How To Create an Effective PPC Campaign Management? Here is the step by step guide to create Pay Per Click Campaign Management.
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.
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
After identifying your target audience, you need to formulate the right ad targeting strategies. There are two types of targeting you will have to deal with – geotargeting and device targeting. In geotargeting, you will have to choose which specific country, state, province, city, or location you want your ads to be shown. In device targeting, you will have to decide if you want your ads shown on mobile devices, desktop, laptop computers, or in all of them.
Targeting is necessary to make a PPC campaign cost-efficient. Obviously, the broader your target location is, the more you will be spending for 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. Do 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
To achieve a successful PPC campaign Management if you are selling a variety of products, it’s important that you limit your advertisement to a specific category. Doing this helps reduce bounce rates and increases conversion rates as it makes it easier for an interested customer to proceed to buying the product or doing what you expect the customer to do.
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 something 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 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
With PPC campaigns, you have the option to choose at which times your ads will be shown to your target audience. In deciding on this, there are many factors you have to consider. For one, if you can only respond to customers during business hours, it might be better to just show your ads during business hours. Conduct a study as to when your ads are likely to be most effective. If you don’t have access to pertinent data, you can simulate what other similar businesses are doing. You may also do a trial run and put up your ads for full days over a certain period of time. You can then evaluate the optimum scheduling you should be using later on for the rest of your PPC campaign and for your other campaigns in the future.
7. Set the right landing pages and optimize them
It’s a common mistake using your homepage as your landing page. Unless your homepage is designed to act as an effective PPC landing page, you need to make sure that your landing page is suitable for the kind of PPC ads you are running. The landing page, for the uninitiated, is the page where the potential customer who clicked on your ad is brought to.
Make sure that your landing page conspicuously shows the Buy button or other buttons and interactive elements with which the customer can avail of what you are offering. Also, be sure to add texts to help convince the customer to proceed with the purchase. If there are special steps to be undertaken, be sure to provide clear and concise instructions.
8. Be sure to prevent your ads from showing with negative keywords
Pay attention to the building of your negative keywords list. These are the keywords for which your ads will not be shown. This is important because you certainly don’t want your product or brand name to be associated with negative keywords. These keywords are typically those that include “scam,” “defective” and other adverse adjectives or descriptions in them.
9. Use a conversion tracking code as well as Google Analytics.
Be sure to install a conversion tracking code in your ads. This is important so you can monitor the effectiveness of your ads. They can generate data that will be extremely useful as you tweak your ads and improve your PPC ROI. Additionally, take advantage of the Google Analytics platform. It should help you get better insights on the search behavior of your potential customers. It also tracks the CTR and conversion rate of your PPC campaign.
10. Monitor your competitors.
Lastly, it’s advisable to monitor your competitors. This is mainly to help you measure the success of your PPC campaign and undertake tweaks if necessary. For instance, your ads may look similar to what your competitors are using. This is a no-no not just in PPC campaigns Management but it online advertising in general. If you are competing with bigger and more popular brands, you will end up looking like the copycat or counterfeiter, and suffer reputational damage. Always strive to run ads that are better than those of your competitors.
Final Words ⇒
An effective PPC campaign Management is one that results on 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 implement 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 PPC campaign.