By learning how to code, you can optimize your campaigns and landing pages to do just that. So here, we’ll talk about how knowing different programming languages can make you a better PPC specialist. Read on!
Who is a PPC Specialist?
PPC specialists are experts in pay-per-click ads. Some people may believe that placing these ads is as simple as clicking a few buttons and displaying ads that redirect your audience to your website.
This couldn’t be further from reality.
PPC specialists have to keep an eye on each aspect of these ads from landing page design to keyword research and even looking out for trends to ensure that they are placing the right ads at the right time.
Let’s take a brief look at the different responsibilities of a PPC specialist and check how you can grow in this field.
Keyword research involves looking for relevant terms or phrases that users search to display your ads. For example, if you’re looking for new shoes, you’ll probably be a little more specific than typing just “shoes” in the search bar. There’s a higher chance that you’ll type something like “best shoes under $20” or “buy formal shoes for women online.”
Landing Page Improvement
The design of your landing page has a great impact on whether or not a prospect will share their details with you and finally make a purchase. Of course, a PPC specialist is not a designer, but they are likely to help the web development team create well-converting pages, based on their vision and experience.
Watching out for trends is imperative to ensure that consumers will respond to your pay-per-click ads. In doing so, you’ll know what people are interested in, helping you mitigate the risk of spending money on ads that don’t resonate with your audience and its current needs.
Improving Campaign Performance
This is perhaps one of the most important responsibilities of a PPC specialist. Monitoring PPC campaigns involves a thorough analysis of both the campaigns’ performance in terms of views and conversion rates, checking budget distribution, and optimizing both based on the company’s marketing objectives.
Why You Should Learn Coding to Become a Better PPC Specialist
Since the responsibilities of a PPC specialist can vary, it’s important to have a certain degree of technical acumen and coding knowledge so that you can optimize your campaigns and get the right results.
HTML and CSS
HTML and CSS are the most common and easily understandable languages that are used for creating websites. HTML is generally used to add structure to a website whereas CSS is needed to make these websites more visually attractive. Even basic knowledge of HTML and CSS is enough to help you build a simple web page.
HTML and CSS skills can also help you troubleshoot issues with your landing pages and even add code blocks to improve the overall implementation and design of your ads. The latest version of HTML called HTML5 is actually commonly used to create display ads which tend to attract large numbers of audiences from various websites.
You can also leverage your knowledge of HTML5 to create highly interactive ads and tweak them to increase your clickthrough rates and conversions.
Another benefit is that HTML5 can be used to create expanded text ads. These are special types of ads that get redirected to your Gmail ads. The good part about expanded text ads is that you can add multiple interactive elements such as images, videos, and forms that users can submit to make a purchase.
With the right amount of knowledge of HTML, you can increase the chances of winning customers by making your ads elaborate and visually attractive.
Regular expressions or RegEx are formulas that can be used to find specific terms or records from large volumes of data. They can ensure that your data is valid according to the rules of the field in which it exists. For instance, if you want to validate an email address, you need to make sure it contains an ‘@’ symbol. Using regular expressions, you won’t manually have to sift through all email addresses and can easily filter the right ones out.
Regular expressions can be useful for PPC specialists in several ways. If you’re looking for some specific data, say details of users that searched keywords containing the word ‘best,’ you can easily set the regular expression up on Google Analytics and find only relevant information. This approach also speeds up the entire process considerably, allowing you to reach insights faster.
The best part about regular expressions is how versatile they are. You can create a regular expression for any type of pattern and you’ll get the right results in no time.
A great resource, where you can read how to create RegEx, is CodeGym. The website is mostly focused on Java courses and exercises for entertaining practicing. Even if you are not planning to go for Java, you can definitely benefit from other valuable materials and choose to learn to code on CodeGym.
SQL (Structured Query Language) is used to extract insights and very specific information from databases. This information can then be used for reporting and making better decisions for your business.
As a PPC specialist, you’ll inevitably be dealing with large volumes of user data. Now, you might need to understand trends by identifying which behaviors different demographics commonly display when interacting with your ads. With the right knowledge of SQL, you can use queries, including complex ones, joins and other functions to make more sense of your data and get the information that you need in a few seconds.
SQL can also help you make your Google shopping campaigns more efficient. If you ever want to subdivide the products in your campaign and create custom labels, you can use SQL to find out some common elements in popular products and filter out these products to improve your sales figures.
How Can PPC Help Inform a Powerful Link-Building Strategy
Though link building is certainly a powerful discipline, like any marketing technique, it shouldn’t exist in a vacuum. In today’s post, we’ll look at the relationship between PPC and link-building, and how the insights you glean from PPC campaigns can inform your link-building strategy for greater success.
How to Succeed in PPC Marketing
Effective Keyword Research: Just like when creating content, choosing the right keywords will determine whether or not your PPC ads will be seen by a particular audience segment. Researching, testing, and tweaking your keyword selection as you incept and manage a campaign will magnetize your audience, and ensure that you’re getting a good return on investment from your PPC budget.
Know your Audience: Although PPC is heavily data-driven, and a far cry from more creative, traditional advertising techniques, you’ll still need to craft your ads based on a firm understanding of your audience. By going into PPC campaigns with a clear picture of your customer personas, the audience segments they feed into, and how this should inform your copy, you’ll be able to enjoy stronger results right off the bat.
Leverage Automation: All major PPC platforms now offer automation tools you can use to bring in more leads, improve your conversion rate, and enjoy a stronger ROI, all while saving your team time and energy. PPC automation algorithms are also capable of analyzing countless data sets to inform decisions, based on your past performance, budget, and goals.
Strategies to Follow When Building Quality Links
Now that we’ve looked at the key components for success in PPC marketing, it’s time to run through some of the most effective link-building strategies you can employ for a successful campaign. Here are our top 3 for the current SEO climate…
3 Main Link-Building Techniques to Use in 2022
1. Digital PR
Digital PR refers to applying proven PR tactics to earn organic backlinks. This means creating linkable assets, such as long-form blog posts, infographics, and interactive content, then promoting these assets to journalists or publications in a way that encourages them to write about your company or assets and link to them.
This tactic is fairly challenging because you’ll need to come up with some truly great content to earn a link. However, if it’s successful, you can gain some hugely valuable link equity.
2. Contributed Content / Guest Posts
Contributed content and guest posting have been popular methods for link building for some time, and for a good reason: it’s a great way to generate the kind of trust and quality signals that Google favors when ranking websites.
“Providing valuable, optimized content to real businesses’ websites via guest posting allows [business] to build natural references from related websites in the industry,” says link-building agency Hive19. “Like all marketing activities, there are good versions of this – and bad. [S]pecialise in working closely with editors to provide editorials that seamlessly fit with their brand voice and editorial calendar.”
3. Reclaiming Unlinked Brand Mentions, Broken and Lost Links
Sometimes, all the necessary legwork is done in the way of gaining a link, and all you have to do is reach out to the right contact. There may be instances where a blogger has mentioned your brand, but not linked to it.
In other cases, there may be links pointing to dead pages that had previously hosted content in your topic or niche, which can be reclaimed by creating a similar piece of content and reaching out to the referring domain’s webmaster. Sometimes backlinks are lost through routine maintenance of a referring domain, and a simple email to the webmaster can be enough to replace it.
Combining these kinds of low-hanging fruit can be a great way to supercharge your backlink profile, and require very little effort!
How PPC Analytics Can Help Inform Your Strategy
For many marketers, PPC data is used to inform current and future PPC campaigns, and their usefulness stops there. Though you may not be aware of it, there are a number of ways PPC data analytics can be used to inform and optimize your link-building strategy.
Use PPC Data to Identify your Strongest Landing Pages
If you’re managing a large website with large PPC campaigns, then it may be hard to know which pages will be the most prudent to target in a link-building campaign. PPC analytics suites offer a quick and easy way to see a complete breakdown of your landing pages, keywords, and how they’re being received by your target market.
Simply drill down to the destination URLs in your campaign, and analyze metrics like conversion rate, clickthrough rate by keyword, etc. By carving off a proportion of the highest-performing landing pages, you’ll easily be able to prioritize target pages for your link-building campaign.
Use PPC Data as a Starting Point to Recycle Content
To flip the previous technique on its head, PPC data can also be used to identify pages that aren’t performing well but show masses of untapped potential. Let’s say, for example, that you’re running a campaign advertising a free ebook for your marketing agency. You may have a great clickthrough rate for a keyword like “content marketing guide”, but see that a poor proportion of people are actually downloading the ebook. This shows that although people are finding your copy compelling, they’re not convinced by the content on your pages.
These kinds of scenarios can be a fantastic starting point for you to recycle content, and attract new links through quality, authoritative pages.
Look for Spikes in Demand to Inform Topical Content
Finally, analyzing both your own ads and the average CPC for certain keywords can be a great source of inspiration when you’re looking for topical content. If a certain ad suddenly gains a much higher-than-average click-through, and trends in your other ads discount a universal jump in your brand equity, it may be time to ride the buzz around a certain topic by meeting it with relevant content.
Suggested CPC can also be a good indicator of when a certain type of content is gaining traction, giving you a useful advance warning to get ahead of the game and publish popular content before everyone’s talking about the same trends.
This article has given you the fundamentals of leveraging PPC insights for a more targeted and data-focused link-building strategy.
We’ve discussed the relationship between PPC and link building and how these valuable insights can help guide and inform your link-building strategy for greater success.
Adopting link-building strategies such as digital PR and guest posting to reclaiming unlinked brand mentions, using your PPC data will help inform and optimize your marketing strategy going forward. By identifying your highest and lowest-performing landing pages through PPC insights, you’ll be able to prioritize the most valuable pages for link building and see higher ROI for your marketing efforts.
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