How to Set Up Your First PPC Campaign
Advertising your company using pay-per-click (PPC) campaigns is highly effective. A good pay-per-click (PPC) campaign can bring in visitors, leads, and customers quickly in comparison to other techniques. About seventy per cent of all clicks on paid advertising are for searches with strong commercial intent.
Research says PPC visitors are also sixty per cent more likely to convert than organic traffic. PPC advertising helps expand your consumer base and keep your current clientele happy. However, how does one go about beginning a PPC effort? This post shows you precisely what you need to do to launch your first set of sponsored advertising.
What Is PPC?
PPC advertising lets you focus on a narrow demographic by bidding on keywords. You must pay if a potential customer clicks on one of your PPC adverts. Clicks are the only metric that matters. Ad prices have no bearing on total ad impressions or conversion rates. Pay-per-click (PPC) advertising is widely employed on search engines.
Advertisers place bids on specific keywords on Google ads account, the largest PPC network in the world. Google then picks winners from its pool of advertisers based on how often their ads appear in response to searches for those terms.
The advertising will be displayed at the top of the search engine results page. Google uses a variety of criteria to determine winners. The magnitude of the bid is significant, but so are other factors, like the quality of the ad and the keywords you choose.
If you want to find out the best way to optimise your PPC landing pages you should check out the pay for an in depth look.
As a result, you need a plan to increase your quality score, a metric Google uses to determine whether to show your ad based on factors like click-through rate, relevance, and landing page quality.
In addition to Google, Bing, Facebook, and LinkedIn are other significant pay-per-click (PPC) ad groups suppliers. Although Google Ads is the primary focus of this post, the majority of the information presented here applies to any PPC service.
How Does PPC Work?
PPC ads are a demand-driven marketing channel. Here is an illustration of how it works:
- XYZ Cleaners, a Sydney carpet cleaning business, chooses carpet cleaning-related keywords (such as “Sydney carpet cleaners”) to bid on.
- A possible client searches for carpet cleaners by entering “Sydney carpet cleaners” on a search engine.
- XYZ Cleaners is displayed during the search.
- XYZ Cleaners is only billed if the ad is clicked.
Creating A Pay-Per-Click Ad Campaign
To achieve PPC success in your ad group, you need to stick to a tried-and-true method. You could only save your budget if you are careful with your PPC advertising. The steps taken are outlined below.
Optimise Your Website
Taking a step back to consider the landing pages that will complement your adverts is essential before launching any PPC campaign. This is crucial because it explains why potential customers click on your pay-per-click ads in the first place in the google search network.
If the link they click sends them to the homepage of your site or some other irrelevant page, the prospect will likely leave your site without converting. Suppose you are running a pay-per-click ad to promote a buy-one-get-one pizza special at your restaurant. In that case, the landing page for the ad should provide additional information about the promotion, a coupon for the free pizza, or something directly related to the ad content.
You also need to optimise your landing pages for performance to prevent potential customers from leaving your site after clicking on your ad and finding that it takes too long to load, is difficult to browse, or has other technical issues. The key is to have responsive search ads. Spend some effort optimising your site for conversions to increase the likelihood that visitors will act later. Some conversion-optimization strategies for google ads interface are as follows:
- Calls to action should be direct and convincing.
- Make liberal use of white space and a clean layout.
- Create catchy, engaging, and titles with relevant keywords.
- Produce copy that is easy to understand.
- Keep people interested with well-placed videos and visuals.
- Make the content more consumable by including bullet points, highlighted text, and images.
Set A Budget
The most excellent part about pay-per-click (PPC) advertising is that it can be done even on a small budget, and the amount spent can be monitored and managed. If you are still getting familiar with PPC and do not have a large budget but still want to try, you may do so with as little as $25.
Here is a quick method for figuring out how much money you need to set aside for your budget: How much money you make from each conversion matters for the bottom line. You will need to decide how much of your potential profit you will give up in exchange for the commission that pays for AdWords.
You can either look at historical statistics or utilise the three-per cent industry standard, as Search Engine Watch reported. Next, calculate your budget by multiplying your maximum CPC by the desired number of clicks, by the number of days (at least one month is recommended), and so on.
Think Carefully About Your Keyword Selection
Keyword research should be one of your top priorities when running a pay-per-click (PPC) advertising campaign. With keywords, the search engine will know when to show your adverts. The effectiveness of your campaign, including the number of impressions, clicks, visitors, and customers you receive, hinges heavily on your choice of keywords. When choosing keywords, keep in mind the following:
- Check out the strategies employed by similar businesses.
- Consider how you, as a potential buyer, may find your goods and services online.
- Use Google’s keyword search or another tool (Moz and SEMrush are two excellent keyword tools) to find openings.
- Use particular rather than broad keyword phrases.
- Always Go For Keywords With A Local Focus
The more carefully you select your keywords, the better results you will obtain. More than that, you will benefit from an improved quality score and cheaper CPCs. Negative keywords, which filter out terms you want to avoid, are another crucial part of the keyword selection. When advertising ice cream, but not soft serve, you might use a negative keyword such as “soft serve” to filter out potential customers who are looking for soft serve ice cream.
Include Negative Keywords On Your List
Ad networks and publishers will not display your PPC advertising when you use negative keywords. Negative keywords help your campaign by keeping advertising out of places they will not be seen.
As an illustration, “jobs” may be a negative term a digital marketing firm uses. In this manner, users looking for “digital marketing jobs” will not see your advertising because they are irrelevant to your campaign.
When researching keywords, look at the suggested terms to uncover derogatory ones. Find the terms likely to appeal to the incorrect people and remove them. Examining your Google search term report might also help you discover pejorative phrases. You should investigate if your advertising is triggered by search phrases that have nothing to do with the things you are trying to sell.
Develop A Killer Ad
After preparing your landing page, deciding on a budget and bidding structure, and meticulously selecting your keywords, it is time to create your ad. It is vital to remember that you have limited space and time to capture the attention of prospects.
Having a goal and writing the copy based on that objective is also essential. If you want to increase sales for Mother’s Day, for instance, your ad copy should indicate that you are having a Mother’s Day sale. You do not need to be exceptionally inventive but capture their interest and pique their curiosity.
Consider developing a unique value proposition that distinguishes your offer from competitors and describes how it will benefit customers in a single sentence. Referring back to the Father’s Day example, you may have a unique instrument that fathers adore and no one else carries, which you can mention in the advertisement.
There should be at least four parts to your advertisement:
- Headline. The title you choose should be brief, descriptive, and catchy.
- Display URL. Display URLs should include your brand name but should be a manageable length.
- Description. Specify what makes you stand out from the competition. Compared to similar products, why should a buyer choose yours? Why should people choose your link above the others in the search?
- Call To Action. Put a big call to action (CTA) before your content to let readers know what you want them to do.
Utilise Ad Extensions To Your Benefit
Ad extensions increase the effectiveness of your ads. They enable you to include additional information to boost engagements. Some common Google ad extensions have:
- Location extensions – Utilize this extension to drive foot traffic to your storefront.
- Call extensions permit the addition of a commercial phone number.
- Structured snippet extensions – They highlight additional product features.
- Site link extensions — They add additional links to various web pages.
- Price extensions – They indicate your product’s price on the ad.
Ad extensions make it simpler for prospective customers to locate the necessary information. Extensions such as structured excerpts also aid in better communicating the value proposition.
Always Remember the Call to Action
The call to action is an additional aspect of ad creation that is significant enough to merit its section. Without a CTA, the advertisement serves no purpose, as the CTA instructs interested prospects on what to do next. The CTA may be brief but plain, concise, and persuasive, such as “buy now.”
Test Your Ads to Guarantee Effectiveness
Unfortunately, your task is not completed once your advertisements are live. This is when the actual work begins, including tracking your advertisements, evaluating their performance, and making necessary adjustments to improve results.
A/B testing allows you to run two nearly identical variants of the same ad, with one significant difference, simultaneously. You can modify virtually every element, including the copy, CTA, keyword, and landing page. Once you have determined which version performs better, you can make the necessary adjustments and cease wasting money on the less effective advertisement.
Observe What Is Occurring, Make Adjustments, And Enhance It
Monitor metrics such as impressions, click-through rate, ad spend, conversion rate, cost per conversion, and return on ad spend following the launch of your advertisements. To maximise your return on investment, test various aspects of your advertisements, landing page, value proposition, etc., until you are satisfied with the results.
When Is Pay-Per-Click Advertising Most Efficient?
Internet marketing avenues abound, from search engine optimisation (SEO) to social media to pay-per-click (PPC). The most effective digital marketing campaigns employ multiple channels, but it is essential to understand the unique strengths of each. At what times do you recommend PPC?
When You Need Immediate Results
While long-term techniques, like search engine optimisation, are necessary for your website’s success, there are occasions when you need immediate outcomes. Pay-per-click advertising is excellent for generating instant results because it places your ads directly in front of your target audience. Pay-per-click advertising helps promote time-sensitive events like sales, limited-time offers, new product launches, etc.
Targeting With Extreme Accuracy
Pay-per-click advertising allows you to reach a specific demographic. A user’s age, hobbies, and marital status are just some of the many variables that can be used to narrow your focus. Pay-per-click advertising is highly effective when a specific audience is the focus. Reaching people on the cusp of making a purchase choice is most effortless through pay-per-click (PPC) advertising.
Clicks on ads relevant to a user’s search are more likely if the ad catches their eye, but users still in the research phase may prefer organic results. High-intent searches, which the user will likely purchase after searching, account for 65% of all ad clicks. This information demonstrates why PPC is a crucial part of digital advertising plans.
When Natural Search Results Might Not Include Your Product, Service, Or Website
If you just launched it and only have a few pages, it may take some time for your website to appear in organic search results. Before you can rank, you will need to work to develop your site’s content and authority.
You may immediately make your mark on search engine result pages. Pay-per-click (PPC) advertising is helpful because it boosts your rankings in search engine results pages (SERPs) despite the site’s deficiencies.
While you focus on improving your site’s SEO, your pay-per-click advertisements might bring in visitors. Pay-per-click advertising could be a good strategy if people are not actively looking for your goods or service online. Your product may be entirely novel and has yet to gain widespread exposure.
Let us pretend you came up with a groundbreaking piece of technology. People were not searching for “virtual reality headsets” on Google until their popularity skyrocketed. One strategy for attracting early adopters of virtual reality headsets would be building pay-per-click ads and bidding on gaming- and tech-related keywords.
What Are The Primary Benefits Of PPC That Contribute To Its Effectiveness?
- Cost-effectiveness: Pay-per-click (PPC) advertising only charges you when a potential customer uses your ad. Limiting your spending to what you can afford is also an option. PPC offers a fantastic return on investment, as was already indicated.
- Prompt Outcomes: Unlike PPC, digital marketing strategies like search engine optimisation (SEO) require more time to yield returns.
- Enhanced exposure: Winning the top paid search advertising spots increases brand awareness because they appear above the organic search results.
- Targeting: PPC platforms with extensive targeting possibilities are available. Keyword targeting is just one option; you may also narrow your focus based on a user’s location, age range, gender, interests, and time spent online, among other things. Users that have recently visited your website can also be singled out.
- Complete documentation: Data from pay-per-click (PPC) advertising campaigns can be used to fine-tune existing efforts and shape future strategies.
Whom Is PPC Suited For?
PPC is ideal for companies that sell products or provide services online and whose offerings match what their target audience is actively looking for. Advertising campaigns can be launched for as low as $100, making it ideal for small businesses of all sizes.
Is PPC effective?
Yes! With well-thought-out strategies and polished ad and landing page creative, pay-per-click (PPC) marketing can yield impressive results in the digital realm. Pay-per-click advertising is useful when you need to reach a particular audience quickly or if you want to narrow your marketing focus. Just how efficient is PPC?
When Compared To Facebook Ads, Why Is Pay-Per-Click Better?
Facebook ads and pay-per-click marketing should complement one another. PPC is particularly effective at reaching people actively seeking your product or service and ready to buy. Still, Facebook is excellent for raising brand awareness and expanding your email list. The hub acts as a single exchange location.
PPC should be a cornerstone of any company’s marketing plan. Although essential, tools like search engine optimisation (SEO) often take a while to bear fruit. However, if implemented properly, PPC has the potential to attract new clients immediately.
Strategic planning and execution of your PPC campaign are essential to your success. To achieve this, you must learn about your target audience, conduct extensive keyword research, construct an engaging ad and landing page, and monitor your results to ascertain success.