Every business wants to ensure that whatever type of marketing campaign they launch is successful and reaps a positive ROI. Whether it’s a PPC campaign or a different kind of campaign, there are always some dos and don’ts that you should follow to ensure a successful campaign.
If this is your first PPC ads campaign, you probably don’t know specific insider tips that can help you as you navigate PPC platforms. Here are five PPC tips to follow to boost your success rate.
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Tips For A Successful PPC Campaign
1. Know and Define Your Goals
The only way to measure the success of any marketing campaign is to have goals that you can follow and track. As with every other aspect of your business, don’t dive headfirst into a PPC campaign without any plans, expectations, or goals.
Defining your goals is vital to your search ads campaign’s overall effective PPC strategy. After all, as you create your plan of attack, you’ll want to focus on ways that will help you achieve your goals instead of taking a blind swing and hoping for the best.
For example, suppose your goal is to increase customers in a certain region or demographic. In that case, you’ll want to use targeting options of search ads to seek out your target audience and write ad copy and ad variations that will be attractive to them.
When your strategy is built around your goals, you’ll have an easier time achieving them and tracking your success.
2. Understand How Keywords Work
There’s more to PPC keywords than just plugging in words you associate with your business or services. PPC campaigns allow you to create both triggering and negative keywords, whether they’re short or long. Knowing how to use all the different types of keywords to your campaign’s advantage will drastically help your campaign.
A good place to start is to make a list of positive keywords that you want to use to trigger your paid ads. If you’re a dental facility in Pittsburgh, examples of this may be “dentist in Pittsburgh” or “dental offices in Pittsburgh”. However, you also want to incorporate negative keywords: words that will block your ad from being shown for irrelevant searches.
Again, let’s take the example of a dental facility in Pittsburgh. If you offer adult’s dental services, you would want to add “children”, “child”, or “pediatric” to your negative keywords list. This will prevent people searching for a pediatric dentist from accidentally clicking on your ad.
For a good idea of what keywords are and aren’t relevant for your business, look at Google Analytics and research what words your competitors are using. Trial and error may also help you determine which keywords to use.
3. Take Advantage of Targeting and Reporting
Google Ads has greatly expanded its targeting and reporting capabilities in the past years, so remember to take advantage of this. Unfortunately, many businesses may overlook targeting and reporting, but this is a rookie mistake.
Especially in situations where your goal is to reach a certain demographic, targeting tools can be a significant help in getting your ad to the right people. Targeting can be as specific or as generalized as you want and can make running multiple campaigns at a time easier. With specific targeting, you can launch two separate ad copies and not worry about the wrong target group seeing the wrong ad.
Additionally, reporting can give you better knowledge of optimizing a PPC campaign for a certain demographic. For example, you can use reports to see where your site visitors are coming from; giving you a good idea of which demographic you should target and how to optimize your PPC campaign for that demographic.
4. Don’t Forget Your Landing Page
As you focus on creating a PPC campaign, it can be easy to forget about the quality of your landing page. Your landing page is the first place visitors are taken after clicking on your ad, so it’s vital that it’s up to standard.
To improve your odds of turning leads into converts and drawing users further into your website, ensure that your landing pages load fast and provide the information users are looking for. If your landing pages take longer than a few seconds to load, many users will exit the page before they’ve even seen your website. Instead of raising your conversion rate, you’ll raise your turnover rate.
Each ad should have a unique and relevant landing page. If a user clicks on an ad for sandals, they shouldn’t be taken to your home page where a variety of footwear is mentioned. They should be taken immediately to a page dedicated to sandals.
Similarly, ensure your landing page has a clear message. If you want users to contact you about your services, place your contact information in a clear, easy-to-find location. Users won’t search your entire website to find your call to action, so go the extra mile and display it plainly on all of your web pages.
5. Track and Analyze Results
The most successful PPC campaigns are routinely updated and optimized based on current performance results. Having a way to track these results is crucial for ensuring your PPC campaign continues to be effective and is on track to meeting your goals.
Most PPC platforms offer some form of analytics and tracking, so be sure to explore them. Keep an eye on your PPC ad campaign for the full duration of its launch, as recognizing trends will help you discover the best advertising methods. You’ll never truly know what will and won’t work until you start seeing results and analyzing them.
Tracking and analyzing your results will give you valuable insight into how to approach future campaigns. You should never disregard them as, in the future; the results may prove useful even if you aren’t hoping to meet the same goals.
At first, analyzing and interpreting results may be a bit of a challenge, but you’ll get more familiar after gaining more experience.
While not a complete list of all the tips for PPC campaigns, the above five PPC tactics should help you start your PPC advertising campaign on the right foot. Make sure to commit plenty of time and resources to the planning and strategizing aspects of your campaign, though, as this is where many businesses tend to cut corners.
Running a successful PPC campaign is not something you can do on your own with no experience. Marketing is a challenging industry and while many local businesses may be familiar with the basics, creating and maintaining a robust PPC campaign is not for the inexperienced. You may do alright on your own for a while, but you should work with a professional team like ours to get the most out of your marketing budget. Call us today to see how we can optimize your PPC ad campaign and help you make the most out of it!