How to run a successful PPC campaign for your business

Did you know there are over 3.5 billion Google searches each day? (Internet Live Stats) Think about how many potential customers and leads that is looking for your business and services right now. The question is will they find you?

Both Search Engine Optimisation (SEO) & Pay Per Click (PPC) advertising are about getting more visibility, and traffic from search results.  SEO is the process of refining your website so it can be indexed and ranked organically by search engines, while PPC is advertising within the search results. The best thing about PPC? These users are already looking for your business & services and you only pay when they click on your ad.

Why should I use PPC?

There is no doubt that Pay Per Click advertising is a great way to promote and increase visibility of a new business or website which doesn’t rank organically yet within search results. It offers fast and immediate results and can be used to ‘fill gaps’ for search terms where your business doesn’t currently appear in the search results.

But PPC can also be a fantastic tool for established businesses. It’s the perfect way to promote a special offer or time sensitive offer on your website, it allows you to drive highly targeted traffic to your website and when used alongside best practice SEO it can enhance your visibility for key search terms.

Imagine your business appears in the organic results, the sponsored listings and as a Google business listing? That’s a lot of ‘real estate’ for your business and much less space available to your competitors. Let’s face it, people very rarely move beyond the first page of search engine results!

Last but not least, PPC works well no matter your budget. Whether you have a small pot of money available, or a large marketing budget you can still take advantage of this channel and have complete control over what you spend.

How do I run an effective PPC campaign?

Despite all these benefits and opportunities, running a PPC campaign can be a minefield and quite daunting if you have no previous experience.

So, how should you start and how can you create an effective PPC campaign? It’s a vast area but these five top tips are designed to help you get started:

  1. Always start with your business objective

This might seem obvious but as with any marketing campaign ALWAYS start with what you want to achieve. What is the overall goal for your business, what do you want the PPC campaign to achieve and how much do you want to spend? Perhaps you want to boost awareness of a new business by driving traffic to a new website, or maybe you have a special offer on your products for the next month and want to boost sales.

Resist the temptation to dive headfirst into creating a campaign and be clear on what you want to achieve first and what your budget is.

  1. Do your research

Think about who your ideal customer is, what they are looking for and how they search for it. Even if you think you know exactly what search terms they will use, it’s always worth doing your research because there may be keywords that you haven’t thought of or terms that are more or less competitive in your industry.

Carrying out detailed research allows you to make sure that your budget will be sufficient to reach your target customers. Ultimately if your budget isn’t sufficient for your keywords or you target the wrong terms, your campaign won’t deliver results.

Let the brainstorming begin.

  1. Optimise your landing page

It’s easy to get so lost in planning your campaign that you forget about the end result – sending people to your website.

You need to make sure you send people to the area of your website that is most relevant for their search and that this page is compelling, engaging and has a clear call to action.

Relevancy between your ad and your landing page has a huge impact on the experience for your customer and the overall performance of your campaign.

The focus of your PPC campaign is to get your target audience to convert – make sure your landing page is set up to encourage this.

  1. Set up your account and create engaging ads

How you structure your PPC campaign is very important. Design clear campaigns, ad groups, ads and keywords and don’t forget to include negative keywords as this will allow you to filter out irrelevant traffic.

Writing your ads can sometimes feel frustrating as you only have a certain number of characters allowed in each field but trialling at least 2-3 ads in each group is a great way to test which headlines and copy work best for your target audience. Always make sure your ad has a clear call to action and take advantage of ad extensions – this adds more ‘real estate’ to your ads and allows you to test out different call to actions to find out which resonates best with your audience.

Ultimately think about your customer journey from the start of their search, through to your ad and then your landing page. Does your ad and landing page fulfil their needs?

  1. Manage your account

You have set up your campaign and now you can just leave it running right? Absolutely not! Regular monitoring of your campaign, for example looking at performance of individual ad groups, ads, keywords, locations, search terms being used and adding negative keywords, will provide you with valuable information that allows you to improve your campaign going forwards.

Is your PPC campaign delivering the results you hoped for? If not, why not? Think about how you can modify your campaign and use your budget to deliver maximum return on your spend.

Don’t launch and run!

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Have you run any PPC campaigns yet? What has your experience been?

PPC isn’t an exact science and campaigns don’t always perform as expected, but if you start with a clear plan and understand your target customer you will significantly improve your chances of success.

Thinking of setting up a PPC campaign but not sure where to start? We are offering a FREE consultation – get in touch today to find out more.

Email: rosie@baobab-digital.com

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