PPC, search engine marketing, paid search- or whatever you call it, the definition of this marketing strategy is getting website traffic by purchasing search engine ads. Although this principle is pretty straightforward, you need to make a lot of effort to make your PPC campaigns successful.
Here are six simple tips on how you can set up a profitable PPC campaign:
1. Customer Research
A successful Google Ads campaign starts with research, if you want to be more specific – customer research. The first step to launching a campaign is to know what your customers want. What’s the particular product they’re searching for, and where they’re looking for it.
According to Mind Mingles, a top PPC management company, “You also need to determine your target audience. Is your audience technical savvy? Do they use mobile devices to search for your product or service? What types of keywords do they use? The more specific you are in defining your target audience, the more power your campaign will have in the long run.”
2. Keyword Research
The next step is determining the keywords that you want to target. These are search terms that users type on search engines to find whatever information they’re looking for.
To run a successful PPC campaign, know industry-related trends that people are searching for so that you’ll know which one will likely bring you paid customers.
Furthermore, the keywords that you use should be highly targeted and long-tailed keywords that will reflect the searcher’s intent to become a paying customer.
For instance, just using the term “clothing” won’t let you get a lot of qualified customers. People looking for that term might be looking for general information about clothing, or a more generic one.
What you can use instead are longer, more specific keywords, like “designer clothing for women (in your area.)” Although few people would be using these keywords, they’re more specific, and you could likely turn them into paying customers.
3. Proper Account Structure
You need to set the structure of your account in a way that it’s easy to manage. It wouldn’t be an issue if you have a couple of campaigns, but your account still needs to have a proper structure.
Here Are Some Best Practices:
- Build campaigns that are country-specific- Do you run campaigns in more than one country? Ideally, you need to have one campaign per country. That way, you’ll be able to separate your budget and gain better control of your targeting.
- Have separate campaigns for Search/ Remarketing/ Display- With each campaign you create, you need to have a unique goal in mind. Ideally, it would help if you used various campaigns for display, display marketing, and search traffic.
4. Right Bidding Strategy
Picking the right bidding strategy will depend on different factors, depending on your budget, goals, and experience with PPC.
If it’s your first time doing PPC, then you might need to start with manual bidding, especially if you’re working with a low budget, letting you set a cap on your cost per click. The trade-off here is that you can’t automatically optimize your bids.
Automatic bidding, on the other hand, decreases the amount of time that you need to place in managing your campaign. Therefore, you might end up paying a little bit more.
5. Landing Page Optimization
Once a prospect clicks on your PPC ad, it’s because they’re intrigued by them, and want to learn a little more. If this link takes them to your landing page or website, then your prospect will leave.
However, if the prospect wants to learn a little more, it’s because there’s something in your ads that’s left them wanting more. That’s why you must create a landing page that will coincide with your content.
6. Campaign Monitoring
Setting up a PPC campaign is already a great start. But equally as important is your analytics, so make sure that you check it frequently. That way, you can see whether your ad is bringing traffic to your site.
If not, you might have to modify your audience, change your keywords, or enhance the amount you’ve spent on your bid to get a leg up on your competitors.
Will It Benefit Your Business?
Now, you might be wondering if PPC will benefit your business. A successful PPC campaign can generate more profits quicker than any online method out there, helping your business grow.
Work Within A Budget
PPC allows you to work within a budget that you’ve created for yourself. So, whether you’re a multi-national company or a start-up, you can regularly change your ad budget depending on your goals.
Get Instant Results
A lot of businesses want results, and they want to get them fast. Starting a pay-per-click campaign is the quickest way to get these results. All you need to do is set a website up, create a Google ads account, set up ads, and then run them on your Google network to start getting traffic.
Build Brand Awareness
You can get your message and brand in front of those who might not otherwise know you (or your brand!) exist. Google Ads will place you on top of the search results, so anyone that’s searching for keywords could be exposed to your brand, as well as what you have to say.
You Can Advertise Locally And Globally
Google Ads allows you to reach out to prospective customers based on their location. Meaning, you can find customers even if they’re miles away from your business if your target market is local. You can also advertise to different people in regions and countries across the globe.
Over To You
Follow these steps we’ve mentioned in this article, and you’ll be off to a great start! Although throughout your entire PPC campaign, you might be testing your ad copy, adding and removing keywords, adjusting bids, or changing the whole focus on your campaigns. Nonetheless, this is just the start. Aim high and create a success mindset!