Understanding Pay Per Click campaigns can be daunting, especially for businesses who are unfamiliar with tactics typically used in this form of advertising.
What is a Pay Per Click Campaign?
Pay Per Click (PPC) is an online marketing campaign that allows you to place an advertisement for free, and then you pay a certain amount of money each time your ad is clicked and the person is taken to your website.
You have the ability to choose keywords and phrases with which you want your website associated when relevant searches are performed when you decide to do a PPC campaign, thus creating a distinct accuracy in attracting people specifically interested in your services. However, you also have to decide just how much you’re willing to pay to be found in this manner.
PPC Campaign Tips:
1. Identify Your Product/Service
Perform a search on Google describing your specific services and price points. Identify your major competitor’s ads, what they are offering, and what they are focusing on.
2. Keywords, Negative Words, and PPC
Utilizing Wordtracker for keyword research also exposes a great deal of negative keywords, and if this is your go at PPC, you can find broad matches to identify what the market is doing and what words people are using in their searches. Only use exact matches when you are certain they are the ideal keywords to use. Additionally, a popular technique is using broad and phrase matches along with a lot of negative keywords.
3. Construct Your PPC Campaign
Each individual section of your site is a separate campaign group and its own individual ad group, therefore you will have multiple AdGroups, with its own collection of keywords and adverts. A quality PPC campaign should begin with 10 AdGroups at the very least, yet 50+ is ideal (time allowing).
Remember that each individual category gets its own AdGroup, so it’s not at all out of the scope of reality to have more than 50. Also keep in mind that the higher the relevancy of your keywords, the better your ratio of clicks to impressions (CTR). The higher your CTR (1% or better), the higher your chances are of Google lowering the amount of money you pay for a click while simultaneously increasing your ad position on the page.
4. Creating Landing Pages
Every product or service you offer should have it’s own specific page with a concise description of what it is you are offering. Your corresponding ad should link directly to that Link, and the keywords should mirror one another. Keep in mind that a quick-loading page is imperative to keeping people engaged with your site, so be sure that your loading time is up to par.
5. Identifying Effective Ads
PPC campaigns allow for ad variations. This gives you the ability to experiment with different ad text etc to identify the efficacy of each ad. This makes it so that you can increase the use of effective ads and nix the ones that just aren’t cutting it.
6. Utilize Google Analytics
Using Google Analytics will help you to examine your SEO and PPC keywords. It will identify your bounce rates, which is important because it will help you target areas that need improvement by telling you what your bounce rate is in comparison to your CTR rate. Ex: A high bounce rate with a high CTR rate means that your landing pages could use some work.
7. Revise and Optimize Your PPC
Examine your campaign, learn from it and keep refining it whenever you can. Don’t be afraid to put some of your Keywords or AdGroups on hold if they are not delivering positive results. Use your PPC to get people onto your site, then use analytics to identify what they’re doing once they get there.
Doing all of these things will allow for your business to have optimal success in your PPC campaign!