By: Pankaj Sakariya

June 17, 2021

Try This PPC Strategy for Protecting & Building Your Brand

What will you do when your PPC campaign runs successfully and offers superior benefits in terms of sales and revenues? 

Most of us would sit back and relax without disturbing it. 

That’s what ordinary people do. There is nothing wrong with it. 

However, in the world of digital marketing, it does not take much time to change things. 

Your PPC campaign running on a single strong keyword might change upside down if more competitors come into the picture or a new Google update comes. 

Whether you have an in-house PPC team or outsourced PPC services in Australia, sitting idle even if your campaign is running greatly is not a good idea. 

If Google ads change its algorithm, it is another concern that might drop your campaign’s effectiveness. You might see your sales numbers dropping. 

Is there no ideal solution to this situation? What is the best way to protect your business? 

Yes, there is a solution. 

All you need to do is reinvent some of your returns back into a new PPC campaign, not into the one that is already running.  

Here, you need to draw a fine line. 

We don’t recommend you to put the agreed amount into performance-based PPC campaigns. You are already running one PPC campaign for it. 

You need to kickstart a new PPC campaign to earn you some new audience and help you create superior brand visibility and recognition. 

Determine how much amount of revenue you want to allocate to brand-building PPC campaigns. 

How to do that? 

In this article, we will discuss how to implement this strategy for a B2C business.

What Happens when you Rely on a Single Keyword?

Let’s consider a hypothetical example. 

There is a client called Mr. X. Mr. X manufactures a product for fairness and sells it online. 

Mr. X has hired PPC services in Australia, and he wants to run a dedicated PPC campaign for the product. 

There is one keyword he wants to focus on for the campaign. 

Luckily, the PPC campaign runs successfully for that one keyword and offers double ROI. 

It means that they are getting two dollars in return for a single dollar they spend on the PPC campaign. 

Every digital marketer dreams of such a response for a PPC campaign. 

However, even with these superior results, Mr. X’s PPC campaign success is vulnerable.

You know why? 

Because he is dependent on a single keyword. 

The keyword is fantastic and perfectly describes the product. 

People are looking for that product, and they are clicking on the ads. 

Now the twist comes in the story. 

Another brand comes into the picture, offering a similar product, using the same keyword. 

Mr. X’s PPC campaign witnessed a slight decline. 

Now, another competitor comes, and the same thing happens. As a result, the campaign does not offer similar results as it used to be. 

Mr. X is losing the keyword advantage. 

What can be done in this scenario?

Mr. X must take some of the returns he earned from the PPC campaign and put them into the GDN (Google Display Network) and YouTube. 

How to find new audiences on the Google Display Network? 

The GDN is one of the best tools if you want to create brand visibility and awareness. 

Also, implementing a testing and learning program on the GDN will help you find out targeting strategies for Mr. X’s new product. 

In the case of the B2C product, you can test a lot of things. 

In this case, the product is B2C, so we have a lot to test for. Some of them are women’s interests, self-help, spirituality, fun tests, romance films, TV reality shows, TV talk shows, beauty and spa services, alternative and natural medicines, mental health, marriage, romance, and troubled relationships.

We have so many options for testing and learning. 

However, it isn’t easy to test all of these at once as you are on a tight budget. 

So, you need to make a timeline for that. Ensure that the whole campaign runs for several months, testing every possible category. 

Good options, you can go with them.

Options that are not good, you can pause them. 

Keep testing new options. 

How to Find New Audiences on YouTube? 

If you think that the GDN is the only option for Mr. X’s brand, you are wrong. 

For a B2C client like Mr. X, you can also go for YouTube advertising. 

You can run a YouTube campaign for Mr. X as his customers are younger, and they will most likely buy the product from their mobile devices. YouTube is an ideal platform for both of these things. 

How to Determine the Budget for Testing and Learning?

Well, it is another dilemma you will face during the PPC campaigns. 

Well, thankfully, there is no specific rule here. 

You can decide to spend whatever amount or a percentage of your PPC returns as you want. 

It depends on your personal choice and your business. 

How to Monitor your Efforts to Ensure that you are Going in the Right Direction? 

You will want to assess whether your brand-building PPC campaigns are going in the right direction or not. 

The best way is to use Google Analytics for insights such as average time on site, bounce rate, pages viewed and other metrics. 

These metrics will be absent after the release of Google Analytics 4. 

However, you can still determine the success of your PPC campaign by checking out brand traffic and sales. 

You will see a considerable spike in your sales and traffic if your campaign is running well. 

Conclusion

If your PPC campaign is running well, it does not mean that it will remain the same for an extended period. 

Brace yourself before it is too late, especially when your sales are dependent on a single factor or element, such as a single keyword. 

Hire SEO services in Australia to invest some returns back to PPC campaigns for brand building and brand awareness.