About 85% of consumers use the internet to find local businesses. With pay-per-click (PPC) advertising, you can reach customers as they look for your products and services online. Traffic through PPC ads generates 50% more conversions than organic ads.
Not sure how to develop a successful PPC campaign? Here are a few easy tips that can help. With an effective campaign, you can drive website traffic and boost sales.
Start using PPC marketing to grow your business today.
Set Goals
Before creating your first PPC advertising campaign, consider what you want to accomplish. You can set goals at the campaign level within Google Ads. For example, you might want to:
- Increase website traffic
- Generate brand awareness/recognition
- Rank at the top of search engine result pages
- Boost online sales
- Generate leads (form submissions, calls, etc.)
- Improve your ROI
Establishing a goal can help you determine other parameters to set for your campaign. For example, it can help you determine your ad language and imagery.
If you want to develop brand awareness, consider using visual ads. Feature your logo and brand colors within the ad to generate awareness. You can also create a remarketing campaign to continue appearing in front of previous website visitors.
To generate more leads, focus on the pain points the customer is experiencing. To boost sales, highlight the benefits and features you offer. Consider adding ad extensions like the Price extension.
Failing to accomplish your goals ahead of time could lead to ineffective campaigns. You could waste valuable time and money choosing ad elements that don’t align with your goals.
Define Your Audience
Defining your target audience ahead of time will ensure your PPC ads reach your ideal customers. Your ideal customers already have a need for your products and services. You’ll have an easier time converting those consumers into leads and sales.
When defining your target audience, consider demographics and psychographics like:
- Age
- Gender
- Household income
- Marital status
- Buying behaviors
- Interests
- Hobbies
- Pain points
- Online behaviors
- Education
- Career
- Language
If you’re targeting consumers who fall under multiple groups, create buyer personas. Then, create a different campaign to target each persona. Targeting different buyer personas will help you create personalized ads.
Personalization can ensure your ads resonate with the buyer’s distinct needs and pain points. They might feel more inclined to click on your ads if you appeal to their needs and interests.
Once you define your target audience, gather keyword research. Determine what terms and phrases people use to find your offerings during online searches. Use free tools like Google Trends and Keyword Planner to get started.
Find a mix of short and long phrases to target multiple search queries. Choose keywords with low competition but high search volume. If you target highly competitive keywords, your ads might not appear.
Group similar keywords together to remain organized.
Establish a Budget
Determine how much you want to spend on PPC advertising each month. Then, divide that number by 30 to determine your daily budget.
If you plan on creating more than one campaign, divide your daily budget by the number of campaigns.
Setting a budget will ensure you don’t overspend on your PPC marketing efforts.
Keep your budget in mind when developing your ad bid strategy, too.
Organize Campaigns
Within Google Ads, you can break your campaigns into smaller ad groups. Each ad group can contain multiple ads. You can use ad groups to target different keywords or test your ad language.
Organizing your campaigns can help you draw more conclusive data from your PPC marketing efforts. Otherwise, you could struggle to make informed decisions as you adjust your campaign in the future.
Use your keyword research to develop your ad groups. Remember to group similar keywords together for more organized campaigns.
Create Strong Copy
When writing your ad copy, follow the KISS method: Keep It Simple, Stupid. Make sure your ad language aligns with the keyword youre targeting. Feature the target keyword in the headline and body text.
Using your target keyword multiple times within the ad will boost its relevance.
Use a strong, urgent, concise call to action to urge consumers to click on your ads. The more clicks you generate, the more your clickthrough rate will improve. A high clickthrough rate can boost your ad quality score.
A strong quality score can help your ads appear at the top of search engine result pages. Improving your ad position will ensure more people see your ads.
Customize Landing Pages
For each ad group or campaign you create, design a customized, corresponding landing page. Make sure the language on the landing page matches what appears within the ad. Matching the language will improve the ad relevance (which is part of your quality score).
The landing page experience you offer is the final component of your quality score. Make sure your website is secure, mobile-optimized, user-friendly, and fast. If the page lags, people will leave your website without exploring your content.
Make it easy for visitors to convert on your website, too. For example, you can use a form or click-to-call button.
Match the call-to-action language within your ads to the action you want people to complete on your website.
A/B Test and Adjust
As you begin creating your PPC ads, consider A/B testing.
Change one component between two versions of the same ad. For example, you can use a different headline, body text, or call to action. You can change the landing page between two ads, too.
A/B testing can help you make more informed decisions regarding your campaigns. You can start making slow adjustments to improve your ROI. If your ads aren’t generating results, consider hiring an experienced digital marketing agency.
With help, you can use PPC advertising to set your business up for long-term success.
Create a Successful PPC Campaign Today
Developing a successful PPC campaign shouldn’t be confusing. Instead, use these tips for a strong, effective PPC marketing campaign. With these tips, you can start using PPC advertising to drive website traffic and increase sales.
Set your business up for success with a strong PPC marketing campaign today.
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