What is PPC?
Pay-Per-Click advertising, commonly referred to as PPC, is a popular Digital Marketing model. PPC helps businesses reach their audience through targeted online ads. With PPC, advertisers pay a fee each time their ad is clicked. The goal of PPC advertising is to target the people most likely to purchase your product or use your service. By delivering ads specifically to the people interested in your business you have a much higher conversion rate.
Where do you start? Choose a platform!
To get started with PPC advertising, the first thing you need to do is choose a platform. When it comes to PPC there is a wide range of platform choices. Google AdWords, Bing Ads, and Facebook Ads are some of the popular platforms for PPC advertising. Choosing a platform that’s right for your business and its target audience can be crucial to your campaign’s success. Finally, After choosing the platform the next step is to create the corresponding account and move towards keyword research.
Keywords, what are they? How do you choose them?
Firstly we must ensure we are choosing the right keywords for your advertising campaign. Keywords are the search terms that people use to find products or services online. Choosing keywords that are both relevant and unsaturated can make or break your campaign. The ideal keywords would have high search volumes, low competition and good relevance to your product or service.
Create your Ad
Your Ad copy should follow your business’s brand identity, be compelling and mirror the user’s objective. Thinking about what people want when searching your keywords is super important. For example, if your keywords were “Sell my car”, your ad might include things such as “hassle-free car sales” or “We want to buy your car” It’s important to show the user that both your objectives and theirs are aligned, this will significantly increase the click rate of your Ads. You can include Statistics, emotional triggers, unique selling points, and many more strategies in your Ads. Your Ad copy should be unique to your business and your target audience, this combined with your keywording will play a heavy part in the success of your campaign.
Budget and Keyword cost
One of the final steps in creating your Pay-Per-Click advertising campaign is assigning a budget for the campaign. While this has most likely been discussed before this stage, we are talking about the daily budget for clicks at this stage. As we know, PPC advertising charges every time a user is directed to your site. You can set a daily spending limit for how many customers the ad will direct. The next thing to consider is the cost of keywords. While we touched on this before regarding how “busy” each keyword might be we didn’t specify how the “bidding” process works. You are essentially bidding to be the top result for that keyword and the highest bid will secure the ad space for their PPC campaign. It is important to go through your list of keywords from your earlier research to find a good balance for your business spending.
Your campaign is going live, what’s next?
While setting up your PPC advertising campaign it’s important to look at the synergy of your website and socials. One of the best things you can do is set up google analytics on your website (This is FREE). This tool provides insights into how your website is performing. It also shows how users interact with your pages and what content is attractive to visitors. Furthermore, the information you gather from google analytics can be used to help refine PPC campaigns and even your overall strategy.
Time to ask the professionals?
Setting up and managing an effective Pay-Per-Click Advertising campaign can be a difficult task.
Here at Social+, we design, research, create, and optimise PPC campaigns to help your business gain an edge over the competition.