing Channels in 2022

Digital marketing channels are any tool or platform you use to reach and engage with your target audience. While the decision to optimize for specific channels should be based on your audience insights, it’s also a matter of understanding the value of each option.

Social Media

There are over 4.62 billion social media users worldwide today, and their purpose for being so has changed over the years. What used to be a platform exclusively for social interaction has become a source of news, information, and even shopping. It is a valuable tool that can influence a user’s purchasing decisions through reviews and advertising.

Being on social media gives you access to this broad audience and an opportunity to raise brand awareness, expand your reach, and build loyalty and trust. According to a 2022 report, the top 6 channels with the most active users are Facebook, YouTube, WhatsApp, Instagram, WeChat, and Tiktok.

For B2Bs, the most used and effective channel to reach out to business-minded individuals is LinkedIn, boasting at least 790 million users worldwide.

Email Marketing

Email marketing continues to be one of the most effective forms of digital marketing. Don’t believe it? Notice receiving weekly newsletters after providing email information upon signing up on any social media account or website?

A Campaign Monitor report showed that 64.1% of small businesses still use email marketing. While you may only associate this channel with newsletters, it offers several opportunities to promote your business and engage your audience. Think of personalized messages, notifications like product launches and promos, abandoned cart reminders, etc.

Compared to other digital marketing efforts, email marketing is also cost-effective. It’s estimated to deliver an ROI of $36 for every $1 spent.

Video Marketing

Videos offer the best ROI today as consumers demand more educational content that is easier to digest. In specific, 69% of consumers prefer to learn more about a brand and its offerings through videos.

Leveraging video content not only allows you to tap into this audience but also boost your open and conversion rates, increase your ROI, and build relationships. But, which type of video content to create? Some of the most compelling videos today include brand films, explainer/how-to-videos, testimonials, and product videos, to name a few. The best platform to share your video is YouTube. Facebook, Instagram, and TikTok are also some of the better options.

Content Marketing

Consumers these days do some research online before making a purchase. It means your website, or any channel you may have for this matter, should have high-quality and valuable content for your audience. It should educate, persuade, entertain your visitors but ultimately solve their pain points should they with your business.

As such, some types of online materials you should create are case studies, blog content, eBooks, etc. However, keep in mind that content marketing isn’t limited to text-only content. It can also include videos, infographics, social media posts, and other visual content.

Influencer Marketing

Influencer marketing is one of the most powerful digital marketing channels today. It allows you to tap macro and micro-influencers related to your industry to promote your products/services with their audience—which has a larger audience size than your page’s following count most of the time.

Statistics show that 80% of marketers find this type of marketing effective, with 71% saying that it generates a better quality of traffic than other ad formats. As most consumers now proactively avoid advertising, influencers can help you sell your brand more subtly without being too aggressive, reach a wider audience outside your specific niche and influence their buying decisions through product reviews or information.

Search Engine Optimization

SEO is by far one of the digital marketing channels that drive the most conversions. It’s the process of optimizing your site to help it rank organically in the search engine result pages (SERPs). In other words, make it easier for your customers to find you.

Several factors can help improve your search engine rankings, primarily a secure and accessible website, page speed, mobile-friendliness, high-quality content, backlinks, metadata, as well as domain age and authority.

But, how do you drive quality traffic to your site? Keywords. These are the words or phrases people enter to search for information online. It means the more specific and relevant your targeted keywords are to your business, the more likely you are to engage with interested users.

Paid Search

While consumers trust organic results the most, sometimes it’s well worth paying to boost your site’s visibility to reach a wider audience. You can do just that with paid search marketing by placing an ad on top of the SERPs, just before the organic results. It lets you create ads based on the keywords, demographics, or even the location you are targeting and show them to users actively searching for your business.

Search ad spending is projected to reach $137 billion in 2022—up from the $106.5 billion spent on search advertising in 2019. Pay-per-click (PPC) marketing used to be exclusive to Google, but marketers now have more options, with Facebook and Amazon competing as one of the best PPC platforms today.

Level Up Your Digital Marketing Today

With the increasing number of digital marketing channels available today, it’s never been easier to reach your audience, grow leads, and boost sales. In conclusion, we’re not saying that you should use every channel discussed here, not also that you only focus on one.

For your digital marketing efforts to be effective, you need a well-thought-out strategy that identifies which channels will best work for you. As a digital marketing agency in the Philippines, we can help you with just that.

Get in touch with us at Createmoto today and discover how we can help you leverage these digital marketing channels in 2022.

Mar 03

PPC for Lead Generation: How to Generate Quality Leads

By Peach Angeles Business, Digital Marketing

PPC for Lead Generation: How to Generate Quality Leads

You’ve got a great idea—a product or a service—that you are so convinced will sell. So, you set up an online shop and wait for the money to come in. It all seems fun and jazzy until you realize that, after a while, you aren’t really getting any sales.

No matter how ~brilliant~ your business may be, that wouldn’t do much if it’s not reaching the right people. When you can’t seem to sell and yet you feel you’ve done everything right, there’s probably a step you have missed, if not taken for granted: lead generation.

As a business, you have to constantly attract new clients and maintain relationships with them. In today’s digital era, the most effective way to generate leads is to drive users towards your website with the use of well-placed ads. This is where PPC efforts prove to be useful.

What is PPC Lead Generation?

Short for pay-per-click, PPC is an advertising model in which you pay a publisher—let’s say Google—every time your ad is clicked on. It goes by many names such as Google Ads, search engine marketing, and paid search, but they are all essentially the same thing.

With PPC, you technically buy the visitors to your site, increasing their likelihood of converting into leads and eventually into sales. The problem? It’s not as easy as it sounds.

While PPC advertising drives revenue, it can also waste your valuable time and money if you’re not doing it properly. This is why it’s necessary to figure out how you can improve the quality of your PPC leads to generate a higher ROI while reducing wasted time and resources.

How to Generate Quality Leads with PPC

1. Identify your Audience

Effective advertising is all about delivering the right message to the right people at the right time. The first thing you have to know when creating a PPC campaign is to understand who your end customer is.

Analyze your data and understand who you’re trying to turn into customers based on demographic variables such as age, gender, income, education, location, etc. This information will prove valuable in the different stages of your PPC lead generation strategies, such as creating a buyer persona, writing a better ad copy, or setting up a landing page.

2. Target customers on different stages of the funnel

A common practice among advertisers is to set up campaigns for every product or service they offer. But, regardless of your strategy, it’s essential that you target your audience depending on what stage of the marketing funnel they are in.

It means creating more specific ads and crafting your messages to account for their varying needs. For example, at the top of the funnel are visitors exploring their options and who are not yet ready to purchase. Here, your message can be informational rather than sounding too salesy.

As a visitor moves lower down the funnel, you’ll have more opportunities to earn their trust and raise awareness. During this time, you should craft your ad in a way that would foster relationships and eventually attract them to purchase. What’s great about PPC is that it offers tools that allow you to effectively advertise on various stages of the funnel. These include the ability to bid on multiple keywords and constantly customize your ads for each marketing stage.

3. Use the right keywords

Keywords determine where your ads should appear. Having said that, make sure that the ones you are targeting match every part of your campaign—from the ad copy to the landing page. Your ad should provide potential customers with a direct solution to the problem they are searching to solve.

Some ways to generate a list of keywords to target include:

Understanding the keywords your competitors are bidding on and retrofitting them into your existing campaigns; and
Using keyword research tools, such as Google Keyword Planner, to determine the keyword variations your target audience searches for in different search engines.

4. Track the Results and Refine Your Strategies

What sets digital marketing apart from any form of traditional marketing is that it provides you with actionable insights—data and statistics that allow you to determine the methodologies that work and what don’t.

With tools like Google Ads, you can track your campaign’s performance, including the leads generated and the money you spent. With this information, you can further refine your keywords and ultimately improve the quality of your leads.

Conclusion

With these steps, you’re well on your way to generating high-quality leads using PPC advertising. As a digital marketing agency in the Philippines, our goal at Createmoto is to gear you to success regularly with your PPC efforts.

Get in touch with us today to learn more about how you can keep optimizing your campaigns and attract more high-quality leads.

Mar 03

7 Steps to an Effective Facebook Marketing Strategy in 2022

By Peach Angeles Business, Digital Marketing

7 Steps to an Effective Facebook Marketing Strategy in 2022

If there’s one thing the COVID-19 pandemic has proved, it’s that anyone can start a business.

It wasn’t that long ago when seemingly most of our Facebook friends started selling goods—baked goodies, food trays, plants, handmade items, etc.—and offering services like the genius pasabuys in shops or local food deliveries. It was also during the lockdown restrictions when live selling skyrocketed as a form of marketing and sales channel with consumers becoming more receptive to shopping via live streaming.

Raise your hand if you’re guilty of launching a business at the height of the pandemic—and both hands if you’re doing business and marketing it primarily on Facebook. With over 2.9 billion monthly active users, it’s no wonder it’s the most used social media platform worldwide and is at the core of many small business digital marketing strategies.

However, if you want your business to stand out, you’re going to need to step up your Facebook marketing strategy.

How to Create an Effective Facebook Marketing Strategy

1. Set Goals

Every successful marketing strategy starts with setting the right goals—much like you shouldn’t expect perfection by cooking without the right ingredients, do not post blindly on Facebook and expect massive results.

By setting goals, it’s easier to measure your success and ensure that you’re on track. These goals don’t necessarily always involve money or return on investment. Goals can also look like these:

Increase brand awareness
Drive site traffic
Generate new leads
Boost community engagement

While Facebook may be the most prominent networking channel today, it would be useless in the absence of an effective strategy. This is an area where a digital marketing agency can help—create a strategy that is tailored to help you achieve your goals whatever they may be.

2. Identify Your Audience

A target audience is composed of existing and potential customers that are more likely to purchase your products and services. They can be further grouped based on their demographic information such as age, gender, income, location, hobbies, etc.

The first step to know which consumers to target is to identify who will benefit most from your business and then start narrowing it down from there. You can also look into what your client base has looked like in the past—what characteristics do they share? By knowing who your target audience is and understanding their pain points, you’ll be better able to deliver the right message to the right people at the right time.

3. Boost Engagement

As a brand, you shouldn’t just cross your fingers and hope that conversations happen by themselves. Instead, take the initiative and create exciting, meaningful conversations that your target audience would love to participate in.

Take a cue from brands with the best social media strategies today. The ride-hailing app, Angkas, for example, is famous for its deadpan, witty posts, and hilarious memes. It’s the kind of an engagement strategy that makes users keep tabs on its page—something that you would want for your business, too.

4. Plan Your Content

While we’re on the topic of engagement, it’s time to draft your content. There are at least two factors to consider here: the type of Facebook posts to publish and the time at which you will post them.

What type of posts do best on Facebook?

There are at least two factors that determine what posts do well on your Facebook page: what people enjoy seeing on your feed and what posts Facebook rewards or serves to more people. Some types of Facebook posts you can try to engage your audience include polls, videos, images, questions, events, texts, links, etc.

When is it best to post on Facebook?

According to a 2021 study, the best time to post on Facebook is anywhere between 1 pm and 3 pm during weekdays and Saturdays. It also found that engagement rates are 18% higher on Thursdays and Fridays.

Why is it important, though? By posting at the right time during the day, you are likely to have more engagement—likes, comments, and shares.

5. Explore Various Facebook Features

While you may be familiar with most of what the platform offers, you’re probably not using some as you have to—not realizing the benefits you are missing. Let’s take a look at live selling as an example.

Small-scale businesses have transitioned from brick and mortar to doing sales online to sustain operations during the pandemic. Many of them, particularly the ones in the fashion business, use live selling to showcase their items in real-time, and studies reveal that it works.

A 2021 Facebook study found that 1 in 4 people browse live selling streams on social media. Meanwhile, at least 85% of the 12,500 surveyed assumed their live shopping purchases would increase during that year. As a retailer, this feature gives you access to an engaged audience with just the use of equipment you probably already have—an internet connection and a smartphone or laptop for capture.

6. Leverage Facebook Ads

It’s no secret that Facebook’s algorithm updates in the past are geared towards forcing businesses to leverage paid ads. While that’s the case, it’s good to know that Facebook ads are one of the most cost-effective forms of advertising today and are equipped with various features to make the most out of your spending.

It has A/B testing, targeting, remarketing, and reporting capabilities that allow you to keep track of your performance and adjust your efforts where necessary. Overall, you can use Facebook advertising to promote your page, reach a wide audience, generate leads, and boost conversion.

7. Track and Measure Results

You have set your goals, planned your posts, and created your ads. The next step is to start tracking and measuring the performance to determine whether your marketing campaign is successful. Facebook has analytics that tracks various metrics such as audience growth, page impressions, video views, link clicks, and content engagement.

At this point, it would help if you also calculated your ROI to plan your future campaign spend—refocus your resources on efforts that yield more positive results.

Takeaway

Facebook offers a wealth of marketing opportunities that can deliver great success when maximized. However, understanding how to strategize effective campaigns on the platform is essential to achieving your goals. If you’re still just getting started, a digital marketing agency can give you the much-needed direction to kickstart your Facebook efforts.

As a game-changer in the digital marketing industry, we know the techniques that will work for you. Get in touch with our experts today to learn more.

Facebook ads are the cornerstone of many small businesses’ marketing strategies.

However, you’re going to need an excellent Facebook marketing strategy if you want your business to stand out among the 50 million businesses on Facebook!

How many users does Facebook have? With roughly 2.91 billion monthly active users as of the fourth quarter of 2021, Facebook is the most used online social network worldwide.Feb 14, 2022

Mar 02

5 PPC Best Practices: How to Improve Your Campaign Performance

By Peach Angeles Business, Digital Marketing

5 PPC Best Practices: How to Improve Your Campaign Performance

A well-executed pay-per-click campaign can help you achieve many of your business goals. It’s a low-cost, high-impact advertising channel that can drive traffic to your site, offer valuable insights, and grow your revenue.

However, if you’ve been running PPC campaigns for a while—and you still feel as though it’s not working as it’s supposed to—it may be time to reevaluate your paid efforts and adjust where necessary.

In this article, we will walk you through some strategies to boost your PPC performance and get the best ROI.

How to Improve Your PPC Campaign Performance

1. Optimize for long-tail keywords

Any digital marketing campaign starts with keyword research, and it’s no different with PPC. It can tell you what terms your target audience is searching for, measure the competition for these keywords, and guide your strategies to generate clicks and boost conversions to your site.

If your goal is to improve your ROAS (return on ad spend), you shouldn’t go too broad on your PPC keywords. Instead, balance broad-match terms with long-tail keywords that exactly match the search intent you are targeting.

For example, “coffee shop in Quezon City” is a long-tail keyword and has a clearer search intent vs. “coffee shop”. While it may have a lower search volume, it has a higher search intent, and bidding on it can help you attract higher quality leads, which can result in more sales and returning visitors. Some other benefits of targeting exact match long-tail PPC keywords are the following:

Less competition
Lower bids
Higher search intent
Highly targeted ad copies

2. Remove low-performing keywords

While you target high-performing, long-tail keywords, you should as well remove any underperforming keywords that are pulling down your paid search performance.

Look for keywords that don’t generate many impressions or those that have a good number of impressions but are getting few clicks. In these cases, it’s either your target users are not searching these keywords or your ad copy doesn’t align with the search intent of the user. You can try revising your ad copy to better match the search intent. However, if that too, doesn’t work, you’re better off removing these keywords from your campaign.

3. Add negative keywords

Adding negative keywords allows you to exclude search terms from your campaigns and prevent them from triggering your ads. It allows you to focus your ads—more importantly, your ad budget—on the most relevant searches.

Let’s say you’re advertising online baking classes and you’re bidding on the modified broad match keyword +baking +classes. If someone Googles “in-person baking classes” your ad will appear on the search results.

But, because your ad is irrelevant to the search, even with the help of geotargeting, two things are likely to happen: the user will ignore your ad, therefore diminishing its click-through rate (CTR) or they may click through but then realize that your service is irrelevant to them, thus costing you money.

4. Write a compelling ad copy and landing pages

The success of your PPC campaign is not a matter of how good you manage it but how engaging, informative, and compelling your ad copy is. Optimize your ad copy by doing the following tips:

Include your target PPC keywords that match the search intent
Highlight the benefits of your product/service and use power words like free, money-back guaranteed, etc.
Speak directly to your audience
Evoke an emotional response
Finish with a strong CTA

While at it, make sure to match your ad copy with your dedicated landing page. It’s where users will be redirected when they click on your ads and should provide what users are looking for. It’s the key to improving your overall PPC performance.

5. Optimize ads for specific devices, locations, and times

People these days access the Internet from different locations on different devices, and during different times of the day. You can further optimize your PPC campaigns by taking the following into consideration.

Devices being used: Google PPC ads appear differently on different devices—mobile phones, tablets, computers, wearables, etc. So, make sure to leverage the many options to customize your ads according to where you want them to appear. Device targeting, for example, is a feature that lets you optimize your ads on specific device types, even specific systems, device models, and networks.
Location: Geotargeting is the method of delivering personalized messaging to target users based on their geolocation. This is particularly helpful if you have a physical location or your target audience is in a particular area, and you want to optimize for local search.
When your target audience is more active: Run your ads during times when your target market is more active. Consider scheduling your campaigns 24/7—while it will cost you more initially, it should help you determine your market’s most active periods. With that information, you can make some adjustments to allocate most of your ad budget during those times.

Conclusion

PPC advertising is a great avenue to promote your brand, a new product line or service, or limited-time offers. It’s become a vital part of any digital marketing strategy with various benefits to offer—it is cost-effective, highly targeted, and provides valuable insights and trackable results. It gives you access to data that can help you fine-tune your efforts and generate more sales and revenues.

Ready to get started? Make the most out of your ad budget by letting the experts do the work. Get in touch with us at Createmoto and we would be happy to discuss how you can further improve your PPC campaigns.

Mar 02

A Brief Guide to Using Google Keyword Planner in 2022

By Yael Dono Business, Digital Marketing

A Brief Guide to Using Google Keyword Planner in 2022

People are constantly looking for new content on the Internet, and most of them are using Google to try and find it. They would use a set of keywords or phrases to search for that information.

As a business, you want to show up in relevant searches when users look for products or services —particularly in the top results of the first page of search engines because that’s where you’re most likely to get clicked. However, ranking on the prime real estate on the SERP has its own science. In today’s post, that’s what we will be focusing on: how to show up on the first page of SERPs by using the right keywords.

How to Use Google Keyword Planner for Your Keyword Research

Keyword research is the basis of any digital marketing campaign. It helps you determine what your target audience is searching for and how to rank it. Google Keyword Planner (is a free resource tool that helps you do just that and more.

You can use Google Keyword Planner for your PPC and SEO marketing efforts. It allows you to discover new search keywords, valuable insights (e.g. search volume and cost for keywords), and performance forecasts that can help you with the following:

identify the right keywords to target
optimize your website for search engines
target keywords for link building and pay-per-click campaigns; and
determine the right content for your audience

Step-By-Step Guide to Using Keyword Planner

1. Access Keyword Planner

Using Keyword Planner is free, but it will prompt you to set up a free Google Ads (formerly Google Adwords) account. This shouldn’t be a big deal, especially if you’re planning on using the tool for long-term PPC campaigns. When you get access to the planner, you have two options to get started: discover new keywords or get search volume forecasts.

The first option is as easy as it sounds—enter your keyword ideas and discover a broad match of keywords or phrases you can use to reach people interested in your products/services. Meanwhile, you can use the other option to determine the historical trend, search volume, and forecast for specific keywords.

2. Discover New Keywords

Under Discover New Keywords, there will be two tabs: Start with Keywords and Start with a Website.

Start with Keywords – Here, you can enter a list of up to 10 keywords or phrases [separated by commas] relevant to your business. It can be anything that describes your business—the products or services you offer—or the keywords that users are most likely to Google when finding your company.

Start with a Website – Instead of entering keywords, this option allows you to use an entire website or a specific page as a source to bring up keyword ideas you can use. This is a great way to get insights into what your competitors are doing and what keywords they are optimizing and/or bidding for.

3. View Insights

After keying in the terms or the URL, click Get Results. Google Keyword Planner will return with a table of new keyword suggestions, each with the following insights.

Average Monthly Searches – The range of number of searches the keyword receives every month

Competition – A keyword’s competition is ranked low, medium, or high, depending on how many advertisers are bidding on it. The higher the competition is, the more difficult and costlier to target.

Top of Page Bid – This lists the range of price estimates (low range and high range) advertisers would pay for a top page bid.

You can further filter the results based on location, language, search network, and period. Just click the Add Filter tab above the results table. You can also filter out negative keywords with the Exclude keywords in my account option.

4. Get Search Volume and Forecasts

Remember the option for discovering keywords? Get search volume and forecasts. Google Keyword Planner will display forecasts you can expect within the next 30 days for the keywords you enter. These include the following.

Total number of clicks
Impressions—the number of times your ad would be displayed
Overall cost
Average position
Cost-per-click

Keyword research underpins every SEO and PPC strategy, and Google Keyword Planner offers a lot of value—it’s entirely free to utilize and a good starting point to determine the right keywords you can use to reach out to people who are actively searching for your business. More importantly, it acts as the foundation of your digital marketing efforts to boost your search visibility, rankings, and traffic.

Ready to Get Started?

You’ve got the basics down. Let us handle the intricacies of Google Keyword Planner and help you build your growth strategy around search terms that matter most to your business.

Get in touch with our digital marketing experts at Createmoto today!

Mar 02

How to Improve Your PPC Campaign Performance

By Peach Angeles Business, Digital Marketing

How to Structure a PPC Campaign That Works

Online shopping is more in-demand than ever, and it’s evident in the increasing number of marketers investing in PPC campaigns. In 2021, Google reported a $53.1 billion revenue which accounted for 81% of the overall sales of its parent company, Alphabet.

When done successfully, PPC—short for pay-per-click—can result in a better ad placement in the search engine result pages (SERPs), which in return can help you drive traffic to your site and generate leads. But, keep in mind that ad placement is only as good as the ad structure itself. When a campaign is not structured correctly, it may not produce the results you expect.

What is an Account Structure?

Account structure is essential to the success of your PPC efforts. But, what does it mean anyway and why does it matter? Put simply, your structure is the backbone of your account that supports many other parts of your PPC campaign, including its overall performance.

In its basic form, an account structure includes campaigns, ad groups, keywords—both targeted and negative keywords—and an ad copy. The number of campaigns you run can depend on several factors such as the following:

The products and services you offer
The network you use—search, display, maps, shopping, etc.
Locations to target
Your budget

Each campaign houses different ad groups, each of which targets a specific set of keywords that will trigger a set of ads. Each ad also includes a landing page where you want to direct users to after they click. All these components should be themed and relevant to ensure that the searches triggering your ads are useful to the users. With that said, a basic account structure should look like this:

How to Structure Your PPC Campaign in 2022

The success of your account structure largely depends on your understanding of each component involved. Let’s discuss them further.

1. Campaigns

Your campaign is the topmost category your ad groups will fall under. It may be defined by the types of product you offer, your location, or your target audience. For example, if you are a printing business, you can use your products and services as your campaigns and specify them further in the categories that follow.

2. Ad Groups

Under each campaign are your ad groups which are exactly just that: groups of ads that share similar targets. You can use them to organize your ads by a common theme—usually based on the types of products or services you want to advertise.

Advertisers usually base their ad groups on how they are categorized on their websites. Let’s say you offer corporate gifts and photo prints. You can use them as your ad groups, and each would contain a keyword list that focuses on the products you sell.

While there’s no limit to the number of ad groups to list under a campaign, PPC ad specialists advise against going overboard. It will not only stretch your ad budget but also suffer the results. The golden rule is to keep within the maximum limit of 7-10 ad groups per campaign.

3. Keywords

When a search query matches with a keyword that you target, it will trigger an ad that can potentially attract clicks to your site. It means that your keyword list must be composed of the words and phrases your target users are most likely to search for your product or business: thank-you kits, corporate shirts, custom notebooks, personalized stationery, etc.

Several tools can help you build your keyword list such as Google’s Keyword Planner. It provides insights into search volume and trends, the historical data of keywords, and more importantly, how much it would cost you to bid on specific terms. This information can help you fine-tune and optimize your keyword strategy in the long run.

4. Negative Keywords

While there are target keywords, there are also negative keywords—terms and phrases you want to exclude from your campaigns. This is particularly useful if you’re bidding on broad match and/or modified broad match keywords where you’re more likely to attract some completely irrelevant search queries that match with your ads.

Keep building upon your negative keywords list to keep irrelevant searches from triggering your ad and save money in the process. It can also help increase your ROI by better targeting your ads towards interested users.

5. Ad Text

An ad text is a copy that will appear when a search query triggers your ad, and one of the secrets to writing one that actually gets clicked is by focusing on the end goal. What can users accomplish with your product/service?

As a printing business that offers corporate gifts, your target audience is more likely to search for phrases like “how to promote my business”. Your headline shouldn’t start with “promoting your business?”—besides being obsolete, you already know that they are. Instead, speak to their end goal by providing the solution to what they’re looking to achieve. Write your headline like this: Promotional Gifts for Your Business.

6. Landing Page

The destination URL is the page on your website where you want to direct your PPC traffic. It can be your home page, service page, or blog. However, because of the cost associated with each PPC visitor you attract, you would want to drive them to a dedicated landing page with a lead generation form on it.

Make sure that the landing page is relevant to the search query. As a user, you wouldn’t want to be served an ad about a publication house when you’re searching for a printing business, would you?

In conclusion, a simple account structure should look like this:

Why Campaign Structure Matters

PPC campaigns are designed for targeting users with already an intent to buy. With paid ads, you can target these users—but only if you target them with an ad copy that matches their intent.

Grouping your keywords into relevant themes allows you to write a better campaign. When all the above factors are tied together, you can help improve your quality score, a metric that can help you secure an ad placement in the SERPs and generate leads.

If you’re new to Google Ads, don’t worry! As a digital marketing agency in the Philippines, we know the strategies that can help you find success with your PPC campaigns.

Get in touch with us today!

PPC ad campaign