Pay-per-click (PPC) campaigns are one of the prominently used strategies to drive traffic to the company website. Unlike search engine optimization (SEO), PPC ads are paid for and usually managed by a PPC company. But they are also similar in the goals in bringing in leads to the company, giving it a higher potential for conversion and revenue.

To successfully manage a PPC campaign, the company needs to ensure that it is conducting both keyword research and competitor analysis. These activities will provide a basis for the PPC details and plans.

Keyword research is the first step to creating the company’s PPC program. But it is not only about picking the terms that people are searching for. Some considerations to be addressed while doing keyword research including competitor, non-branded, and indirectly related terms. Long-tail keywords are also very helpful in driving traffic and must be identified. 

Moreover, competitor analysis is essential as it uncovers rival strategies and it helps the company better understand what is happening in the ever-changing search marketing landscape. Results of competitor research also reveal relevant, high-potential terms and phrases that might have been missed in the keyword research. The company should consistently do a competitor analysis to check where the competitor is outperforming the enterprise so and adjust the plans accordingly.

Other activities that will complete a PPC campaign include setting a budget, choosing a bidding strategy, optimizing landing pages, and more. Learn more about how to effectively increase sales with PPC services with an infographic from Digital Marketing Agency.

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