Starting a PPC campaign - where to begin
Pay-per-click (PPC) advertising is an effective way of growing a business’s online presence. Exactly as it’s titled, adverts will be displayed prominently in front of your target audience and the business will pay a small fee for every click they receive.
When PPC campaigns are successful, the fee is only nominal compared to the profit made. For example, if you pay £5 for a click, but the advertisement results in a £500 sale, you’ve made an impressive profit. The difficulty is initially getting to that sweet spot and that’s the reason working alongside the experts is the best way to go.
Here at Vooba, our experienced team understand the intricacies of crafting successful PPC campaigns. Let’s take a look at how PPC advertising works and its benefits.
Why PPC is important
PPC ads come in various forms. They can be made up of videos, text, images or a combination of all three, and appear on a wide range of platforms such as search engines and social media. PPC allows your business to quickly gain visibility in search engine results pages (SERPs) and reach potential customers at the right time.
Unlike organic methods like SEO, PPC provides instant gratification by placing your ads directly in front of your target audience - driving immediate traffic to your website.
What businesses can benefit from PPC?
Businesses across various industries can benefit from PPC. Some examples include:
E-commerce
Online retailers can use PPC to promote their products and increase their revenue. E-commerce businesses can target users who have shown an interest in their products and guide them through the purchase journey.
Local businesses
Local businesses such as restaurants, plumbers and tool hire companies can leverage PPC to reach customers within their vicinity. Geo-targeting features allow them to display ads to users within a specific radius of their location, increasing local visibility.
Startups and SMBs
For startups and small to medium-sized businesses with limited marketing budgets, PPC offers a cost-effective way to compete with larger competitors and establish a place in their industry.
The benefits of a successful PPC campaign
A well-executed PPC campaign can result in a wide range of benefits, each contributing to overall business growth and success.
Business growth
By reaching a highly targeted audience at the right moment with the right message, PPC can generate leads and increase sales. Whether you're looking to expand your customer base or launch a new product, PPC can help you achieve your growth objectives effectively.
Immediate visibility
Unlike traditional marketing strategies that take time to yield results, PPC offers instant visibility. By bidding on relevant keywords, your ads appear prominently on SERPs, ensuring immediate exposure to potential customers actively seeking your products or services.
Measurable results
One of the significant advantages of PPC is its ability to provide measurable results. Through analytics and tracking tools, you can gain valuable insights into the performance of your campaigns. This allows you to refine your strategies and optimise them for maximum return.
Brand exposure
PPC isn’t just about driving immediate sales, it’s also about building long-term relationships with your customers. By consistently appearing at the top of search results, you can increase brand visibility and trust among your target audience. Consistent presence in SERPs instils credibility among users as they become familiar with your brand.
Complement your SEO
PPC and SEO may seem like two separate strategies but they actually work hand in hand to enhance your overall online presence. While SEO is essential for long-term organic growth, PPC complements these efforts by providing immediate visibility and driving traffic to your website. By integrating both strategies, you can dominate SERPs and establish authority in your industry.
Quick testing and optimisation
One of the unique advantages of PPC is its ability to facilitate rapid testing and optimisation. PPC campaigns can be set up, launched and refined in a matter of days. You can quickly identify what works best for your audience and amend your strategy accordingly, resulting in continuous improvement and better performance over time.
Targeted advertising
With PPC, you have control over who sees your ads and when. Whether you want to target users based on their location, interests or behaviour, PPC platforms offer a wide range of targeting options to help you reach the right audience with the right message. This precision targeting increases the relevance of your ads and minimises wasted ad spending on irrelevant clicks, ensuring that every penny counts.
How long does PPC advertising take to start working?
The timeline for PPC advertising to start achieving results can vary depending on several factors, including campaign objectives, budget, competition and industry. While some businesses may experience immediate results, others may require weeks or even months of optimisation to achieve their desired outcomes.
Starting a PPC campaign
With strategic planning and continuous refinement, you can begin to see the success of your PPC campaign.
Optimise your website
Before diving into PPC, ensure that your website is optimised to convert browsers into buyers. You should:
- Utilise clear and compelling calls to action (CTAs) to prompt user engagement.
- Use a simple design that makes your website easy to navigate.
- Craft attention-grabbing headlines and clear, straightforward copy to convey your message effectively.
- Incorporate various media elements such as videos and images to capture and retain audience attention.
Set your budget
When setting a budget for your PPC advertising, you’re in control of the costs. But how you set your budget can depend on various factors, such as:
Advertising goals
Whether the goal is to increase sales or raise brand awareness, each objective may require a different level of investment.
Target audience
Understanding your target audience’s demographics, behaviours and interests helps determine the budget needed to effectively reach them.
Industry and competition
In highly competitive industries, you may need to allocate larger budgets to achieve desired results.
Keyword research
- Conduct thorough keyword research to identify relevant search terms and phrases that align with your business and target audience.
- Focus on local keywords to capture potential customers in your area - this is especially relevant if you’d like to drive customers to visit your business in person.
Calls to action
- Incorporate compelling CTAs into your ad copy to prompt users to take action, such as making a purchase or signing up for a newsletter.
Creating a great ad
- Experiment with different formats and visuals to find what resonates best with your target audience.
- Optimise your ads for mobile devices to ensure a good user experience across all.
- Utilise ad extensions to provide additional information and enhance visibility in search results.
Reporting
- Regularly analyse performance metrics and generate comprehensive reports to track the success of your PPC campaigns.
- Use these insights to make data-driven decisions and refine your strategies for ongoing improvement.
Let us take care of your PPC campaign
Our Head of PPC Leo Resplandor had this to say about Vooba’s track record of crafting successful campaigns:
‘I've had the privilege of being part of Vooba's PPC Department for the past 4 years, contributing to its growth and success.
At Vooba, we value collaboration with our clients, from campaign preparation to optimisations and improvements. We partner with them not just to run successful PPC campaigns but also to support their business growth.
This involves investing time to understand their campaign objectives and audience thoroughly. We, as a team, regularly look at the campaigns and work together to further enhance performance.
Vooba’s collaborative approach enables us to address specific business needs while maintaining excellent client relationships.’
Whatever your business goals are, we have a specialist team who are excited to help you meet them. Contact us today on 01798 667167 to find out more.
