There are various ways to advertise in your business. Many people use a combination of all these. You can choose which is best for you. PPC advertising is one of the key methods used in Online advertising. You can pick this as one way to promote your business.
This method helps generate clicks to any that website. Alternatively, you can say it is a way to direct traffic to the website by way of using a few relevant keywords that are related to your services or products. As the name suggests PPC is pay per click and it generates paid traffic. The publisher gets paid by the advertiser every time someone clicks on the ad. This can be said to be one of the effective strategies of the search engine campaign in digital marketing to drive traffic to the website.
Impact on ROI will be seen when the ad campaign is well optimized and best PPC practices are followed. The ad campaign needs to be well planned and should be given enough time.
For this PPC ad campaign to be really successful and give good results a step by step process has to be followed.
1. Goal setting
Any campaign needs an objective and so does PPC. It is this objective that will help make it effectual. While planning the campaign strategy this objective needs to be the key driver. The objective for marketing can be any or all of these- lead generation, brand awareness, increase website traffic and/or more sale generation. To fulfil the goal of the ad campaign each of these objectives need proper planning.
2. Picking the platform
PPC ads can be placed on various platforms like google, Bing or yahoo. Even social media portals like Instagram, Facebook and so on can act as the platforms for the PPC ads. You need to choose the platform wisely and then plan the strategy of the ad campaign accordingly. Google ads is an interface for advertising offered by Google and it is one of the most effective platforms for PPC. You can publish your ads on this platform and expect good results from it. The other platforms mentioned are also relatively effective so they too can be used to place your ads for the PPC campaign.
3. Targeting the audience
You need to know your relevant audience. This can be done according to the geographic location which is known as geo-targeting or it can be targeted to a specific kind of device, wireless network or operating systems known as device targeting.
In geo-targeting, you need to identify and choose your location where your ad campaign can do well. It can be a city, country or particular area in your city. With this, you can focus on the locations via the ad campaign to find your right customers. This will help in an increase in ROI. This can help optimize the campaign leading to give significantly good results.
In device targeting, you can reach a particular group that uses a specific kind of device. Most people use mobile phones today. So your campaign can target this audience that uses this device the most. You can even customize the ads for different OS and devices. Thus a huger audience can be targeted with the ad campaign.
4. Keyword research
This is a continuous activity and can be time-consuming. At the start, you create a core keywords list. This should be refined over time and then a better list formed with some long-tailed and low-cost keywords that are highly relevant. Then you need to also weed out underperforming and high-cost keywords.
5. Effective text creation for ads
Text plays a key role in ad campaigns. This is a form of promoting the products and services on the platforms and also a way of communicating with potential customers.
The broad rule is that the text should contain a core keyword, promotion, lucrative discounts and call to action. All that can compel searchers to click on the ad.
This ad text can add to the resultant quality score of the ad which depends on multiple factors. You need to make the text appealing and unique. Matching the ad to the landing page can give better results.
6. Addition of ad extensions
Ad extensions can enhance your ad. Use this to your benefit. Through this, you can give additional information about your business like phone no, address, rating, and even additional links to the webpage. This can make the ad prominent and more relevant ad that can ensure high CTR and enhances the quality score.
7. Scheduling of ads
To optimize the ad strategy ad scheduling is vital. Show your ad when a customer is searching online. Show it at a certain time like business hours or on certain days.
This can help you attend the customers better. This can be deduced by reviewing the performance on different days and time of the day.
Then accordingly you can schedule the ads. This can also help you bid for less adjusting according to the time-based performance.
8. Landing page optimization
One important factor you should not miss in a PPC campaign is the landing page quality. It can affect the final ad quality score.
Poor content or badly designed websites may not appeal to the searchers. This can act as a deterrent to the buyer. Also, the landing page needs to give complete information regarding the product or service that you offer including the call to action button.
Optimizing the landing pages for each ad copy when you create multiple ads is a better option.
9. Filtering negative keywords
You need to identify the keywords for which you do not want your ad to be shown. In PPC ad campaign negative keywords prevent the ads from displaying for specific keywords.
So you need to do proper research for these negative keywords and make a list. This filtering will also help you reduce the ad cost and can improve ROI by way of reducing the mean CPC.
10. Monitoring competitors
One of the important factors in the marketing campaign is benchmarking. Keeping an eye on the competitors can be highly beneficial for your business.
You need to monitor their ads, the keywords used, their appearance, their strategy and everything that is needed to know.
Creating an ad similar to that of the rival can be detrimental. Design the ad copy smartly and make it look better than that of your rival company.
11. Conversion tracking code installation
To know which keywords are leading to clicks and conversion and are beneficial to your business is really important. The tracking code can help you do that. Thus you can then optimize your bid and also improve your ROI.
12. Use of analytics
Tracking and monitoring the PPC ad campaign is key to know how successful it is. What things are working and what are not should be known specifically.
When publishing ads on Google platform via google ads using google analytics will help. This will give an insight into the behaviour of the searcher. You can now also measure the website bounce rate.
This will reveal the number of visitors to the website and also those that did not perform any kind of action. Tracking the conversion rate and CTR is also important. You can then optimize your campaign and landing page based on this.
13. Vital points
For a PPC campaign to be effective you need to continuously pursue it with researching on it and refining it from time to time. Your approach should always be attentive and alert.
Don’t let complacency creep into the ad campaign. It can be pretty detrimental. All the efforts and money spent until then can all go waste. So it is important to know what should be given more importance to in a PPC campaign and what is relevant in it.
So you need to make a plan and strategy and then invest in it accordingly and deploy a PPC expert to handle your ad campaign. The more time you give to it at the start better will be the outcome of it. So putting your business in competitive hands is really vital for the growth of your business.
It is important to have a budget and also invest wisely. You can also set a daily budget for the ad. Once this budget is reached it will disappear from google or the search engine you have placed the ad on.
Also, it is important to know which keywords are worth investing in. The keywords that have higher competition and budgets can get exhausted faster. Also, it is vital to keep an eye on the bid, ad effectiveness, and overall engagement. This will allow you to adjust the bid as you progress in your PPC ad campaign.
To sum up
So you can say that the effectiveness of the PPC ad campaign is nothing but the effectiveness of the landing page, keywords, ad copy, and the PPC manager. These are the four components that play a key role in the ad campaigns. These need to work in tandem to give the best results of any PPC ad campaign.