How to manage a PPC campaign

Pay-per-click, also known as PPC is a form of internet marketing whereby marketer pays a certain amount every time somebody clicks on their ad. PPC basically is purchasing visits to your website rather than allowing the visits to happen naturally. The most popular form of PPC is search engine advertising. Marketers bid to place their ad on the sponsored links of a search engine in the case when someone types a keyword on the search engine relevant to the business’s product. Every time a visitor clicks the ad, the marketer pays a certain fee to the search engine. When the campaign runs successfully, this fee renders very insignificantly as the benefit from increased visits to the site is much more valuable.

PPC is one of the most convenient and cost-effective ways to target consumers and convert the leads into sales successfully. However, it can be a bit tricky when targeting a different culture and language. That is why managing a PPC campaign in Saudi Arabia is a meticulous process. Here is a guideline as to how to successfully manage a PPC campaign in Saudi Arabia.

·         Choose keywords carefully: -

Choosing the right keywords is very important. It becomes even more critical in markets like that of Saudi Arabia. Keywords essentially should be long-tail highly specific words that would be used by those who are actively looking for your business’s offering. To target the Saudi Arabian market you must make use of the Arabic language. However, the complexity of language is such that it requires thrice as much as words as required in the English language. Moreover, some words have multiple meanings, so you have to ensure that you use the right words in the intended context.

·         Develop landing pages effectively: -

Landing pages are those pages that respond to your query. These are the pages that essentially must be built around the specified keywords so that the user gets exactly what he is looking for. If you link the home page to the ad as a landing page it would render futile, rather an unpleasant user experience as he would not get the solution he is seeking. Rightly developed landing pages ensure a high conversion rate while lowering the bounce rate.

·         Write ads creatively: -

Next, you should focus on developing create ads that compel you to make an action. A creative ad sufficiently informs about the brand or the company. It informs and convinces the prospect about the reliability and credibility of the seller. The second part focuses on driving the user to purchase the offering. It aims to convert the prospect into a customer by using calls to action such as “book now” or “sign up today”.

Internet though growing up fast is still a novice medium in the Saudi Arabian market. Therefore marketers must keep the comparatively less familiarity factor of the Saudi market in mind when creating ads. The ads must be creative as well as very much information so that the users are not left confused.

·         Measure the effectiveness of the campaign: -

The best part about the PPC campaign is that it is highly objective. This means you can exactly measure its effectiveness. You get the exact number of impressions, bounce rate and click-through rate (CTR). The impression is when your ad appears in a search. CTR is the rate at which someone looks at your ad and clicks on it. On the other hand, the bounce rate is the number of people who look at your ad, click on it and leave without making a purchase. Ideally, an effective PPC campaign should get you a lower bounce rate and high CTR. A good PPC campaign improves the conversion rate. An important thing to note is the high use of smartphones in Saudi Arabia. Hence an effective PPC campaign must also be mobile-friendly.