A guide to effective and successful PPC Campaigns
Before understanding the key features involved into making a PPC campaign successful, it is worthwhile to develop a brief know-how of the term “PPC”. PPC i.e. “Pay- Per-Click” Advertising campaign is a type of internet advertising which encourages internet users to click on an advert and visit a specific product or service for sale. Business owners (be it big or small) have a ton of options when it comes to marketing their business. Despite the cost-effective option of search engine optimization (SEO), a majority of business owners preferred to cast their budgets toward PPC campaigns.
The most successful Pay-Per-Click network is the Google Ads network, run by the search giant, which has ads that appear within the search engine’s results pages and throughout a network of websites Pay-Per-Click Ads are an effective method for testing the potential conversion rate of a business model, sale, product, or service. Visual ads, known as Display Ads, are effective for encouraging potential customers to return to a product or service page they may have already visited. This can lead to earned sales which otherwise may have been lost.
Strategically crafted PPC campaigns provide traffic, leads, and customers almost instantly once the ads start running. An immediate return can be attractive in comparison over waiting several months for organic SEO campaigns to gain traction. But PPC campaigns are a bit more complex and require careful planning.
Process of Creating a successful PPC Campaigns:-
- Determine your end-goal and understand customer needs: Every successful PPC Campaign starts with understanding of your goal whether it is to increase subscribers, sales, or your brand awareness, it is vital you know what it is before you start, otherwise you could running your advertising in the wrong direction and realizing it too late. Also, understand the requirement of your customers to create a campaign script which meets both the stated requirements.
- Budgetary Requirements and Constraints: Budget determines the extensiveness of your campaign and target penetration. Generally, it is recommended to start with small budget to see the market impact and then, enhance the scalability of the campaign.
- Make a list of keywords:- The most important requirement for the success of any Pay Per Click campaign is selection of the right keywords. Only with the appropriate keywords one can promote an online business successfully through a PPC campaigns. Before launching an AdWords campaign, you need to know what your customers want, what they’re looking for, and how they’re searching for it. You could load up a campaign with whatever keywords you like and pull the trigger. But if your customers aren’t searching for your product using the phrases you target, then your campaign will be a bust. Even worse, if you target the wrong keywords, you could wind up spending a lot of money with little to no conversions. You can draw on whatever customer data you currently have, including detailed buyer personas, to help you start brainstorming keywords.
- Finalize keywords:- Select targeted keywords with the help of different keywords tools such as Google Keywords tool, Wordtracker etc. You can hire an experienced advertising agency having a specialized team of PPC experts to get your work done in a professional way.
- Bid on the right keywords:- Once finalized, you can start bidding on the keywords that properly describe your online business, products or services to get conversions and generate good ROI (Return on investment). Use separate keywords for different ads if there are multiple keywords related to the PPC management project. This will ensure higher clicks and higher conversion rate as well.
- Focused Headline:- Create an attention-grabbing headline for your campaign. Even if the keywords have excellent ranking you won’t get many visitors even if your ad is not appealing.
- Create attractive ad copies and run of multiple search engines:- For successful PPC campaigns, the ad copies must be attractive and appealing to encourage viewers to buy your product. In fact, a compelling ad copy is must for any successful PPC campaign. To ensure more visitors and better conversions, run the PPC ads on more than one PPC search engines. This way more people will get to see your ad copies which in turn will get you more qualified clicks.
- Create landing pages:- Create unique landing page with good call to action features so that the visitor gets to see the product or service directly that you want to sell online.
- Optimize PPC campaigns regularly:- For any online business, priority must be given to higher conversion rate rather than higher click-through-rate (CTR). So, optimize the ad copies along with the landing pages on a regular basis. This will ensure better and higher conversion rate.
- Regular Monitoring & Continuous Retargeting:- Since a major part of the money goes into running these campaigns it is worthwhile to regularly monitor the ROIs in order to ensure that you get high ROI from it. Daily monitoring of the success rate of the campaign is a must in this case. It is important to check the response to your ad copies periodically yourself to make sure your campaign is on target. Further, to ensure better effective of your campaign it is important to undertake retargeting campaigns to give yourself another chance to convert traffic that is already familiar with your brand.
Therefore, it is imperative to have an efficient and experience digital marketing agency which can effectively handle the PPC Campaigns to ensure highest ROIs.