6 Steps to Creating a Killer PPC Campaign
Setting up a pay-per-click advertising campaign often feels like trying to win a prize at one of those ring toss games at the carnival. You’re hitting everything but your goal and you have little but debt and disappointment to show for your considerable efforts. When the success of your business hangs in the balance you can’t just pack up your pennies and go home. That’s why it’s so important to understand these 6 key steps to building a killer PPC campaign.
1. Build a Realistic Budget
Stop throwing money at advertising without a bottom line in mind. Having an idea as to how much you can earmark for customer acquisition (what you’re spending to onboard each new lead) will help you manage money properly from the outset.
2. Determine a Course of Action
PPC campaigns are goal-oriented creations. Launching a PPC campaign without a destination in mind is like getting in the car without having any idea where you’re going – sure, you’ll see movement, but you’re not actually making any progress. Ask yourself what it is that you want your target audience to do. Are you pushing for downloads of your new free ebook? Newsletter or email list signups? Video views? Product sales? Identify your objective and work backward from there.
3. Construct an Intelligent Keyword List
Emphasis on the word intelligent. It can be hard to come up with a list of brand- or product-compatible keywords that isn’t too narrow in scope or far too generic but that’s where variety comes into play. By placing ads that use a large assortment of relevant keywords you can gather concrete evidence regarding what works well for your product or service and what doesn’t. Use that information to whittle down your keyword list and you’ll be left with the words that work best.
4. Create Concise Ad Copy
One of the biggest mistakes people make is trying to be too clever with their PPC ad copy. While you certainly don’t want your ad to be lifeless or bland, the most important thing is to highlight your keywords and avoid confusing the reader. Make sure your ad conveys a clear message as to what you’re selling or offering and what the consumer can expect to find on the other side of their click.
5. Maximize Your ROI with a Stellar Landing Page
Speaking of customer expectations, it’s essential that the information on your landing page matches the ad information used to get customers there. In other words, be very careful of accidental bait and switches. If your ad is for a white paper on construction safety then clicking on that ad should take people to a dedicated landing page that talks about the white paper and offers a link to the free download. Don’t make people hunt for the content you promised – that just causes distrust and frustration.
6. Track Your Results
Without analytics, you’re just guessing at success. Experts recommend using a tracking tag to keep tabs on your site so that you can know for sure how effective your pay-per-click ads are. Knowing which ads are driving the most traffic will allow you to constantly tweak your campaigns until you’re sure you’re getting the most bang for your buck and target the demographic for which your product or service is most useful.
Seem a little complicated? That’s why so many people hire a PPC expert to oversee their ads. When it comes to chasing superior results, a little investment up front can go a really long way.