It can be a little daunting for businesses to implement Pay Per Click(PPC), especially if it’s a small business with not much idea of the tactics used in it. It is basically an online advertising and marketing tool where an advertiser pays a certain amount of money whenever someone clicks on their ad that leads customers to their website. Here, you select the phrases or keywords that you want on your website when a search is performed. It also means that you have to make a decision on how much you are willing to pay for the same.
Here, you know about your customer and the approach you are going to use. Moreover, you have an understanding of what you want to promote along with having a clear marketing message. So, let’s take a look at the ways you can make a PPC campaign work for your business:
1. Identify what you are selling
The first step is to identify the product or service that you are selling. Have a look at your range and decide on the ones that you want to promote. You also have to take into account the price you are offering your product at, its competitiveness, delivery and customer service. Do a proper research on Google to get an idea of the ads that come up and the offers focused by your competitor.
2. Focus on Keywords
Start with keyword research and make use of tools to eliminate any negative ones. In PPC, you actually have different types of matches in terms of broad, phrase and exact. If it’s your first campaign, go with broad type to get an idea of what exactly market is doing and what people are bringing forth. In exact match, you get sure that these are the keywords you should go for. Also, you can use broad and phrase matches with negative keywords which is a very popular technique.
3. Create your PPC Campaign
Each of your product will have different sections or groups that will have their own groups. Now, for obvious reasons you would be having many ad groups and each group has its own adverts and keywords. Moreover, you can even break down your product by color, feature, style, price range etc. To start with, a good PPC campaign should have at least 10 AdGroups. The more relevant the keywords you have, the better click through rate(CTR) you would get. The better the CTR, the more likely you would get rewarded by Google, by increasing the ad’s position on page and lowering the amount you pay per click.
One of the most common mistake you have to avoid making is creating generic ads. Usually people assume that generic ads means targeting a wide range of people which is no at all true. Actually what you need to do is, go for long tail keywords. You can achieve this by breaking the ad groups into tightly themed groups of ads and keywords.
4. Landing Pages and Ad Variations
You need to build a separate page for each of your product with a nice description and a clear “buy button”. Link your ad straight to this page, where your keyword should be similar to the ad and your ad should mirror the landing page. It takes an individual a mere three to four seconds to make the decision, so make them count.
As a PPC campaign allows you to have various ad variations, use text ads that increases your CTR. Creating different kinds of ads, allows you to monitor the patterns to know which ads are getting clicked and which aren’t.
5. Improve Your Campaign
To take a look at your PPC keywords and SEO, use various types of analytics. Also, keep an eye on the bounce rates as it is a very significant indicator of PPC. It is an ongoing process, so keep looking at your campaign, study it, learn from it and make the required changes regularly. There would be a few of the keywords around 30% that would actually give the positive results so pause those that doesn’t deliver any positive ROI.
So, follow theses steps and make the most out of your PPC campaign.