Pay Per Click or PPC is a distinct online advertising model. It’s basically about advertisers paying only for advertising when their ads are clicked. It is deemed as one of the effective and efficient Internet advertising strategies unless you are doing it the wrong way. You need to carefully plan and conduct your PPC campaign. Otherwise, you will not get enough benefits from it to compensate for the expenses. Consider the following guide to maximize your success with PPC.
Effective PPC Campaign Management
1. Set goals, identify the target audience and determine your budget.
The goal setting is vital to PPC campaigns. Whether it’s about increasing sales, subscribers, or brand awareness, you need to be certain of what you intend to achieve. Being unclear on what you want to get from the campaign will likely steer you in the wrong direction as you use methods and strategies that are not suitable for the intended purpose.
On the other hand, you also need to be sure of who you are trying to reach out to. PPC campaigns & PPC campaign management require precision to be effective. You need to be clear on who sees your ads. PPC advertising is like showing a shopper a specific rack or section of the store where they’re supposed to find what they’re looking for. Hence, it will not work if you are using the ad for someone uninterested.
Moreover, you need to be clear on your budget. Quantify everything so you can have clear bases in determining how successful your PPC campaign has been.
2. Plan your targeting.
Targeting is necessary to make a PPC campaign cost-efficient. Obviously, the broader your target location is, the more you will be spending on the campaign. Similarly, running your ads on both desktop and mobile devices will be more costly as compared to just targeting one type of device. It’s important to ascertain the viability of the campaign based on the location of the target audience and the device they are using.
3. Does keyword research?
Keyword research is not something you can whimsically do. You need to pay attention to the list of core keywords you want to optimize with. Find the keywords with the best potential for conversion. Don’t limit your campaign to low-cost keywords. They may cost you less but if they don’t deliver in terms of conversions, they’re just useless. Also, your keyword list does not always have to be the list you will be using through and through. You can refine and expand your keyword list depending on the performance of your campaign.
4. Choose a specific product category.
5. Come up with a compelling, effective ad text.
The ad text is what your audience reads on your ads. You can’t make a lousy job on it. It has to be concise and convincing. It should be specific and be able to directly address what the target could be looking for.
The text should contain at least one of the core keywords you are working on. It should also include texts relating to promos, discounts, and other schemes that are likely to draw in potential customers. As much as possible, it should present a problem-solution scenario, wherein your product is the solution.
Additionally, ensure good readability. Avoid long sentences. Strive to come up with an ad copy the thought of which can be instantly understood at a glimpse. Seldom does anyone reading texts online pay attention to ads, let alone ads with lengthy texts. Of course, don’t forget the call to the action part of your ad text. There should be some form of instruction or suggestion to the readers to guide their response to the ad.
In connection to geotargeting and keyword research, you may also want to consider localizing your ad texts. It might be more effective to use the local language, local idioms, or local expressions in the ad copy. You may need to enlist the help of localization services experts, or you can just do your own research. Just be sure that you are properly using local terms and expressions.
Also, consider adding ad extensions. They are details added to the regular ad. These are the Call Extension (the contact number right beside the main link), the Location Extension (on the line immediately below the ad text), and the Sitelink Extension (additional links to specific pages on your site). These extensions make ads more prominent and allow potential customers to more conveniently respond to the ad. Additionally, they help improve ad quality score, at least as far as Google is concerned.
6. Choose the right ad scheduling.
7. Set the right landing pages and optimize them.
8. Be sure to prevent your ads from showing with negative keywords
9. Use a conversion tracking code as well as Google Analytics.
10. Monitor your competitors.
Monitor Your Competitors
Final Words ⇒
An effective PPC campaign Management is one that results in higher sales or at least better brand popularity or product awareness. Take into account the points discussed above to make sure your campaign delivers. Also, remember that you can always tweak your ads as you deem necessary. Don’t just launch the campaign and let it take its course. Observe how it works and implements the necessary changes to make it better and achieve the results you want.
We hope these all effective PPC Campaign Management tips will help you to get more out of the PPC campaign.