PPC Ad Campaign
Deciding about launching a click-to-click (PPC) campaign (sometimes called search engine marketing or SEM)?
With the ability to create focused, instant and responsive contacts, the PPC campaign is a valuable tool for getting your brand’s message in front of the right people at the right time.
5 things for PPC advertising campaign
To that end, here are 5 essential areas to look out for when setting up a PPC campaign:
Key research and selection
Take safety key research and careful selection can construct or break the success and ROI of your PPC advertising spending.
If you are like most companies, there are hundreds of keywords you want to rank, so it can be hard to decide which is best for your PPC ad. Here are some tips to help:
- In general, we recommend bidding on important words even if you sort them by default. Having two posts on page 1 of the SERP (search engine results page) is better than having one, and can lead customers through your PPC ads to the best landing page for their needs.
- Drive traffic without increasing advertising cost by trying to find high volume and low competition keywords.
- Start with large keywords and make them highly specific. For example, “Pants – Women’s Pants – Women’s Long Pants – Women’s Black Long Pants.” Be careful though, very specific can sometimes do more harm than good.
- Use free tools to do important research quickly, easily and accurately, such as Google’s Keyword Planner.
You will direct your traffic to the landing page worth remembering at this point.
Use AdWords extensions
Did you know that there are free ad extensions through Google AdWords that you can use to display additional information below your ad?
They are free to implement and will be very useful for your campaign. A quick overview here:
- App Extensions: Add a link that sends people directly to the App Store or starts downloading your app.
- Call Extensions: Add a clickable “Call” button for searchers on their smartphone.
- Location Extensions: Add a clickable pin or call button at the bottom of your ad so it’s easy to find a location or phone number in front of your nearest store.
- Review Extensions: Show customer reviews under a copy of your ad from a third-party source.
- Site Link Extensions: Help people find what they are looking for on your site with a single click.
According to Google, consumers may spend 15 hours a week researching from their smartphones and 93% of people who use mobile research start buying.
Here are some things to keep in mind when using this and upgrading your PPC for mobile.
- Simply recycling desktop ads and designs will not reduce it. Google prioritizes mobile-optimized text ads and extensions for mobile searches. Click the “Mobile” option when setting up.
- Mobile ads must be less than 60 characters. Links between 15-17.
- Use extensions like the call button to easily interact with your ad on the phone.
Test your copy
It is unbelievable how a small adjustment in the ad copy can change its performance.
Although there are other testing methods, the A / B test is more common, effective, and less complicated than others.
Below are 5 steps:
- Decide which (a) variable you want to test (CTA location, tone, privilege, spelling, etc.).
- Benchmark your current results.
- If you already have an ad running, keep one variant (A) as it is, then add the variant (B) to the second ad. Or start anew with two new ads that are the same except for that one variant.
- Run ads at the same time.
- Wait for the statistically valid sample size to accumulate records and clicks.
Add your brand terms
A branded keyword is any keyword that uses your company name, e.g. “VONT Digital Marketing.”
You may already rank # 1 on Google for your brand, but we recommend adding branded keywords, such as:
- Your competitors can bid on your brand terms and steal quality clicks.
- The cost per click should be very low, which will be your cheapest and most valuable clicks. If a customer already knows and researches your brand, they are more likely to change.
Big campaigns don’t happen at will. One-click advertising is not easy, but it is a very useful tool to get your message across in front of the people who are looking for what you are offering.