Complete Guide to Running a Successful PPC Campaign
Because it yields rapid results, pay-per-click advertising is a crucial component of a comprehensive search engine optimization plan. PPC advertising can help you achieve a variety of objectives, including raising visibility, discovering new leads, driving more traffic to your site, and increasing conversions. In the end, the only reason firms utilize PPC is to grow. While PPC is simple to implement, it does require some organization and preparation, so today you’ll learn everything you need to know about creating a successful campaign.
Start by Optimizing Your Website
Before you begin any PPC campaign, you must first take a step back and address the landing sites that will function in tandem with your advertising. Here’s why it’s critical: when prospects click on a PPC ad, it’s because the ad’s content has piqued their interest, and they want to learn more. However, if the link they click sends them to an unrelated or generic page on your website, such as your homepage, they will most likely bounce.
A click on a PPC ad indicates a desire to learn more about what the ad was about, which is why it’s critical to design tailored landing pages that correspond with the ad’s content. For example, if you were running a PPC campaign advertising two-for-one pizzas at your restaurant, the landing page for the ad should include more information about the promotion, a coupon to redeem the free pizza, or something else related to the ad content.
Take the effort now to optimize your site conversions so that prospects who visit later are more likely to convert. Here are a few ideas for optimizing your site for conversions:
- Use calls to action that are clear and engaging.
- Make use of a minimalist design with plenty of white space.
- Create interesting and eye-catching headlines.
- To keep people’s attention, use video and graphics carefully.
- Use bullets, stand-out quotations, and images to make information easier to swallow.
- Choose a Bidding Strategy
One of the first decisions you’ll have to make is whether to use manual or automated bidding. If you’ve never done PPC before, you should start with manual bidding, especially if you have a limited budget, because manual allows you to establish a cost-per-click limit. The disadvantage of using a manual is that you cannot optimize your bids.
On the other end of the scale is automated bidding, which can save you time when administering the campaign, but you may wind up spending a little more. When it comes to automatic bidding, there are various different bidding tactics, and you can learn more about different AdWords strategies directly from Google.
Set A Budget
Budget is a vital component of a PPC campaign, but the best part about this sort of advertising is that you can do it on a restricted budget and have complete control over how much you spend. Indeed, if you’re new to PPC, don’t have a lot of money to toss around, and simply want to test the waters, you can get started with as little as $25. Using this easy method, you may calculate your budget:
The profit component of the equation is concerned with how much profit you make each conversion. To calculate the commission that pays for AdWords, you must first evaluate how much of your profit you can afford to give up while still making the campaign viable. Then, to calculate your budget, multiply the maximum CPC by the number of clicks you ideally desire, multiplied by the number of days (at least a month).
Make a Killer Ad
Once you’ve created your landing page, determined your budget and bidding structure, and carefully selected your keywords, it’s now time to start working on your real ad. One thing to remember is to make it short and to the point, because you don’t have a lot of room or time to attract prospects’ attention.
Consider creating a distinct value proposition that distinguishes your offer from everyone else’s, and outlining how it will benefit customers in one line. Returning to the Father’s Day example, perhaps you have a unique tool that dads adore and that no one else carries that you can include in the advertisement.
Remember the Call to Action!
Another aspect of constructing the advertisement that deserves its own part is the call to action. There is no purpose in displaying the ad without a CTA because the CTA advises interested prospects on what to do next. The call to action (CTA) might be brief, but it must be clear, simple, and persuasive, such as “purchase now.”
Test Your Ads for Effectiveness
Unfortunately, your labor does not end once your ads are live. In fact, this is the point at which the real work begins, which includes tracking your ads, measuring effectiveness, and making modifications as needed to improve outcomes. A/B testing is a terrific approach to accomplish this since it allows you to run two almost identical copies of the same ad at the same time, with one significant difference. You may change almost any element, including the copy, CTA, keyword, and even the landing page itself. However, once you’ve determined which version performs best, make the required changes and stop wasting money on the ineffective ad.
PPC isn’t tough, but it does necessitate some understanding of how the process works as well as extensive planning and study if you want to get the most out of your efforts. The most important things to remember are to optimise your landing page first, then set a budget and select a bidding strategy. Then comes the difficult—but doable—task of researching and selecting the appropriate keywords. This is followed by the creation of your advertisement. And after the ad is live, you must track, measure, test, and edit to ensure that your PPC efforts are generating the traffic, conversions, or leads you expected.