Pay Per Click (PPC) is one of the most effective marketing practices. Google Ads is the most popular PPC campaign.
How it works. If you have a product or service that you want to advertise, you pay Google to show your advertisement whenever someone searches for specific keywords.
The tips below can help you get the most out of your PPC campaigns.
List Your Objectives
First things first, create an audience persona and list out the campaign objectives. This step lays the foundation for other tasks like keyword selection and finalizing the demographics and gender of your target audience.
Next, focus on steps to help you create and execute your PPC campaign.
Set a Daily Budget
A common mistake for those executing their PPC campaign, forgetting or choosing not to set a daily budget will cause problems down the road. Setting a daily budget will help you nail down the keywords to bid for and how much you want to pay. Based on your budget, Google will estimate how often those ads will show.
Make Your Ad Relevant
Create a relevant ad that promotes your product or service. Keep in mind that your goal isn’t to actually get people to click on your ad. The proper ad will target the right audience, create curiosity and include a call-to-action button. Make sure that your ad copy resonates with your target audience.
Focus On Conversions, Not Clicks
When focused on clicks as your key metric of success, you’re wasting time and money. Your ad may get hundreds of clicks a day, but not all of those clicks will convert into a sale. Instead, focus on the number of conversions over the number of clicks.
Match Your Ad and Landing Page
The bait and switch method is not an effective PPC tactic. You do not want to promise something with your ad and then not deliver on your landing page. The reasons are fairly obvious:
First, your conversion rate will drop dramatically. When people click on your ad, it’s because they think clicking on it will solve a question they have. You have to be very careful managing your bids and selecting your keywords, or pay-for-performance advertising can become ineffective.
Second, you will lose money quickly. PPC can be costly. If you have a dynamite ad that gets plenty of clicks but doesn’t convert due to a landing page content mismatch, you’ll be in the red in no time flat.
Third, your ads will be pushed down on the results of the first couple of pages for each respective keyword. You will see a huge spike in your cost-per-click amount because lower-rated pages need to spend more money to be listed.
Not only should your ad match your landing page, but it should also be massively targeted to the page. Improve the relevance of your landing pages to the keywords you are targeting.
Bottom line, keep your landing page specific and as relevant as possible to the ad and your PPC rankings will soar.
Test Your Ads Rigorously
Testing is essential. The keywords you choose will drive the right traffic to your landing page. Be liberal in spending time researching the right keywords; otherwise, you’ll end up getting a lot of clicks but few sales. Also, run several A/B tests to see which ads are performing better. Allocate more budget to those ad copies to get an even higher ROI (return on investment).
Create Multiple Campaigns and Ad Groups
Google offers a free service that is able to generate detailed statistics to your website. It can also track how your website visitor ends up at your website. It is able to track all the referrers, including search engines, display advertising, pay-per-click networks and email marketing.
Bonus Tip
Measure your budget and ROI to see if your campaign has been profitable, breaking even or not profitable.
Final Word
PPC campaigns, if created and executed right, can bring amazing results and boost sales. However, there are certain factors to keep in mind before executing your PPC campaign. We have discussed all of these in this article. However, you can consider connecting with a PPC agency in Birmingham if you’re from the UK and looking for an experienced agency to handle your PPC campaigns.
