Pay-Per-Click (PPC) campaigns are a popular marketing choice for businesses, and why not? Unlike organic SEO campaigns, which can take months to gather momentum, PPC campaigns are quick to execute. They provide businesses with the opportunity to target potential customers through their own online search and typically give immediate results. However, they do require planning and preparation to realize their full potential.
- Set Goals
There are many reasons why people choose the PPC route for their business whether it’s to increase the brand’s online visibility, increase sales or subscribers, or simply to improve growth. It’s crucial that you are clear about what you want your PPC campaign to achieve.
By setting goals, you will be able to identify the objectives that you need to reach to meet your target and the metrics that you will need to use to measure the campaign’s success. Spending time developing a framework for a PPC campaign helps to keep you in control of the direction it’s taking and the finances that will be required to fulfill the business requirements.
- Optimize Your Website
Having defined your goals and identified which aspect of the business the campaign is to benefit, you must ensure that your website is equipped to deal with an increase in traffic and optimized to convert the visitor to a consumer. If the landing page that the ad links to is not relevant or too generic, the prospect will not stay engaged with the site and the potential sale will be lost. The landing page must relate to the ad and display content that is easy to digest with clear calls to action.
- Research Your Keywords
Keyword research is the most important aspect of making or breaking a PPC campaign performance. Keywords not only enable your ad to be found by prospects through the search engine results pages (SERPs), but also dictate the financial resources that you will need to fund your campaign.
The starting point for keyword research is to look at the website landing page(s) your ads will be linking to; from there, harvest relevant keywords from the text on that landing page. Keywords can be sorted into the following categories:
Generic – “Click here.”
Branded – “Amazon”
Related terms – E.g., for Apple, keywords such as “Smartphones” and “Laptops” are relevant.
- Bidding Strategy
PPC campaigns are dependent on the bidding strategy for the keywords, and the best-placed strategy for a business depends on the PPC campaign goals.
What do you want to increase?
There are manual and automatic bidding options and whichever you select will affect the cost of the PPC campaign. The benefit of manual bidding is that you can restrict the cost per click, but unlike automatic bidding, you are unable to optimize the bids.
The aim is to get quality leads with as low a cost per click as possible. It’s a delicate balance to achieve, but companies such as digitalmarkgroup.com can ensure that your ad is cost effective, uses keywords to rank highly in the SERPs, and allows the PPC campaign to remain in budget.
- The Ad
A successful PPC campaign can be instrumental in growing a business, however, planning is essential to ensure its success. With defined, measurable goals, a conversion-friendly landing page, and affordable and relevant keywords, the last thing you need to do is prepare ads that excite and appeal.
A PPC campaign can be quick to implement, but if it is not built on strong foundations, it can be a costly exercise. It’s a complex marketing tool that if managed correctly can help businesses grow and transform profits.