You have probably already heard of PPC and must be planning to use it for your business. Pay-Per-Click or search engine advertising is one of the most popular forms of internet marketing. Are you curious to learn about the most successful tactics before approaching your Google Ads consultant? You have reached the right place.
Here’s a simple guide on how to begin your first PPC campaignPerfect optimized PPC campaign may deliver your business a significant boost. Contact us for more details.
- Plan your goals
What’s your goal behind running the campaign? Do you wish to see more conversions, generate profit or boost overall growth?
The most common goals behind Pay-Per-Click advertising are:
- Increasing traffic
- Driving leads
- Building brand awareness
- Generating revenue
Depending on the goal, you need to define key performance indicators (KPIs).
- Set a budget
Plan a rough figure for the max amount you wish to spend on the campaign. You can always make further alterations based on the ad’s success ratio. Do you think you need a big budget for PPC ads? If so, you will be surprised to know that even ads with a low daily budget can get good results. Make a list of keywords that work within your price range. Setting up a maximum cost per click for each keyword can help ensure there is no overspending. Create a realistic expectation about the number of clicks that you expect from each term.
Studies suggest you can expect at least 33 percent of search engine users to click on the ad if it relates to their query. But of course, several other factors influence their decision.
Decide on a breakeven point, a sales percentage point that you think is sufficient to indicate your initial ad investment recovery. Consider reassessing the strategy if the campaign fails to break even.
- Understand your target customers
You can reach and market your target consumers if you understand them. It’s crucial to analyze their shopping habits, desires, pain points, and of course, demographics. The overall customer persona will help you predict search terms that they would possibly use.
Your job is half done if you have systems that chart customer persona.
- Research keywords
Customer persona can assist in selecting potential keywords. If you choose search terms with high search volume, you need to pay a high CPC. There are keyword research tools that show average CPC, monthly search volume, and competition score for the selected keyword. You can also find alternatives with less competition for the chosen search term. You can use competition analysis tools to check the terms and PPC usage of your competitors.
Creating a spreadsheet containing brand keywords, competitor keywords, generic terms, and other related words can be a good idea. New businesses need to work more digging to understand keywords that can drive traffic.
- It’s a competition out there! Analyze your competitors
Whenever you run an Adwords campaign, you are competing with many sites for clicks and impressions.
Analyzing competitors’ actions can help you understand their success elements. You can adjust the campaign’s aggressiveness accordingly. Sneak peek into everything that your organic and advertising competitors are doing. Studying their keywords’ performance can assist in prioritizing their use.
Not sure who your competitors are? No worries, there are many tools that highlight websites competing for similar audiences.
Some of the most appreciated platforms for spying on competition are iSpionage, Ubersuggest, SEMrush, Pro Rank Tracker, and Hootsuite.
Several online platforms provide details for domains that compete with your site in organic search results. Portals like SEMRUSH also offer a glimpse into ads run by your competitors in the past. You can look back into their history and learn from their mistakes. Google Ads provides certain features that can assist in placing the correct bids for outranking competitors.
If you need assistance in PPC campaigns, you can always work with firms that offer Google Adwords Management Services.
- Create a compelling ad copy
Text ads are the heart and soul of PPC Campaigns. A superb click-worthy copy has the potential to increase the click-through rate. Plus, you can expect less cost per acquisition and a better quality score.
Here are best practices followed by copy-writing professionals
- Ensure your ad copy does not violate search engine’s policies.
- The copy needs to be click-worthy, compelling. Thus, let the best copywriter develop the same.
- Your target keyword needs to be used in both the ad body text and headline at least once.
- The text should set the right expectation so that users know what to expect on the landing page.
- Try to make concrete promises in the ad and ensure the landing page fulfills the same.
- The URL in your ad should be descriptive and user-friendly.
- Lastly, check ad copies of your competitors. Ensure your text is more compelling, even if both consist of the exact keywords.
- Create special landing pages
Your ads should take searchers to specifically created landing pages. The better the match between the landing page content and search intent, the higher is the conversion rate.
Use your ad and direct searchers to unique landing pages instead of generic ones. Taking searchers to generic pages also increases the visitor bounce rate. Then, the quality score gets impacted, resulting in fewer chances for the ads to appear in searches.
Here are tips for creating quality landing pages
- The messaging on the landing page must be consistent with the text in keywords.
- The landing page should not have more than one call to action button.
- User-friendly and simple landing page design can bring better results.
- Page loading time should be a minimum. In case if the visitor needs to fill a form, it should only contain essential fields.
- Steer-clear of anything that could deter visitors from accomplishing your campaign goal.
- Analyzing the performance
Social interactions, conversion rates, click-through rates, and impressions are metrics considered crucial. Most platforms allow marketers to track their ads data. Thus, comparing the number of searchers who see the ad and those who click is relatively easy. If reports indicate people who see the ad do not click the same, you should consider changing the text. That’s because the ad probably does not cater to consumer needs. If the landing page fails to convert visitors, it probably fails to solve the customer’s immediate problems. But no worries, you can always track, adjust the ad, and expect improvement.
Don’t expect the first PPC to turn into a success. Consider it as your learning curve. But do track conversion rates, click-through rate, and profit margin.
If the ad doesn’t produce desired results, you can always try using another copy and CTA. There is no other better feedback than the PPC campaign metrics.
- Why opt for an experienced digital marketing agency?
Pay-per-click marketing requires strategic thinking. The team must first build a solid foundation by investing time. Unfortunately, newbies often end up getting caught in bidding wars. Professionals can tightly align optimization and execution activities with campaign goals for ensuring maximum ROI.
If you work with a Google Adwords Company like PeddleWeb, your campaign will indeed have a successful strategy in place from day one. We have helped several clients in strategizing and setting up high-performing campaigns.