PPC campaigns are one of the most powerful tools to create leads and sales. That’s because they’re a cost-effective way to generate qualified traffic to your website and make it easy for potential customers to find you.
This blog will discuss how to create a PPC Campaign & best PPC Campaign strategy by the leading search engine marketing agency Singapore.
So, let’s get started.
How to Create a PPC Campaign
Once you’ve mastered the advantages of PPC and know the key concepts, let’s start making a successful PPC campaign with Google AdWords or another platform.
There is no need to go through these issues step-by-step, but you’ll need to go through them all to ensure you’ve got an effective marketing plan.
1. Set Parameters
I know you don’t have to do these steps in order; however, you must complete this first. If you do not have the right parameters, you could risk your advertisement being untargeted and ineffective.
It is important to place your ads in their context within your final goals in business. Then, consider how your paid ads will help you achieve those objectives.
Finally, consider the goals you’d like to achieve through your advertisements, whether it’s sales, visits, brand awareness, visits, or other things and the amount you’re willing to invest to reach that goal.
- Your ads should include the following:
- Who are you looking to reach out to
- The theme of your campaign
- What are the criteria to measure success?
- What kind of campaign will you conduct?
2. Set the Goal and Metrics for it
Your goals for your campaign will provide you with a tangible result of the value of your advertising as long as you decide the metrics you’ll use to evaluate your goals.
As we’ll discuss further, the metrics you set for your goals should not be misinterpreted as a result of your campaign’s measurements. The best digital marketing company in Singapore shares some of the most typical PPC goals and ways to evaluate them.
3. Brand recognition
It is the degree to which people are interested in the company you represent. It’s an excellent idea to research display ads for this purpose so that you can augment your copy with appealing images.
In addition, it is possible to determine brand awareness via social media engagement, surveys, or direct visitors. The lead generation process is the result of having a well-designed as well as and engaging landing page that follows your paid advertisement.
In addition, since you’ll be creating an entirely separate site for each group of ads, you’ll be able to monitor lead conversions in your Google Ads interface using the tracking pixel or via the UTM parameter in the case of an application such as HubSpot.
Promotions for offers are great when you’re running a limited-time offer, service, product discount, or contest. Creating a separate sign-up page or discount code is recommended to know the names of those who clicked on your advertisement.
The sales can be quantified by the amount of product or service sold based on the ads you have paid for. But, again, you ought to be able to measure this with the CMS program or through attribution reporting.
Traffic to your site is an excellent objective if you’ve got high-quality content. However, if you’re spending on advertising to get people to visit your website, you need to know that you’ll keep them there and eventually turn them into customers.
4. Select the Campaign Type you want to use
It’s not just important to determine where you’ll place your ads but also the best way to do it. There are numerous paid advertising campaigns, and choosing one will depend on where you’ll get your message to your customers.
However, that doesn’t mean you shouldn’t try advertising in different ways; however, you may also explore a mix of styles, so long as you’re continuously trying out and revising.
Search Ads are the most popular kind of PPC. They are the ads in the text which appear on search engine result pages.
Display Ads lets you display advertisements (usually based on images) on other websites, including social networks. There are many options for buying advertisements for display, including Google Display Network (GDN) and other ad networks.
Social refers to ads you encounter on social networks, including Facebook, LinkedIn, Twitter, and Instagram. Depending on the platform, you can pay to be shown the ads in your target’s social feed or elsewhere on their profile.
Remarketing could be done using cookies or an email list that you upload to target those who previously have engaged with your business through a specific step. For example, it could be filling out a questionnaire, reading a blog, or browsing your site.
Google Shopping is the most efficient online store. Your advertisement- including price, image, and short descriptions, can appear in a carousel displayed on a page of search results based on the keywords you want to target.
5. Perform Keyword Research
Every ad group you create should be assigned a list of keywords you want to be targeted because that’s the way search engines determine which keywords to target and when to show your advertisement.
The most common rule is to pick between one and five keywords for each ad group. The keywords you select must be highly relevant; your Quality Score will depend on them.
Choose keywords that are close to the theme of your advertising group. If you come across keywords that you wish to target that do not belong to a particular theme, you must create an advertisement group to target these keywords.
It’s crucial to remember that you don’t have to stick by the keywords you started with.
You should be able to closely monitor your keywords throughout your campaign, cutting out those that aren’t bringing the kind of traffic you’re seeking and increasing your bids for the ones that bring in the right traffic.
Try to pick those that are most relevant; however, don’t be pressured to do it perfect the first time.
6. Configure Google Analytics and Tracking
Google Analytics is free, and there’s no reason not to use it on your site. This tool gives you insights into how your site functions, how people interact with your site, and the type of content that attracts visitors. In addition, the information collected from Google Analytics can be used to help with PPC and more.
Best Practices for a High-Quality PPC Strategy
We didn’t want to allow you to spend your hard-earned cash on advertisements without providing guidelines to follow, didn’t you? No, of course, you wouldn’t. Instead, we want to ensure you’re successful in your future PPC campaign.
So, let’s dive into some PPC strategies that can assist you in optimizing your spending and increasing your budget. Here, we’ll focus on paid search advertisements (those tiny ads you see within search engines).
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1. PPC Ad Copy
By bidding on targeted keywords, you will put your ad in front of the correct people. Well-written ads will get them to click on your ads. Similar to those keywords, an ad must fulfil the user’s needs — it must tell the user exactly what they’re searching for and ensure that it is evident in the words you choose to use.
Search ads consist of a headline URL and a brief description. Each has a set number of requirements for characters to adhere to. To maximize the use of the advertising space, ensure your ads’ copy follows these things:
- Directly address your desired persona.
- Include the primary keyword that is being auctioned.
- Give an immediate CTA, so the person searching knows what to do next.
- Make your offer appealing.
- Make sure you use a language that matches your copy for your landing page.
- Test A/B Splits with your copy.
2. The Landing Page: Best Practices
The most crucial element of PPC (after the advertisement text) is the website you direct users to once they click your ad. The page you send leads to must be specifically targeted, appropriate to the ad you are promoting, deliver on the promises made, and provide an easy experience.
Why? Because your landing page goal is to turn your new visitor into a lead customer. The landing page with high conversion rates will increase your Quality Score and lead to higher ad placements.
Nothing will reduce PPC results as a badly designed landing page. What do you think you include in PPC landing page content to improve conversion rates? Thank you for your question.
- A strong headline that matches the search for an ad
- Clean layout and design
- A responsive form that is simple to use and has a noticeable CTA button
- Copy that is highly specific and pertinent to the keywords you want to target
- Offers the deal that was made in your advertisement.
- A/B test
3. A/B Test Your PPC Ads
As a marketer, you’ll never offer something to your effective customers without conducting a test. PPC campaigns are no different. A/B testing is just as crucial to the success of your paid ad campaign as any other aspect.
The purpose of testing your ads is to increase the click-through rate and your conversion rate. The good thing is that advertisements comprise only four elements that you’ll need to test the following: headline, description, landing page, as well as keywords.
Small tweaks to one of these components can drastically alter the outcome, which is why you must change them one at a given time so that you’re able to track the source of improvements.
Because there are so many different ways to try one at a time, it’s recommended to write down all possible tests you could conduct and rank the ones with the greatest impact.
In addition, you must let your ads last long enough to collect the information you require and then test them before they expire to ensure that you don’t spend your money on an ad that isn’t performing well.
4. Maximizing Your ROI
At the highest level, the best way to maximize ROI from your advertising campaigns requires you to consider the lifetime value of your customers and acquisition costs. This will allow you to determine the amount you should spend on a lead and the proportion that could be paid for by advertising.
It is necessary to define outputs and inputs to make them more precise. The goal means 1) decreasing the cost of your cost of input (cost per lead (CPL CPL) and) improving the profit (revenue). There are some aspects to be aware of which will impact both, so let’s look at them in detail.
Strategies to reduce inputs
- Set the advertising budget before beginning.
- Create more relevant ads. The more relevant the ad, the lower your CPC.
- Increase the Quality Score of your website. The more you improve your QS more the search engine will cost for clicks.
Strategies to boost revenue
- Utilize best practices on landing pages to improve conversion rates. Be sure to target leads that are of good quality by being precise with your advertisement. The better your leads are, the more likely they’ll be converted into customers.
Additional Tips and Tricks to Make PPC More Effective
You can do many additional things to increase the return on investment of your ads that you pay for regardless of whether you’re spending time on budget, clicks, or conversions.
Google lets you customize your target audience to help you save money on marketing and get your message to the right people. For example, you can upload a client list to ensure you don’t overspend on customers who have already purchased from you.
Google offers a variety of ways to reach out to groups of people. For example, In-Market Audiences uses tracking user behaviour to put you in front of prospective customers searching for the same product or service as yours.
You may also raise your bid to target specific subgroups of your intended audience. This is known as layering audiences. For instance, HubSpot may layer on those searching for CRM applications and apply an adjustment of 30% since those customers are most likely to be converted.
Bid adjustments let you raise or lower your bids according to the performance. You can also make these adjustments based on various categories, such as devices, demographics, languages and many more.
If, for instance, the keyword you’re targeting isn’t performing as well on mobile devices as it does on desktop, you could add an adjustment to your bid so that when someone searches the keyword on mobile, you’ll bid less than the normal bid.
Customized Ad Scheduling
It is possible to set up advertising scheduling within Google Ads to display your advertisement only on certain dates and times. This will reduce the amount of money spent on ads and increase its relevance for the people you want to reach.
Sitelink extension extensions permit you to enhance your advertisement with additional details. For example, if you’re advertising an annual promotion at your local shop, you could incorporate a sitelink extension to display the store’s hours and location.
The extensions make up more space on search results pages, and consequently, they make an impact. In addition, they also play an important role in increasing the quality of your Ad Rank.
Conversion tracking tracks the way your landing page is doing by using a tracking code that you put on the page that visitors can land after they have completed your form (usually a “Thank You” page).
If you’re activating this feature, it will allow you to be better able to make changes that will increase conversions.
Do not let too long pass without checking the performance of your keywords. Then, you can put more bids for the keywords that yield the greatest results for your campaign and “defund” or eliminate other keywords.
Match Types within Google Ads allows you to select how closely your advertising group will be with the search team. Four types of the match include general, broad modified phrase and precise match. Google will display your advertisement in search results based on the match type you choose.
For example, if the key term is “how to capture geese” and you choose “broad search,” then Google will display your ad on keywords that contain any words in your keyword phrase regardless of order which includes “geese capture” as well as “geese capture how.”
Negative keyword lists tell search engines which keywords you don’t wish to be ranked for and are just as important as the things you’re doing.
You may be aware of some of them in advance; however, you’ll probably be able to identify these keywords by the ones that aren’t doing well in your marketing campaign.
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Social Media Ads
While CPM is more prevalent on social media, some social media websites offer PPC, which functions similarly to search engine advertisements in the sense that you can set the budget and place bids for ad positions.
The difference is that social media ads can show directly on most platforms’ news feeds, reducing the blocking software’s effectiveness. In addition, social media platforms, such as Facebook, can let you create specific demographics and targets people based on their interests.
While paid search is more focused on keywords, paid social is more of the realm of demographics, which means that there are more options to reach your audience.
Social media is home to two paid ad features crucial to ad performance — retargeting and lookalike audiences. Retargeting involves remarketing people that have visited the site or manually uploaded contacts lists.
Lookalike Audiences analyzes the people you have on your marketing contacts list and generates an audience that matches your list, thereby expanding your target audience. Paid social can also allow the use of a wider range of ads, including texts, videos, images and much more.
We hope this blog helped you in creating a perfect ppc campaign. If you want to read more on such topics, check out our blog on what PPC marketing is & 7 benefits of pay-per-click.