PPC or pay-per-click is an online advertising model used for generating clicks to your site. It is the method of attracting traffic to a site by using relevant keywords related to your products and services. It is paid traffic for which advertisers must pay a certain amount of money to the publisher every time someone clicks the PPC ads.
It is one of the vital strategies used in the search engine marketing campaign. If your Pay per click campaign is not optimized properly and you don’t follow the best practices, your ROI will have a negative effect. Therefore, it is important to do some research before planning an ad campaign.
How to run a PPC campaign
Do you know how to set up PPC campaigns? Let us have a look at some of the vital steps that are required for setting a PPC campaign strategy.
a) Setting the objective: It is very important to set the goal of your campaign. Setting an objective will assist you to drive your campaign in an efficient manner. Identify the objective of your Google ad campaigns and keep in your mind while planning a campaign strategy.
Your objective can be anything like lead generation, brand awareness, attracting website traffic or increasing the online sales. For each goal, you must have a separate plan strategy, which helps to fulfill your objectives.
b) Choosing the right platform: There are different platforms available for PPC ads like Google, Yahoo, Bing and social media channels like Facebook, Twitter. It is very important to choose your platform intelligently and plan your ad campaign strategy accordingly.
Compared to all other platforms, Google is regarded as the most effective platform for PPC marketing. Google Ads is an advertising platform provided by Google. This platform is used for planning and publishing Google ads. In a similar manner, Facebook ads and Bing ads offer all the required interfaces for an operative PPC campaign.
c) Plan your target audience: After the account set up and choosing the right platform for your ad, the next step is to plan your targeting audience. There are two kinds of targeting. You can either target audience based on a specific geographic location, device, wireless networks, and operating systems.
1. Geo-targeting: Geo-targeting is the process of allowing your ad groups to be displayed in the locations that you select: Country, city, area, radius around an area. The best part of geo-targeting ads is it helps you to focus your ad on specific locations where you can find the right customers and limit those areas which you do not want to target. This helps in increasing ROI. Choosing the right area can help you optimize your ad campaign for better results.
2. Device targeting: Nowadays, device targeting is very important as most of the users use mobile devices for browsing. If you want to reach your best clients on any device, make use of device targeting. With the help of device targeting, ads can be customized for different operating systems and mobile devices. With this method, you can target those who are online through their mobile devices or any operating system.
d) Keyword research: It is a time consuming and continuous activity. There are different types of keyword research tools that can be used for finding the right keywords. One such tool is Google keyword planner.
Make a list of main keywords while planning a campaign and refine and grow your keyword list for the long tail, low cost and highly relevant keywords. Another significant step involved in keyword research is to check high cost, under-performing keywords. Avoid these keyword suggestions.
e) Write an effective ad text: Ad text plays a significant role in making your ads successful. It is the form of marketing communication that the advertisers can utilize for promoting their products and services on various search platforms. An effective ad text should include at least one keyword, attractive discounts and a catchy call to action.
The quality score of an ad is dependent on various factors. Ad text is one of them. Your ad text must be unique and attractive. Use the discount amount in your ad copy and add a catchy call to action that can force searchers to click on your advertisements.
Make use of action words like order now, buy now, join us, sign up here. Include one keyword in your ad text and match your ad to the landing page.
f) Include ad extensions: Ad extensions offer additional benefits for your PPC advertising. Utilize such extensions to improve your ads and to display extra information with your ads, like phone number, address, extra webpage link, store rating or phone number.
Ad extension makes sure high CTR as they make your ad more prominent and relevant. It also helps in improving the quality score. According to Google, “If two challenging ads have a similar quality and bid, then the ad with relevant extensions will probably appear in a higher position than others.”
g) Scheduling of ads: Ad scheduling is vital for optimizing your ad strategy. You can display your ad whenever a customer looks for anything online or you can show your ads on specific days, or during business hours when you are available to handle customer inquiries. Your ads provide different results on different days and on different hours in a day.
Thus, have a look at during which hour or day in a week suits your business and then schedule your ads during that time for increasing your ad’s exposure. You can also adjust your bidding amount during the less performing days and hours.
h) Optimize landing pages: Google considers the quality of your landing page as one of the vital factors for determining the ad quality score. Your landing page is a place where your user is redirected once they click your ads. Landing pages that have poor content or under construction web pages will create a bad impression on the users. Users will not purchase from your company if they land on an irrelevant web page.
A well-optimized landing page must have full information about your company’s products or services with a call to action button, which says, “subscribe here”, “buy now” etc. If you are designing various ads for your product then, you must optimize your landing pages for every copy.
i) Filter the negative keywords: In Pay per click advertising, negative keywords avoid your advertisements from displaying for certain keywords. Choose the keywords that you do not want your ads to display and then add those keywords to your negative keyword list. A list of well-researched negative keyword will reduce the price of your ad by filtering out irrelevant clicks and non-converting traffic. It also increases the ROI by lessening the average CPC.
j) Keep an eye on your competitors: Benchmarking is a vital factor for any kind of marketing campaign. It is always better to keep an eye on what your competitors are doing. How are their ads appearing, what are the keywords they are using?
Based on these factors you must plan your strategy. Make sure your ads are not like the ads by your competitor. You must design your ad copy in a smart way.
k) Use conversion tracking code: A tracking code will assist you to know which keywords are profitable and will lead to more conversion and clicks. This will improve your bid and at the same time increase ROI too.
l) Use Google Analytics: You must track and check the effectiveness of your PPC campaign. You must have an idea regarding things which work for you and which do not. If you are publishing your keywords and ads on the Google search platform utilizing the Google AdWords tool then, use Google Analytics to attain a better idea on the searcher’s behavior.
You must also measure the bounce rate of your website. Bounce rate will let you know the number of people who visited your website but did not perform any action. Also, it is very important to track the CTR and conversion rate of your ad campaign. This will assist you in optimizing your PPC campaign and landing pages.
Effective PPC requires both continuous research and modification. You should not have a “set it and forget it” approach while running Pay per click campaigns. Doing research is very important for understanding a searcher’s behavior. Do some R&D on your profitable keywords and find out the best suitable time for running your campaign.
If you still have any doubts regarding a pay-per-click campaign or how to run a PPC campaign then, join a digital marketing training course. If you are a resident of Bangalore and want to join an institute in Bangalore then, Streamlyn Academy will be the right choice for you. It is the best digital marketing training institute in Bangalore. We train students on essential topics like the evolution of digital advertising, various channels of digital marketing, the concept of browser and cookies, etc.
Our expert trainers also train students on the various aspects of a search engine like crawling, indexing, SEM, and SEO. Search engine optimization needs different techniques to rank a website on the 1st page of Google search. We teach students those techniques and let them practice it in various projects for our clients.
This helps them understand them to gain practical knowledge. We also teach students about meta tags and various kinds of linking done on the website. Students are trained in PPC advertisements in Google and how to use keyword planner with live examples.
Want to work as a PPC expert? Join us now & get trained by industry experts.