Think about you’re a PPC marketer working at a retailer specializing in hip, junk meals clothes. Your intelligent use of paid spend made the Bacon Strips Crew Neck an all time finest vendor, good work!
Pictured: the extremely profitable Bacon Strips crew neck (by way of Getonfleek)
Then, let’s say you get a brand new VP of Advertising and marketing, and in your first assembly collectively she asks you to elucidate your PPC technique and methods you’d enhance it.
You spend all day optimizing PPC campaigns, however you’ve not often wanted to step again, consider, or justify your PPC technique to others.
So self doubt kicks in, and also you begin asking your self questions like:
- “Do I actually perceive my PPC technique?”
- “How can I clarify my strategy to this VP with out stepping into the weeds?”
- “Do I do know what my subsequent steps are?”
With out a clear understanding of the way you’re approaching your paid spend, stakeholders solely see your hefty price range, leaving you below stress to ship outcomes.
On this put up I’ll cowl a framework for clarifying and speaking your PPC technique to any and all stakeholders to show confidence and good understanding. As a result of—regardless of how complicated your plan— stakeholders in your staff ought to ideally perceive the way you’re defining success, and the best way to help you in execution.
Andy Crestodina of Orbit Media agrees:
“Readability is essential. Preserve [your paid strategy] easy and specific. If there’s something complicated about your plan, you’ll pay for it later in wasted time and/or price range.”
Additional, this put up will stroll you thru the Paid Media Dice framework for figuring out any alternatives you is likely to be leaving on the desk.
4 inquiries to make clear your PPC technique
To higher make clear and talk your PPC plans, first reply these 4 questions:
- Who are you making an attempt to achieve?
- The place are you going to achieve them?
- How are you going to achieve them?
- What are you going to supply them?
Should you can’t reply the above in a single to 2 sentences, your technique just isn’t clear. Return to the drafting board, undergo your campaigns, and get these solutions.
Now I do know, at this stage, you’re doubtless pondering:
- “It’s not that straightforward, Tom. My PPC technique is extra complicated than these 4 questions!”
- “We’re operating PPC advertisements on a number of channels like AdWords, Bing, Fb, and Show.”
- “We’re focusing on a number of purchaser journey phases comparable to consciousness, consideration, and choice phases. We will’t probably reply 4 questions for every part.”
To make sure the aforementioned 4 questions are useful, I’ve discovered it’s finest you additional visualize and map every bit of your PPC strategy into buckets. Past explaining your technique, you want a software that will help you determine alternatives for enchancment and progress.
Enter the Paid Media Dice: a software to visualise and make clear your PPC technique
Usually your PPC campaigns will contain show, paid social, and paid search channels inside the consciousness, consideration, and choice phases of your purchaser’s journey.
The Paid Media Dice under helps you visualize your PPC site visitors on the intersection of each your site visitors channels and purchaser journey stage. As soon as crammed out in your paid campaigns, it may possibly assist you to spot gaps and alternatives for progress.
Under is an instance of what your campaigns would appear to be utilizing the Paid Media Dice. I’ve mapped it out under as if we had been planning paid spend for our junk meals clothes line…
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Taking a look at Paid Media Dice for the primary time, you doubtless have 3 questions:
#1. Why do the names fluctuate in all squares?
The names you see in every sq. stand in for marketing campaign names. You could have a unique terminology due to focusing on or your naming conventions.
#2. How do I fill in every sq.?
Take into account all of the campaigns you have got in your paid media accounts and take into consideration the client journey stage your goal could be in. Then map every marketing campaign group to the suitable sq. for the suitable stage and the suitable channel. In fact this leads us to the third and crucial query.
#3. Why map all campaigns to site visitors channels and purchaser journey phases like this?
This train helps guarantee robust message match.
Your message and provide need to align to your purchaser’s expectations at totally different phases of their journey, and make sense by way of the site visitors supply from which they found you.
This implies your advertisements, touchdown pages, and provides can be totally different for show campaigns within the consciousness stage versus paid search campaigns supposed for the choice stage, for instance.
The dice offers you a chance to step again and re-evaluate (and enhance) your message to the paid media site visitors you’re focusing on.
Furthermore, to higher signify purchaser intent, the colours of every sq. are totally different, starting with chilly colors (low purchaser intent) and regularly growing to scorching colors (excessive purchaser intent).
The truth is that your PPC campaigns might not be as complicated as the instance above. As a substitute, you’ll have one thing like this:
Establish gaps in site visitors channels and purchaser phases with the Paid Media Dice (by way of SCUBE Advertising and marketing).
When you map your campaigns to the Paid Media Cube, you may develop in few alternative ways:
- Launch campaigns for just a few purchaser phases inside the identical site visitors channel. Should you discover are solely operating campaigns within the choice and consideration stage, you may increase into the notice stage to make sure you’re not lacking out on any alternatives.
- Launch a brand new PPC channel you haven’t tried but. If you’re solely operating campaigns on paid search and paid social channels, take a look at the show channel.
- Broaden your PPC channel strategy. I.e. If you’re operating paid search campaigns on AdWords, replicate them in Bing Advertisements.
For finest outcomes mix the 4 questions with the Dice
Now you have got two essential instruments: the Paid Media Dice and 4 inquiries to ask your self about your campaigns.
Since every sq. within the Paid Media Dice represents a unique stage of purchaser intent, you’ll need to reply the 4 questions for every sq..
For instance, your organization comes up with a brand new Rooster Ramen Sweatshirt product line, and also you need to goal geeks, EDM music followers, and junk meals eaters on Fb (paid social site visitors within the consciousness stage).
Rooster Ramen Sweatshirt (by way of Beloved Shirts)
Right here is the place your campaigns would hypothetically match into the Paid Media Dice:
Reply the 4 technique questions for every sq. above…(by way of SCUBE Advertising and marketing)
The solutions to the 4 technique questions would appear to be this:
- Who’re you making an attempt to achieve? Geeks, EDM music followers, and junk meals eaters.
- The place are you going to achieve them? Paid Social (Fb Advertisements).
- How are you going to achieve them? Goal pages about geeky devices, EDM music, and junk meals.
- What are you going to supply them? Free ideabook with attire concepts that includes Ramen noodles together with a 20% coupon for his or her first order.
Total, after you full one sq., repeat the query course of till you may clearly articulate the components of your PPC technique in full.
Keep forward of the sport
After you have readability your self, you may simply talk your PPC technique to others.
Paid media entrepreneurs face stress from all sides. Not solely are you anticipated to provide outcomes, however it’s additionally as much as you to show the worth of your campaigns to these with no thorough understanding of your efforts.
Utilizing the 4 questions I outlined above, alongside the Paid Media Dice, you’ll have an important begin for clearly outlining your PPC technique to others, however even if you happen to’re pretty autonomous or unbiased the Dice will assist make sure you’re operating a full funnel of campaigns and never lacking any potential alternatives.
