In this new article, we are talking all things LMS (Learning Management Software) and explaining how you can set up an LMS PPC campaign
Let’s get started!
Marketing an LMS is certainly not as easy as it might appear to the naked eye.
The competition is intense and making your LMS stand out isn’t all that easy.
The moment a consumer hits the market, he comes across a multitude of Learning Management Software (LMS).
So in order to make your LMS capture the eyeballs and imagination of your audience and then leverage favourable results, you need to specifically target the most loyal segments within your overall consumer base.
Running a PPC (Pay Per Click) campaign will help you out in targeting your audience.
Putting together a PPC campaign
Having a strong account structure in place
A strong account structure is a must have if you wish to turn your PPC campaign into a roaring success.
While looking at any new client, you need to take the following things into consideration
- You need to keep track of the keywords in each of the ad groups
- The number of ads in each of the ad groups
- Keywords need to be relevant to the ads within each group
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Also, you need to understand the fact that different types of websites will have different structures.
No matter how well the campaign has been developed, there is always enough room for improvement.
You can begin by having all your ad campaigns under a single group.
With better organization and relevance throughout your account, you can have the opportunity to home in on various diversified areas of your business.
This will get you in touch with dedicated traffic which is likely to ‘convert’.
It does not make sense to have separate business campaigns.
This will lead to an increase in the overall budget.
So, in case you run a small business that offers a couple of products, you can prepare a ‘Bestseller’ campaign with a higher budget.
You can follow that up with an alternative campaign having a slightly lower budget than the first one.
How do we ascertain whether or not a keyword is high performing?
It depends on your goals, objectives, and the KPIs (key performance indicators) that are important to you.
There are people who keep an eye on conversions and click-through rates to determine if a campaign is doing well or not.
You can have a single keyword around which a PPC campaign can be formulated.
Also, there are those who prefer building their PPC campaigns around a set of keywords.
This helps broaden the search criteria.
Also, it is equally important to prepare a list of negative keywords.
Before determining ‘what will work’ you need to list down the things that have not worked for you thus far.
The best way to make a list of the negatives are:
Keeping an eye on the search terms people are using.
Make it a point to block all of the terms that are negative.
Key perks of setting up an LMS PPC campaign:
- Helps focus on market-oriented goals
PPC marketing platforms offer companies an opportunity to set specific parameters for each and every campaign.
These can be aligned with the objectives.
If you want to leverage the conversion rates in a particular target sector, you can do so by aligning the PPC display criteria and the Adwords according to your predefined business objectives.
- Helps control the market spend
Paid Per Click platforms allow you to bring down your expenses through geo-bidding.
These give you uninterrupted control over your budget.
All of this is possible due to geo bidding.
You can attract your target audience with as much granularity as you want.
A software guy can get in touch with the senior managers to decide upon the search criteria and the relevant keywords to ensure that only the most relevant segments within the target audience are targeted.
- You can get in touch with the right prospects at the right time
With PPC, you can have your advertisements displayed in specific spaces whenever anybody from the target audience types in the keywords into the search bar.
There is every possibility that people clicking on the ads are a part of your target audience.
In this way, you will be able to reach some of your most loyal customers. In an era of cut-throat competition, it is very important for a marketer to target the right set of people.
You need to come to terms with the fact that your product isn’t for everybody.
Therefore, it is better to target a niche-specific audience.
- Results are immediate
Most business houses believe in increasing their market budget in order to yield quick results.
That is certainly not the case with Paid Per Click.
The idea behind using PPC is to develop and create ads that are relevant.
These ads specifically target the most loyal and relevant customers.
These people would most likely click on the add and buy your product.
So, it can be said that despite having limited resources, PPC helps achieve immediate results.
This allows a year-old startup to have as much marketing power as a 3-decade old multinational giant.
- Resource allocation becomes easy
PPC allows you to have access to reporting mechanisms across disciplines.
Real-time metrics and KPIs can be tracked easily.
This will enable you to ascertain if a marketing expense you’re about to make is worthwhile or not.
Furthermore, this also allows you to remove the clutter by eliminating underperforming advertisements.
Those undertaking LMS PPC campaigns can build a cost-effective marketing strategy using this technique.
Choosing an appropriate marketing platform happens to be an important part of the strategy.
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The perks of putting to use an LMS to use for an LMS PPC campaign – Takeaways
So, that’s pretty much it.
PPC helps you leverage your LMS marketing campaigns like never before.
With Paid Per Click, you can target even the most specific consumer segments.
All of it is monitored in real-time, which means that results would also be displayed quickly.
You can keep track of everything while sitting in front of a monitor.
That’s all for now.
So have you ever used Learning Management Software, have you set up an LMS PPC Campaign?
Are you experienced in Paid Per Click campaigns?
Let us know in the comments section below.
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