Manufacturing SEO

How to run Google sponsored ads in 6 steps?

china ppc ads agency 2023

In this blog series, we’re gonna be looking at what PPC is in ad, and how it works. Most importantly, how you can improve the results of the pay-per-click campaigns you run for your business? Since machine learning is improving, Google is also becoming smart. Search engines are capable to quickly approach the user intent. So, precise strategies to improve quality score of ads is essential.

understanding ppc china

What’s up people, my name is Kinzer. I’m head at seopcb.com. SEO PCB is number one digital marketing agency in China. Similarly, we are certified Google Ads company for manufacturing in China.

 So, this blog is going to be a quick introduction to PPC and looking at some of the key elements to a profitable and successful pay-per-click campaign.

So, first off, what is PPC for manufacturing?

china Google ppc for manufacturing

In China, there are not many companies offering PPC ads solutions specially to manufacturing companies.  Subsequently, several don’t know how to set a good PPC campaign to sell their products in USA and European countries.

Although such companies also face search engine optimization challenges but they also struggle in getting the encouraging results from paid campaigns. Google also has a detailed brief on PPC policies to improve your ad score which can be very helpful too.

After reading this blog you can effortlessly start your own PPC ads for custom products.

Without making it technical, I shall explain PPC in very simple words. Every time, a user clicks on your ad on Google, it costs a certain amount. PPC has three major platforms:

  1. Search Engines
  2. Display Advertising on websites
  3. Social media Marketing
ppc campaign

In the above picture you can see Google search results against my query; die casting china. First four results are sponsored. I have also highlighted them.

Let me make it a little simple. Mostly, when we want to buy something, Google displays some Sponsored website on different position of the page. Usually, they appear on top, middle and bottom. All these websites run PP campaigns to reach their client instantly.

You might be thinking that then why do we need SEO agency to get sales? PPC also has a disadvantage. As soon as you stop your campaign, your website won’t be showing in top results. It means no quick customer.

Running SEO campaigns with digital marketing agencies organically improves your ranking. So, being an expert search engine algorithm expert, I always advise to run PPC and SEO in parallel.

The first is speed. If you need more sales or leads through your website in like the next month, there are very few ways as effective and fast as pay-per-click. With a pay-per-click ad, you’re getting qualified traffic straight from Google to your site very quickly.

 Typically, you can get the ad set up and get some traffic coming through within a few days, depending on how much time you’re putting into the campaign, obviously.

So, that speed is really useful, particularly if you need to test:

  1. a new product
  2. a new website
  3. or a new offering.

 And who doesn’t love speed. So, speed is a real key benefit of pay-per-click and one of the advantages.

Data Advantage in Pay Per Click

The second advantage is the data that we get. And the data advantage from pay-per-click is massive. You see, if you want to find out which keywords people are searching for that are then turning into leads for your business, pay-per-click is by far the best way to do it.

You don’t get that information from organic search results, and organic search also takes much longer. Now, of course, SEO PCB is known for our SEO, we absolutely love manufacturing SEO.

We’ve built loads of businesses based on SEO. So we’re never going to say SEO isn’t good. SEO is amazing, but it is slower than pay-per-click. Now, obviously, the downside of pay-per-click is that you’re paying for every single click, so it can get expensive.

Did your previous PPC campaigns for products fail?

If you’ve tried and experimented and failed with PPC previously, you’ll know it can feel a bit like a big, fat black hole with Google’s name. Here, you just pump your company’s profits and then Google takes all that money and invests it in self-driving cars and taking photos of every single street in the entire world

So, Google has taken all of the pay-per-click budget and invested it in all of the rest of the Google empire. That’s basically how it funds Google. So, pay-per-click is an extremely profitable thing for Google.

That doesn’t necessarily mean it’s bad for us, because actually it can be very profitable, but it has to be run very carefully.

6 Features of Profitable Amazon PPC Optimization

PPC ad quality score china

So, let’s look at some of the components of a profitable PPC campaign.

  1. Intent
  2. Volume
  3. Budget
  4. Quality Of The Ads
  5. Landing Page Quality
  6. Offer

1. Intent

The first component is, or the first thing to understand, really, is intent. Intent is so important with PPC. Because when you’re choosing which keywords to advertise against, you’ve be gotta conscious that there are two different types of intent for searches.

  1. Informational searches
  2. Commercial searches.

So, informational searches are people who are looking for information. So, if I’m thinking about cosmetic dentistry, for example, I might be searching for best whitening treatment, right? Or Invisalign versus braces.

informational searches ppc

Those informational searches where I’m trying to get a specific answer.

 Now, if I’m looking to buy something, I might be searching for cosmetic dentist Shanghai.

google ads commercial

So it has commercial intent because that’s typically going to result in a purchase or an inquiry. When you’re running pay-per-click campaigns and you’re paying for every single click, you typically want the commercial searches.

You want the people that are going to turn into money. You don’t want to waste too much of your budget on these informational people ’cause they’re actually not going to buy or they’re not going to buy right now.

There are circumstances where you target informational search terms. For example, if you have a very, very long buying cycle and you want to get people right at the start. But on the whole, you’ll typically be wanting to target people with commercial intent only. So, that is the first criteria or the first thing to be conscious of is intent.

2. Volume

 The second factor to a successful pay-per-click campaign is understanding volume. So, volume’s important because obviously if you are showing your ads on keywords that have very low search volumes, you’re unlikely to get much traffic.

So you need to make sure the phrases that you’re targeting have enough volume there to actually generate the leads and sales that you’re looking for.

 Now, volume is one of the most misunderstood and kind of wrongly prioritized metrics in Google Ads. People tend to think that a higher volume must be really good. So we’ll talk about that in a bit more detail and in the next blog.

 I’m going to give you a formula that you can use which actually shows you that volume really isn’t as important as some of these others. But you do need enough search volume so that it’s actually possible to generate leads and sales.

3. Budget

 The third area that you need to be careful about is budget. Now, this is probably the one that is most often got wrong, particularly by small or medium-sized companies. When you’re doing Google Ads, you need to be investing enough that you can actually expect to get leads and sales.

But it’s not uncommon for us to be sent a pay-per-click campaign for a really, really tiny, tiny company who’s got a very, very small budget and they’ll have something like this.

Low-Budget PPC; is it possible with 3 dollars?

They’ll be paying three dollars per click and they might have set a budget of 15 pounds a day. Really, really, really low budget. And they’re saying, “Why is not converting? “Why are we not getting leads or sales? “Pay-per-click’s rubbish.”

Well, three dollars CPC, you’re probably going to be getting five visitors a day if your budget’s 15 pounds a day. So, let’s say that your website converts at 1%, which is pretty poor but it’s about average, you’re going to need 100 visitors on that site before you’re going to get a lead or sale.

So, with five visitors a day, you’re going to be waiting 20 days before you’re getting that lead. With a budget like that, it’s just going to take ages. There’s no way around it. So, again, in the next blog we’re going to look at the formula.

 For now, just know that if you’re not investing a proper budget in pay-per-click, you can’t expect to get any results, or you expect to get very slow results. It doesn’t mean it’s not working. It just means you’re going very, very slowly. Imagine an hourglass with a really, really small gap. It’s going to get there, but it’s just going to take a long time.

4. Quality Of Ads

 The next component in a successful ad campaign is the quality of the ads. So, ad quality, we’re going to say. Ad quality is really important because it has a large impact on the amount that you’re paying per click.

 If your ad quality is high, you’ll pay less per click than competitors. If your ad quality is low, then you’ll pay more per click versus competitors. So you’ll get less traffic and you’ll be spending more.

So, what influences ad quality? Well, there’s a few things, but let’s just use an example. Let’s say that I’m searching for diamond engagement rings buy online. And I see an add that says, “Buy diamond engagement rings online.”

google ad intent

 Immediately, that matches what I’ve searched for so I’m more likely to click on it, so it’s going to see a higher click-through rate.

How does Google check quality score on PPC ads in China?

 That’s an indication to Google that that’s a good question ad, particularly if it’s then using those terms or other compelling terms in the ad copy itself. Because what Google wants to do is it wants to show more of the ads that are getting clicks and less of the ads that aren’t getting clicks.

So if my ad is getting clicks, that’s an indication that it’s good quality. Then if I go through to the landing page and the landing page is all about buying diamond rings online, great. I’m going to browse around and I might even buy one.

 So Google’s going to see that kind of experience and say, “Okay, this is good.” Now, if we contrast that for another ad let’s say that said “Buy jewellery online.” Well, I’ve just searched for buy diamond rings online.

Example Of Low Quality PPC Ad Intent

If I see that “Buy jewellery online” ad, I’m less likely to click it because actually I just searched for diamond rings, not just all jewellery. I don’t want to trawl through jewellery like digging through a TK Maxx. I just want to find the diamond rings, right? And then let’s say that I’ve somehow mistakenly clicked on the ad and I land on a page which is all about necklaces and earrings, really low relevance to me at all.

So I’m more likely to get straight back onto Google and click another ad. So Google’s going to see that whole interaction and say, “Okay, that’s a low-quality experience,” so the ad quality score is going to go down and that’s going to put up the CPCs for that particular campaign over time.

 So, ad quality score is important. Get it right and you’ll pay less for your ads. And we’ll talk about that in a future blog.

5. Landing Page Quality

The next element of a profitable PPC campaign is your landing page quality. Now, similar to ad quality, landing page quality has a big impact on the overall success of your profits of your PPC campaign.

Taking this example with the 1% conversion rate. If we’re converting at 1%, it’s going to take us 20 days to get a lead or sale using that horrifically low example. If this landing page was converting at 10%, it would only take two days to get a lead or sale ’cause we’re getting five visitors a day.

 So 20 days versus two days. If your landing page is converting more of the visitors into leads, it stands to reason you’re going to be making more money for the same amount of clicks.

So, just like lowering your cost per click or increasing your budget, improving your conversion rate is going to improve the profitability of your campaign.

6. Offer

And then the final element, last but definitely not least. Look at that, that says offer. O-F-F-E-R. Offer. The offer is one of the elements that’s least talked about in a pay-per-click campaign but is super important. Let’s say that I’m operating a cosmetic dental practise here in China.

 I’ve realised that lots of people who come in for expensive cosmetic treatments first get their teeth whitened. So what I might do is I might target people who are searching for cosmetic dentists and I might say, “Free teeth whitening in China. “Come in and have a free consultation “and we’re going to project “what your perfect smile could look like for you “and lay out a treatment plan.”

Something a bit more concise than that but it’s late. So we’re gonna take that information and turn that into an ad, and then we’re also gonna mention that on the landing page. That has a high-perceived value ’cause I get a free teeth whitening and this free consultation.

 Really, really high-perceived value. People will pay for that; it is so good. And what that’s gonna mean is that more people are gonna click on my ad, I’m gonna get:

  1. a higher click-through rate
  2. a better quality score,
  3. Higher conversion rate on my landing page

Ultimately, the landing page is gonna go up, because my offer is good and it has a high-perceived value. Now, if we compare that to what most people are doing, most dental practises will say something like, “Inquire today.” Which is okay, but how high is the perceived value?

It’s really low, isn’t it? What’s gonna happen if I inquire? Great, someone’s gonna try and pitch me on something.

Average Click Though Rate

So, there’s no perceived value there, which means the click-through rate is gonna be lower ’cause people aren’t gonna be massively fast, “Oh great, I’m gonna click on that one “’cause they’re gonna let me contact them.

“Ah, fantastic, what I’ve always wanted, yes!” And then they get to the landing page and they’re like, “Ah, a contact form! “Ah, this is the best day ever! “I can’t wait to fill in my details.” Right, it’s just not gonna happen.

So, we are gonna get conversions through that and contact is fine as a call to action, but it has a much lower perceived value than something more compelling such as the free thing with the consultation.

So, improving the offer can also improve the performance of this whole thing because it helps with making more of our budget, it helps with our quality score, it helps the landing page conversions as well.

Is PPC difficult for you? Give Us A Try

ppc ad experts in china

If you’re not running PPC yet, we’ll give you an indication of how you could be using it and how profitable it might be for you. To request this free review, all you need to do is go to seopcb.com. We will show you how you could be generating more leads and sales through your digital marketing, including pay-per-click.

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