PPC Marketing Campaigns Explained
Do You Know How PPC Works?
Admit the awful truth. If you want to organically rank your site on Google, it’s going to take a ton of hard work, as well as detailed knowledge about how successful websites get put together. If you’re not an expert on the Internet and want to rank a site on Google so you enjoy new traffic, then maybe doing a Pay-Per-Click or Google Adwords campaign is what you should do. So, just how does this PPC thing work? If you do a PPC campaign, then you pay money to Google, in whatever amount you wish, so that your ads will show up to the right and on top of organic search listings. If somebody clicks on one of your ads, then the Cost Per Click, or CPC, at the time gets deducted from your allocated budget. Once your whole budget gets drained, Google stops running your ads entirely until you refill your funds.
PPC is definitely an easier thing to implement than organic SEO, but if you rush into this process, it can still turn disastrous without knowing the basics. Fortunately, there is a trio of helpful hints listed below that you can use to launch your effective PPC campaign and then enjoy new traffic and site visitors. If you discover that you still have many questions after creating your account, just visit our information page to get the PPC assistance you need
Establish PPC Campaign Goals
This largely revolves around three central questions.
First, who is this campaign targeting? Always remember who it is that you’re looking to reach out to using paid search. When you create ad text for your chosen keywords, you need to pick terms that your best audience would be searching for so that you can come up with material that speaks to them. If you want to make the most of your ROI, then you need to establish a high-caliber user experience. That means making sure that your landing page content is logically aligned with your keywords and ad text, both. Always try and see things from the point of view of your visitors. Make sure the ad text and keywords not only capture attention but also give them information that they can use.
What specific outcomes do you want? You need to know what you’d like your visitors to do after they click on one of your ads. Your ad text should include this goal as a specific call to action. It’s best to drive your visitors towards a landing page which makes this goal easy for them.
How do you know when your PPC campaign proves successful? The best way to do this is making sure you have some kind of measuring metric established before you even launch the campaign. Set up tracking URLs are established so that you can analyze the traffic from paid search. As you continue to do an on-going analysis of your various campaign metrics, you’ll find keywords that might need to be paused. Conversely, you’ll find some that are obvious growth opportunities you can double down on.
Create An Easily Used Campaign Structure
Two words need to be emphasized here. They are ‘simple’ and ‘relevant’.
Relevant means that you create ad groups tightly focused on a specific set of keywords. Go through every keyword and be sure that your ad text proves relevant to every single keyword in the ad group.
Simple means that you can manage your campaign daily with ease. When your campaign structure is manageable to the point of being intuitive, it makes monitoring everything far more impactful so you can quickly find both inefficiencies as well as efficiencies.
Look Over Your Google Adwords PPC Settings
You need to be smart about how you use the Google Network. Google Adwords defaults towards opting all of your campaign across the entire Google Network. This is a broader network of sites that includes, of course, Google.com, but also partners ranging from Ask.com and AOL.com to members of the Display Network of sites.
If you’re just getting going with your website, then it might be best if you just opt out of using the Google Display network. Wonder why? The Display Network might involve displaying your ads across hundreds or even thousands of sites. That might sound great, but it also means you incur that many impressions. That can wipe out your budget pretty fast, meaning you get more ads on network sites instead of on the actual Google.com. Having said this, the Display Network is effective for the right ad text and particular keywords. However, this tactic is better learned after you’ve done a few campaigns of simpler nature first.
Be sure you use local searching to your advantage. Google Adwords defaults to national campaigns. If you only ship to addresses in a particular area, you’re a local merchant, or your services are geographically restricted, then customizing Location Targeting inside Google Adwords is what you want to do. Also get to know the account lingo. Google Adwords has options breaking things down in devices, ad scheduling, and even what languages you want to target. Getting to know the settings of every campaign helps you set up the specifics that you want.