How to Create a Successful PPC (pay-per-click) Campaign?
Are you planning to run a PPC campaign to grab more leads or traffic to your website or e-shop? Don’t worry, we will guide you to run a perfect PPC campaign within the limits of your budget.
Advertising is an old-fashioned and effective method of marketing and promotion. Traditionally, people promoted their businesses by placing advertisements in newspapers, magazines, on TV, radio, in theaters, and on billboards. Due to digital advancement, PPC has gained popularity and has a special place in the advertisement industry.
PPC advertisements are the best option if you need more time for SEO and SMM. It helps generate leads and attract targeted traffic to your online store or website. Only paying the advertisement amount doesn’t bring effective results; you need to build the perfect strategy to grab the benefits of PPC campaigns. Most website owners ruin their budgets without creating a perfect plan and regret it later.
Let’s learn exactly what PPC is and why businesses love to use it.
A Basic Understanding of PPC
PPC means pay-per-click, a way of using digital advertising to promote your business online. In this advertising model, the advertiser pays per click, which means you must pay every time an internet user clicks on your ads. It looks simple, but it does not work like that. Most website owners ruin their budgets to grab a single sale. Various factors affect achieving perfect results.
Why Do Businesses Want to Reap the Benefits of a PPC campaign?
- It takes less time compared to other marketing techniques.
- Generate effective leads and grab the best sales.
- Make your business visible without relying on SEO.
- A cost-effective way of marketing with perfect strategy.
- measurable and trackable way of marketing.
- Most things are under control.
That is why PPC campaigns are so popular for marketing any business. It gives fast results to all kinds of businesses, no matter what kind of industry you deal with. However, you must exercise caution and plan an effective strategy to maximize the benefits of a PPC campaign.
Let us know how PPC advertising works and which are the best PPC platforms to use to run advertisements on a budget.
How Does PPC Advertising Work?
PPC advertising is based on a bidding system and keywords & phrases are extremely important in any advertisement platform. You need to care about all the metrics to run a successful PPC campaign.
- You need to find out the low-competition keywords
- Choose the perfect campaign type
- Understand the KPI of advertisement
You may have heard popular terms like CPC, CPA, or CPM, etc.; these are important aspects of PPC campaigns, and you should take care of every aspect of an ad campaign to get the results you want. Here we have discussed each one in brief and in detail. You should understand various metrics of advertisement campaigns.
CPC, or cost per click, is a bidding term that applies to all types of advertisements, whether text-based, visual, or video-based. CPC is critical to keeping your campaign within budget. In simple terms, it means you pay for each click on your ads.
As much your CPC is high means you pay a higher amount. A good CPC depends on various factors, such as the type of industry, competition, and targeted keywords. You can lower your CPC by thoroughly researching low-competition keywords in your industry. Let’s understand with an example. Suppose you spend $500 and get 100 clicks. Then your CPC will count as $5.00.
Here is a simple formula to measure,
CPC = Total Amount Spent / Total Clicks
You should be focused to get a good CPC rate as per your targeted ROI.
CPM – means cost per thousand impressions, in this bid system, you pay as per the thousands of views.
CPA – Cost per acquisition, or how many people took a specific action after seeing your advertisement.
CTR – The click-through rate is the number of clicks you get as per the number of impressions on your ad.
After understanding the metric of advertisement, we will understand how to perform a perfect ad campaign.
Now Know a Perfect PPC Campaign Strategy
Here we have discussed a simple strategy to run PPC ads from scratch; just take a look at the points below.
Choose Your Platform
First, you need to decide which platform is suitable for your needs. There are multiple platforms to run PPC ads such as search engines and social media. Google is the top priority of marketers. If you want to have a large audience and show you ads on the first page of SERPs then search engines are the best. Here we will talk about the Google PPC campaign.
Google PPC Ads
Google gives wider exposure to your ad because it holds various products such as a search engine, YouTube, blogs, websites, apps, etc. You can target a great audience worldwide by running PPC ads with Google.
Choose the Type of Ads
In every platform, you will get several ad options to run your ad campaign. Multiple types of ad formats are available to run your campaign, you need to select as per your need.
- Display ads
- Video ads
- Search ads
- Apps ads
- Shopping ads
Set Your Budget and Start Bidding
After selecting the platform and types of ads you want to run, you should set a budget and decide how many campaigns you want to run. Suppose you have decided on a $500 budget and want to run five campaigns; then your one campaign is worth $100. Now that you’ve determined a budget for each campaign, divide it into days. For example, if you want to run ads for 14 days, your daily budget would be around $7.14 or so.
Now you need to bid on auctions, as per your target demographic, industry, keywords, and other elements. Here we have pointed out some important points; just take care of all this.
- Choose keywords as per your target audience.
- Understand the intent of keywords.
- Include negative keywords to restrain your campaign budget.
Setup Ad Group
After finalizing the budget and setting the perfect bid for your keywords, you need to set up your ad groups. Each ad group should represent a distinct intent of the user’s query and contain specific keywords. For example, if you own a shoe store and want to target only children’s shoes, you must create a separate ad group for them. You can create distinct ad copy for different products and manage them accordingly.
Build an Appealing Landing Page
Your landing page must be appealing and engaging. When users arrive there, they must feel special and take the action you want them to take. The design and content of the page should be professional and don’t do clickbait with the audience. This means that you don’t write misleading headings like that. If you are selling beauty products and showing a 98% discount, but on the landing page you don’t give much of a discount, that is misleading. Don’t use hypertext or images on ads that mislead the audience. You will get more clicks and a huge bounce rate, which will ruin your budget. Take care of these few points while creating ads.
- Design professional landing pages or give an accurate shape to your specific web page.
- Take care of the bounce rate and don’t mislead people.
- Use your copywriting skills to engage your audience.
Test Your Ad Copy
Before finalizing your ad campaign, you need to test your ad copy to see how it looks and appeals to your audience. Use appealing headlines and titles, and make sure the ad has an appealing element and a call to action feature. Take care of the description and define your services accordingly. Be sure your ad is tailored to a specific query and gives a good user experience to your target audience.
To run your PPC campaign under budget, you need to do in-depth keyword research, find the perfect keywords that match your brand, don’t miss the negative keywords, select appropriate types of ads, and finalize a budget to run a specific number of ad campaigns. To achieve perfect results, you must conduct A/B testing; do not run all campaigns using the same strategy. You can start your ad campaign with a minimum budget and gradually increase it if you make a profit.