PPC is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked. Strategically crafted PPC campaigns provide traffic, leads, and customers almost instantly once the ads start running. You can say it is better than organic SEO campaign. PPC campaigns are a bit more complex and require careful planning. Ensure to use below mention tips to make your PPC campaign is a successful one.
- Start with market research: Before launching an advertisement 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. If you target the wrong keywords, you could wind up spending a lot of money with little to no conversions.
- Use keyword tool to check the customer demand: Once you have your seed list, the next step is to use data to validate your keywords. You need to find out which keyword is on demand. It will also provide keyword suggestions so you can expand on the most effective keywords from your seed list. Keywords with a high competition tend to have a higher cost per click than keywords with low competition.
- Organize your PPC keywords: Once you have data on the keywords you want to target, you want to organize those keywords into more targeted groups of keywords that are related to one another. When grouping your keywords, keep in mind how search intent changes from broad keywords to very specific long-tail terms. Keep that in mind when selecting and grouping your keywords for your individual ad campaigns and ad groups.
- Include negative keywords in your first PPC campaign: Some keywords may have far different user intent and can invite clicks that are an immediate bounce that won’t turn into a conversion. It could also lead to ad impressions that result in no clicks. Both can weaken the quality score of your ad, which negatively impacts your ad placement and cost per click. To prevent this, flag any keywords that may attract the wrong audience as negative keywords. This will keep your ad from displaying if those keywords are used.
- Make your budget: While average cost per click varies by industry, other elements can increase CPC, so know what you can afford. You should have a max cost per click that you’re willing to pay for any given keyword to avoid overspending on advertising. It is important to know the amount of profit you make from each conversion/customer, and your estimated profit margins from advertising. You can use this formulae Max CPC = (profit per customer) * (1 – profit margin) * (website conversion rate)
- Research about competitors: If you’re not aware of who your competitors are and what they’re doing, then try to know first. This is most important. You’ve got more competitors than you think, going beyond the direct competitors selling products similar to yours. A little research can reveal details on how other domains are positioning ads. For this you can take help of some tools like Spyfu. Once you identify your main competitors, it’s time to find out which keywords they’re profiting from.
- Write catchy ad copy: The time is to craft some killer ads will make all the difference when it comes to your ROI. You can throw any old text into your ad, but the more closely it targets your audience, the more likely they’ll be to click and convert. Your audience research and keyword research will help you understand the psychology of your ideal customer so you can craft ad copy that will more effectively convert them. You have to inject your USP into your ad, remember the key part of USP is “unique.” If you don’t know what your USP is then take some to create.
- Create a powerful call to action: Two words are very actionable words.“Get” and “now.” Other words are also powerful when tied into a CTA and can compel the user to click, like “Save”, “Free”, “Best”. When crafting a call to action, you want to focus on action. Tell the user what to do. The right CTA can dramatically improve your conversion.
- Create a welcoming landing page: Don’t make the mistake of sending ad traffic to your homepage. You should send traffic to the page most relevant to your ad and the intent, interest, and needs of the user. Whether you send traffic to a product page or another custom page, keep these best practices in mind. Keep the landing page relevant to the keywords you’re bidding on to raise your quality score. Support your text with strong visuals.
Make sure that your landing page is optimized not only to load quickly but also to deliver the best mobile experience. Just a 1-second delay in page speed can result in a 7% drop in conversions. The main focus of your PPC campaign is to get your target audience to convert. Try all these steps to make it successful.