In Pay-Per-Click (PPC) advertising, market research is by far the most important factor.
Although it is possible to set up your own PPC advertising campaign in as little as ten minutes, even if you are new to PPC and digital marketing, this does not mean you should.
The main difference between what makes a successful or unsuccessful PPC campaign falls down to one thing: market research. If you haven’t taken time to research your target market, competitors, and previous customers, you will find that your PPC efforts will struggle to deliver results.
The main difference between what makes a successful or unsuccessful PPC campaign falls down to one thing: market research.
Unfortunately, many people, particularly those who are new to PPC, dismiss the thought of market research and consider it an unnecessary waste of time. However, in PPC it is the one thing that determines whether your PPC campaign will be a success or not.
Performing market research is easier than many people think and although it does take some time, when you have an idea of what you are doing and are using the right tools, it is much easier and more efficient.
When you start looking at PPC marketing, don’t think of it as a way to only advertise yourself online but instead think of it as a business in itself. After all, the primary goal of any PPC marketing campaign is to generate leads and make money by converting web traffic into sales. If you run your PPC marketing efforts in the same way as you run your business, you will find the process infinitely easier and more lucrative.
The purpose of this page is to introduce and explain PPC market research. It is something that anybody can do—there is no requirement for pre-existing skills or knowledge.
Carry on reading to learn more about me, my services, and how you can carry out market research for PPC.
Who Am I?
With around a decade’s experience, I am a digital marketing consultant based in Norfolk. Throughout my time working in the digital marketing industry, I have spent time building strong relationships with all my clients through a strong work ethic and the consistent delivery of measurable results.
My projects have included virtually everything—from small keyword research jobs to the creation of websites and digital marketing strategies—and my clients come from a wide range of backgrounds and industries. Whether you are an individual, start-up, or large company, my services can be tailored to fit your unique requirements and goals. Between us, myself and my team have several decades of relevant experience built through client-centric projects.
This page is an introduction to market search for PPC and should equip you with everything you need to get started for yourself. Often, though, it is a better idea to outsource this sort of work not only to save time but to ensure you get the very best results possible.
How I Can Help
If you decide that you would like to move forward with my services, myself and my team will work closely and consult with you to draw up a comprehensive plan for your PPC market research, then put it into action.
If you have a question, want to find out more about what my team and I can offer, or would simply like me to clarify something, feel free to email me for an obligation-free discussion.
Before contacting me, though, I encourage you to give market research for PPC a go for yourself. Doing this will help you develop skills and learn contextual information that is vital for any business operating in our digital world.
No matter which of my comprehensive range of services you use for your business, my team and I will work closely with you throughout the entire process. With each client, we assess your situation and apply a methodical process that helps you reach your goals and establish your company as a leading player in a digital world full of noise and competition.
If you think my services could be of any use to you, contact me today to take your next steps.
What is PPC Marketing?
PPC (pay-per-click) marketing is a model of internet marketing where the advertiser (you) pays a predefined fee each time one of their advertisements is clicked. It is a way of ‘buying’ traffic for a website instead of driving traffic through organic search results that only costs money when a person clicks through to your site.
It is very easy to deploy, however, that doesn’t mean you should spend five minutes throwing a PPC marketing campaign together.
When it is done properly and targets motivated individuals, PPC can deliver amazing results for your business.
2 Ways to Carry Out PPC Marketing
There are two distinct ways you can kick off a PPC marketing campaign: without research and with research.
Option 1: Without Research
Option 1 is the typical route that PPC newbies go down. With this option, you launch your PPC campaign as quickly as possible without performing any market research or spending the time to learn about your competition. This lack of knowledge and research means that your PPC campaign ultimately ends up showing low or no returns or measurable results and, in some circumstances, harms your reputation.
All is not lost, though—this is, after all, a valuable learning experience and you can make changes to your PPC campaign which will make it more successful the next time around.
The major problem here is that you have wasted time and money deploying something that was destined to fail. With research, you could have avoided it.
Option 2: With Research
Option 2 is the opposite. With this option, you have taken your time to thoroughly perform market research and analyse your competitors. It is this research that has helped you develop a clearer picture and given you an idea of what could make your PPC campaign successful.
As a result, your PPC campaign has a good chance of being successful and even if amazing results are not seen, they will still be far better than they would have been without research.
Here, both your time and money have been put to good use and you will get higher returns as a result.
Why Is Market Research for PPC So Important?
At the top of any experienced PPC marketer’s mind are market research and competitor analysis.
Market research has always, even before the internet, been a key part of setting up and operating a business successfully. Very few, if any, businesses have ever managed to launch and become seriously successful without undertaking thorough market research of their target market, product, and services.
Market research is by far the easiest way for budding entrepreneurs and business operators to keep up to speed with the latest trends and developments within and outside their industry that are directly relevant to their target market. Whilst it is important, it is something that tends to vary depending on the industry in which you operate and as a business operator, it is important that you understand it.
Big businesses have a tendency to spend eye-watering amounts of money on research. The reason for this spending is so that they can acquire every last bit of information, even if it appears irrelevant and pointless, that is floating around the market and can help them make strategic decisions.
Advantages of Carrying Out PPC Market Research
There are several advantages of carrying out market research when starting a new PPC campaign. Some of these advantages are—
1. A lower risk factor
With PPC marketing, the primary risk is that your campaign won’t deliver the results you were expecting. As I have already explained, market research helps you figure out what will and will not drive results for your PPC marketing, amongst other things, and avoid the risk of wasting your time and money on a situation that could easily have been avoided.
2. Increased conversions and sales
If your PPC advertising is saying the right things to the right people, you are going to see an increase in conversion rates and sales. The only way you can do this, though, is by carrying out in-depth research that will help you pitch your products or services in an effective way that will encourage people to click through and seal the deal.
3. Higher business growth
Market research doesn’t just tell you useful information about your target market, but it also helps you uncover and explore new opportunities that will contribute to business growth. Diversifying and exploring different challenges and opportunities helps increase the stake for your business and keep delivering exciting and fresh products and services.
4. Increase your overall reputation
When you have a better understanding of your target market and competitors, you can offer products and services that fall in line with the wants, needs, and interests of your customers. When it is obvious that you know your audience, even through PPC advertising, your reputation begins to improve.
These are not the only factors, though
Market research in business and for PPC is not limited to these four factors, though. When you start taking market research seriously and carry it out, you will learn what works for your business and benefits your bottom-line.
How to Start Performing PPC Market Research: 3 Useful Tools
Getting started with this form of market research is quite easy and there are several tools you can use to help you. This is a mixture of free, freemium, and premium tools that you can use for not only market research, but competitor analysis, keyword research, and other elements that form part of digital marketing.
SEMRush is a software service that provides marketing analytics software subscriptions. Their tools are trusted worldwide by millions of individuals, businesses, and marketing professionals.
The tool provides you with plenty of information to help your PPC marketing efforts. This information includes competitor analyses and statistics, your competitors’ competitors, the average position of the top performing PPC keywords, and money spent per keyword, amongst other things. It can also be integrated with Facebook, Bing, and other sites.
It is a very powerful and versatile tool that is a must-have for anybody performing target market and competitor research for PPC.
Just like SEMRush, KeywordSpy lets you see what keywords your competitors are spending and how much money they are spending on their PPC ads. KeywordSpy also provides you with keywords and ad combinations that the software thinks will work well for you and provide a measurable ROI by using data in real-time.
There is a free trial on offer that lets you see 10 ads and keywords which should be enough to help you get somewhat familiar with PPC market research and get comfortable with the process.
3. Google AdWords Auction Insights
AdWords has an Auction Insights section that helps you figure out what your competitors are competing with you for the same or similar keywords. This data from Auction Insights is very useful because it helps you see if your competitors are spending more on targeting a certain keyword than you.
Using this information, you can make strategic decisions more easily and avoid wasting money on upping your competition and aggression when there is no need to.
4. Google Analytics
Good old Google Analytics is every digital marketer’s best friend. Google Analytics lets you explore consumer behaviour by analysing data collected from Google searches that relate to your product or service.
To use Google Analytics you will need a Google AdWords account, however, this is something you will need to engage in PPC marketing anyway.
It’s not all about tools
Whilst these are great at helping you learn about end-user search intent, see your competition clearly, and improve decision-making, these tools are not the be all and end all for PPC market research; it is your general market research that will help you figure out the best way to approach a PPC campaign.
These tools alone cannot teach you about your target market.
Market research, as I have already mentioned, is an essential part for any business. Without market research, how can you know whether or not your target market is going to like your product or service? You can’t!
If you develop a product or service that isn’t suitable for your target market because people simply will not be interested in it, no amount of PPC is going to deliver the results you want.
Don’t Be Intimidated by Data
When you begin market research both in general and for PPC, you will quickly become inundated with lots and lots of data (well, you will if you are doing it right at least!)
Although this can feel intimidating, you shouldn’t be put off by it. As you begin to learn more about digital marketing, the processes and strategies it encompasses, and what is and isn’t relevant to your business, you will begin to find it easier to process this data and make sense of it all.
After all, it is data that makes digital marketing what it is and without it, the digital marketing landscape would be very different indeed.
When Should I Consult a Professional?
This is a decision that only you can make.
Do you have the time to spend on carrying out market research and then launching a fully-fledged PPC marketing campaign? If the answer to this is yes, then you have a choice to make:
- Do it all yourself and learn as you go
- Consult a professional who can do it for you and drive the best results
If the answer is no, however, you don’t have much of a choice. You could dismiss PPC research and put off your PPC marketing campaign for another time, but what’s the sense in that?
In almost all cases, it makes more sense to outsource your PPC marketing efforts—that includes market research, planning, execution, and ongoing monitoring—to a specialist individual or company that operates in the digital marketing industry.
The nature of digital marketing means that everything is constantly changing and whilst having basic knowledge and understanding helps, it is only a professional knowledge and understanding that can deliver the very best results.
Whilst I personally encourage everybody to have a stab at digital marketing themselves, particularly if they are still in the pre-launch stages of their business (even if you outsource marketing, it is still useful to have a basic knowledge and understanding), it always makes sense to utilize the services of an individual or company that has demonstrable digital marketing experience.
If you would like to learn more about the range of services I offer, feel free to email me. I endeavour to provide a helping hand wherever possible by answering questions and providing some guidance. There is no obligation to utilize my services professionally unless you want to, either.
I also recommend checking out my blog where I cover everything from PPC to content writing to social media marketing. If it matters to your website, you will find it here.