When implementing new digital marketing strategies, PPC (pay per click) campaigns are usually a go to option as they generate immediate results, which makes them extremely desirable. One of the main goals that PPC can help you to achieve is improving visibility, identifying new leads, increasing conversions and bringing more traffic to your website. Ultimately PPC is ideal for helping businesses of all types to grow. Although PPC campaigns are easy to execute, they are only effective when carefully planned.
We have put together this blog to help you to identify all of the factors to consider in order to put together a successful campaign.
Optimise Your Website
A good place to start when implementing PPC campaigns is to first optimise your website. This element is vital as it ensures that the landing page that customers arrive on after clicking on your ad is actually related to the advert itself, rather than just the homepage or another generic page on your site. When the link is unrelated to the advert, users are much more likely to bounce, as they are not able to immediately find more information on what they were looking for.
For example, if you have a two for one offer and your advert highlights this, it is important that the user is led to a page that offers them more information on this deal, as well as a quick answer on how to claim it.
Another aspect that needs to be considered when optimising your site for PPC is the overall performance of your landing page. If it takes a long time to load, the bounce rate is again highly likely to increase. There are a number of other ways to optimise your site to maximise conversion, including:
- Using call to actions.
- Simple design that features a lot of white space.
- Engaging headers.
- Clear and straightforward content.
- Utilise images and video to further engage your audience.
- Make sure that the information featured is easy to digest.
Select a Bidding Strategy
The most suitable bidding strategy for you will depend on a number of factors including your budget, your goals and your previous experience of PPC. The two main bidding types are manual and automated. Generally, if you have never used PPC ads before, manual may be the best option. Manual bidding allows you to set a cap on your cost per click, making it ideal if you have a low budget. However, with manual bidding you are unable to optimise your bids.
With automated bidding less time is required to manage the campaign, however, you will often end up spending more when using this method. There are a number of different bidding strategies that fall under automated bidding, you can learn more about these from Google. The best option for you will be entirely dependent on what your goals are.
Set a Budget
Setting a budget is an important aspect of your PPC campaign. Luckily, with PPC you can have close control over your budget, ensuring that you never spend more than you can afford to. In order to determine your budget, you need to consider the following:
Why understanding the intentions of visitors to your website is essential
- How much profit will you make per conversion?
- How much of that profit can you afford to sacrifice in order to make the campaign worthwhile?
- What is your conversion rate?
Once you have the answers to all of these questions, you can multiply the cost per click by the number of clicks you ideally hope to receive, then multiply this by the number of days (usually at least a month) and this will give you your budget.
Research your Keywords and Choose them Wisely
Keywords are the backbone of the entire PPC process, so choosing the right ones for you is extremely important. Without the use of keywords, there would be no way for search engines to determine when to display your ads. We have put together some tips for selecting your keywords:
- Look at what keywords your competitors are using.
- Think about what you would search for if you were looking for your product or service.
- Use keyword tools.
- Be specific with your keywords.
- Choose local keywords where possible.
If you are good at selecting keywords for your campaign, you will undoubtedly receive more conversions.
Create Engaging Ads
When creating your ad it is important to keep it short and to the point. It is also necessary to make sure that you have a goal in mind, and write content based on this goal. For example, if you are hoping to increase sales over Easter, you should highlight the fact you are having a sale. It is important to grab the attention of the audience so that they become curious enough to click.
Test your Ads
Once all this is done, you are almost on your way to creating a successful PPC campaign, but first it is necessary to test your ads. This involves tracking your ads, measuring performance and making changes where necessary. This can be done with A/B testing which lets you run two nearly identical versions of your ad at the exact same time. But you are given the option to modify one. This allows you to clearly see the factors that impact your ad and make changes to improve results.
Get in Touch
Your PPC campaign is undoubtedly going to be much more successful when you consider all of the aspects mentioned throughout this blog. We understand that it may seem overwhelming to consider all of these things whilst running a business, which is where we can help. Our expert team of digital marketers are on hand to provide you with high-quality PPC services, so you can sit back and relax.
Call us on 01798667167. to find out more information.