Perfecting your PPC campaign strategy is the first step toward marketing growth.
PPC, or pay-per-click, is a type of advertising that can help you attract a targeted audience to your website and your products. People that find your site through a PPC ad are more likely to purchase than the average person.
But PPC advertising isn’t as easy as it sounds. A lot of new advertisers struggle with making their PPC marketing actually profitable. Without a clear strategy, you’ll burn through your advertising budgets without seeing much in the way of meaningful results.
Getting clicks to your site will cost you money up front — and you won’t get immediate results. It takes a strategic marketing plan and a lot of patience to truly understand the game.
Whether you’ve just heard about PPC marketing or you want to up your advertising game, we’ll get into everything you need to know about PPC campaign management and how to make it work for you.
What is PPC?
How does PPC advertising work?
The pay-per-click model allows you to buy visits to your site, rather than trying to get them organically. The primary form of PPC advertising is search engine advertising. An SEO marketing strategy will help, but it can only get you so far. Yet, PPC is guaranteed to launch your site to the top of the page.
Whenever someone searches for a keyword that’s related to your business offering, your ad might show up in the top few spots on the Google results page. Each time someone clicks on this ad, you pay the search engine a small fee.
If you optimize your PPC strategy, this fee won’t matter. Paying $2 for a click doesn’t mean much if you make a high sale as a result of the click.
5 Standards for Successful PPC Campaign Management
Although it seems simple, a lot goes into making a great PPC campaign. Picking the right keywords, organizing the keywords into ad groups, and setting up pages that are optimized for conversions.
So if you want to start using PPC to boost your business, it’s important that you learn how to do it right. Here are some things you need to know to take your campaign to the next level.
1. Set Realistic Expectations
Before you start planning your campaign, ask yourself: What do you expect to gain from PPC advertising?
A lot of new businesses will have unrealistic expectations about what they can accomplish–and how quickly they can get it done. You can’t set up an AdWords account and immediately get hundreds or thousands of clicks.
PPC isn’t a magic tool to get you more customers. It takes a lot of dedication and patience to get a consistently high number of clicks and quality engagement.
Think of your PPC campaign more as a way to generate leads–as long as you’re willing to take the time to make it work for you. Start with realistic expectations and then aim for more growth over time.
2. Find Your Target Audience
The first step to outlining your strategy is to define your target audience. Knowing who you’re expecting to click on your ad will give you insights that can be used to make your campaign stronger and more specific.
Before you begin, consider these questions about your expected audience:
- Who are you targeting with this campaign?
- What’s the demographic of your expected audience?
- Why do they need your product or service?
- What do you think your potential customers are looking for?
Understanding who you’re marketing towards and what they want out of Google search will go a long way to guide your marketing strategy. Not only will it inform your keyword research, but it can also help you put together the right ad and landing page to encourage viewers to click.
3. Research Keywords
Keeping your target audience in mind, use the Google Keyword Tool to identify keywords in your niche.
Develop a list of keywords that you think people will search–and that are popular for your business. Try to imagine yourself as a member of your target audience. Think about what you would type into Google if you wanted to purchase a product or service from your website.
Sort this list of keywords into a few different bundles, or ad groups. Each list should have its own theme, topic, or product.
It can also help to put together a list of negative keywords for you to isolate. This will reduce wasted clicks and lower costs.
4. Use a Call to Action
In addition to using the right keywords, you need to make sure that your ad is designed to draw the viewer in.
It’s not just about being at the top of the search page. You need to convince your audience to actually click on your ad.
Use keywords to increase your ad’s relevance and place an emphasis on the unique selling point of your product or service. And most importantly, write clean and compelling copy that will stand out to an interested viewer.
5. Aim for Specificity
When it comes to a PPC campaign, going too broad will kill your efficiency.
Aim for specific search keywords and specific target areas for your campaign. You might think that going broad will help you attract a wider base of customers, but ultimately you’ll get fewer clicks and drain your budget.
Even if you have a high search volume with a broad keyword, you’ll get a lot less genuine engagement. You’ll be competing with lots of other businesses–and many might be spending thousands or millions each month with Google. In other words, high volume leads to low conversion.
Instead, make specific, phrase match keywords and identify the negative keywords to make the search as narrow as possible.
The Bottom Line
Although the concept of PPC is simple, the execution is a lot more complex. If you want to turn your ads into real engagement and revenue, you need to create a targeted PPC strategy.
With proper PPC campaign management–and a lot of discipline and hard work–you’ll be well on your way towards mastering the art of PPC advertising.
Looking for more tips and tricks for getting your website noticed in the search engine rankings? Check out our blog for more!