How to Use PPC to Build Your Brand?

The most obvious way to use PPC is to try and make sales. When you place PPC adverts on Google or Bing, you are paying per click. This means you can calculate precisely how much each visitor to your site is costing you and that means in turn that you can work out whether or not you’re likely to make a profit.

 

In other words, look at your number of visitors in a given timeframe, look at the amount of money you make in that timeframe and then calculate an income per visitor. That’s how much you can afford to spend on PPC.

 

The Power of Brand

 

But, is it? Because not every visitor to your site is going to of course buy from you the very first time they visit your site. Much better for you, would be to build your brand and to build trust up to the point where you can sell a ‘big ticket item’, such as an expensive course or a retreat. If you can do this, you can make much more per customer over time.

 

Likewise, it might be that by exposing people to your brand, you are later better able to sell to them the next time they visit your site.

 

The only problem is that it’s much harder to quantify the value of a brand and to know how much to spend on this kind of advertising. So what do you do?

 

Free Exposure

 

One thing to keep in mind is that you can use a PPC advert to get free exposure if no one clicks on it. Remember: this is pay per click. So no clicks equal no payment. But just because no one clicked on your ad, that doesn’t mean no one saw it and no one noticed it subliminally.

 

That means that if you design a PPC advert with a heading and a description that people are less likely to click on, you can build a lot more visibility for your brand!

 

The other thing you can do is to use PPC by carefully choosing your search term. Normally, the keywords chosen are picked to try and directly sell the product. The example often used is ‘buy hats online’. Buy hats online is a keyword people will search if they’re trying to buy hats there and then.

 

But instead, consider making your keyword something that is not sales-oriented. For instance: ‘improving VO2 max’. Perhaps you sell cycle helmets; this is the perfect way to reach and talk with the very same audience. People who want to increase their VO2 max may well cycle and that means they might need cycle helmets. 

 

This is all about knowing your ‘why’. That means knowing why it is your business exists and what it hopes to accomplish. If you understand this, then you can find other people who will believe in your brand and want the same thing. Once you can do that, then you can find people who will likely become loyal followers and fans.

 

Learn from one of the best Microsoft Ads courses!

 

Microsoft Ads Training Kit: Step-by-Step Tutorial Videos To Start Using Microsoft Ads For Your Business & Boost Profits!

https://tankwanhong.xyz/courses/microsoft-ads-training

 

Top Ways That Bing Ads Beat Google AdWords

When it comes to PPC advertising, more and more people are now starting to wake up to Bing and to think about it as a viable option to use alongside Google. Of course, the biggest PPC network with Google AdWords, which people will use to appear on Google searches. This makes sense, seeing as Google is the biggest search engine there is.

 

But Bing is big too. With 20% of the market (and 30% if you count Yahoo!), this is not an insignificant amount. Moreover, it is a very good idea to make sure that you have advertising on both platforms in case Google ever changes its policies or in case it ever goes down for some reason.

But you shouldn’t just think of Bing as Google’s ‘poor cousin’. You should think of it as a ‘useful addition’.

 

In some ways, Bing trumps Google. We’ll look at how here and demonstrate why it’s important to make sure that you give Bing the attention it deserves.

 

Bing is Less Competitive

 

The first BIG advantage that Bing offers is that it is less competitive. With fewer other advertisers trying to get seen on Bing, that means that there will be less competition for ad spaces. Seeing as PPC works using a ‘bidding system’ this is very good news: it means that you won’t have the price of your CPC driven up through a bidding war.

 

In turn, that then also means that you’ll get more customers for a cheaper amount. Specifically, you’ll pay 33.5% less for Bing traffic!

 

Bing Has Better Targeting

 

Another big advantage of Bing is that it gives you some more precise controls in many ways. This largely relates to the ‘targeting’ that Bing offers.

 

For example, Bing allows you to target your ads only to people on tablets and smartphones. This can be very useful if you combine it with location targeting as it allows you to target people literally out in the street looking for place to stay, eat or shop.

 

At the same time, Bing also allows you to target your users based on things like their gender and age. It can do this because it will look at the Microsoft profile associated with the account. 

 

Bing Offers More Control (In Some Areas)

 

In some ways, Bing also lets you control certain aspects of your ads better.

 

For example, if you use Bing, then you’ll be able to target based on the time of day. You can control what time of day your ads show and this can then help you to ensure that you’re not showing your ads at 3 am in a specific location. 

 

Bing Has Nice Big Images

 

Okay, so this isn’t exactly a game-changer… But Bing’s homepage is nice. Go to search Bing and you’ll be greeted by a huge and very attractive ‘photo of the day’. Someday, that beautiful big image could end up being the one thing Google doesn’t have…

 

It’s unlikely but it could happen!

 

Learn from one of the best Microsoft Ads courses!

 

Microsoft Ads Training Kit: Step-by-Step Tutorial Videos To Start Using Microsoft Ads For Your Business & Boost Profits!

https://tankwanhong.xyz/courses/microsoft-ads-training

 

Why Goals Are the Secret to PPC Success?

If you want to be as successful as you possibly can be at PPC, then the most important thing to pay attention to is data. The more data you collect, the more precise and efficient you can be with the way you spend money and the more guaranteed your ROI will be.

 

And the very best way to collect data? That would be to use goals.

 

Let’s rewind a little and look at what those are and why they matter so much…

 

How to Collect Data for Your PPC Campaign

 

The best way to collect data for your PPC campaign is to make sure you know exactly how much each customer is worth to you. Once you know that, you can then go on to know how much you can afford to spend per visitor and still guarantee profit (or near as).

 

So to work out how much money each visitor is worth for you, you first need to look at how much your website is currently earning regularly. Perhaps it’s $100 a day, which is a result of having 1,000 unique visitors to your site (unique visitors are more important here than repeat visitors). That’s a very good amount of profit for 1,000 visitors but let’s imagine this for the sake of argument.

 

So if you are getting $100 from 1,000 visitors, that then means that each visitor is worth 10cents to you. This, therefore, means that if you pay 9 cents per click then you should always eventually make your money back. You can then set your budget to drive that higher and higher.

 

Why it’s More Complex than That

 

But $100 per 1,000 visitors is unrealistic for most people as we’ve already discussed. You’re much more likely to be making $10 per 1,000 visitors or even $1. So that means you can only spend 1cent or .1 cent on each visitor…

 

Or at least that would be the case if it wasn’t for CLV (Customer Lifetime Value) – the fact that some of those customers will become repeat customers.

 

Likewise, it’s somewhat ignoring the fact that the customers you get through PPC will be worth even more to you. That’s because those customers will have come from highly targeted ads and they will have searched for your products! Of course, those people are more likely to want to buy from you!

 

So the thing is to ask yourself instead, what the value of each customer is for each search. 

And fortunately, Bing lets you do this by setting up goals. A goal is created by using a cookie that can – for example – be placed on your checkout page. If someone makes it to that page, then Bing will know that that person has completed your goal and therefore they have earned you money. 

 

This then means you can see how much each search is earning you because you can see which advert led to that sale. That in turn means you can work out the maximum bid for each search term and thereby know precisely where to invest to grow!

 

Learn from one of the best Microsoft Ads courses!

 

Microsoft Ads Training Kit: Step-by-Step Tutorial Videos To Start Using Microsoft Ads For Your Business & Boost Profits!

https://tankwanhong.xyz/courses/microsoft-ads-training

 

Why Google and Bing Are a Match Made in Heaven?

Despite what you may hear about Bing, the numbers don’t lie– Bing Ads reach 63 million searchers. If you aren’t using Bing Ads, that’s a whole lot of missed opportunities. That number of Bing users contributes to the 5.4 billion searches on the Bing Network.

 

If you’re still skeptical about the true power Bing holds, you can rest assured knowing 136 million unique searchers use the Bing Network. Based on the facts, it’s clear there are plenty of people out there using Bing to find the answer to what they’re searching for. It’s now up to you to take advantage of the new opportunity and expose your business to a new audience.

 

How to bridge the gap between Bing Ads and AdWords:

 

1. Import AdWords Campaigns into Bing Ads

 

What if I told you, you can immediately open up your business to the millions of searchers across the Bing Network, at the click of a button? Well, you can! Bing created a simple and efficient tool to import your campaigns directly from Google AdWords. Easily import details from your AdWords campaigns right into your Bing Ads campaigns, such as Bids and Budgets and Product Ads.

 

As a “fast follower to Google AdWords,” Bing Ads strives to innovate in their own, unique ways by creating a seamless experience for users managing campaigns across both platforms.  The Google Import tool is Bing’s gift to all of you Google AdWords users, so now there’s no excuse not to utilize Bing Ads. 

 

2. Streamline Management

 

If importing your AdWords campaigns isn’t easy enough, managing Bing Ads in conjunction with AdWords is a breeze. The fundamentals and best practices of each platform parallel one another, so the transition from one to the other is smooth.

 

Keep in mind, Bing Ads is its PPC platform, so if you choose to import your AdWords campaigns, not everything will line up perfectly. Use Bing’s Keyword Research Tool to tweak your campaigns to better serve Bing Network users. Ensure your target keywords have enough search volume to be successful, and that your campaigns are structured well as you would do for your AdWords campaigns.

 

Although the platform is different, you don’t have to worry about studying loads of new information or passing any grueling certification courses. Simply take the knowledge you already have with your AdWords campaigns and apply it to your Bing Ads. 

 

3. Capitalize on New Opportunities

 

The real question you should be asking yourself is, “If I’m using Google AdWords, why the heck am I not using Bing Ads?” The goal of running a PPC campaign is to get your business in front of more people, so it’s smart not to put all of your eggs in one basket. Test the performance of your campaigns across Bing Ads and AdWords to capitalize on golden opportunities you may have missed.

 

Making use of Bing Ads is a no-brainer. Showcase your business to an entirely new audience that could give your campaigns that little extra push you’ve been looking for. You won’t know what you’re missing until you give it a try. Get on Bing Ads today to find your golden opportunity!

 

Learn from one of the best Microsoft Ads courses!

 

Microsoft Ads Training Kit: Step-by-Step Tutorial Videos To Start Using Microsoft Ads For Your Business & Boost Profits!

https://tankwanhong.xyz/courses/microsoft-ads-training

 

Why It’s Time to Pay Attention to Microsoft and Bing?

If you’re a marketer or a small business trying to be found online, then there’s a good chance that you will currently spend a fair amount of time performing SEO and probably setting up PPC campaigns.

 

SEO is ‘search engine optimization’ and is the process of building up your links and your site content to make your site more discoverable through Google. This can help more potential customers find your site, which will lead to more people buying from you (at least that’s the plan!).

 

PPC meanwhile is ‘Pay Per Click’ and is a method of advertising where you only pay for adverts that get clicked. Often this will mean paying for adverts that will appear on Google searches, which you do by using the Google AdWords advertising network.

 

But why should you only focus on Google?

 

The Current Lay of the Land

 

The reason that most people will focus the majority of their efforts on Google is that they know Google has by far the largest share of search traffic. This is indeed true but it’s not as much of a majority as you might think.

 

Because actually, Bing owns 20% of search traffic while Yahoo (which is powered by Bing) earns 10%. If you aren’t paying any attention to Bing then, that means that you’re walking away from a whopping 30% of your visitors. This is something that you would never do in any other area of business, so why do it now?

 

What’s more, is that Bing is less competitive than Google for advertising. Seeing as PPC works on a ‘bidding system’ (whereby you set a maximum amount you’re willing to pay for each click and never pay more than that), this means you’ll end up paying less for the same amount of clicks on Bing.

 

How much less? 33.5%. That means with the same budget, you can afford 33.5% more visitors! That makes a big difference to your business.

 

The Future of Microsoft

 

But more importantly, you shouldn’t be putting all your eggs in one basket and entirely ignoring the possibility that someday this might all change. And there is a lot of reason to suspect that Microsoft might someday have a bigger stake in the search. After all, its market share is currently growing and that’s without considering all the steps it’s making in the right direction.

 

For instance, Microsoft now makes a lot of hardware. The Surface line of computers is very popular and rumors about a ‘Surface Phone’ are also very interesting. Then you have the Xbox One and even things like the Microsoft Band.

 

All of these uses Bing as the default search option and all of them use Cortana. What does Cortana do if it can’t answer a question? It loads a Bing search and puts you on that page!

 

Microsoft and Bing are continuing to grow, so why not try and get a headstart there now?

 

Learn from one of the best Microsoft Ads courses!

 

Microsoft Ads Training Kit: Step-by-Step Tutorial Videos To Start Using Microsoft Ads For Your Business & Boost Profits!

https://tankwanhong.xyz/courses/microsoft-ads-training