5 Essentials for PPC Campaign Success

5 Essentials for PPC Campaign Success

Pay Per Click (PPC) Advertising is a great way to get your product or service in front of potential customers. Available through Google Ads or Microsoft Advertising, you can create a campaign today and start servicing customers tomorrow.

5 Essentials for PPC Campaign Success

Let’s look at five essentials if you are to achieve success with your PPC campaign.

1. Impressions

Each time one of your ads is shown on a Search Engine Results Page (SERP) it’s called an impression. It goes without saying that your PPC ad campaign isn’t going to go anywhere if you don’t get any impressions and people don’t see your ads.

In order for your ads to be displayed you need to be targeting keywords with adequate search volume. The starting point for any PPC campaign is to carry out keyword research in order to determine what your potential customers might type (or speak) into their device in order to find businesses like yours. In doing this you need to adopt the mindset of a potential client.

You may find that the way in which a customer might phrase something, and the way in which you as the business owner would phrase it, are not the same thing. As far as your ad campaign is concerned, and the keywords customers might use to find you, it doesn’t really matter what keywords and phrases you think best describe your business activities. What matters is how the customer views your business, and how they would speak about what you offer. As far as this goes, the customer is always king.

In my own business, I offer all sorts of computer-related services. One facet of what I offer is computer repair, which in my mind entails some sort of disassembly of equipment to put something right, and then putting it back together again. For me, fixing an email issue, reinstalling an operating system, or removing viruses and malware, are not computer repairs as such. However, I quickly discovered after launching my business, that most of my customers use the term ‘computer repair(s)’ as at least part of their search phrase. For this reason, it became imperative for me to build out lists of keywords which incorporated the term ‘computer repair(s)’.

Various online tools are available which can help you to carry out keyword research. You should look to build out lengthy keyword lists containing multiple variations of the search terms, with a mix of short- and long-tail keywords and phrases.

In order to gain impressions, think like a potential customer, speak their language and build your keyword lists accordingly.

2. A Strong Impression Share

One of the metrics available in your PPC platform, whether Google Ads or Microsoft Advertising, is the Impression Share. This metric is defined as the percentage of impressions your ads received compared to the total number of impressions that your ads could have received. In other words, how often are your ads being shown on the SERP against the total number of times when they were eligible to be shown.

Assuming your keywords are triggering ads appropriately you may find that your ads aren’t actually appearing on the SERP often enough. If this is the case, in other words your impression share is too low, then you’ll need to review your bids and potentially increase these in order to lift the positioning of your ads. However, other factors are involved and it’s not merely a case of increasing your bids.

The position of an ad on the SERP is determined by a formula called Ad Rank which gives your ad a score based on your bid, the Quality Score of the keyword used to trigger the ad, and other factors. The Quality Score is a rating given by Google or Microsoft to each keyword. It’s based on the quality and relevance of your ad, its landing page on your website, and the estimated clickthrough rate for that keyword.

You can control the quality of your ad, and of your landing page, by matching them closely with the searcher’s intent. This means including the keyword in the ad copy and the landing page and using language which clearly shows the searcher that you can provide whatever it is that they are seeking.

You should settle for nothing less than above average ratings for both your ads and your landing pages and adjust the copy of both until this is achieved. In doing so you will achieve higher quality scores resulting in a higher Ad Rank. The higher your quality scores the less you’ll need to pay to achieve an equivalent position on the SERP.

The other component of Quality Score is the Expected Clickthrough Rate which is a measure of how likely it is that your ad will get clicked when shown for that keyword. This is determined by Google or Microsoft and isn’t under your immediate control in the same way as your ad quality and landing page experience.

By improving your Quality Scores and bidding appropriately, you should be able to achieve a satisfactory impression share when compared with your competitors. In my own industry I typically look to achieve impression shares of at least 80%. The figure you would need to target in your own industry would vary depending on the total number of impressions you are achieving and other factors described in the following sections.

3. A Satisfactory Clickthrough Rate

According to Wordstream, the average clickthrough rate for Google Ads is 1.91%. PPC clickthrough rates vary significantly from industry to industry, from a low of 1.35% for Legal to 3.4% for Dating & Personals. It’s worthwhile comparing the clickthrough rates you are seeing for your different keywords to your industry average as this will give you a clear benchmark for assessment of your performance.

There are a couple of reasons why your clickthrough rates may be too low. The first is to do with whether people are even seeing your ads, and the second relates to the content of the ads.

Let’s assume that your ads are achieving a satisfactory number of impressions, and that your impression share is on target. It’s still possible that potential customers may not be seeing your ads if your ads are appearing too low on the SERP. There are typically four positions at the top of the SERP for ads and you should aim to be attaining one of those positions. There may also be a number of ads at the bottom of the SERP but most searchers will already have made up their minds before scrolling down this far. In my view, these positions on the SERP have very little value.

I would recommend targeting an average position in the range from 2-3. You can adjust your bids for your keywords and then monitor the average positions achieved using your PPC platform to make sure you’re on track. You can then tweak your bids higher or lower as required. Achieving the top position is always possible but may be significantly more expensive and may not result in a significantly higher clickthrough rate.

The other main reason for a low clickthrough rate may simply be that your ads aren’t sufficiently compelling to generate clicks. You can test different versions of your ad copy and monitor which versions achiever higher clickthrough rates. Again, you should try to grasp the mindset of the potential customer and ensure that your ad copy is a direct response to the searcher’s intent. If the wording of the ad gets their attention they are much more likely to click through to find out more.

4. Low Costs Per Click (CPC)

Lower marketing costs lead to greater returns on investment (ROI) on your marketing budget. For this reason you need to drive your costs per click to the lowest possible level. I’ve heard from clients who’ve reported that PPC advertising didn’t work for them. Without a doubt PPC advertising is more suited to certain industries than others. You need to be aware of the potential costs, budget accordingly, and regularly measure your performance against whatever metrics you choose to use.

One of the most common mistakes is to bid too high and not have a strategy to achieve satisfactory outcomes with lower bids. It’s relatively easy to achieve the top position of you’re willing to pay for it. In my own industry you might pay $20 to achieve the top position whereas you could be in an average position between 2 and 3 for $5. You would need to convert many more of the top position clicks into customers in order to achieve a satisfactory ROI.

Your clicks will cost you more if your quality scores are too low, as discussed earlier. For this reason it is worth making the effort to create high quality ads which click through to landing pages which correlate as closely as possible with the searcher’s intent. In doing so you will maximise your quality scores and reduce your costs per click.

5. A High Conversion Rate

The goal of every marketing campaign is to convert people into paying customers. Once you’re achieving your targets in terms of numbers of impressions and impression share, clickthrough rates, and costs per click, the final step is to convert the searchers into actual clients. You may measure conversions in different ways, whether your goal is to have people call you, make an online booking, fill in a form, or something else.

At the point when a potential client clicks on your ad, they are taken from the SERP to your website and this is where your landing pages come into play. You need to capture and captivate the attention of the searcher as soon as they arrive on your landing page. In order to do this you need compelling content which matches the searcher’s intent and which clearly articulates what you’d like them to do next through crystal clear calls to action (CTA’s). By doing this, you will achieve conversions and the goal of your PPC campaign will have been achieved.

Wherever you are on your journey with PPC advertising, I hope you’ll have found my thoughts on one or more of the five essentials described here to be helpful in propelling you towards the success you desire. You need potential clients to be seeing your ads, clicking on them at a reasonable cost per click, and then following through on your call to action after arriving on your landing page. This is the pathway to success.

This article was written by Norm McLaughlin, founder of Norm’s Computer Services, a local computer repair business in Brisbane Australia.

Virgin Galactic Unveils Interiors Of Gateway To Space Building

Spaceflight company Virgin Galactic has recently unveiled the interiors of the region where tourists for flights into space will prepare themselves. The structure referred to as “Gateway to Space” is located within Spaceport America and it contains regions wherein passengers will put on necessary gear for space flights along with sector for mission control. The completed interior work implies that now Gateway to Space is functionally ready to host the last portion of Virgin Galactic’s test flight before taking on its first batch of human travelers and astronauts into space.

CEO George Whitesides expressed satisfaction to press reports at the event about how they are now operationally ready to start their space flights. The space flight system comprises of WhiteKnightTwo which is a carrier aircraft and also SpaceShip Two which is a space plane capable of carrying six passengers. When the WhiteKnight2 lifts off from the runway it will be able to haul up the spaceship to an altitude of 50,000 feet and from that point onwards SpaceShip2 will be able to propel itself into suborbital space with the power of its rocket motor. During this flight the passenger within the space plane are likely to experience weightlessness and see beautiful view of the earth against inky blackness of space. After this short trip the passengers will return back to earth and will make a typical runway style landing.

Every ticket on the SpaceShip2 for suborbital trips presently costs $250,000 and representatives of Virgin Galactic say that above 600 people have already paid deposits to reserve their seats. The firm has already started its test flights and they have already made trips to suborbital space in December 2018 and also in February this year. Five of its pilots Mark Stucky, Dave Mackay, Mike Masucci, CJ Sturckow and chief astronaut instructor Beth Moses have already got wings as “commercial astronauts”. They lifted off from Mojave in California during first flights but final test campaigns will be done from New Mexico.

NASA To Review ISS National Lab To Ensure Alignment With Its Missions

NASA has plans to review the NPO which runs a small portion of ISS operations at its national laboratory. It has also called for the organization to take a strategic break for a while. NASA’s Bridenstine supported reviewing the organization known as CASIS. In 2018, it rebranded itself with a new name – The ISS National Laboratory. This review will ensure that its operations are aligned with low Earth commercialization strategies announced by NASA back in June. This independent review shall be commissioned by NASA’s SMD and HEOMD departments. This review will be headed by Cantwell, a senior VP for R&I at Arizona University. CASIS hasn’t yet responded to this announcement.

However, a letter by NASA to CASIS calls for CASIS to strategically pause its activities so that the review panel can find out whether the team was working with the right resources and goals, which would improve lives back on Earth. This review will take around twelve weeks to be fully complete.

This letter mentioned a CASIS request for reducing or changing the services provided by Vockley, CEO of CASIS. NASA stated that it would be deferring this request until the review was done and dusted. Another source stated that removing Vockley would require NASA’s permission. The BOD of CASIS had moved to remove him recently.

Vockley and Bridenstine had appeared together recently at a conference organized by CASIS. At this event, they agreed that CASIS was capable of playing a significant role in research and could advance it to a point where commercialization could be carried out. Vockley had announced that NASA was a great partner to have, who enabled all their operations. Bridenstine was questioned whether he would see changes in the current NASA – CASIS relationship to which he replied in affirmative. CASIS has been criticized in the past for lack of ample progress for all the resources it uses.

Auto Manufacturers Are Curtailing Production Owing To Weak Market

The General Motors have planned to cut down their production of Chevrolet Equinox SUV at two of their North American plants following the announcement of cuts by Honda, Ford as well as other manufacturers.

The automakers have been facing the second downfall in the market since the Great Recession. Planners and analysts have said that how far the demand would go will be dependent on the way in which the Trump administration manages disputes with their trade partners especially China. Mary Barra, CEO of General Motors said that they had learnt very important lessons during the previous recession time and are therefore planning to adjust  their production early to go with the market demand. The main target of the latest cutback of GM was the Equinox but other SUV’s namely Chevrolet Trax and GMC Terrain have also been impacted.

GM spokesman Dan Flores has said that they have planned to drop one of their three crews working in Mexico. The plant produces Chevrolet Trax, GMC Terrain and Equinox. In addition they are also planning to put their factory which solely produces Equinox to idle for a week in September which is situated in Ingersoll, Ontario. Flores said that they were focusing on making profitable sales and were committed in making business in a responsible way. Ford is also planning to stop its operation in their plant in Oakville, Ontario in the coming month. Four SUV’s are being produced in this factory namely Ford Edge, Ford Flex, Lincoln Nautilus and Lincoln MKT. Ford said that nearly 200 workers would be made inactive and has also cautioned about more cuts in the future.

Honda has confirmed its reduction in production of Civic and Accord models at its Ohio plant. Nissan has reduced their output in Canton, Mississippi and their operations in Mexico recently. Industry executives have said that the prevailing trade disputes will impact the US economy and the auto market in particular. There are other factors which could be troublesome. The prices of new cars have hit record levels and this would drive away some of the potential buyers from the market. According to the data from Edmunds tracking service, the interest rates on automotive have also increased to nearly 6%.

Demand For Old 737 Shoot Up As The Max 737 Remains Grounded

Old Boeing jets are gaining demand as the grounding of Max 737 planes have entered sixth month. The rental rates have increased as the airlines are turning to old jets to help meet the growing demand. Phil Seymour, the CEO of IBA, which is an aerospace consulting company based in London said that the older models of the planes, Boeing 737-800s are becoming priceless at this moment.

The lease rates for some of the old planes has increased by 40% and has become $300,000 after the grounding of the Max 737 planes in March following two fatal crashes leading to the loss of nearly 346 lives. The investigators of the crash had suggested flight-control software which pushed nose of both the planes down in the Ethiopian Airline crash and in Lion Air. A software fix is being tested by Boeing and they expect the planes to restart their service by the fourth quarter.

Michael Inglese who is the CEO of Air castle which is a leasing firm said that some of their customers whose older 737 jet leases are expiring have been extending their agreements and the increased demand has been a great benefit to their company. When the planes were grounded in the month of March, the customers had expected that the jets will be back in service soon however this did not happen. For over 50 years, Max 737 had become the staple for airlines. It was a single-aisle plane which could fly short as well as medium-haul flights where nearly 150 passengers could fit in.

Some of the leasing firms said that they are out of 737-800s and other old models but even then some of the airlines are still trying to get them. The CEO of Fly Leasing, Colm Barrington said that all the B737s have been leased by them this year and said that the re-lease rates for the B737-800s will be increasing as there is a huge demand for them.

FDA Gives A Nod To Descovy, A Combination Of Drug To Prevent HIV

Gilead Sciences Inc’s Descovy has been approved by FDA on Wednesday. It is a combination drug used to reduce the risks of HIV in men and in transgender women having sex with men. Descovy is the combination of tenofovir alafenamide and emtricitabine and has been approved for the treatment of chronic HIV.

To assess Descovy’s efficacy for PrEP (pre-exposure prophylaxis) in men as well as transgender women having sex with men, the panel had voted 16–2 in its favor. This patient population constitutes the biggest component of PrEP market. This approval has come as a benefit for Gilead as Truvada, which was their third best-selling drug for HIV, has been facing exclusivity loss in US. Geoffrey Porges, SVB Leerink analyst said that Truvada has been greatly boosted by PrEP (pre-exposure prophylaxis) use.  There was a 15% growth in Truvada the previous year because of PrEP. He said that the entry of Descovy into the PrEP market which is still underpenetrated is very important for Gilead to retain their Patient base of Truvada after it went off-patent. About 20.5% of the total sales of the HIV franchise were accounted by Truvada in the year 2018.

The panel has said that there was not sufficient data for supporting Descovy’s expansion as a HIV prevention drug in cisgender women. The panel had voted 10-8 in this particular patient population against the approval. Michael Yee, Jefferies analyst said that less than 7% of the PrEP is formed by cisgender women and the drug sales will not be much impacted because of the fact that Descovy’s label has not included cisgender women population.

The decision on approval of Descovy for PrEP is yet to be made by the FDA. Although the FDA is not really bound to go by the advice of the advisory panels, which is what happens most of the time.

Drinking More Coffee Could Spike Up Migraine Risk, Study Suggests

A recent study has suggested that increasing the intake of coffee or similar caffeinated beverages can increase the risk of migraine in people who are prone to the disease. As per the study published by the Harvard researchers in The American Journal of Medicine, a person who normally takes one or two cups of coffee, if he takes one more extra cup of coffee that might trigger a severe headache.

Elizabeth Mostofsky, lead author of the study said that drinking one or two caffeinated drinks did not lead to migraine in people who had episodic migraine. However she said that having three drinks a day was linked to a higher risk of migraine. She has told to NBC News that these studies suggest that one should limit to a maximum of two servings of caffeinated beverages a day to stay away from migraine.

To study the impact caused by caffeine on migraines, 98 volunteers were recruited, most of whom were women who suffered two to fifteen headaches a month. The volunteers kept a note of their lifestyle factors such as physical activity, stress levels as well as alcohol and caffeine consumption for a period of about six weeks. 66% of the total participants reported that they had taken one to two servings of caffeinated beverages per day and 20% said that they completely stayed away from caffeinated beverages. About 12% had reported to have taken three to four servings a day. On the whole, 825 migraines were reported during the period of 4,467 days of study.

In majority of the people, they did not find a link between migraines and having less than two servings a day of caffeinated drinks. However in people who completely stayed away from caffeine consumption, the headache risk increased by having just one or two servings. Similar was the case with people who had one to two servings a day. Headache risk increased when their consumption went beyond three servings. The odds of getting a migraine was found to be 1.4 times greater in people who had more than three servings and it was 2.61 times greater in those who had greater than five servings a day.

The associate professor of neurology at University of Pittsburgh and the UPMC Headache Center, Dr. Laurie Knepper said that they always counseled their patients to limit their coffee intake to 8-12 ounces a day.

Sterigenics Proposal To Cut Toxic Pollution At Its Plant Gets State’s Nod

Proposal by Sterigenics a medical device sterilizing firm to cut down pollution at its facility located in Smyrna received swift approval by state regulators. The firm has been at the forefront of local protests after residents learnt that it uses cancer causing gas ethylene oxide (EO) during sterilization process. The firm has since submitted an application seeking a permit to make changes in its facilities to meet the demands. The US Environmental Protection Agency (EPA) last year has identified few tracts in the Smyrna area as having higher cancer risk due to ethylene oxide.

The Environmental Protection Division (EPD) stated that two firms in Georgia and near Covington use ethylene oxide for medical device sterilization. Apparently another facility located near Athens called Stepan also uses ethylene oxide for manufacturing laundry detergent.  It announced that it will use various modeling methods to determine existing ethylene oxide emission levels from these facilities and will also monitor air quality close to the factories and nearby areas.  The agency stated that monitoring air quality can be a challenge as ethylene oxide is generated from various sources. The facility of Sterigenics will be corrected within 12-24 weeks said the EPD.

The firm’s president Phil Macnabb stated that upgrades have been proposed to EPD Georgia after months of discussion to implement technology for reduction of the gas. However Smyrna city announced last week that it will carry out independent testing around Sterigenics plant after the cleanup is done. The state EPD announced that it is working with BD to look for solutions for reduction of emissions in Madison and Covington regions. In 2013 the EPD started offering expedited permitting program as per law the agency has 5 months to review and approve all permits after application materials are given. As per analysis of data by Georgia Health News the average time taken by EPD to review permit is 5 weeks.

Workers Demand Their Share As Corporate Profits Soar

Ever since the United States stood up from the ruins of economic recession, quite several industries, including the automobile and airlines industries have been enjoying an unabated spell of profit. The airlines industry in the United States has always enjoyed a healthy reputation in the world for its prosperity, and for the number of bust cycles that it has gone through. It is now poised to enter into the 10th year of profit-making at a trot. The four leading airlines companies of the country along with the three most famous and the biggest automobile makers have collectively brought in a combined profit of over $25 billion in the year 2018.

Now, a huge number of trained and skilled workers who are in the automobile and airlines industries, preparing food in the hotels and restaurants, cleaning rooms and stocking grocery store in the hospitality industry are employees under the umbrella of trade unions and are bound by contracts. All these people are now determined to get what they deserve –a bigger portion of the profit that their employers enjoy.

For instance, the pact between United Auto Workers and the three biggest names in the automobile industry in Detroit is set to expire in September. It will determine the wages as well as the benefits, which almost 158,000 employees will enjoy in the years ahead.

Again, over 37000 pilots of the three largest US airlines United, American and Delta are looking to get higher pay and better retirement packages.

Following 35 years of plummeting rates of participation of unions all over the United States, employees of JetBlue, Uber, Lyft, and Amazon who are not under the umbrella of unions, are finally making demands that they get a higher pay scale, healthy shares of the profit enjoyed by the company, after being bogged down by more stringent labor market and rising cost of living. This is just the tip of the iceberg. The picture is same elsewhere in other industries.

Thousands Of Pentagon Nominations Moved, Thanks To Inhofe

Chairman for Senate Armed Services Committee informed that several nominations from Pentagon have passed through the committee. Once the chairman comes back from the summer recess in September, there will be more nominations that need to be considered.

Last month the Senate declared Mark Esper to be the Defense Secretary and David Norquist to be the Deputy Secretary of Defense. These 2 positions are considered to be the top civilian designations in the Defense Department. The names of the highest military ranks were also declared. General Mark Milley will be the chairman of Joint Chiefs of Staff and Administration. Michael Gilday will be designated as the Naval Operations chief.

Inhofe informed that they had considered approximately 4500 nominations for the positions since the summer. SASC has the target to consider more nominations for DoD civilians and nominations for military when the session resumes in September. These nominations are expected to come from White House. At present Army and the Air Force still are led by civilians who are not confirmed by the Senate. On 21 June, White House has nominated Ryan McCarthy as the Army Secretary. He has been working as the under-secretary of the Army under the leadership of Esper.

On 21 May, Donald Trump informed that he intends to nominate ex- US Ambassador, Barbara Barrett as the secretary of Air Force. This nomination is yet to be formally submitted.

As per a DoD spokesperson, the formal nomination from the White House will be submitted in August. He also informed that Barrett is preparing the final paperwork for the same. The final confirmation for Barrett and McCarthy will be announced in the 2nd week of September. There is another top designation waiting for confirmation from the Senate, the Vice Chairmanship of Joint Chief of Staff. Inhofe informed that it is essential for Pentagon to have Senate approved leadership.

France Follows Trump’s Footsteps; Wants To Create Its Own ‘Space Force’

The French government seems to be inspired by the US government’s decision of having its own Space Force. France has already started its groundwork to create its own version of a Space Force.

Last month Emmanuel Macron, President of France informed that French air force will be building a new Team. This team will be engaged in helping in French defense in the form of Space Command. The President informed that the main intention of building this new team is to safeguard the French satellites.

Last week the Defense Minister of the country, Florence Parly provided the space force details. The initial plan involves satellites equipped with lasers and machine guns. The first step will be to launch Syracuse, which is a next generation satellite. The satellite with have several cameras which will be able to identify space threats, for example, anti- satellite weapons.

Currently the French defense has 3 Syracuse satellites. The French troops (deployed in a foreign land) use these satellites to communicate with the main land. After the camera equipped Syracuse satellite launch is successful, new range of these satellites will be built to destroy space threats. The satellites might be powerful enough to destroy other satellites. French government aims to implement the satellites in the orbit by 2030.

According to the Outer Space Treaty implemented internationally, the countries are not permitted to test nuclear weapons (which can destroy masses) in the outer space. On the other hand, the United Nations Treat does not allow equipping the outer space with weapons. Florence Parly informed that France does not have any intention of violating these treaties or getting into any space war. This information was provided on 26th July at the Air Base- 942 Lyon Mont Verdun.

Florence also informed that for this, the French air force is receiving 700 million additional euros for this activity.

Align Tech Stock Dips 25%, Profits Hurt By Slowing Braces Demand In China

The current slump in China’s economy is hurting multiple sectors everywhere, from big technology companies to manufacturing firms. Dental equipment firms have been hit now as well.

Align Technology, who is the maker of Invisalign braces, a popular brand, issued profit warnings on Wednesday night after it released its latest earnings and sales figures. Align which is based out of San Jose in California, stated that a slow demand in the Chinese region was responsible for this weak forecast.

Align’s CEO Hogan stated that the current trade ambiguity in China had caused them to take a cautious view regarding their growth in Asia Pacific locations for Q3.

Align shares fell by over 25% when this news broke out, which made this company the worst performing share listed in S&P 500 this year.

While Align has shipper fewer products that it hoped for, Hogan stated that the firm still viewed China to be a huge market opportunity. Over 40% of all 2000 doctors that the firm trained in China during the last quarter happened to be located in China, he stated.

Although the current market sentiment wasn’t in their favor, Hogan stated that he was optimistic about the company’s long-term prospects in China. Align was still making more moves in the expectation that business would pick up in China.

Hogan said the firm would be investing further in Asian training and manufacturing centers, ensuring they were operating similar to local companies. More expansion would be done in small Chinese cities, with additional investments being poured into a dentist sales team in Chian to promote the Invisalign Go aligners. Digital and TV ad spending would be increased as well, he stated.

However, at the current moment, Chinese customers aren’t buying enough Align products, which is causing apprehension among Wall Street investors.