To make pay-per-click (PPC) campaigns function, they ha veto be built on a stable foundation. Solid PPC strategy is the key to the planning, implementation, and optimization of paid advertising campaigns. Without a paid search strategy you are risking your budget effectively; With a strategy, you can build and improve a targeted, goal-focused advertising campaign.
This post takes you through the seven essential steps of a successful PPC strategy, from competitor and keyword research, through ad groups and landing pages to optimization and reporting. No matter how you plan to make your Google ad auction bid, we recommend following the same seven steps.
What is pay-per-click advertising?
PPC advertising is a great source of directing more targeted traffic to your website, using relevant keywords, goods you sell or related to the industry in which you are working.
It seems, every time you have to pay, any potential customer will hit your ad. This paid advertising is seen as the most beneficial digital marketing strategy you can apply to your marketing campaigns.
PPC ads run on a variety of platforms such as social media channels and search engines such as Google, Bing, etc.
In Google ads, when you type a keyword search query, you will get results to appear at the top. Or these ads can also be seen on websites that are components of the Google Display Network. PPC Ads also run on social media platforms such as Facebook, Twitter, or Instagram, these can be easily seen in stories, social media feeds, etc.
If you are planning to start your first PPC campaign, then dive right in to make your PPC campaign a success.
SEVEN SIMPLE STEPS TO CREATE AN EFFECTIVE Pay Per Click STRATEGY
Define goals and budget
Paid search strategies can have multiple goals, such as promoting growth, generating profits, or even driving conversions for channels other than search.
First, ensure that the PPC goal aligns with the overall digital marketing strategy. Once that goal is set in stone, the activities that help you achieve that goal will become clear.
Second, make sure that your paid marketing goals are not actively working against existing live marketing activities. Check your organic share for the keywords you want to include in your paid search budget. Determine how much voice you already share with SEO efforts, and who is capturing paid traffic here. Analyze carefully before applying keywords that already bring a large amount of live traffic to your site in PPC campaigns.
Next, define Key Performance Indicators (KPIs). For example, if the main goal of a PPC strategy is to generate leads, then your KPI should have the number of sales- and marketable conversions you want to generate through paid search, as well as those individuals How much should the cost of the lead. For this, you have to activate conversion tracking in Google ads.
Now it’s time to start thinking about the expenditure. The number of clicks depends on many factors, including the quality of your ad copy, the strength of your landing pages such as this search query, the aggressiveness of the competitor bid, and the percentage of people who click on paid ads.
Finally, identify a distracting point between where your paid marketing efforts start producing positive returns on investment (ROI). This means that at what point do you expect enough sales to cover your initial investment in paid search.
Focus on targeting your audience with AdWords by targeting not only the most relevant keywords related to your business but also by intent. There are three main kinds of search intent keywords:
- Transaction – Searchers want to make a purchase
- Informational – Inventors want to learn more about something
- Navigational – Inventors want to visit a certain page or resource
But you don’t necessarily have to target traditional categories. For example, an e-commerce business should invest in transactional keywords to encourage mass conversions.
A service-based business may invest more in informative keywords to promote its content marketing strategy.
Use Effective Keywords
In 2018, 87% of shoppers started online product searches. If you are an e-commerce store offering related products, you want to notice them. What better way to invest in keywords than customers?
Try to involve negative keywords in your first PPC campaign. By this, we mean that you consider the intent of the user. Instead of brand or competitive terms, use common terms.
Find your rivals
Analyze your PPC campaign by analyzing your rivals and market trends. Various competitive research tools are available, both paid and free, that can find out who they are, selling products and services like yours. Or running paid campaigns to advertise.
Tools like SemRush, AdPlexity, and SpyFu are some of my favorites, and very few of you may know that AdWords can also be used to do competitive research.
It is very important to have a check on the impression share while reporting. This shows how your contestants are bidding. And when you reach your competitors, you can identify the keywords that are benefiting them.
Write effective ad text
In your various ad groups, you will define your text ads. Effective ad copy is important for PPC campaigns: it can increase Quality Score, reduce cost per acquisition, and increase click-through rates. Searchers will make your decision to click on your ad almost entirely based on what you wrote, so it is worth the effort in investing in this step.
Familiarize yourself with the search engine’s basic policies around ad text; Advertisements that flout these rules can be removed. Once out of the way, you can focus on writing compelling, clickable copy. Follow these best practices:
Use the main keyword at least one time in both the ad title and body text.
Include action words such as “sign up” at the beginning of the ad copy, so that the user knows what to expect when they click. Match them to your PPC strategy goals.
Involve a price or a statistic in the ad copy. Searchers are drawn to advertisements that make solid promises; Be sure to only deliver on these promises on the landing page.
Lead with benefits. “Winter Jacket for Men” accompanies product features; Try “stay warm all winter with this jacket” instead.
Do not forget about the display URL. Searchers look to URL copy to direct their navigation, so make sure the display URL is user-friendly and descriptive about where they will land.
Competitive ad copy and check for differences. If you are both bidding on the same keyword, try to create a more compelling, action-led copy.
Optimize landing page
Do not let your ads do all the talking. Make sure the user experience is unprecedented when accessing your landing pages. When they click on your ad, direct them to relevant, well-built landing pages.
Always remember to include a call to action. These can be other words for “add to cart now” or “buy before the sale ends”. If you have multiple ads, optimize the landing page for each ad copy.
Keep updated with analytics
Analytics tools give you a view of your PPC campaign. Keep eye on the effectiveness of your PPC campaign with analytics tools. Find out if you work or if you need to change it.
A great, free analytics tool is Google AdWords. This allows you to observe the behavior of the finder. It also helps you to find out if you are making a profit by giving a significant number from your PPC campaign.
You can better learn PPC from the PPC Training Company.
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