Even though PPC could be the perfect choice for novice brands that have taken a leap towards digital, it may not deliver desirable results, if not managed intelligently. It could all end too bad and costly for a business without a strategy.
To help you strategize intelligently for your digital marketing campaigns, I will share with you eight key steps you need to take to get started with paid search. I like to call them the Ins and Outs of PPC Marketing. It’s a simple and perfect guide if you are new to PPC. So, follow along!
1. Set Your Goals
Before you step into anything, it’s really important that you clarify what you want your PPC campaign to achieve. There must be a clear goal. Your goal could either be related to brand awareness, audience engagement, or even lead generation.
Remember, you cannot deploy the same metrics to track the performance for each of the three goals. Just as each goal serves a distinct purpose, you will require separate metrics to measure each performance.
Therefore, it must be your first priority to set clear goals for your PPC campaign.
2. Perform Keyword Search
Keywords are the core of digital marketing. You surely don’t want to miss out on incorporating the best, high-conversion keywords that boost your reach and conversions seamlessly.
Keywords selection is not an easy task. Remember, you ought to take great care when picking your keywords.
Keywords for which there is high competition are always a poor choice, especially when you’re already in your developing phase as a brand.
A fine piece of advice could be to look out for keywords your competitors are bidding for. These keywords could give you the idea that what kind of keywords have a high potential for conversion, but low competition. Hence, they could be a good choice!
3. Use A/B Testing
The PPC technique is purely for generating fast conversions. How about we focus on the user experience (UX)? Why not the A/B technique?
The A/B technique in combination with the PPC campaign can help you yield conversions of unimaginable magnitude. With the A/B technique, you are creating two separate pages to take note of the visitor’s behavior on the website.
Sometimes, it’s really good to know which page layout converts more. This gives you quality insights into your user experience of your site and how it can impact conversions.
4. Plan a Budget
You may want to use Pay-Per-Click advertising especially when you’re a novice in the online marketing business. PPC may really help you when your website has the potential to develop, especially in its initial phase.
However, the fact that PPC advertising is a powerful tool for conversions does not imply investing hefty marketing budgets for conversions. Quality PPC campaign set-up does not mean that you spend freely without keeping track of things. In fact, for effective PPC performance, you may want to plan and start with a little budget.
It’s always good to go with a small budget. You may want to increase your pocket as you progress. Plus, the primary thing here is ROI.
Your return on investment will not only rely on your budget, but it primarily depends upon how engaging and attractive your landing page is. For higher ROI, it is imperative that you know your audience too.
5. Plan Your Audience
Pay-Per-Click advertising may come in handy especially when you want to learn more about your target audience. PPC may be fruitful when your audience knows the product or item and is likely to make a buying decision instantly.
However, if your audience takes a month or weeks to make up their mind, you may want to think otherwise.
So, an important point here is to know your audience as much as you can. If you’ve good extensive knowledge about your audience, you can use the demographics to strategize for generating maximum ROI.
Remember, PPC campaigns can show fruitful progress especially when you are targeting an audience that already knows you.
6. Monitor Your Campaigns for Optimal Performance
The next and most important step for PPC is to monitor your campaigns.
Remember, the aim of controlling your activities is to track mistakes and take corrective measures to elevate performance and move towards growth.
First, put your eyes on the Quality Score that is awarded by Google’ search engine
Your Quality Score is a composite of your landing page, the relevancy of keywords used, and the content of the ad.
To achieve efficiency in terms of conversions, you may want to keep a balance of everything and achieve a good Quality Score.
Your keyword relevance is your key to a high-quality Score. Make sure you have adequate keywords that are relevant to your nature of business and industry.
While keeping an eye on performance, point out poor performing keywords and get rid of these ASAP. They are a poor investment and could be costly if left to continue.
Your content and landing pages must contain phrases and keywords that are often used by your audience. It is helpful to stay updated with your audience’s liking and disliking.
Remember, track performance and take measures to optimize it.
7. Write an Engaging Copy
Even though you’re paying for your clicks, you may not be able to attract your audience with boring content. Remember, content is king. Your copy must have everything to catch the eyes of your reader and attract clicks as if it were a magnet!
Make sure your copy is clear, provides details adequately, blends the magic of persuasion and emotional stimulation, without compromising on conciseness. You may want to pay attention to the size of your copy and tone. Remember, nobody reads a large copy with too many details.
Therefore, it’s really important that you have an engaging copy.
8. Pay Special Attention to Your Landing Page
Finally, it’s all about the outlook of your store that keeps the buyer interested. What good is your hard-earned money used for PPC, if your landing page does not make your visitors stay for a while?
Your landing page is the decider of your fortunes. It is the first page your visitor sees after they click an ad. You may want to take this seriously. Your landing page is your precious gem.
Hence, you have to pay special attention while crafting your landing page.
You may do better if your landing page is appealing, highly engaging, and is a reflection of your goals. You may want to double-check the following for a high-conversion landing page:
- The website is built with a high-design that supports an amazing user experience
- A call-to-action is a killer when it comes to conversions
- Site loading speed is super fast and does not frustrate the user