The marketing industry took a huge leap forward with the introduction of Adwords in 2000. The scope of both the audience and customers have increased massively leaving the online advertising industry a highly potent platform, resulting in great success for both sellers and buyers.
PPC advertising is currently offered through a number of search engines, with the main 2 being Google AdWords and Bing Ads. The overall the aim is similar, but the companies differ in terms of their approach towards targeting their audience and the amount of traffic they can reach. Aside from this, some marketers additionally target social media. Even Facebook can be a powerful PPC platform.
How far companies go with PPC is always a question on people’s minds because budget is a crucial matter for every business. Whether you own a small company with a limited advertising budget or a large blue-chip with high spending ability, you have to take note of how your budget is spent.
One of the biggest misconceptions regarding PPC is that it’s a money generator, once switched on, it starts creating money. I’ve heard terms in the past such as: “I can put £1 in and Google spits out £5”. Well, this is not necessarily the case, to make PPC profitable it requires a lot of time and effort.
Every PPC spender’s mind revolves around notions like whether “I’m spending too little” or “I’m putting my money in the wrong place”. However, a good way to prevent your PPC budget being drained, is by creating a good ad campaign that can achieve the highest possible quality score with the lowest possible bounce rate (visitors who look at one page and quickly leave).
Guide for PPC: Creating a Good Ad Campaign
Spend time doing your research
If you want to spend your PPC budget wisely, before jumping into the process, spend time doing your market research. This will give you an idea of what people use/need, the competition, your personal target market, etc.
Bring out the best in your products / services
Don’t be a sheep – don’t follow the crowd, try to be different in your approach. Being unique with your approach could bring in high amounts of traffic to your website. This can be one of the most powerful techniques within PPC.
Take a sneak peak at competitors
Remember, you have to stay one step ahead of your competitors. Study how they are projecting themselves and devise something different for your campaign.
Good keyword research
This at the very core of a successful PPC campaign. Finding out keywords that define your product or service best, should get a place in your ad copy.
Bidding on high performing keywords
After you’ve completed your keyword research, you need to enter the world that is PPC. This can be a very competitive arena, where similar companies compete against each other to gain the top advertising spaces. Bidding on your high performing keywords, alongside your quality score, will increase the chances of your ads appearing in the top slots of the search results and increasing your impression share.
Removing your low performers
If you are paying for the privilege of advertising, you want to ensure your keywords are performing. In short, if they aren’t and there is no way of improving this, one of your better options to take is to cut them loose and eliminate these poor performers.
Eliminating negative keywords
So obviously relevant keywords bring in relevant visitors, which in turn increase CTR and potentially a good conversion rate. Ensuring you eliminate irrelevant keywords will stop visitors clicking your ads, that aren’t actually looking for your products / services. Irrelevant traffic increases your costs and more than likely decreases your conversion rate while increasing your bounce rate. For example, if a plumber wants to promote his services, he may eliminate the keyword “careers”, which in turn prevents his ad from appearing if somebody searches for “plumbing careers”, reducing the amount of irrelevant traffic.
Creating attractive ad copy
Your ad copy is essentially the face of your ads. Having attractive ads can potentially make them stand out from the competition, which could potentially lead to a higher CTR.
Take Advantage of extensions
Make sure you take full advantage of the extensions both AdWords and Bing offer, because these extensions increase the relevancy of your ads. These extensions include: site links, call buttons, geo-location, reviews, etc.
OK, so you’ve got the click, what next? The last thing you want to do is pay for a click and lose the customer because you have an ugly, complicated landing page. Make your landing page attractive, give the customer the necessary information and please, please, please make it easy for them to buy your product, don’t make a small buy button at the bottom of the page, where nobody ever reaches.
Broad match keywords are AdWords default keywords match type. The traffic it brings can include a lot of irrelevant visitors. So to prevent this and bring down your costs, it can be useful to use exact match or phrase match to bring relevant traffic to your site. Try to rarely use broad match keywords, unless necessary, because it can bring in a lot of low value traffic at a much higher cost.
Keep a close eye on your spend; bid amount and number of clicks. Make sure you can afford the spend before considering any future increases/make sure it’s worth it in comparison to the possible return.
Set a daily budget
Make sure you set a daily budget and stick to it. Make sure you monitor your ad’s performance, at specific times, and have them running accordingly.
Finally – Review, Review, Review
Keep reviewing the changes you have made, see what works, see what doesn’t, make more changes and review some more.
So I will close off with a point that we all know; there is no quick fix solution for PPC. You have to go through several A/B testing stages to see what works and what doesn’t, to reach that point where your ads will become a successful revenue generator. To be successful you have to put the time and effort in, do the preparation, do your market research, do your keyword research, edit your ads, review them and edit them some more.