You’ve created an ad campaign, and you’re ready to launch it, but do you know how to ensure it will be successful? From your keyword research to targeting your audience, several factors can lead to the success or failure of your PPC ad campaign. Please keep reading to learn more about them.
1) Get the Basics Right
How to plan a PPC campaign? The first step is to ensure your basic search marketing knowledge is up-to-date. When creating your campaign, you want to get your marketing basics right. These include understanding who you target, defining your target audience, and writing ad copy that appeals directly to them. This will make your job easier when it comes time for launching, measuring, and adjusting your campaigns later on. If there’s one area that has been called out as crucial for success, it includes ‘call-to-action’ keywords in each of your ads which drive consumers through from online research straight into sales channels.
2) Target Your Audience
Before building your campaign, make sure you have your target audience in mind. The best way to do that is by creating buyer personas. These are fictional representations of people who will most likely be interested in your product or service, which helps create better ad content and messaging. This also ensures that when someone sees one of your ads, they’ll know precisely why it’s relevant to them. For example, if you run an e-commerce site selling women’s clothing, then female buyers will probably respond better than male ones—no matter what ad creative you use.
3) Leverage Video
Video is growing exponentially—and it’s proven to be more effective in drawing people in than text ads. A recent study from ComScore found that online video ad recall was 9 percent higher than for text and display ads. Marketers are starting to catch on, with 66 percent of businesses using video as part of their marketing strategy. (And for a good reason: It’s been found that users spend 55 percent more time on sites with videos.) For an optimal PPC campaign, create short videos that introduce your business and target audience, explain what your product or service does, demonstrate how it works in real-life situations, and provide testimonials from satisfied customers. Don’t forget calls to action at each break.
4) Use Emotional Trigger Words
Words like guarantee, easy, and free are powerful trigger words for advertising. It makes people want to click your ads because they offer instant gratification and promise that they won’t be wasting their time. Because you know how important it is for someone to be receptive right away, use emotional trigger words in your ad copy. Also, use words that make them sound professional such as experts or professionals, which show people you know what you are doing and make them feel more comfortable about going through with it.
5) Optimize Your Landing Pages
There are many questions to ask yourself when creating a landing page. For example, you need to consider your target audience and their goals when visiting your site. Then you have to figure out which products or services best meet their needs—and make sure they’re front and center on your page. But don’t stop there: The more info you can give people about how, why, and where they’ll benefit from using your product or service, the more likely they’ll be to take that next step toward making a purchase. After all, one of your goals as an e-marketer is ultimately converting leads into customers. To do that, optimize your landing pages, so they do precisely that: convert!
6) Offer a Clear Call-to-Action
Create ads with a call-to-action (CTA) for your potential customers. What do you want them to do? What do you want them to buy? Getting in touch might not be enough, but it’s better than nothing. The point of creating an ad is ultimately to get someone to click on it; don’t make people think too hard about what they need to do when they see your ad. If you’re offering some solution, your CTA could be something as direct as click here. However, if you have something more complicated or nuanced—or if you’re looking for repeat business—your CTAs should reflect that.
7) Be Consistent in Conversion Tracking
One of the most critical aspects of creating a successful PPC campaign is tracking your results and consistent conversion tracking. Without monitoring, it’s hard to know how much money you’re spending, which keywords are driving sales and leads, and which landing pages are working best. For example, on one website I’ve seen that consistently has success with Pay-Per-Click advertising, they use four or five different landing pages for each ad group. They optimize their ads and landing pages constantly based on data from Google Analytics.
8) Go Above and Beyond with Analytics
Most successful companies understand that, with analytics, you get what you pay for. If there is no time or budget for analytics, your campaign probably won’t be as successful as it could be. A good PPC strategy can be priceless if you analyze and optimize your drive down to each keyword level. So don’t simply set up an ad campaign and hope for the best; define your goals and make sure they align with a proper analysis of how the money will be spent.
9) Test, Test, Test!
When making any advertising, a good rule of thumb is to split your budget into three equal parts and spend about one-third on testing, one-third on content, and one-third on paid media. Test each aspect of your campaign. Then test some more. Testing doesn’t always mean bigger budgets, and it often means smarter spending–you might get better results by paying more for specific keywords in certain regions than you would overall. If you want to learn how to do PPC advertising, learning how to create an effective strategy is vital.
10) Generate Leads Directly from Ads
A successful PPC ad campaign doesn’t just increase sales. Using your ads effectively can also be a great source of leads—people who click on your ad but don’t buy. Those people may not need or want what you have right now, but they will in three months or six months when you follow up with them. At that point, they’ll be much more likely to buy from you than if you had approached them cold after they weren’t ready. The key is creating an ongoing relationship rather than just one sale.
So there you have it. Ten ways that you can use to help transform your content creation process into something more productive and efficient. Maybe not all of these methods will work for you, but I’m sure that at least one will, so don’t take them all for granted, be willing to try something new and see how it works out for you. Keep in mind that if you don’t succeed at first, try and try again because eventually, someone will like what you do. Thanks for reading!