PPC can be daunting to beginners, but experienced marketers know it’s worth your while. Even if you don’t intend to become a marketing expert, it makes sense to get on the bandwagon now and find out how PPC or a PPC agency can work for you.
What is PPC?
Pay-per-click has become an increasingly popular way of getting the word out about your business. It focuses on higher-visibility through impressions and website traffic, which can essentially guarantee interest in your products.
One of the main benefits of pay-per-click advertising is that you are getting more people to visit your site.
There are two main ways to improve your website traffic: SEO and PPC. Whilst SEO takes time before getting organic traffic, PPC gives you the immediate option to start getting new visitors.
Benefits of a pay per click campaign
- More website traffic can be gained after being implemented
- Websites can be configured to share content some users have already shown interest in or look for services you offer. This ensures all your site traffic is relevant to the product or service and reaches out to the right audience, ensuring success.
- With daily budgets in place and a maximum cost per click set, you never spend more than what you can afford.
- Your site traffic might go up, but if you want to increase the size of your business, your brand awareness could grow too. It’s important that you keep up with a diverse marketing approach to get these benefits!
- Location, ad display times and targeted devices can all be customized to appeal to your audience. The best and easiest way is creative profiles.
- PPC gives you the chance to beat out your competition and dominate the SERPS on Google with a solid organic ranking.
The five most important factors when setting up a primary PPC campaign
Keyword research
Keyword research is the first and most crucial step of a pay-per-click campaign. It’s also not possible to create a successful campaign without it.
Think about who you want to attract and what they are likely to type into search engines if they like your service. If you sell outdoor clothing, you might want to target search words such as ‘thermal underwear’, ‘waterproof jackets’ or ‘hiking clothes’ since they are likely to be seekers in your niche.
When it comes to keyword research, you should use knowledge of your industry and several free tools. Google’s Keyword Planner, for example, is a valuable tool to use. Diving into the internet marketing game can seem daunting, but it doesn’t need to be. One of the most important things you can do as a business owner is find ways to increase website traffic and exposure.
Quality ad content
Reach your target customer is by including an attention-grabbing headline that vouches for your service or product. This will increase the chances of being clicked on and getting a conversion.
Typically, an advertisement has three lines of text – a title and two lines of description. Use this space wisely by incorporating your keyword phrase in the title, giving a brief description of your service or product, and promoting something special happening.
This is your first chance to impress the user, so don’t rush it. Instead, think about what persuaded you to click on a link over a competitor.
Budget
When using PPC, it is essential to have a budget in mind.
- Sales – If it’s a business, there needs to be a budget. If you know how to set the initial budget, it’s easy to adjust it following success/failure. A good start is setting an average amount you think you can make in profit before any costs.
- Cost and Gain – If you provide a service and your monthly income is not predictable, calculate the cost of improving something versus how much it would help. For example, if your website brings in £2500 a month, but you can increase it to £4000 for the same amount of money by changing some simple things, that might be worth it.
Landing page targeting and optimization
Once you’ve captured a user’s attention with your ad text and click through, it’s essential to make sure that they are happy with the page they’re taken to. Suppose the content doesn’t fulfill their expectations or doesn’t even relate to what was advertised. In that case, the chances are that they won’t hang around for long.
Adding Google Analytics to your site is a sure-fire way of slowing down your website. Of course, you will be getting more visitors who are simply in transit, but this is just a waste of your business’ money.
When writing your ad, choose a page to direct the visitor to. For example, if you need more customers for your outdoor jackets, refer them to the product’s website. This will help with click rates and conversions.
Your website has a great user experience because that is an essential element in the conversion process. Therefore, make sure it is optimized to increase conversions if you have a website. This should improve your revenue and profits. For example, product pages should include images, straightforward prices, simple calls to action, and easy checkout processes.
Review and make changes
PPC is often complicated, and that’s why experts earn their worth. There are, however, certain elements you can pay attention to determine how the campaign can be improved.
- Click through rates (CTRs) – The click-through rate of your ads is a great way to tell if things are going well. At least 2% CTR is a positive indicator and allows for a budget increase. Unfortunately, the average is around 1-2%.
- Clicks – How many clicks are your adverts receiving? If it’s very low, try adjusting the keyword phrase they target. If there’s one advert, that gets a lot of clicks, increase the amount of budget you put towards advertising on that advert.
- Keyword diagnosis – Use the Google AdWords automatic keyword diagnosis tool. This tool will help you get a better understanding of your ads and what they need and give actionable data. Tracking information is essential after an ad campaign has been launched, so it’s essential to consult with a campaign representative.
Running a pay-per-click campaign could be very effective for your business, despite being technically advanced. Follow the tips and advice from here to help you out; experiment with your ads and make sure you review them regularly.
