A pay-per-click—or PPC—advertising campaign can do wonders to your company’s bottom line, especially when you properly target your audience and promote your brand through the right channels.
But what’s a PPC advertising campaign anyway?
Is it affordable—or does it undoubtedly break the bank?
Is the ROI good at all?
Also, is a PPC promotion strategy excellent when it comes to increasing conversions and store traffic?
This article spills the beans on all those important questions—and many more—and teaches you everything you need to know to draft and execute a successful PPC advertising campaign.
To set up a PPC advertising campaign:
- Understand What a PPC Advertising Campaign Is
- Define Your PPC Advertisement Goals
- Research Your Keywords and Choose Them Intelligently
- Choose an Advertisement Platform
- Set a Budget
- Choose a Bidding Strategy
- Optimize Your Landing Page
- Create Ads Targeted at Your Audiences
- Don’t Forget a Call to Action
- Evaluate and Optimize Your PPC Campaign Strategy
- Track Your PPC Campaign Performance
Ready? Let’s dive right in!
1. Understand What a PPC Advertising Campaign Is
To set up a PPC advertising campaign, understand what it really is. PPC is an advertising model that drives traffic to a landing page. You only pay the publisher when a shopper clicks on the ad.
Invest in a campaign that allows you to pay for ad placement in a search engine’s sponsored links.
Consider why you should use a PPC Advertising Campaign
- It is cost effective.
- Your ad can display on the first results page when internet users search for a related term.
- You get more exposure and brand visibility.
- You can run multiple ad campaigns for each keyword.
- It can result in higher click-through rates (CTR), more conversions, and increased sales.
- It can help increase your store traffic.
Manage your spending limit by deciding how much you’re willing to spend on each keyword.
2. Define Your PPC Advertisement Goals
To create a PPC marketing campaign, define your promotional goals and choose the platforms and ad categories pertinent to those goals.
Be clear on what you actually want to achieve with a PPC.
Consider these questions when thinking of a PPC campaign:
- Do you want to boost traffic to your online store?
- Are you looking for ways to generate more leads?
- Are you aiming to boost sales?
- Do you want to increase brand awareness?
To raise brand awareness, boost sales, or generate leads, leverage PPC ads on trusted platforms to reach your target audiences.
3. Research Your Keywords and Choose Them Intelligently
To design a PPC advertising plan, research your keywords and choose them intelligently. To get an idea of the right keywords to use, perform research with Semrush. Improve the keywords and use them intelligently so you can rank higher.
Look at your competitor’s keywords to learn how you can properly integrate keywords in your campaign.
Select long-tail keywords that specify your product or service to boast lower search volumes, attract more relevant traffic, are less competitive, and are easier to rank well on.
4. Choose an Advertisement Platform
To develop a PPC marketing plan, choose an advertisement platform that aligns with your goals. Keep in mind each channel caters to specific audiences, so be picky here.
Here are some of the advertisement platforms you can leverage:
- Google Ads is a keyword-oriented, paid search platform that can drive tremendous traffic to your store—and increase your conversion rate—thanks to its relatively higher click-through rate.
- Facebook Ads helps you increase brand recognition and reach specific audiences—based on their interests, professions, demographics or platform behaviors—assuming you have a solid sales funnel and pertinent call-to-action in place.
- Instagram Ads integrates excellently with Facebook Ads and helps you raise brand visibility, leveraging Instagram’s visually rich platform to make your ads shine through stories, reels and posts.
Acquaint yourself with every PPC platform environment and user base. Diversify your content and promotional tactics accordingly – the same ad style may not be successful on all channels.
5. Set a Budget
To build a successful PPC advertising strategy, set a predefined PPC budget so you can stay on track with your strategy.
To create a budget, identify the search terms shoppers use when looking for your product or service.
Check the number of keywords you want to use for the campaign and check out the cost.
Calculate its potential click-through rate and profitability.
6. Choose a Bidding Strategy
To create a PPC advertising campaign, choose a bidding strategy. Have a plan in place before you start the campaign. Forget about becoming successful if you dare start any ad without a plan.
Determine a bidding technique according to your set goals. Pick an approach that supports your mission and vision.
Make sure what you look out for on Google aligns with your ultimate goals.
7. Optimize Your Landing Page
To create an effective PPC advertising strategy, optimize your landing page with a responsive design, and ensure it is visually appealing and easy-to-navigate.
Add relevant promotional offers like “Buy Now to Get 15% off” to convert shoppers into customers.
Have an eye-catching and up-to-date landing page. Incentivize your store visitors with offers like limited coupon codes for new, long-term or returning customers.
Use relevant keywords when writing your page title and product descriptions, and include them intelligibly throughout the content page.
Consider the following questions:
- Are the keywords leading people to your website related to your offering?
- Does your landing page entice visitors to browse further?
- Is your landing page highly responsive?
- Does your landing page have a noticeable CTA?
8. Create Ads Targeted at Your Audiences
To build a PPC marketing campaign, create ads that speak to your target audience.
Craft ad copy that directly relates to what your customers want to buy. Be clear about your promotion so shoppers know what to expect when clicking your ad.
Perform market research to identify your target audience and develop effective advertising goals. Find out the answers to several important questions about your target demographic, like the type of job they do and the nature of the environment. What are their interests and pastimes? How old are they? Where do they live and work? What social media sites do they use?
9. Don’t Forget a Call to Action
To create a PPC marketing plan, don’t forget to add a call to action button. Present a campaign that prompts your audiences to react or make a move.
Be specific about the action, make it simple and easy to perform, so that your visitors can’t resist acting on it.
Include a sense of urgency when drafting the campaign. Add a deadline to the promotion.
Don’t copy-paste a call to action from another product.
10. Evaluate and Optimize Your PPC Campaign Strategy
To design a PPC marketing strategy, constantly evaluate and optimize your campaign.
Once an ad is active, assess the incoming data and make the necessary adjustments so the current ad—as well as the subsequent ones—can benefit from the intel you gradually collect from your PPC advertising campaign(s).
To identify low-performing keywords, pay close attention to the keyword’s performance weekly. Stop all the poorly performing keywords. Analyze the performance of your keyword by segment to see whether any ads rank higher than others.
To raise your ad’s overall performance, use ad extensions.
11. Track Your PPC Campaign Performance
To set up a PPC advertising campaign, track your PPC campaign performance.
Identify successful channels and PPC keywords so you can refine your approach and direct more resources towards the right methods.
Thoroughly track what your visitors do on your website—and zero in on ads that deliver powerful results, comparing those ads’ results to their costs so you can properly evaluate your overall ROI over time.
Conclusion
To develop a PPC promotional campaign, learn about how a PPC advertising campaign works. Define your PPC advertisement goals, research your keywords and choose them intelligently and use them to choose an advertisement platform that befits your brand.
Optimize your landing page so visitors can find it responsive when they click the ads. Create ads targeted at your audiences’ demographics. Set a budget and choose a bidding strategy while setting up your campaign. Evaluate and optimize your PPC campaign strategy and track how the ad is performing.
