PPC (pay-per-click) campaigns are an effective way to drive more traffic to your website. In this model of online advertising, you create ads that are strategically designed and placed to grab people’s attention. While you’re charged based on the number of clicks, you can set a budget limit to avoid any surprise costs. Both PPC advertising and SEO (search engine optimization) can help your business build a strong digital presence, especially when combined.
Google Ads is the most popular PPC service on the internet, but you need to understand how to take maximum advantage of it to use it successfully. If you’re a beginner, don’t worry! We’ll provide you with some of the best practices for launching a paid search campaign.
How Google Ads Works
With Google Ads, you can choose the region you want to target with your campaign. This is especially important because you’re looking for potential buyers, and targeting a specific audience is a great way to find them. While your campaign is running, you can monitor its performance on a dashboard that displays essential metrics like impressions, clicks, cost, and click-through rate.
These are the main steps for creating paid search campaigns:
- Write an enticing ad that sells your product and resonates with your audience.
- Choose keywords that your potential customers are more likely to search for on Google.
- Set a budget for your search campaign.
- Use the Google Ads dashboard to measure your campaign and make adjustments on the fly.
Tips for Launching a PPC Campaign
Not all PPC campaigns are created equally. What works best for you depends on what your goals are, who your audience is, and which products or services you’re trying to promote. On the bright side, some tips for launching a PPC campaign are universal, and following them can help you maximize your results.
Before You Begin Your Paid Search Campaign
Understand Your Audience
The way you talk to close friends is not the same way you talk to your parents or to your colleagues at work. Effective communication is not a one-way street; it needs to take the others into consideration. If you run a business, you should understand your audience, its needs, and expectations. From demographics to digital habits, and everything in between, having a clear picture of your audience can help you market your products to the right people.
Research the keywords that are relevant to your campaign. You can start your research with Google AdWords Keyword Planner, a free tool that gives you the cost per keyword, search volume, and information on your competition. Alternatively, Moz Keyword Explorer and SEMrush are some great paid options to help you step up your keyword planning. Keep in mind that broad keywords tend to attract visitors who are in the awareness stage of the buyer’s journey, whereas specific keywords generally attract people in the decision stage.
Set Up Negative Keywords
Even the best choice of keywords for your campaign can make you get clicks from search entries that are not related to your product. Imagine the following scenario: You’re a farmer selling apples in Connecticut, and you’re running a PPC campaign on Google Ads. When you open your campaign’s dashboard, you realize that some people seeing your ads are actually looking for Apple’s products instead of the fruit itself. You can avoid this issue by setting up negative keywords to filter search entries that don’t add to your campaign.
Write an Enticing Headline
Give special attention to your PPC campaign headlines, as they entice people to click on your ad. Take some time to craft your ad’s unique selling points (USPs). You must give your potential customers a compelling reason to click on your ad and ignore your competitors. Overall, your ad copy is on the right path if it communicates why your product is awesome and unique. Writing ads is a process of trial and error, so measure and test your campaign frequently.
Start with a Low Budget
When it comes to search paid campaigns, it pays to start off with a low budget. A good tip is to set your daily budget to half or even a quarter of the actual daily budget you had initially planned. The reason is that you need to measure your campaigns constantly to make adjustments on the fly. When you’re new to digital ads or your campaign is fresh, it’s very likely that you’ll have to pause and optimize your ads to reach their full potential. Until then, starting with a low budget prevents you from wasting money.
Monitor Your Competition
It might be a good idea to monitor how your competitors are doing online, so save some time to analyze their landing pages, ads, and keywords. What are their strengths and weaknesses? The information you gather can help you understand what works for your industry and, more importantly, avoid repeating your competitors’ mistakes. Monitoring is not the same thing of copying, though. Your goal is to crack their marketing campaign and do better.
How Quick Marketing Can Help You
Quick Marketing Group is a full-service agency that caters to clients from dozens of industries. Our PPC advertising team works hard to customize your paid search campaign and incorporate the best strategies to outperform your competition. For more information about our PPC services, you can visit our website. If you would like to talk to someone on our team, feel free to call us toll-free at 1-800-807-8784.