The following insights have been outlined after evaluating your business, competitor landscape, audiences, market size, budget and KPI goals.
Consumer Targeting (B2C)
The main traffic sources for COREPPC, outside of Google, will come from YouTube, Reddit, Facebook and Twitter. YouTube and Twitter will be extremely useful for growing remarketing lists and branding purposes, while Facebook is more likely to lead to direct response results – conversions. Reddit’s efficiency will greatly depend on the budget allocated to learning what audiences (communities and locations) are best to target on the platform.
Business Targeting (B2B)
While the above channels are geared towards B2C, they will have a significant impact on your B2B activity. Campaigns around White-labelled Marketing services for Businesses should be created in each channel mentioned above, with different copy and creatives. In this case, another marketing channel should be added: LinkedIn.
TARGETING AND EXPECTED CPCs
The following channels should all include remarketing campaigns targeting users who have interacted with your website.
YouTube – In-market audience (PPC related segments) split across adgroups, and divided by audience size (i.e. 10m-50m, 100m-500m, 1B-5B, etc.). Custom Intent (competitor URLs, searches, long term keywords, etc). Expected CPCs: $1.06 – $5.40. Expected CPVs: $0.08 – $0.15.
Facebook – PPC related interests (separate ‘digital marketing agencies’ into it’s own adset using detailed targeting expansion). Expected CPCs: $13.99 – $29.86.
Reddit – PPC related communities, separated into adgroups across all locations. Expected CPCs: $0.96 – $2.01.
Twitter – PPC related keywords & interests split by geo locations. Retargeting people who saw or engaged with your Tweets and audience expansion should be used in separate ad groups. Expected CPCs: $0.59 – $1.32.
LinkedIn – InMail & Post Leadgen campaigns should be utilized along with your remarketing and traffic campaigns. A good idea for targeting businesses interested in PPC solutions on LinkedIn is to combine Job Titles + Seniorities + Industries in your targeting criteria. Expected CPCs: will vary greatly depending on your campaign type, and for PPC related audiences can range from $0.014 to $14.72.
Recommended based on your competitor analysis and user behavior (per channel). *Channel & campaign budgets will change often due to seasonal and KPI factors.
Google (includes YouTube)
Search volumes, competition and expected CPCs
Companies targeting similar audiences & keywords