Pay-Per-Click (PPC) is a way of Internet Marketing in which the advertiser has to pay a fee to the search engine, each time his ad is clicked on. The main advantage of PPC campaigns is that Google and other search engines reward good-performance (Quality wise). So, the better your ads, the more click through rate you’ll have and the lower your costs. It is a very effective way of attracting visitors to a website and converting them into customers.
Let us look at the 9 steps of making the perfect PPC campaign:
1. Keyword Research
The foundation of any successful PPC campaign is its Keyword Research Strategy. This refers to selecting the best keywords to bid on that are most likely to get clicks and result into conversions. Everyday people are typing questions in the search bar, PPC allows you as a marketer to provide them with the answer.
2. AD Creation
On every page that you see, there are various advertisement placed at different positions on the page. In PPC, Google allows only 3 tiny lines of copy, in which you not only need to get, but also hold the readers attention. You need to create an ad that will stand out from the noise and immediately grab your audience’s attention. It should not only catch their attention, but also provoke them to click on it. For this, you need to understand your audience and research about their likes and dislikes, interests, etc. Ad messages that urge your audience are the ones that are most effective.
3. Landing Page Development
Landing Page is one more crucial aspect of your PPC campaign. It should do one of these things:
Using landing pages can increase your conversion rates and lower your cost-per-click. The aim is to create a landing page that is completely relevant to the ad. This will reduce the bounce rate and give your audience exactly what they need.
4. Account Setup
Setting up an account for your PPC campaign is very important and it is best if handled by a professional specialist or agency. The main platforms are Google AdWords or Yahoo Bing Ads, which is simple and easy to use; but if your campaign is big, you will need to run your PPC campaign on other platforms which are a bit more complicated.
5. Tracking, Installation and Testing
Whatever service you choose, you can decide on how much you want to spend on it daily / weekly and set a limit. This makes sure that funds are allocated properly. You can also check how relevant your keywords are and if they are working, if not, then you can change or alter them.
5. Campaign Launch
Before the campaign is launched, you need to make sure that all your keywords and links are in place. You need to ensure that your services match the expectations that the consumers will have after seeing your ad. Your keywords should be relevant to the information on your landing page. At the campaign launch, you should be ready to meet your customer’s expectations.
6. Monitor Performance
Once you have launched your campaign, you’ll have to monitor it on a regular basis. You will incur costs as people click on your ad, but you need to see how many people click on it, what keywords they use, how much time they spend on your website, how many actually make a purchase/contact you, etc. This will give you an idea about what works and what doesn’t. It will also help you figure out if you need to improve your ad or landing page content.
7. Campaign Assessment
You can assess how effective your campaign is by seeing the conversion rate and the number of leads generated by your ad. Successful PPC campaigns are those which Generate Leads, Build Brand and Promote Sales at the same time.
8. Analysis and Feedback
What works in one PPC campaign may not work in other PPC campaign. Your competitor may have come up with better strategies. Landing Page URLs might have changed. A lot of such things can happen which can seriously affect your PPC campaign. Hence, a review of metrics will tell you where you are going right and where you are going wrong.
These ideas are based on experience with personal and client accounts. We at Edgytal take pride in helping our clients add business value through our Services. To find out more on how we can help, give us a shoutand we will be happy to line up a discussion.