When done right, PPC campaigns can boost sales and put your brand on the map with a third of the budget you would spend on a marketing agency. Of course, this doesn’t mean a collaboration with an agency wouldn’t bring you results, but if your budget and resources are limited, PPC is the way to go.
But what is there to do more than just set the ads, send them into the world of Google, and wait for them to bring customers?
Like most things SEO-related, PPC campaigns don’t work if you practice a “set it and leave it” kind of approach. A successful campaign needs constant tweaking based on the data it gathers from the online market.
Quick note: you’ll need to pair the Google Ads platform with Google Analytics and the Search Console platforms in order to get accurate, real-time data from the field.
When you tweak your campaign, you optimize it in order to improve its reach and impact. And, since there are lots of ways to do this, we decided to focus on the top three most important steps to follow for a well-designed Pay Per Click campaign.
#1: Identify High-Performance PPC Keywords
Now, how exactly do you know which keywords are high-performance?
The answer depends on your content, target audience, goals, and KPIs (Key Performance Indicators). For instance, if you’re looking to boost sales, conversions are going to be a very important factor for your campaign. In this case, you will have to identify the keywords that bring the most conversions to your site (use Analytics and Search Console for this).
Once you have the most important keyword, work on building a budget that works with your spending limits. And, to avoid worrying about overspending, browse a few budget management PPC software options that will keep track of all your campaigns using smart automation tools.
#2: Work on the Ads Text
The text on your ads must be convincing, eye-catching, and relatable. Now, if you’ve ever tried to implement this formula before, you know it’s not that easy to pull off (especially with a limited number of characters for the title and body).
That’s why it’s important to keep working on your texts, based on the feedback received from the platform. Additionally, it’s important to test new text combinations to find the formula that works best in your case.
It also helps to run two or more ads for the same page(s) in parallel in order to compare the results. Not to mention that there should be a difference between ads for desktop devices and ads for mobile devices.
#3: Check the Account Structure
The secret to a stellar PPC campaign stands in the structure of your account. If you are familiar with the Google Ads platform, you know you can have several campaigns, each containing several ad groups, which are also divided based on keywords.
If your budget is not too tight, it’s best to run a few campaigns, each focused on one product or service (or any other objectives you may want to promote). Also, it’s a good idea to structure the ad groups based on your own website’s structure, to create a natural hierarchy that’s easy to follow.
If having several campaigns doesn’t make sense for your campaign or your budget, focus on one, with a good ad group structure.
At the end of the day, PPC campaigns can be quite successful, but to really boost sales and brand awareness it’s a good idea to use affiliate marketing and other online marketing tools. By doing so, you keep the website interesting and relatable even for visitors who are not interested in buying at the moment.
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