How to Create an Effective Pay-Per-Click Campaign
Pay-per-click (PPC) advertisements are kind of like cats: you either love them or hate them. But before you pick sides on becoming a crazy PPC lady or adopting an allergy to them altogether, the ads that show up above the rest of your Google search results are a marketing tactic that can be very effective if used properly. With the right business, goals and strategy in place, pay-per-click can be a powerful way to gain leads for your business.
1. Set clear goals
We are never proponents of throwing spaghetti on the wall. Whether its branding, a website, blogging, social media, public relations or pay-per-click, we always recommend having a strategy with goals in place because it’s the only way to produce real results. Whether you want to build up business in a new location, a specific service, or just generate more leads to the website, you need to establish the purpose and expectations of the campaign clearly and early on.
2. Think outside the box with keywords
When PPC ads show up in your search results, it typically means that your search criteria matches the keywords that the advertiser is bidding on. The keywords chosen by the advertiser are extremely important to the advertisement’s success. So how do you choose the best keywords? It’s best to think outside the box.
For example, let’s pretend you own a car wash in Orlando. While you might think “Car Wash Orlando” would yield the best results, the truth is, there is most likely a lot of competition for such a general keyword. Targeting more specific keywords like “headlight restoration,” for example, may generate more visibility and leads at a lower cost.
3. Test, test, and test some more
Pay-per-click advertisements require some TLC in order to be successful. This means actually logging into your Adwords account at least once a week to see how your advertisements are doing. Look at which keywords are and aren’t performing well and how your target audience is responding to your ads. You may notice that certain ad copy, devices (mobile, tablet or desktop) and landing pages are generating better results than others. Keep an eye on your campaigns and change it up to spend more money on what’s working and less on what’s not.
4. Create landing pages with specific content
Everyone hates small talk, so stop creating ad copy that resembles an awkward dinner party. Give people a taste of your content with ad copy that is specific and eye-catching, then link your ad to a landing page with more specific content and a clear call-to-action. If you’re advertising a summer special, for example, create a landing page with a summer-theme that specifically addresses the products and services that are discounted during the summer season. This allows you to better-target your audience and in turn generate a high quality score, which is a large factor in how your advertisement gets ranked. The quality score is a metric that determines how relevant your ad is to the user by looking at components like click-through-rate success, relevance and landing page.
5. Create clear, trackable conversions
Every page your ad points to needs to have a clear call-to-action. Whether that is to submit a form, call your office or download a whitepaper, the call-to-action should be the focus of the page. Tracking conversions is essential to determining the success of your campaign and how you should alter it to make it more successful.