Are you ready to set up your first PPC campaign?
PPC campaigns are great to get more traffic to your website and grow your business revenue. There’s a reason why Google makes billions off of PPC advertising: it works.
People who click on PPC ads are more likely to make a purchase than someone who clicked on an organic search link. That means there’s a great return on investment from PPC ads.
The thing to remember is that not every PPC campaign is successful. You have to know the basics of PPC advertising in order to create a successful campaign.
Read on to discover 7 tips that will help you have a successful PPC ad campaign from the beginning.
1. Set Campaign Goals
The first thing that you need to do when you’re setting up a PPC campaign is to set goals for yourself. Do you want to increase traffic to your site, increase sales, or increase conversions?
You could set up different campaign goals that align with the buyer’s journey. It’s rare that people will come to your website and make a purchase without doing research beforehand. The more familiar they are with your brand, the more likely they will be to purchase from you.
Usually, they become aware of your brand and you show that you’re trustworthy through blog posts, emails, and social media.
People use different search terms at various stages of the buying cycle. For example, in early stages, they’re researching and comparing products. They might look at search terms like “Best junior hockey skates,” or “CCM hockey skates vs. Bauer.”
When they’re ready to make a purchase, they’ll look up “hockey equipment stores near me” or “where to buy hockey skates.”
Your goals can be to drive traffic to your site or a blog post in the early stages of the buying cycle. In the latter stages, when people are ready to buy, you can set a goal for sales conversions.
2. Conduct Customer and Keyword Research
The key to a successful PPC campaign isn’t the ad itself. It’s the research that you do before you launch the campaign. The more detailed your research, the more likely you are to have a successful campaign.
You’ll understand what problem your customers are trying to solve when they search for your product. Start by brainstorming search terms that you think your customers would use to look for your product or services.
You’ll then want to use Google’s Keyword Planner to make sure that these search terms are ones that people actually use.
3. Organize Keywords
Once you have a list of keywords, it’s time to organize them. There are several ways to organize your search terms. You can organize them by campaign goal or by user intent.
Organizing your keywords will help you group them together to narrow your focus. That will make it easier for you to measure the campaign and see which keywords are performing well.
4. Set Up Your Landing Page
Whatever you do, don’t send traffic to your home page and expect people to pick up the phone and call you. That may happen a few times, but in the end, you’ll only be frustrated that your ad isn’t working.
You want to set up a landing page that people can easily see what your company is about. The landing page should give company details, product details, and have a call to action. The call to action is the most important part because your audience will need direction from you as to what’s next.
You might want them to download a whitepaper or buy a product. Your call to action should tell them what they need to do.
5. Create Your Ads and Set Your Budget
Now, it’s time to create your PPC campaign. You’ll go into Google Ads and write up your ads, input your keywords, and set your budget.
Your ad text, especially the headline, is very important. That’s what people will notice first and decide whether they will read the rest of the ad or keep scrolling. Make sure that the PPC ads are relevant to the search terms, which means that you’re going to create multiple ads for one campaign.
6. Split Test to Improve Your Campaign
Split testing is sometimes viewed as an advanced campaign strategy, but as a beginner, you need to know and understand what split testing is and how it works.
Split testing means that you’re comparing different parts of your campaign to see which ones get a better result. An example is a split test of two different headlines. If you find that one is performing better than the other, then stick with that one.
You can test just about anything in your PPC campaign, from the headlines to the images on your landing page.
7. Track and Adjust
In the beginning, you’ll want to let your campaigns run for a couple of weeks and gather data. You can then use that data to make strategic adjustments.
You’ll want to track campaign impressions, clickthroughs, time on site, and conversions. You want to make sure that you understand how people are responding to your campaign at each step.
If you find that you have a high clickthrough rate for your ads, but you have a very high bounce rate and people aren’t staying long, it can mean that there’s an issue on your website. It could be that it takes too long to load and people are abandoning your site.
This data is important so you can pinpoint issues with your campaign and make improvements that will get you a higher ROI.
Start a Successful PPC Campaign
Pay-per-click advertising works wonders for many small businesses. It’s been proven time and time again to increase traffic and sales.
It’s not hard to set up a successful campaign and write up ads. However, it is difficult to know what people will respond to without proper research. There are a lot of moving parts to a PPC campaign that require expertise.
Are you ready to launch your own PPC campaign? Contact us today and find out how we can help.