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Pay-per-click (PPC) advertising is one of the most influential marketing channels you can use for your merger and acquisition company. In exchange for a fee, an ad network will place your website higher on the search engine results page (SERP) when a user searches for specific keywords. The number of users who click on your ad will determine the price you pay. 

Keep reading to learn more about this type of marketing. If you want to receive PPC tips delivered right to your inbox, subscribe to our Revenue Weekly newsletter today!

How Effective Are PPC Ads?

Though an individual ad’s success depends on many factors, PPC ads receive more than 45% of all page clicks on search engine results pages (SERPs). Those who do click are twice as likely to convert into paying customers. Using this type of advertising comes with an assortment of benefits, including: 

  • Producing meaningful results quickly.
  • Using ads unaffected by changes in the algorithms.
  • Outranking your competitors.
  • Showing up above organic results.
  • Targeting a specific audience.

How much do PPC services cost?

On average, PPC campaigns cost small to mid-sized businesses anywhere from $9,000 to $10,000 per month for management services. However, some companies may have a smaller advertising budget or want to diversify their ads. What’s great about these campaigns is that they’re scalable for any sized organization. 

Google relies on a conservative assumption that suggests most businesses bring in an average of $2 for every $1 spent on their ads. It’s possible to see meaningful results at any price point, and how much you should pay depends on your industry, PPC strategy, budget, and goals. 

Other components of your PPC advertising strategy you can also expect to influence your costs include: 

  • Bid: This signifies how much you’re willing to pay each time someone clicks on your ad on the SERP for the keyword you’ve bid on. 
  • Targeting: When you choose highly-specific keywords with more competition to focus on, you’ll likely experience higher cost-per-click (CPC). 
  • Ad quality: If you focus on creating valuable and relevant ads, you’ll increase the chances of ad networks rewarding you with lower CPC expenses. 

4 tips to a successful PPC campaign

If your merger and acquisition company is interested in implementing a PPC strategy, keep the following tips in mind. 

1. Set parameters and determine your goals

Before you start, you’ll want to narrow your focus, determining characteristics like who your audience is, how you’ll measure your success, and the type and length of your campaign. 

Once you’ve committed to your parameters, it’s time to set some goals. Creating objectives for your PPC campaign is another way to define your limits, track your progress, measure performance, and make changes if needed. Ensure you identify what your business needs now and in the future. From there, you can start to set SMART goals such as: 

  • Generating more leads 
  • Increasing website traffic
  • Expanding brand awareness
  • Attracting more conversions

2. Optimize your website

Imagine clicking on an advertisement that brings you to an outdated, clunky, and cluttered website that doesn’t answer your questions. Chances are, you’ll click away pretty quickly. Your merger and acquisition company’s PPC strategy will suffer unless your website is in tip-top shape. 

Start with your PPC ad landing pages. Someone clicking on your ad wants to learn more about what you offer as it relates to the keyword they searched. These pages should be highly customized and relevant to the ad you’re running while also being easy to navigate and pleasing to the eye. 

Taking these steps to improve your website will also improve your search engine optimization (SEO) strategy. In turn, you’ll strengthen your organic search results, which could even enhance your paid advertising efforts. If users see both results appear toward the top of the search results, they’ll be more likely to regard you as a credible source. 

To help you improve your website, consider the following: 

  • Create a simple and responsive design 
  • Write clear and direct copy
  • Make copy easily digestible
  • Use high-resolution images and videos
  • Ensure speedy load times and smooth navigation
  • Craft gripping headlines

3. Strategically choose your keywords

The keywords you choose are crucial for telling the search engines what terms or queries you want your ads to rank for in the SERPs. Selecting the relevant keywords will enhance the performance of your campaign, influencing views, click-through rates, traffic, and conversions. 

To start your search, look at phrases your competitors use and check out online tools, like KeywordsFX, to discover high-value terms. Try to come up with a mix of general and long-tailed keywords to give yourself the best chance at attracting your target audience. Specific keywords often ensure relevance and reduce competition, making the necessary bid to win paid placement on the SERP less expensive.

Search engines like Google encourage you to set negative keywords in your PPC campaigns, communicating to ad networks which terms you don’t want your ads to run on. For example, let’s say you specialize in football sports equipment. You should add negative phrases like “soccer sports equipment” or “tennis sports equipment” to keep your PPC ads focused. 

4. Track performance and make adjustments

Once you get your ads out there, it’s time to measure their success and track their performance. By analyzing your ad campaigns, you’ll see whether you’re accomplishing your goals or if there are areas where you could improve. 

To do this, you can set up some A/B testing for each PPC ad you run. These tests enable you to analyze two ads with changes to their headlines, CTAs, copy, and designs to determine which strategy is most effective. Your ad network will show the versions to various users, which will help you decide which to use going forward. 

It’s best to start tracking and testing your ads early. Doing this will help you make the most of your investment and reach the widest audience throughout your campaign. 

Meet WebFX:

Your world-class, tech-enabled marketing agency with over 1.6 million hours of combined expertise.

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Partner with WebFX and achieve your marketing goals

PPC advertising is an excellent way to reach your qualified audience when they’re looking for products and services like yours. 

WebFX can help you generate more leads, attract more conversions, and increase your revenue with our customizable PPC management services. In the last five years, we have developed over 7.8 million qualified leads, resulting in over $3 billion for our clients. Plus, with innovative tools like MarketingCloudFX, we can enhance your PPC campaign’s success by up to 20%.

If you’re ready to launch a PPC campaign for your merger and acquisition company, contact us online or give us a call at 888-601-5359 to speak with a specialist today. 

We Drive Results for M&A Companies

  • Data-driven decision making that’s generated $3B in revenue for clients
  • Dedicated account manager backed by 500+ digital experts

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