When you have searched for a product or service on Google, have you ever had completely irrelevant or hideous ads show up in the search engine results page (SERP)? I think it is safe to assume we all have. This is most likely due to the fact that the person or business running the pay-per-click (PPC) ad did not know how to effectively build their campaign.
Most business owners agree that paid search ads boast huge benefits such as lead generation, increased sales and elevated brand awareness. However, these benefits are only achievable if the ad is developed by an experienced search engine marketing (SEM) professional who understands the essential building blocks of a PPC campaign.
We interviewed one of our experts in PPC and everything SEM, and he gave us his top five tips for building a paid search campaign that are sure to produce more profitable results. Let’s take a look at what Jason has to say on the matter.
Tip 1: Clearly Define Your Goal
The first step in any sort of campaign is to determine the specifications of your goal. Are you trying to generate leads? Sell a product? Instill awareness in your brand? Perhaps your goal is a combination of several different factors. Generally, people have an idea of what their final goal is before they begin, thus their motivation for the campaign. However, it is important to hash out the details and share them with anyone involved in the process. The goal of your campaign will determine everything from the types of channels used to the specific targeting strategies used on these channels.
Tip 2: Consider Your Audience
Having a clearly defined target audience and understanding what they are searching for is crucial. If your audience is searching within your industry, you want to make sure your ad appears. In order to do this, you must first consider any potential pitfalls that could negatively impact their search. For example, search terms like “painting” are too vague and will not produce accurate results because there will be a plethora of options ranging from Picasso to renovations. If your company offers painting services, you will want to exclude artists from any search results. In addition to keywords, you also want to consider which locations and times of day are optimal for targeting. Geo-targeting, as shown below, is probably the most important targeting factor to consider when setting up your campaign.
Tip 3: Track Your Conversions
The most important aspect of any PPC campaign is to track your conversions. Differentiating leads from non-leads is how you measure the success of the campaign and is ultimately your deliverable to the client. I always recommend using some sort of call tracking software, such as Call Tracking Metrics or Mongoose, because it allows you to hear the entire conversation and see whether or not it was of quality. Call tracking software is extremely helpful for understanding your customers and learning how to best optimize your campaign. Your campaign might turn out great in the end, but if you don’t properly track your conversions, it’s essentially useless.
Tip 4: Create Valuable Ad Copy
You want your ad copy to be compelling and contain a clear call to action. You want your ad to stand out from your competitors’, so make sure the copy grabs their attention right away. Quality score determines how much you pay for each placement, and you want the highest quality score possible. Ad copy dictates three things about quality score: Relevancy of keywords, relevancy of landing page and click-through rate. You want your ad copy to be filled with highly relevant keywords, but you also want to make sure your ad is interesting. Google’s basic formatting for a PPC ad includes a headline, display URL and 1-4 description lines. This doesn’t allow for much creativity, so you have to get straight to the point and make your audience choose you over the competition.
Tip 5: Ensure Website Capabilities
Finally, make sure you don’t neglect your website during the course of your PPC campaign. Your website is a key component in this process, and it needs to contain a clear call to action as well as a viable way to convert leads. I suggest live chat boxes, contact forms and phone numbers for the best results. Some websites have specific landing pages designed to capture PPC traffic, which can be successful as long as they are designed well. It is imperative that you take the time to properly build your site, otherwise you will not be able to convert your leads – despite how high your click-through rate may be.
These tips are just a glimpse at what one should consider before beginning a PPC campaign. If executed properly, a CPC campaign can boost your company’s sales tremendously. However, this process requires vast experience in SEO and digital marketing, otherwise your business could end up losing a substantial amount of money. If you need help with your campaign, don’t hesitate to contact us at 678-592-5398, or visit our website at: www.internetmarketingatlanta.org.