I’m sure you’ve seen several Google Ads while browsing the internet. You may also have heard other entrepreneurs talk about their Google ads. Are you wondering how to set up a successful PPC campaign?
Are PPC ads even worth the effort? The answer is yes! One study suggests that 33% of people will click on paid adverts if it answers their search query. This article says that according to WordStream, 65% of all clicks made by users who intend to make a purchase go to paid ads.
According to this write-up, business owners, and entrepreneurs have various options for marketing their business. Many options cost little more than time (like content marketing or search engine optimization) and are still affordable, even if outsourced. Despite the cost-effective SEO option, over 70% of business owners in a 2013 survey preferred to cast their budgets towards PPC.
Running a Pay Per Click (PPC) campaign for your company can affect your bottom line. PPC is a golden opportunity to generate a lot of revenue for your company. Set up correctly, you can establish consistent ROI and grow your company.
You can increase traffic and conversion rate by creating PPC ad campaigns. Setting a campaign requires constant monitoring. By tracking different metrics, you’ll know what’s working, what’s not, and how to improve.
Use PPC advertising to get targeted placement in search engines and niche websites. Google Ads, Bing Ads, Facebook ads, etc. are just a few of the many PPC ad networks you can use.
Unlike SEO, that is long term, PPC is immediate! These ad network websites give you access to tools to track various aspects of your adverts.
You can track your advert copy, CTA (call to action), customer demographics, etc. Study what works, what does not and how to improve your effort.
Your ability to target and analyse your adverts will enable you to maximise your funds.
How Can You Set up a Successful PPC Campaign?
Do your research to find out your organic share of voice for the list of keyword suggestions you want to include in your paid search budget. If your site has a search function, check all the searches from the last quarter to learn what topics your site visitors are using on your site. Use your site’s Google Analytics and Google Search Console or data from your Google Ads dashboard to identify existing organic target keywords with a high click-through rate.
Analyse your competitive landscape to learn you who your main paid search competitors are, what they’re doing that makes their PPC efforts successful, and how aggressive your campaign should be to compete.
Set your goals and KPIs for measuring the performance of your campaign. For instance, if the PPC strategy’s primary goal is to generate leads, your KPIs should be the number of sales- and marketing-qualified conversions you aim to generate through paid search, plus how much those individual leads should cost.
Build your adverts and respective landing pages around your campaign goals. Adverts that make concrete promises attract people. But make sure you live up to these promises on your adverts.
Don’t send all the traffic from your adverts to a generic page, e.g. your home page. Otherwise, they’ll feel frustrated and bounce. Your adverts should take searchers to specifically created pages on your website that you have built and optimised. The closer the match between your page content and your site user’s/visitor’s search intent, the higher your conversion rate.
Reiterate search terms and your brand’s unique selling point from the ad in the page header and body text.
Don’t just set your campaign on autopilot after you launch it. A successful PPC advert needs constant tweaking. After your campaign has been running for a while, it’s time to optimise it to avoid wasting your ad funds.
Identify negative keywords and topics that show high impressions but low CTR. Consider tagging each as a negative keyword that means your ad won’t show up when people search that keyword. Weed out and discard low-performing keywords and ad groups, and reallocate your funds to high-performing advert groups.
Avoid using broad match targeting because your adverts will appear on relevant variations, even if they’re not in your lists. Remember that adverts targeting buyer-intent topics will have better ROI than a top-of-funnel campaign.
My Favourite Tips for a Successful Paid Ad Campaign
Here are my favourite tips to ensure you know how to run PPC ads (or Facebook Ads) that earn your company more exposure, in-market leads, and even pay for itself.
- Base your ads on the products and solutions you are selling. Set up a separate campaign for each of your products or services. For best results, each product or service must have its unique target keywords and landing page to direct your ads.
- If your goods or services are on a single page, it is still good to create a separate campaign for each. It will enable you to analyse, track, and adjust your campaign drive.
- Is your product or service targeted to a particular region or country? Some PPC ad networks have geographic targeting features to enable you to focus your adverts. These days most people use mobile devices to visit websites. So create separate ads and landing pages for mobile and desktop devices.
- Ensure you optimised your website for mobile devices. Create separate adverts for text and display ads with their respective landing pages. It will help you analyse and track, which is performing best. Then you can divide more of your advertising budget to the best performing campaign.
- Ensure that your ad copy (the text of your advert) is simple and enticing. Include your Unique Selling Proposition (USP) and use interesting calls to action.
- Suppose you are having a sales promotion, including promotional prices, discounts, etc. These will help to attract your potential customers to your advert. It would help if you guided them on what to do next to get your product or service.
- Have separate groups of relevant keywords for each of your goods or services. Use words from each group in crafting the ad copy.
- Create a separate list of negative PPC keywords. These are those that you don’t want to trigger your adverts. Based on your campaign data, any word or phrase that is wasting your funds is negative.
- Please do not set up to your ad campaign and forget it! Use the tools available to you on your ad network to track your ad campaigns daily.
- Review time of day and day of week performance and adjusting your campaign drive as required. Include all relevant tracking codes in your PPC ads to track paid-search visitors. Also, create and review A/B tests to know which of your Google ads is performing well and not.
These are my top tips for setting up successful paid ad campaigns. Do you want to start a PPC advertising campaign but don’t know how to begin? Want to learn more about PPC ads, and how you can use them to grow your business? Contact us, and we’ll be glad to help with any aspects of your digital marketing strategy.
I hope you find this information helpful? If so, please use the buttons below to share it with your friends. See you next time.
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