Did you know businesses generate about $2 of revenue per $1 spent on Google AdWords? A Pay Per Click (PPC) campaign is just one way marketers can advertise, increase web traffic, and boost sales. These things depend on managing PPC campaigns skillfully, especially considering the tremendous competition that businesses face today.
An effective PPC strategy can create significant results for your business. Similarly, plunging headlong into PPC advertising can be costly. This article, therefore, examines seven steps to manage a PPC campaign in a way that will eventually make it more profitable for your business. So, let’s roll.
Step #1: Know Your Audience
To reach your intended audience effectively, you must understand their demographics. It is crucial to run a PPC campaign or use PPC campaign management services. You need to know what stage they are at in the decision-making process. For instance, are they aware, interested, wishing, or taking action? How do you guide them throughout the process?
Creating a marketing campaign comprising branded, non-branded, and remarketing campaigns seem the easiest and fastest way to attract customers and generate leads. It is possible for a well-known, established brand to do that online and offline, but not always the case for new brands. A full-funnel strategy is, therefore, necessary for marketers.
Step #2: Choose Your Tools and Software
You can begin your PPC campaign strategy in several ways. However, it would help to start with one channel and extend to others until you cover every channel your audience uses. During the early stages of PPC planning, this tactic helps keep your costs low.
You don’t need to pay for an external tool to manage your campaigns; instead, manage them within the platform where you’re running your ads. Eventually, as your strategy expands to include more sites, you will need a PPC campaign management platform that makes it easy to keep track of each budget, each platform, and each set of creatives in one place.
Step #3: Develop Your Landing Page
Did you know that a single paid ad campaign can improve your results up to 80%? You can increase your brand’s awareness by optimizing your landing page. Your PPC campaign cannot succeed without landing pages because these provide answers to users’ questions.
Although it’s tempting to link to your homepage, this would provide a poor user experience since searchers wouldn’t get the exact information they seek. Instead, create keyword-rich pages that provide detailed, helpful information about them.
Step #4: Create Your Keyword Strategy
Choose keywords that relate to your landing page and offer. Your ads should be relevant to your landing page to increase the chance that visitors you pay for will fill out the form. The landing page should answer the keyword query, yes, but if it does not, you should reconsider.
Or, even better, create an alternative offer and landing page centered on the keyword. Free tools like the Google Ads Keyword Tool can help you understand search volumes and costs around each keyword. If you use Google Ads, you may also look at keyword quality scores.
Step #5: Write Your Ads
You must include two major components in every ad: the headline and the call to action. Ideally, include your targeted keyword in the heading of your ad. It can also provide information about your company, such as awards you’ve won. Search engines bold keywords when they appear in ads, which means you’ll grab customers’ attention immediately.
As soon as you’ve got their attention, you’ll have to motivate them to take action by using a call to action. These calls to action tell users exactly what they should do to become new customers, such as “call now,” “buy now,” and “sign up now.”. Call-to-actions may seem redundant, but they increase click-through and customer numbers.
Step #6: Optimize Your Campaigns
During your first campaign, you can accomplish most of the above. While managing your PPC campaigns, you must continually adjust and optimize them. Eliminate what isn’t working and invest more resources on what’s working.
Consider these things when managing your PPC campaign:
- Pruning: Like how you should prune your garden by removing overgrown and dead branches, prune your keywords by eliminating the ones holding you back.
- Optimizing bids: You can optimize your bids to determine which keywords will produce the most conversions.
With more data, you can separate your keywords into multiple campaigns. You can then test those low-converting keywords and those that haven’t proven profitable. Be sure to test your landing page copy and offer.
Step #7: Monitor Results
PPC is so valuable because it’s highly trackable. You can track your ad regarding where and how frequently it appears, how many times people click it, and even who clicked it. All of that information can improve your PPC campaign and even your other marketing efforts.
PPC metrics include impressions, click-through rate (CTR), and bounce rate. A campaign’s impressions are how often your ad appears in searches. CTR measures how many people click your ad after seeing it.
The bounce rate is the percentage of people viewing your ad, clicking on it, and leaving your site, making no further efforts.
An effective PPC campaign can bring significant positive results to your business through sales. It’s, therefore, crucial to invent ways to manage them to achieve the desired result. This post presents the steps you need for your business.