PPC is a results-oriented marketing strategy in the sense that companies pay only for the amount of clicks that the ad generated. Despite that, you still have to take risks when starting a PPC campaign. Just because you only pay for the actual number of people who clicked on the ad, does not ensure the campaign will always reach its goal. There are some cases where companies heavily invested in a PPC campaign, and it ended up in utter failure. Despite the number of clicks generated, these still did not convert into paying users, and the campaign did not reach any of the goals that were set.
One reason for this is that they did not optimize their website. Despite users actually clicking the ad and then ending up on your domain, it still is not a guaranteed conversion. Even if all the people in the world somehow found their way to a website, it won’t mean anything if they don’t find the website interesting, or if they don’t find what they’re looking for. There are also times that when a campaign shows certain signs of success, and the people handling it end up being complacent, and all of it goes down the drain. Constant effort is crucial when running any marketing campaign, and PPC is no different.
Aside from paying for ads, you need to do market research to know the right decisions to make down the road.
PPC allows companies who have a relatively small following gain interest in virtually no time at all. This is very attractive to a lot of companies, even to startups on a tight budget. However, before starting any campaign, people need to consider a lot of things before diving head-first. But despite all that though, at its very core, PPC is a very flexible way to gain interest in targeted audiences, and is not that difficult to manage.
Things to consider before starting a PPC campaign
Let’s say you’re dead set on starting a PPC campaign, and you just know it’s a strategy that will work for you. Before making a final decision though, there are some factors you need to consider. Just like any other marketing strategy worth its salt, there are going to be pros and cons, and some risk. Here are just some of the things you need to think of when considering a PPC campaign.
- Think of a proper budget while considering the result
The first thing to consider when going with PPC is the budget. You need to allocate the right amount of finances and other resources by thinking of how much you are willing to spend to get that sale. Think of a proper margin for each product you show in PPC, and then work out how many sales you want to get from this campaign. By considering all of these, you should be able to find out a good budget to dedicate to this project. Another thing to keep in mind is to allow some flexibility in the parameters so you can have breathing room for any eventuality.
- Consider whether your website is optimized or not
It is very important to check whether your website is optimized and ready before you have users come flocking to visit. As mentioned before, there is absolutely no point in having users click your ad when they will immediately be turned off because your website is a mess. In PPC, there is no point in subterfuge because either you have what users are looking for, or you don’t.
Some of the things you need to check is if your website is easy to use, or a hassle to navigate. Also make sure contact details are easily found, and that what you promised on the ad is what the customer will find on your page. You can also consider hiring third-party resources to check if your website is ready, or if there are things that need improvement.
- Know the competition and what they’re doing
One of the general goals for PPC is to make sure that you stay at the head of the pack. You can’t do this if you have no idea what your competitors are up to, or don’t even know who your competitors are. You also need to keep them in mind when thinking about the strategies that you need to employ, and how you can improve on something they’re doing, or offer something they don’t.
In any strategy, knowing your opponents is imperative, and ignorance can be the reason the entire campaign fails. In regards to PPC, knowing how they run their campaign is also helpful when you are trying to create your own campaign structure, as well as other aspects of the campaign.
How to properly set the right goals for your campaign
No matter if you are enlisting the help of a company, or whether you plan to do PPC by yourself, the first thing you should think of are the goals for this effort. Obviously, sales is what everyone wants right now, but the best thing to ask yourself to properly aim for the right goals, is “What do I expect in return for all of this?”
Depending on the tasks you employ, your PPC campaign will also connect to a different set of people every day. When thinking of the kind of goals to set, you should have them easily defined and quantified so the results are easy to read. These goals will also set the bar for future research, so you can check whether your campaign has improved or not. For short term goals, the most common ones are to suffocate the competition, increase sales and revenue, and increase site visitors.
The short-term goals are easily quantifiable, and they can come as early as possible during the campaign, even after only a day. For long-term goals, though, these are what you wish to see somewhere down the line of your campaign. Have customers keep on coming, improving brand recognition, and profit growth are the three most common long-term goals.
Tips on maximizing PPC results
- Create a robust account structure
The first step in achieving your PPC goals, and executing a lucrative and effective PPC campaign is to create a solid account structure. A lot of times, people don’t focus enough when creating their account structure, and it comes out confusing and hard to execute. The things you need to consider when creating an account structure is to determine how many ads and keywords are in each ad group, and how relevant the keywords are to each other and other ads with each group. A good piece of advice is to have multiple campaigns that revolved around each location, product, and other themes you might group them by.
- Make good use out of negative keywords
Don’t underestimate how important it is to make sure you have the correct negative keywords. Because they prevent uninterested people from your site, as well as stop people who won’t find what they’re looking for on your page, they help you save money and time. It also helps reduce bounces, as having people bounce from your ad shows your ad is ineffective, which will reduce its overall quality score as well, which leads to an increase in cost per click. Even if it takes some research and time to determine the right negative keywords, keep at it so that you’ll be able to identify them soon enough.
- Compose ad text that gets the job done
You need to make sure that the ad text that comes along with your PPC ad is attractive and effective in reeling users in. This is very important because bad text can lead to a lower CTR, which will render your PPC campaign ineffective. One way to make effective ad text is to ensure it contains one core keyword, and you should also put it some calls to action and discounts, if available. Make sure to make it clear and concise, so what you’re trying to say is understood completely and quickly.
- Utilize high-performing keywords, and stop using ineffective ones
One thing you need to keep monitoring is which keywords are worth keeping, and which ones you should shelf for now. When doing market research, determine which the best-performing keywords are. This also depends on the goals you’ve set for the campaign, and it can also affect the click-through rate and conversions of certain keywords. Those keywords that aren’t working up to snuff should be paused for now, and you should then focus on the ones that are generating the most traffic. Some characteristics of poor-performance keywords are when they have relatively low search volume, or the bid is not high enough.