The Latest Look: 5 Things Beauty Brands NEED For PPC Success

pay per click success
Olivia Alcorn
by: Olivia Alcorn
Whether you’ve got big bucks to spend or a modest budget, investing in PPC advertising can be one of the best marketing investments beauty brands make. Not only does Pay Per Click (PPC) allow brands to position themselves front and centre in search results, but it’s also a powerful marketing tool for delivering return on investment- whatever your spending budgets.

Like all great tools, PPC is successful when used correctly and if it’s not carefully planned before going live, brands risk losing money. Before you can reap the rewards of a well-executed PPC campaign, there are a few key points for success to consider before hitting ‘live’.

We explore the top 5 things beauty brands need to consider to enjoy success from their PPC campaigns.

#1 Focused Audiences To Target

Before creating witty headlines and engaging ad copy, your PPC campaign needs an audience to target. When paying for clicks, your overall goal should be to reach the most relevant customers to encourage them to convert, and this only works if your ads are targeting the right audiences. 

Understanding who you’re addressing is key to how successful your campaign will be. You may be able to pay your way to the top, but if your ads aren’t focused or addressing someone in particular, they’re going to be quickly overlooked. Having focused audiences enables brands to target people by their demographic, interests, or even previous shopping habits, meaning your adverts will be seen by audiences who are much more relevant to your brand.

There are several ways of focusing on an audience group for your paid ads including targeting by relevant keywords, the right demographic, device, location, as well as retargeting to previous website visitors or remarketing to existing customers. Applying these methods to your campaign will ensure your PPC spend is being used productively and your campaign isn’t in danger of spending all the budget on displaying ads to audiences who aren’t interested.

#2 Relevant keywords to bid on

Your headlines might be creative, catchy or offer a great deal but if they’re not targeting the same language consumers are searching in – they’re not going to work. Knowing what your customers are searching for is another key part of any successful PPC campaign.

Keyword research using tools like Google’s Keyword Planner offers a great insight into what consumers are actively searching whilst giving an average ‘cost per click’ to each keyword for brands to consider when creating the daily budget. Platforms such as Google Ads allow brands to understand what their audiences are interested in, as well as an idea of the most popular keywords that brands may not have thought of otherwise.

Keyword research is key for finding the right search terms and understanding intent, but the most valuable part is in the grouping. We’d always recommend organising the keywords in relevant advert groups, such as by topics of interest, for example ‘retinol’ or ‘anti-ageing’, or by consumer benefits such as keywords with ‘discount codes’ and ‘free’. 

Digital marketing company, Wordstream, has previously attributed a brands’ overall success with PPC to how granular and organised their keyword research was. 

Source: Google search for best acne cleanser

Skin and Me’s advert is a great example of using topics of interest and key terms such as ‘best’ and ‘skincare for acne’- both phrases are expensive to bid on but their ads are super targeted for the searched term ‘best cleanser for acne’.

Be prepared to spend more where it’s needed- particularly for more competitive terms such as ‘best cleanser’ as the bid values will be much higher compared to other less competitive terms that you’ll want to bid on too.

Organising PPC adverts into relevant groups related to their intent will help streamline the campaign, ensuring your PPC adverts are relevant, targeted and ultimately effective.

#3 Product Pages With Detailed Descriptions And Inspiring Imagery

If you’re spending budget on PPC adverts that direct consumers to your website, it’s vital to optimise the landing page you’re including. Product pages play a key role in all campaigns but in order for them to help convert customers, they need to be optimised.

Including the keywords you’ve researched in the headers and copy on the landing page will help customers convert as you’re featuring topics consistent with their search.

Use your on-page product descriptions as an extension of the PPC advert, including all unique selling points and relevant keywords. Your on-page descriptions should be short and precise, accompanied by high-quality images of your products and even features such as customer reviews or star-ratings. Having visible reviews on your products can have a significant impact on converting new customers so including them on your product pages from PPC adverts is strongly advised.

A great example is the Paula’s Choice landing page from the PPC ad for retinol as it has featured a series of USP’s, clearly labeled consumer benefits, and included an image of the product- a heady mix of all key PPC ingredients for a successful campaign.

Image source; Paulas Choice

#4 Outline A Budget

PPC is a super effective paid marketing tool for brands on a budget as it ensures cost isn’t used up on people who aren’t interested in it and allows for accurate tracking of daily spend.

Setting a budget is a key part of any marketing campaign to track return on investment (ROI), but with a PPC campaign it’s essential to stop adverts burning through the budgets. The keyword grouping you’ve done will help understand the cost of each keyword and allows you to set an overall budget for each campaign or ad group.

With full transparency on the costs of keywords, Google Ads will give you a bid price, allowing you to calculate an estimated daily budget and cap spending once this is used up. Selecting negative keywords will mean your brand is streamlining the efficiency of your ads, reducing the likeliness of an ad appearing to audiences who aren’t engaged or interested.

As a beauty marketing agency, our own approach for clients is to be as granular as possible with their PPC campaigns, ensuring their budgets go much further for a higher conversion rate. Accurate tracking and planning before the PPC campaign goes live will ensure your brand will get the maximum out of the budget you assign.

#5 A Goal To Measure

Arguably the most important element of your PPC campaign and the one you’ve defined first, is, of course, the end goal. The measure of success for your campaign whether that’s selling more products or increased sign-ups. Defining your brands’ goals from the campaign before pushing live will ensure you have an effective key performance indicator or KPI that everyone in the team can understand.

PPC goals are typically defined by conversions, the overall goal your brand is working towards. In the beauty industry, this is often increasing visibility when launching a new product or increasing sales- simple goals to track and measure. 

The goal for your campaign will have an attributed cost per acquisition (CPA) or Return on Ad Spend (ROAS) which is a simple yet effective KPI to be working towards. The CPA is the cost of securing every conversion your PPC campaign has secured. ROAS is the revenue your business earns for each pound you spend on advertising.

Understanding the total value your PPC campaign has made overall is a great metric for establishing whether your goals are working or not. If you’re spending more than your making, it’s time to tweak it.

Considering Paid Search Success?

As with all marketing campaigns, one of the key points to their success is planning. Planning your campaigns by making sure you’ve included all the pointers above is essential to reaping the rewards.

Reviewing your campaigns every few days will also help you identify any elements that may not be working or that can be changed. PPC campaigns allow for flexibility and by making the most out of your budget, you’re much more likely to enjoy success from your campaigns.

If you’re considering exploring the options of paid search success for your beauty brand, why not get in touch with our experienced team today.

Get Access

To download the white paper, please enter your email address:

Get Access

To download the white paper, please enter your email address:

Get Access

To download the white paper, please enter your email address:

Get Access

To download the report, please enter your email address: