Table of Contents
What is Pay per Click?
PPC stands for pay-per-click. It is a model of internet marketing in which advertisers pay money each time one of their ads is clicked. Mostly, it’s a way of buying visits to your site, rather than attempting to earn those visits organically.
While you want to drive more traffic on your website with the use of PPC campaign you have to undoubtedly aware of this strategy. Otherwise, you will fail to get traffic on your website and PPC is just a waste of your money.
The goal of successful pay per click advertising is increasing traffic on the web page. For this keyword research and strategic bidding are crucial and this is a point where most people stop. They make the mistake of sending that traffic to the home page of their website or blog.
Let’s discuss the important things before you start PPC campaign,
Setting the objective of your campaign is essential. The objective of an ad will help you to drive your campaign effectively. Identify your ad objective and keep it in mind while planning to start your campaign. Your ad objective or marketing objective can be aware of your brand, generate the lead, and increase the sales of your website. For each objective, you need to plan your strategy which helpful and accomplish your goals.
Choosing a platform
There are different platforms available for PPC ads like google, yahoo, and social media like Facebook. Choose cleverly your platform and plan your ad campaign strategy, according to it. Google AdWords is an advertising interface that offers by Google, which is used to plan and publish Google ads. Similarly, Facebook ads provide all required interfaces for an effective PPC campaign.
After setting your campaign goal and choosing the right platform for your ad, the next step is to plan your ad targeting for your most applicable audience. There are two types of targeting. You can target the audience for specific geographic location and you can also optimize your campaign for specific device type, operating systems, and wireless networks.
Keyword research is a time consuming and unstoppable activity. Create your list of core keywords at the time of campaign planning and you should continuously refine and expand your keyword list for long-tail, low cost, and highly relevant keywords. Another essential step in keyword research is to review high cost, underperforming keywords. Remove these keywords from your list.
Write an effective Ad Text
Ad text plays a vital role in the success of your ads. It is the form of marketing communication that advertisers can use to promote their product on search platforms. A useful ad text consists at least one of your core keyword, attractive discounts and promotion and a call to action. The quality score of your ad depends on various factors and your ad text is one of them. The score of your ad text should be unique and appealing. Include discount amount in your copy and also add an active call to action that necessary for searchers to click on your ads. Use words like buy now, order now, register today or sign up here. Add one of your keyword in your ad text and match your ad to your landing page.
Optimize your Landing Pages
Google considers your landing page quality as one of the essential factors to determine ad quality score. Your landing page is where user move over when they click your ad. Landing pages with poor content or under construction website pages will give lousy experience to your users. Users will not buy from you if you are landing them on a not relevant page. A well optimizes landing page should have sufficient information about your product and call to action buttons like “Subscribe here” or “Buy Now”. If you are creating many ads for your product then you should optimize your landing pages for each ad copy.
Filter out negative keywords
In pay per click advertising, negative keywords restrict your advertisements from displaying for particular keywords. Rectify the keywords that you don’t want your ads to show up for and add them to your negative keyword list. A well-researched Negative Keyword list will decrease the cost of your ad by filtering out non-converting traffic and irrelevant clicks. It also enhances your ROI by reducing the average CPC.
Benchmarking is the crucial vital factor for any marketing campaign. You should regularly keep an eye on your competitors. How their ads look, what keywords they are using and plan your strategy accordingly. Never create ads, which looks the same to your competitor’s ads. You should smartly design your ad copy, which should look good than your competitors.
Install Conversion tracking code
The tracking code will help you to know which of your keywords are fruitful and leading to clicks and conversion. This will help you to optimize your bid and improve return on investment.
PPC start-up is always crucial. As you going to investing money on the campaign, you have to be careful about many things and after analysis of the current market, you have to start your campaign.