Pay-Per-Click advertising is one of the toughest forms of digital advertising to master because, well, it seems easy.
You just pay the money, and then you get the clicks to your site, and then you make money, right? Unfortunately, we can only wish that PPC advertising was that simple.
The reality of PPC advertisements is a bit more complex. Success is not at all guaranteed with a pay-per-click ads campaign. The following 5 principles will help you build a PPC campaign that will not only help you build business followers but will also save your business time, money, and will provide you with quality marketing data.
1. Understand Your Client
The bane of most marketing plans is a lack of clarity. If your marketing plan is unclear or vague, you won’t just struggle to get yourself page views, you’ll struggle to get the right page views that can help you grow.
Do you know who you’re trying to sell to? I’m sure you have some ideas, but do you really know them? Do you know what their goals, hopes, and dreams are? Do you think about how your product can find a way into their lives?
As much as you want to build awareness of your brand by shouting about its value from the rooftops, the true key to building brand awareness through PPC is knowing who you’re selling to. This will help craft ads that are designed to suck them in.
2. Become a Keyword Master
It’s not enough to know that “workout” and “spin class” are great keywords for a gym. You also need to know which negative keywords are holding you back from optimizing your PPC campaign.
Certain keywords will hold you back because they’ll waste your time, money, and energy. That’s why to truly optimize your PPC campaign, you’ll need to identify the words that will make your site POP and the words that do absolutely nothing for you. Optimization is a process, and it involves both integrating the good and eliminating the bad.
3. Optimize Your Landing Page
What does your landing page look like?
When someone clicks on your PPC ad, the most important impression you make is the first one. Your landing page needs to be clear, aesthetically pleasing, and it needs a strong call to action. Most people overcomplicate their internet marketing with long, drawn-out sales pitches that no one actually reads anyway. Make your landing page simple, specific, and easy to navigate.
You’ve paid for someone to view your site, you need this view to be the best it can be.
4. Adaptations Are Crucial
When you run a PPC ad, you’re going to be guaranteed one thing: data. What you do with this data is what defines the success and longevity of your advertising campaign.
Here are some questions to ask yourself about your PPC campaign:
- How long are people viewing my landing page?
- How many people are clicking away from my site?
- Why are they leaving my site without buying anything?
These are just a few of the questions that might come to mind when running a PPC campaign, but really, it’s not about the questions, it’s about the fact that you make an effort to answer them.
PPC is an investment in knowledge on how to sell online. When you put money down on your site, you need to make it the best experience possible for your customer in order to get the best results for yourself.
5. Automation Is Your Friend
Look, I’m not saying that the machine apocalypse is on our tails, but I am saying that to run a successful PPC campaign, you need to collaborate with your technology. Automation is your friend when it comes to PPC.
If you constantly force yourself to obsess over your PPC campaign, you’ll not only ignore other aspects of your marketing plan, you’ll ignore other aspects of your business.
One really easy way to implement some base-level automation into your marketing campaign is to add email notifications for updates on your PPC campaign.
Closing Thoughts
Your best PPC ad campaign probably won’t be your first. Every campaign is an opportunity to gain knowledge on PPC and how to run better ad campaigns in the future.
But at the same time, running a business is difficult in itself, and you shouldn’t be forced to do everything by yourself. I mean, it already probably feels like the world is against you as you try to build your business’s marketing presence.
That’s where we come in.
We want to help you market yourself, your services, and your products through PPC campaigns and beyond. To find out more about how we can help you grow, click here.