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Whether you’re a business owner, a pay-per-click (PPC) newbie or a digital marketing genius, launching a PPC marketing campaign can be a challenge. There is no doubt that it is a great way to drive leads and boost sales, but that’s only when it’s done right.
PPC is one of the most cost-effective online advertising methods. By allowing advertisers to craft and post ads, then charging per click, its success and affordability lie in the knowledge and skill of the advertiser.
So before you jump head-first into your own PPC campaign journey, think about what you might learn from a PPC marketing expert. By asking a few key questions, you can get a better understanding the nature of a PPC campaign, which may well transform your fortunes.
Before asking PPC marketing expert your questions, you should first decide what you wish to accomplish through your campaign.
For many advertisers, the goal is to increase sales and maximize revenue. For others, it’s additional exposure. Basic goals such as sales and brand awareness is a good place to start, however, you should also target more complex goals.
Consider these elements of a PPC campaign when setting your goals:
Setting goals and being curious enables you to ask in-depth questions that will help you understand whether or not your investment is working properly.
Once your goals have been set, it’s time to come up with the all-important questions to ask your PPC marketing expert.
According to a recent study, on average, small businesses spend around $1,200 on PPC. Remember: under budgeting can sacrifice opportunity but without enough control, a poorly-run campaign can be financially devastating.
Before launching your new PPC campaign, you should have an estimated budget in mind, to give you a general idea of what you’ll be willing to spend every day through PPC advertising.
These budgets can vary from one advertiser to the next, so all you need to do is choose a budget that works for your specific situation. Once this is decided, ask your PPC marketing expert how you should properly use your budget.
In PPC, real success will generate a positive return on investment (ROI), and it isn’t only measured by clicks. Make sure you’re measuring both conversions and clicks, however, if you want to measure your true ROI, you’ll need to connect all the dots. Success means tracking your clicks and post-click actions.
The first step to track your conversion is to define conversion goal in your Google Ad account. Once it is done, you can proceed to set the desired conversion action which could be a purchase or a phone call. This is where you can start to track the data.
What Ad conversion tracking tool does for you is that it records engagement data from visitors when they make a click on your Ad. With the help of Google analytics, you can easily get the record of customer’s activity after the first click on your ad and make their way on your website. Through this, you can also figure out the intent of the visitors after they choose to click on your PPC ad for a specific keyword.
The data collected with the help of Ad conversion tracking tool provides you with enough actionable insights about how your campaign should be designed to get better CTR through optimization such as Ad copy, keywords or bids
Choosing the proper keywords is a vital step in PPC marketing success. It’s good practice to think about your target audience demographics, and the keywords they would be searching to find solutions like your products or services.
The quality score system determines ad relevance. This scoring system ranges from 1 to 10 and affects both your ad rank and click cost. This is why it’s vital to optimize your PPC campaigns for the highest quality score possible
This quality score is affected by a number of factors:
Great question. For this answer, make sure to ask your marketing expert about keyword organization, keyword research, and refining ad copy text.
Effective ads that are relevant to users will generate a higher CTR. This is one of the best ways to boost your quality score. Make sure you optimize landing pages for easy navigation, and craft copy and CTAs that are compelling and targeted to your user’s needs and interests.
You should monitor traffic on a regular basis so you can identify emerging keywords that are generating a high return on clicks and conversions.
This involves finding and filtering keywords that attract irrelevant searches, and therefore drain your budget.
For instance, if your PPC campaign is for “country homes”, you’ll need to implement negative keywords to prevent your ad’s visibility in searches such as “country music”.
Digital marketing goes way beyond Google Ads.
Ideally, your ads should be current in all platforms and programs, including social media. These platforms allow users to narrow their target audience finely. Social media also comes with significantly less costs than Google Ad campaigns.
For PPC, it’s best to monitor your account on a daily basis. This is because PPC results tend to fluctuate, similarly to the stock market. If your PPC campaign is left running on a set automated mode, your investment return will suffer. That’s where reporting tools come in.
PPCexpo offers the best tools on the market to guide you to areas of concern in your campaign. Thanks to our extensive report library, you can get a prepared and precise campaign health analysis to understand what works best for your situation.
If you’re new to PPC campaigns, chances are, you have a lot of questions.
By getting good answers to big questions like the ones in this blog, you’ll be ready to create a successful PPC campaign sooner than you know it.
Remember: Due to the constantly fluctuating nature of the PPC landscape, the key to maintaining PPC marketing campaign success is ongoing research and continual optimization.
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