The Beginner’s Guide To Start An Effective PPC Campaign

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You may be referring to it with different names – PPC, search engine marketing, paid marketing, SEM, and more. Whatever you may call it, this kind of marketing strategy could be explained in simple terms as a tactic to attract web traffic by purchasing ads on the search engines. No matter how simple it may sound, there is a lot that goes into implementing a successful PPC campaign. If you are all set to launch your first PPC campaign, you could continue to read the vital steps that you should follow to kick-start your PPC campaign on the right note.

#1: Create A Solid Foundation

The first thing that goes into creating a solid foundation is identifying the objectives of the campaign? Ask what is the purpose behind running these paid ads? Are you looking to compel the customer to pick up the phone and dial your number? Do you want them to come to your website and fill up the online form? Are you offering some downloadable item on your site?

The objective that you set up for your business will lay the foundation and will give direction to your campaign.

The next essential thing that helps in establishing a good foundation is determining your target audience. Are you a B2B or a B2C firm? Is your audience technical savvy? Will your audience use a mobile device for the product or service? What kind of keywords are they using to search? The more peculiar you are in defining your audience, the more powerful it will be.

Lastly, it is very important to set the budget and understand the level of monetary risks that you could take. An immediate ROI couldn’t be expected, and thus you will need to decide how much you could spend upfront on it. If you could be loose with your budget, you could bid on the general terms that you may not be sure will show results, however you would like to test its efficiency. Generally, the lower the budget and the high CPC, the fewer risks you could take and less testing you could do.

In the same vein, consider the number of services that you will be bidding on. If you have one services on a single location, you will not have to bid on many terms relating to that service.


#2: Choose The Most Relevant Channel

If you are talking about PPC campaign, it is not a bad idea that you begin with Google Adwords no matter who the target audience is, what the budget is, or what the depth of the keywords is.

Not only Google is the most popular advertising platform with the most number of audience, it is quite convenient to set up a PPC campaign on Google. In addition to that, it is quite inexpensive and could also drive some valuable traffic. However, it is not the only option.

You could also consider some platforms other than Google Adwords and Bing Ads. These are called second tier search networks. These will generally not drive as much traffic as the top tiers do, however, they are less expensive (lower cost per keyword) and less competitive.

#3: Create The Keyword List

The next step of your campaign is to create a keyword list. These keywords will trigger the ads that will show up in the search engine result pages (SERPs). In order to avoid spending money on clicks that don’t give any conversion, it is strongly suggested to choose the most relevant keywords.

Do a thorough research based on the location, demographics of those who are using the most relevant keywords to find your product or service. Try to think like them and figure out what are the terms that you will be using to find the results.

Try to understand the keyword intent and include the variations of the keyword. If you doubt a particular keyword is relevant or not, you could try conducting a few searches and see the results that come up.

#4: Create Campaigns/Adgroups

Starting the PPC campaign within the engine, will require you to start a campaign and adgroups. These are essentially the folders and sub-folders for your ads and keywords. You might commence your PPC campaign with a single campaign containing a single adgroup. Or it could be 20 campaigns with 100 adgroups. The number o f campaigns and adgroups will largely depend on the varying keywords that you are planning to bid on. The most important aspect that you should keep in mind is to keep the campaigns and adgroups organized.

See if you could divide the various keywords into groups, so that you could create indicidual campaigns for those groups.

#5: Write Killer Ad Copies

Now is the time to write the copies for you ad. Write them as effectively as you could with the targeted keywords, and in such a manner that it manages to grab the attention of the searchers. Your ad copy should be relevant, free from grammatical and spelling errors, informative, and with a clear call to action.

How effective your ad copy is could make a huge difference, as the copy will determine the click-through-rates that your ads are getting on the search engine. The more quality score, will reduce the cost-per-click and increase the ROI.

#6: Ensure that your landing pages are conversion-ready

How many times does it happen that you have an amazing ad with the highest click-through-rates, however the conversion rate is zero. The reason is because your landing page is not that effective to convert the visitors into leads. It is strongly recommended not to spend a penny until your landing pages are ready.

These simple 6 steps will ensure that you kick-start your PPC campaign with a bang. However, your job is not complete with these 6 steps. Throughout the life of your PPC campaign, you will be modifying the keywords, testing the ad copy, and the landing pages, playing with the bids, and maybe even changing the focus of the campaign.

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