5 Points You Should Check Before Launching a PPC Campaign
Pay-per-click advertising have a fairly low barrier to entry, but campaigns can be difficult to sustain over time. In particular, Google and Bing make it easy to get started, but companies that don't properly prepare their efforts may fail, according to iMedia Connection.
Even if a campaign gets off the ground, it may crash within a few months. PPC is still a valuable marketing tactic. When paired with brand landing pages, PPC campaigns are a great element in a marketing strategy.
Here you'll find 5 important points that you should know before launching a PPC campaign:
1. Getting the Right Budget
One of the biggest issues that can slow down a PPC campaign is an insufficient budget. PPC can only generate results when you have the budget to support it. After the monthly funds have been used up, the campaign won't run.
Marketers can try increasing their budgets for a couple months and see if results change. If this strategy doesn't work, you may need to add some new keywords.
If you are able to, plan ahead and budget for an amount that you can afford to spend over a period of at least 6 months so you have enough time to rescue a failing campaign.
Once you have got a profitable campaign, the only things that hold you back from growing the campaigns are search volume, available capacity and available finance.
2. Investigate Your Keywords
Basing campaigns on inaccurate keyword research can cause them to fail as well. Keywords should be chosen based on search volume, regional differences, user intentions and competitiveness.
You need to analyze these factors to make the best choices.
You need to keep in mind that researchers won’t be using your brand name in their search for the product or service you offer. Your job with keyword research is to think of the words used by an online customer, which will lead them to your brand.
The three groups of researchers with which you’re contending are:
- People who don’t yet know they have a need
- People who are comparison shopping
- People who have made a decision
The best strategy is to strike a balance between broad terms and hyper-specific phrases, or long tail keywords, that have a lower search frequency but can result in fruitful results for you.
The key is to find suitable, related phrases for your business.
3. Think Hard Your Call to Action
A nonexistent or uncompelling call to action can quickly derail a PPC campaign. If you aren't seeing the right number of conversions, looking at your CTA may be a good place to look. A great CTA should be engaging, have a limited-time offer and appeal to a large audience.
So, when it comes to writing effective call to action, speak in such a way resonates with your target audience. Remember, write your CTA while keeping your goals in mind.
Announce those goals and let users know what to expect once they arrive on your page. This level of transparency is key because it will ultimately help you avoid wasteful spending due to clicks from unqualified visitors.
4. Consider Your Audience
Having a deep understanding of your target market can make PPC campaigns more successful. While using demographic information throughout the year can generate better results, it's especially crucial for maximizing end-of-the-year sales.
The more data you have, the more relevant ads you can create.
If you are targeting multiple customer segments, make sure to write unique copy for each ad based on the group's keywords, Browser Media stated. Without targeting, you may not see the conversion results you want.
While there are different opinions on the days of the week and times of day when people are most likely to convert. For example, if you have a limited-time offer on free shipping, you may see the most activity shortly before the deadline.
Using analytics can help you make the best choices for how to allocate your budget. You can budget less for low-interaction days so the busiest times have a higher PPC fund.
It may be a good idea to check out what your competitors are offering. It's important to conduct A/B testing for which offer is the most effective in your ad copy.
5. Getting Out of a PPC funk
If you've been running PPC campaigns for a while, you may encounter the risk of a plateau, Search Engine Land said. PPC success takes work over time. You may see better results if you do keyword research regularly. This approach can help you identify trends in your industry.
It may not be budget or keywords that cause PPC campaigns to fail. Lack of results often comes down to a inadequate landing page. Some companies the use PPC just direct customers to the website home page, which is not a successful tactic.
Visitors may be disoriented.They clicked on an ad because they were intrigued by the offer, and it isn't likely that the home page is specific enough for them to take further action.
A landing page needs to relate to the keyword that users searched and the offer from the ad.