Online advertising is a great opportunity for you to reach out to your audience and achieve your business aims. Many businesses are turning to PPC campaigns for their website, and this can be a cost-effective and effective way to reach out to your audience.
However, you need to know how to set up a PPC campaign for your website, and the following steps will help you achieve your goals.
Know what your aims are
Before you start a PPC campaign, it is important that you know what you want to achieve with the campaign. You may be looking to make sales, you want to drive traffic to your site or you may be looking to develop your email list.
The end goal of the campaign will impact on the keywords that you use, so you need to focus on your aims first and then you can worry about the mechanics of the process.
Choose the platform for your PPC campaign
Given the size and reach of Google, it is very likely that you will want to use Google AdWords for the campaign. The vast majority of people using this strategy will but remember that there are other options, including Yahoo Bing Ads. It is likely that you’ll decide that Google AdWords is right for you but at least look at and then consider the options.
Choose the right keywords
When it comes to choosing the right keywords, you need to think about the end user and what they are likely to type into search engines when looking for what you are offering. This is why you need to think about your aims because selling keywords are likely to be different compared to keywords associated with convincing someone to sign up for your email list.
This is an area where you need to carry out research and if you have been inspired by ads that you have seen by rival firms or which have a connection with what you offer, look at these in greater details. What is it about these ads that caught your eye and make you want to take action?
The most important aspect for your PPC campaign is to grab attention and then get people to take action by clicking on the link. The keywords that you use will be essential in convincing people to take this action.
Write the advert and include the link to a relevant landing page
After you have your keywords, you need to create the content. As for the content of the text, you’ll made that most PPC campaigns will provide you with a tool and examples that lets you create something that fits and is likely to appeal to your audience.
You also need to make sure that the landing page you link to is connected to the advert. Too many companies create a great advert but then link it to their home page or an unrelated page on their site. This will make the advert ineffective. Whatever you are offering, promoting or looking to achieve with your advert, there is a need for your landing page to provide this straight away to your audience.
You need to make things as easy for your audience as possible and once they have clicked on the link, you want them taking action as quickly as possible.
With respect to your content, you need to include:
• A description
• Any price and/or shipping costs if applicable
• A click to buy or call-to-action button
• Remember to analyse
No matter what PPC you use, you should be provided with analytical information that informs you of how the advert is performing. If you are not achieving the results you expected or were hoping for, do you have scope for improvement?
Many experts recommend carrying out split testing so you can determine what aspects work or don’t work with your advert. It is important to remember that you should always be fine tuning your PPC campaign and that there is always scope to obtain better results.