The success or failure of your PPC marketing strategy is dependent on how you react to the environment around you and understanding how PPC works. The world is constantly changing and external factors beyond you can negatively impact your search paid strategy if you do not take them into consideration. How best you react to external factors and align your PPC strategy with them in mind makes all the difference as to whether your PPC campaign will be successful or not. We are going to look at 5 important factors that affect your Pay Per Click strategy.
Period or time of the month
Believe it or not, the time of the month can positively or negatively influence the success of your PPC strategy for your business. There are marketers who report that they witness an increase in traffic at say end of month. This could be because people have already paid off their bills and therefore have disposable income to spend or rather have already received their second paycheck. Whatever the reason might be for the increase in traffic, it makes sense as a marketer to increase your bids or PPC ads budget at this time of the month and romp in from the increased traffic.
Let’s face it. The influence of competition on the success of your PPC strategy cannot be ignored. The competitive business environment has a great impact on your overall PPC campaign. You need to monitor closely the actions of your competitors and react accordingly whenever they reduce or increase their bid budgets, drop out or join in on paid search auction or inadvertently, bid more aggressively. In the same breadth, you need to change your PPC strategy every time your big competitors run out of budget. This might be a clue to aggressively bid and have your ads placed all over before they furnish their ad words accounts. The success of your PPC campaign is dependent on how well respond to competition and make the most out of it.
There are those who find it difficult comprehending the fact that what is beyond their realm of control can affect their PPC campaign. The truth of the matter is that weather can negatively or positively influence your PPC strategy. Whether you like it or not, the buying habits of customers are influenced by changes in weather. For instance, if you are in the business of selling bikinis for summer, you will be better off increasing paid search bids during summer and not during winter. Large weather events such as tornadoes, hurricanes, snow storms can also affect the behaviors of customers and how they make purchases. Taking all these into account when coming up with a PPC strategy will positively impact your business fortunes.
In spite of the use of the word negative, negative keywords are in essence not negative but rather refer to keywords that might end up hurting your PPC campaign if not used in the correct way. If for instance you are in the business of selling wine glasses, you wouldn’t want a situation where PPC ads appear in the search results of a person seeking information on eye glasses. With proper attention in negative keywords can work in your favor by reaching the most interested customers and by so doing increase your return on investment.
Changes in technology
Improvements in technology have changed the way people browse online, how they purchase products and even how they pay for the same. Smartphones have changed the way people access the web with an increasingly number of people using their mobile devices to access the web. This, therefore, calls for the need to streamline your PPC ads with the aim of reaching customers both through mobile devices and on PCs in your online marketing. The idea is to make the most out of your PPC campaign and increase conversions.