PPC is a saturated strategy for most industries. It can be easy to mimic what your competitor is doing in the hopes of snagging some of their business with your paid search marketing. However, this strategy ends up in more heartache than success.
You need to ensure you stand out with your PPC strategy.
In this article, we'll dive into exactly how companies can be more intentionally competitive with PPC digital marketing by being growth-focused and highlighting their differences from the competition rather than their similarities.
Why Being Intentionally Competitive with PPC is Important
Instead of being the brand always lagging behind, how do you become the brand that competitors look up to? Your competitors stand out because they've done the work. The market has evolved. Competition is so fierce now that falling in line will only drown out your voice even more. Plus, CPCs are increasing, making your investment into PPC ads a higher risk for reward.
Questions to Ask Yourself While Creating a PPC Strategy
First and foremost, you'll need to consider making a change. Our first section addresses the questions you must ask yourself before adjusting your paid marketing strategy.
These questions challenge you to consider your ads from a customer's perspective, imagining how they might interact with a PPC ad from your business online.
What Makes Your Brand Different?
What sets you apart is crucial in marketing. When consumers have multiple choices in the same niche, you want them to refrain from engaging with a competitor simply for arbitrary reasons. You want them to choose you for you. So, what makes your brand different? Is your product superior? Is your brand story convincing?
Why should a client choose you and not anyone else? Express that in your ads to convince people that you are selling what they want to buy. Generate sympathy and evoke emotions with your ads instead of copying your competitors and blending in with the crowd.
What Do Your Customers Think About You?
You've likely received feedback from your clients about their experiences working with you or purchasing your products. One of the best aspects of PPC ads that can set you apart from your competitors is to express this sentiment in your ads.
Assemble the positives and detail them out. Also, be honest with yourself. Look at your negative feedback. The best part about criticism is that you can use negative comments to improve your business. Consumers love honesty, so point out, in your ads, how your company aims to improve its practices.
This exercise is excellent for personal development and your development as a company. Present yourself as forward-thinking and growth-focused, and you will see positive results in growth marketing.
Top Tips for Making Competitive PPC Content
Be selective about which strategies you choose to employ for PPC ads. Not all strategies work for all industries or companies. PMax, for example, isn't for everyone. Don't follow in the footsteps of others. Make content that works for you.
Study what works for your industry. As we mentioned, not all strategies work for every situation. This same principle applies to PPC ads within industries. For example, PPC for the healthcare industry is much different than paid marketing ads for the automotive industry. Check out our article on PPC for the healthcare industry here for more information.
Lean in on an integrated strategy. Not just non-PPC channels but also outdoor channels can affect your PPC performance. Can your customers recognize you regardless of which channel you are advertising? Is your tone of voice standardized? Ask yourself the questions in our first section to ensure your advertising is on the right path.
Be patient with the changes you make to your digital marketing strategy. With each change, give yourself enough time to see the results of changes. Success doesn't happen overnight, and it certainly doesn't happen in a week. Give yourself three to six weeks to see if your changes are making an impact before reconsidering your PPC strategy.
Never be the brand that stays stagnant and is afraid of change. Digital marketing is a rapidly expanding field. New strategies, protocols, and recommendations are constantly emerging. You can't afford to get comfortable with paid marketing. When a new Google update comes out, don't panic. Learn it quickly to see if it is effective for your brand.
Just as you shouldn't copy others, avoid following major companies' guidelines. Google gives the same advice to everyone. Think outside of the box and test out different strategies. You might find something that works excellent for you.
Do not be afraid to discuss your success and how you got there. Just because a competitor hears how you did something doesn't mean they will be able to imitate it. This same principle applies to it being difficult for you to copy your competitors. Consumers value honesty, and discussing success can be a great way to get new people interested in your company.
Finally, don't be a follower. Be a leader. Staying competitive in PPC is akin to staying competitive in business. You won't be noticed if you are a little fish in a big pond. You want to be the big fish, and preferably, a big and exciting fish. Be shiny, be unique, be creative, and PPC success will follow you.
The key to staying competitive in PPC marketing is to set yourself apart from the rest. Put the work in, take the initiative, and prioritize PPC as a part of your overall business strategy. One of the biggest mistakes business owners make in this digital world is ignoring PPC's importance.
Make conquering PPC your goal to stay competitive.
Are you interested in learning more about the world of PPC? PPC Live UK hosts regular events, including an upcoming event in October 2023.
For more information about October’s PPC Live UK event, click here.