Pay-per-click advertising or PPC as it is commonly referred to, is a digital marketing tool used to raise brand awareness and drive website traffic. PPC campaigns are fast becoming a popular option due to the potential reach that can be generated, the leads that can be gained and the almost instantaneous results. PPC campaigns are particularly effective in a shopping format, after all, it is estimated that 64.6% of consumers click on Google ads when they’re shopping online. Advertisements created in a PPC format are fully customisable and the desired outcome can be influenced depending upon planning, budget and resources. So what does it take to plan a successful Google PPC campaign?
Be Prepared and Plan
It all begins with a plan. Before setting up a PPC campaign you need to conduct some research and find out what exactly it is that your target audience is looking for. To get the most out of your advertising campaign you want your audience to find your adverts, and the more specific your keywords are, the more relevant your audience will be. Take advantage of Google’s Keyword Planner and create a refined list of words suited to your targeted campaign.
Keywords are great and they get all of the limelight when planning your Google PPC campaign, although you need to take negative keywords into consideration. Negative keywords can be specially selected terms where you don’t want your advert to be promoted. Combine both keyword techniques to create a more refined and tailored campaign.
Establish Your Budget
Essentially, pay-per-click does what is says on the tin. The higher your budget, the more clicks you will likely receive from your intended audience; and in turn, this can convert into sales and revenue for the business. Prior to setting up a PPC campaign, you should be aware of how much you are willing to spend in a month and therefore how much you want to spend in a day. It is important to budget and set daily limits, as to avoid spending all of your dedicated budget on day one.
In addition to this, certain keywords cost more than others. When completing your initial keyword research, assess the popularity of the terms and see if there are cheaper variations you can bid on. If you have a range of products or services that you are looking to advertise, consider splitting the budget amongst each campaign. If you are looking to push some things more than others, give that campaign a larger portion of the budget to increase its exposure.
Monitor PPC Campaign Performance
The data you receive is gold dust. It provides valuable insight into how your adverts are performing and what is more, the campaigns can be tweaked as you go along. You can find out how much traffic your ads are driving to your target landing page, the cost of each click, how much revenue is being generated, the conversion rate of your visitors and much more.
Don’t set up your PPC campaign on day one and leave it to its own devices for the entire month. Check in and see how each advert is performing, intervene where necessary and make amendments. If you think a campaign is underperforming, experiment and make changes; increase the daily budget, add in additional negative keywords and assess the results again at a later date. One of the great things about PPC campaigns is you can see the results almost instantly.
Start an Effective PPC Campaign Today
Are you interested to find out how PPC campaigns can improve your return on investment and increase your brand awareness? At Peaky Digital, we specialise in PPC solutions and we have a wealth of experience in this area. Get in touch with us if you require any additional support with your marketing initiatives, a member of our team would be very happy to help.