What is PPC Campaign?
PPC campaign or Pay per click advertising is an Internet advertising model which is used to generate clicks to your website. It is a way of directing traffic to your website using relevant keywords related to your product or services.
PPC campaign will bring paid traffic to your website and an advertiser will pay an amount to the publisher each time the ads get clicked.
Pay Per Click or PPC is one of the effective strategies applied in the search engine marketing campaign.
Learn more about PPC Campaign and its benefits.
If your ad campaign is not well optimized and you are not following PPC best practices, your ROI will be impacted. It is important to spend some time planning your ad campaign.
How to do PPC Campaign?
Do you know how to do PPC Campaign? Let’s look at some important steps for setting up a PPC campaign strategy-
1. Goal Setting:
It is important to set the objective of your campaign. Ad objectives will help you to drive your campaign effectively.
Identify your ppc ad objective and keep it in mind while planning your campaign strategy.
Your ppc ad objective or marketing objective can be brand awareness, and lead generation, increasing your website traffic and increasing the sale of your website.
For each objective, you need to plan your ad strategy, which helps to fulfill your goals.
2 Choosing Platform:
There are various platforms available for PPC ads like Google, Yahoo, and Bing, and social media channels like Facebook.
Choose wisely your platform and plan your ad campaign strategy, according to it.
Google is the most effective and famous platform for PPC campaigns.
Google Adwords is an advertising interface provided by Google, which is used to plan and publish Google ads.
Similarly, Bing Ads and Facebook ads provide all the required interfaces for an effective PPC campaign.
3. Plan targeting:
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 relevant audience.
There are two types of targeting.
You can target an audience for a specific geographic location and you can also optimize your campaign for a specific device type, operating systems, and wireless networks.
i. Geo-targeting as per the ppc campaign:
Geographic targeting allows your ads to appear in the locations that you choose: a city, areas within a country or city, a radius around a location, or location groups.
Geo targeting helps you focus your ad campaign on the locations where you’ll find the right customers, and restrict it to locations where you don’t, which could help increase your ROI and click-through rate.
The right geographic region can significantly help you optimize your ads campaign for better results. Identify countries, states, regions, or areas where your ad campaign can perform well.
ii. Device targeting according to your ppc campaign:
Device targeting is important nowadays since most users are using mobile devices to browse the web. Use device targeting to reach your best customers on any device.
With device targeting, you can customize your ads for different mobile devices and operating systems. This way you can target people who are online on mobile devices or using different operating systems.
4. Keyword Research:
Keyword research is a time-consuming and continuous activity.
Create your list of core keywords at the time of campaign planning and you should constantly refine and expand your keyword list for long-tail, low-cost, and highly relevant keywords.
Another important step in keyword research is to review high-cost, underperforming keywords. Remove these keywords from your list.
5. Write an effective Ad Text:
Ad text plays an important role in the success of your media ads. It is the form of marketing communication that advertisers use to promote their product or service on search platforms.
An effective ad text consists of at least one of your core keywords, attractive discounts and promotion, and a call to action button.
The quality score of your google ads depends on multiple factors and your ad text is one of them. Your ad text should be unique and appealing.
Include a discount amount in your ad copy and also add a strong call to action that can compel searchers to click on your ads.
Use action words like buy now, order now, resister today, or sign up here.
Include one of your keywords in your ad text and match your ad to your landing page.
6. Add Ad Extensions:
Ad extension provides extra benefits for your PPC advertising.
Use these extensions to enhance your ad and to show additional information with your ad, like an address, phone number, store rating, or additional webpage links.
Ad extension ensures high CTR because they make your ad more relevant and prominent.
Ad Extensions also improve your quality score. Google says “If two competing ads have the same bid and quality, then the ad with the more relevant ads extensions will most likely appear in a higher position than the other.”
7. Ad scheduling:
Ad scheduling is important for optimizing your ad strategy. You can show your ad whenever a customer searches online or you can show your ad on certain days, or during business hours when you’re there to handle customer inquiries.
Your ads give different performance results on different days of the week and different hours of the day.
Therefore, have a look at which online days and hours are most suitable for your business, and then schedule your google ad during these times to increase your exposure. You can also adjust your bid for fewer performing hours and days.
8. Optimize Your Landing Pages:
Google considers your landing page quality as one of the important factors to determine ad quality score. Your landing page is where user redirects when they click your ad.
Landing pages with poor content or under-construction website pages will give a bad experience to your users. Users will not buy from you if you are landing them on an irrelevant page.
A well optimizes landing page should have complete information about your product and call-to-action buttons like “Subscribe here” or “Buy Now”. If you are creating multiple ads for your product then you should optimize your landing pages for each ad copy.
9. Filter out Negative Keywords for PPC Campaign:
In pay-per-click advertising, negative keywords prevent your advertisements from displaying for particular keywords.
Identify 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 reduce the cost of your ad by filtering out non-converting traffic and irrelevant clicks. It also improves your ROI by reducing the average CPC.
10. Monitor Competitors:
Benchmarking is an important key factor for any marketing campaign. You should always keep an eye on your competitors.
How their ads are appearing, what keywords they are using, and plan your strategy accordingly. Never create ads, which look similar to your competitor’s ads.
You should smartly design your ad copy, which should look better than your competitor’s ad.
11. Install Conversion Tracking Code:
The tracking code will help you to know which of your keywords are profitable and leading to clicks and conversion. This will help you to optimize your bid and improve ROI.
12. Use Google Analytics:
You should always track and monitor the effectiveness of your PPC campaign. You should know what things are working for you in a better way.
If you are publishing your ads on the Google search platform using the Google Adwords tool, use Google Analytics to get better insights into searcher’s behavior.
You should measure the bounce rate of your website. The bounce rate will tell you how many searchers visited your site but did not perform any action.
You should also track the CTR and conversion rate of your campaign. This will help you to optimize your PPC campaign and your landing page.
Conclusion:
An effective PPC campaign is the process of continuous research and refinement. Never follow the “Set it and forget it” approach for PPC campaigns.
You must do research to understand the searcher’s behavior. You must also research your profitable keywords and the best suitable days and hours for your campaign. Now that you know what is PPC campaign is, plan your daily budget and invest wisely.
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FAQs
1. What does PPC Stand for?
PPC is a marketing method that involves paying search engines and websites to promote your products and services. It is a type of advertising in which you only pay when someone clicks on your ad. PPC and Google ads are terms often used interchangeably.
2. What is a Google Ad Campaign?
The Google Ads campaign or PPC campaign enables you to develop online advertisements to target audiences who are interested in the goods and services you provide. The Google Ads platform is based on pay-per-click (PPC) advertising, which means you must pay each time a visitor clicks on your ad.
3. How to create a Google Ad Campaign?
- To create a Google Ad campaign for your business, first, determine your target market.
- Create a list of prospective keywords, conduct keyword research, and create a list of potential negative keywords.
- To maximize results, create a landing page with the appropriate CTA & make use of ad extensions with selected keywords.
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Its good for those who is going to start #PPC. All steps are clearly defined and its good info content. Thank you Digital Vidya, keep sharing it.
Nice post !
Nice Post to Understand that how we can make and maintain campaign in PPC.
Nice article. it’s really very helpful, thanks.
Thanks Janet. I’m glad you like it.
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