Are you searching for the best approach to reach more customers? Pay-per-click (PPC) ads offer an easy start to gaining more traffic, recognition and sales. Wholesale suppliers benefit from PPC in numerous ways, making it a beneficial investment when you know the best practices.
Read on to learn more about why PPC is crucial for wholesale suppliers and how you can use it to your advantage.
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What is PPC?
PPC advertising is where you bid on a keyword and your ad shows up above or alongside the rest of the search results for that word or phrase. As the payment model’s name implies, you only pay for your ad if someone clicks on it.
Dozens of people might see or scroll past it, but you don’t pay unless they click on the ad. PPC is an excellent option for wholesale suppliers that need to target crucial keywords and are still developing their content to align with search engine optimization (SEO) best practices.
Benefits of PPC for wholesale suppliers
PPC advertising offers numerous benefits for wholesale suppliers. Some of the top advantages include:
- Measurable return on investment (ROI): Many ad types, such as radio or billboards, rely on estimates because measuring their ROI is challenging. With PPC ads, you can easily see how much you spent on ads and what kind of return you receive, making it easier to make informed decisions.
- Specific keyword targeting: Google allows you to be precise in the keywords you want to target, the location, and even the times of day the ads appear. This process provides you with more flexibility and reach.
- Insightful data: PPC ads provide data about your target audience. They help you understand what products and services they’re interested in and what keywords they respond to. The data also tells you their demographics.
- Increased traffic: PPC ads help you gain traffic over your competitors by making you more visible, even among those who may be using strong SEO tactics.
PPC best practices
While there are many best practices for PPC, wholesale suppliers can benefit from using these strategies:
1. Set your goals
Before you start doing anything else, set your goals for your PPC campaign. While the overarching goal is probably to get more traffic and make conversions, that isn’t a specific and measurable goal.
To get more specific, consider asking yourself:
- Who are you trying to reach — existing customers or new ones?
- Do you want to promote a product, or are you trying to get more people to your website or newsletter?
- Who is your target audience?
- Which products or services are the best to promote for PPC ads?
After you’ve determined your target audience and overall goals, you can develop a SMART goal. SMART goals are strategic, measurable, attainable, relevant, and time-bound.
For example, if you know you want to target new customers and promote your wholesale supplier services and have done target audience research and analysis, you can create a SMART goal.
Your SMART goal could be something like this:
We will run a PPC campaign for [keyword] for the next three months with the goal of achieving a 15% increase in ROI.
With this SMART goal, you have a clear objective relevant to your business. Setting these goals allows you to hold your team accountable and easily track your progress.
2. Understand your business metrics
Three other crucial points to consider in the PPC process are:
- Customer acquisition cost (CAC)
- Profit margin
- Lifetime value of customers (LTV)
Your profit margin will help you understand how much you can feasibly spend on PPC. The CAC provides insight into how much you spend on sales and marketing to convert someone into a new customer.
The last metric, LTV, is how much revenue a customer will bring to your business throughout their time as your client. Understanding the LTV also helps you gauge how much you can spend on PPC because you can determine if and when you can make up the costs in return business.
3. Pick the right keyword
With PPC ads, you should have a plan for the keywords you want to target. When choosing target keywords, consider:
- Keyword volume
- Cost-per-click (CPC)
The CPC is how much you have to pay every time someone clicks on your ad. If the particular keyword you’re after has a high CPC, it is profitable and desirable. Keep in mind that you don’t necessarily have to go after the keyword with the highest CPC, though, as it may not be best for your business and budget.
With that in mind, you should also check out the competition for your keywords. If a keyword has significant competition, it will be harder to outrank your competitors than one with fewer competitors. While low-competition words can be affordable, the best practice would be to shoot for a keyword somewhere in the middle of the extremes.
Keyword volume — or the keyword’s popularity — is another essential metric. While high-volume search terms offer some benefits, it’s often better to go after specific and relevant keywords, which may not always be as popular.
Wholesalers benefit from using “wholesale” or “bulk” in their keyphrases. For example, if you offer screwdrivers in bulk, targeting the phrase “bulk screwdrivers” or “wholesale screwdrivers” is relevant to your target market.
4. Use negative keywords
When you invest in PPC, you want to get your money’s worth — meaning you should reduce unnecessary expenses. One way to keep those down is by using negative keywords.
Negative keywords are the terms you want to exclude during your campaign. Going back to the screwdriver example, if you sell bulk screwdrivers and aren’t concerned about brand, you wouldn’t need to target a keyphrase like “Craftsman screwdriver set.”
Making “Craftsman screwdriver set” a negative keyword ensures your money goes where it’ll reach your customers.
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Let WebFX help you make the most of your PPC
Are you ready to reach more customers with PPC ads? The WebFX team is here to help. Our comprehensive PPC services help wholesale suppliers drive conversions and website traffic through industry analysis, keyword research, copywriting, and more.
Contact us online or call 888-601-5359 to talk with a strategist!