It is relatively easier to bring about one single successful PPC campaign but to be a professional search engine marketer, you need to be able to deliver results time and again. There is no magic recipe to PPC strategy. A systematic process covering the three core processes of research, implementation and optimisation will lead you to an effective pay per click campaign.
Understand the basics of Pay per click marketing, before launching the paid search strategies. Research thoroughly about business goals, target audience and keyword research. You should focus on campaign structure, ad copy, landing page development and campaign settings under the implementation segment. Statistical Analysis, Refinement and Bid management are the three important aspects of Optimisation.
Below 8 steps in paid advertising will help you to create a successful PPC campaign:
1. Focus on the right platform
Experienced professionals in this segment would advertise on the world’s most popular PPC advertising platform – Google Adwords. They would use PPC ad networks or CPM Advertising to propel their business. There are many alternatives to Google Ads like Chitika, Facebook Ads, Twitter Ads, LinkedIn Ads, Pinterest Ads, Bing Ads and BidVertiser. This step is utmost essential in getting the PPC strategy practices right.
2. Enlist the keywords
Look at your product from the customer’s angle. What are the words that they might use? Make a list of the ‘buying’ keywords. Analyse the consumer psychology behind every keyword and shortlist the words that will play a vital part of the PPC campaign.
Pay great attention to these words, as the onus of leading your campaign forward lies on them. You can make use of Adwords Keywords Planner to analyse the keywords performance, demand, and average PPC rate in the local currency.
3. Good Budgeting matters
Planning your budget allocation is very important, even if that means on a daily basis. Decide on the time frame that you want to run the ads. We know that the secret to better results is to spend more on the ads. It is better to run different campaigns, instead of a single one, which would ensure that the budget is split effectively. This exercise would give a fair picture of which ads perform better and also gauge the behaviour of the audience against a certain ad.
4. Go in for the killer Ad design
Your banner should catch the attention of the audience at the first look. A successful PPC ad campaign is not possible without designing an attractive banner ad. Use Canva (graphic tool) or Corel Draw or Adobe Illustrator (graphic designing software) for this purpose.
5. Competitor analysis
Keep a close watch on the ads that your competitors are creating and if these ads are being accepted by the audience. This can be your yardstick to design your own ad. Think out-of-the-box and design the ad which will work wonders for you.
While choosing the keyword for a PPC campaign, it is important to keep the pricing in mind. It is not a wise thing to compete for high-competition keywords which would yield lesser benefits from greater costs. Experts suggest usage of long-tail and low competition keywords.
Find out from other advertisers who are working on the same set of keywords, what kind of ads they are running and what kind of bidding strategies they have.
6. Testing with campaigns
Before the campaign is set rolling, an A/B testing must be done to find out what works and what doesn’t. It could be done on landing pages to test the best performing ones or in the website design to find out which one has a better chance to generate more leads and conversion. In the context of PPC advertising, an A/B testing scheme is about Ad designs, colours and content.
You have put in your heart and soul into designing your pay per click campaign. Tracking your actions, your campaigns and your efforts are also equally important. There are many basic tracking programs available which would help you in finding out what ads/keywords and settings are performing best for you.
8. Analyse and Repeat
Your pay per click ad campaign is running on the right track and that’s great news! Now, you need to analyse your results and optimise the campaign to make it perform better. As a marketing professional, you need not be told that there is no end to marketing.
It is all about testing new things, checking on competitors, looking out for new opportunities and converting them into results.