Investing in PPC ads is an important decision. You may not have the time to invest in organic marketing methods and need to get traffic straight away. And when 65% of Google users click on paid ads, PPC is a great place to start your marketing campaign.
But if you want your next PPC campaign to succeed, you need to set up your campaign correctly. Follow the guide below to set up a successful PPC campaign for your marketing strategy.
Define Your Goals
The first step to creating a PPC ad campaign is to decide what you want to accomplish. How you build your campaigns, design your landing page, and manage your keywords will change based on what you want to do.
Here are a few questions to ask when trying to figure this out:
- Do you just want to increase site traffic and brand exposure?
- Are you trying to sell a specific product?
- Do you want to collect customer information like emails?
- Does your business need direct contact with customers?
Answering these questions will help you customize your campaign to meet your goals. You can design your ads and landing page to cater to those goals and increase conversions.
Create Audience Segments
The last thing you want to do when running paid ads is target every person you can. Yes, Google’s reach gives you a lot of power to reach as many people as you want. The question is, will all those people be interested in what your company offers?
In most situations, the answer to that question is no. There is a limited audience for your product. If you want to maximize your ad dollars, you want to focus on advertising to those people.
To start, you need to learn about your customers. Define their interests, problems, demographics, and other essential factors.
If you have multiple types of people in your audience, create an audience persona for each segment. You can create unique ads for each group to better appeal to what they want.
Set a Budget
It’s vital to get your budget right when starting a PPC campaign. If you put an unlimited daily limit on your ads, you risk running out of cash and not getting customers.
Initially, you will probably want a small budget. This is because you need to distribute campaign funding to several different campaigns. You’ll have different creatives and audience segments to test.
As time goes on and you see what works, you can start optimizing to improve conversions. Once you accomplish this goal, you can increase your budget on winning campaigns to drive as many customers to your business as you can afford.
Build a Landing Page
PPC ads include more than an ad creative. You aim to use persuasive messaging to get someone’s interest in your product. Once you have someone’s attention, they will click on the ad to your website.
One problem some companies face when doing this is an unoptimized landing page. They send potential customers straight to their homepage or product page. These pages aren’t usually designed to appeal to paid ad clickers.
An optimized landing page will work better. Think about someone’s frame of mind when clicking on your ad and build your landing page to appeal to that mindset. Doing this will help you appeal more to visitors and increase their chances of becoming customers.
Create a Bidding Strategy
You need to be smart about bidding with PPC ads. You may waste your marketing budget if you set up bidding wrong and don’t closely monitor your costs.
If you want to take things slowly initially, stick to manual bidding. Doing this will help you understand your costs and avoid paying more than you want.
Google also offers automated bidding for those who don’t want to do manual bidding changes. You may pay a bit more when doing this, but you also save time and can quickly test ad creatives.
Write Your Ad Creatives
Creating your ad creatives is the last step to creating a great marketing campaign. Look at your audience persona and marketing goals to determine the best way to do this.
Don’t just stick with one creative when doing this. Create as many as you can think of before launching a campaign.
Doing just one ad probably won’t work. You need to start multiple campaigns and test different ideas. This information will tell you which language and other factors result in a higher click-through rate and more conversions.
Collect Data and Optimize
Your job isn’t over once your ad campaigns are up and running. As time goes on and you gather more data, you’ll learn what works and doesn’t work for your marketing campaigns.
Pay-per-click optimization is the process you go through when doing this. You make small changes to the campaigns that show the most promising results and see which ones work the best.
You’ll also do testing and optimization on your landing pages. Small changes like font, color, and layout choices can significantly impact the conversion rate.
You may want help during this process if you aren’t sure what to look for. Reach out to an agency like Falcon Digital Marketing to get help optimizing your ad campaigns.
Start Your New PPC Campaign
Starting any paid marketing campaign is a risk. You’re putting your marketing budget on the line for ads, and if you do things the wrong way, your PPC campaign may end up as a failure.
That’s why you need to learn how to set up Google ads correctly. Ensure you read and understand the process above to handle PPC management and launch a successful ad campaign.
Do you plan to launch any more marketing campaigns in the future? Learn more about making them successful by reading more guides on the blog.