When compared with organic advertising, traffic brought through pay-per-click (PPC) advertising brings in 50% more conversions. Also, brand awareness is increased by up to 80% when you use paid Google ads.
Have we convinced you about the effectiveness of PPC advertising? Want to learn more about it?
Then here are 8 steps to create a PPC plan that works for you.
1. Define Your Goals
Before you set out to do anything, you need to first know exactly what you want to achieve.
For example, is the point of your PPC campaign to increase brand awareness? Or is it getting more localized traffic? Or perhaps you want to drive more sales?
Your end goal will set the tone for how the rest of your PPC advertising plan will go.
2. Set a Budget
The next thing you’ll need to do for your PPC plan is to set a budget. One of the main strengths of PPC advertising is you won’t ever go outside of the budget you set.
For instance, let’s say you have a budget of $1,000 per month. When the campaign reaches the number of clicks that cost you $1,000, it’ll automatically turn off.
Because of this, you won’t have to worry about going over your marketing spend. You’ll be able to set clearer targets and better calculate ROIs.
You can then adjust this budget as your business grows.
3. Determine Which Devices You Want to Target
As with all other marketing campaigns, you need to determine how you want to target your audience. In this case, you’ll want to think about the devices people use.
Your main choices include desktop computers, tablets, and mobile phones. You can choose to target one, two, or all. Usually, you can work with a professional to determine which ones are best for your purposes.
4. Use Location Targeting If Needed
You can further refine your PPC plan by using geo-targeting. For some businesses, casting a wide net for marketing is effective. But for others, it may be a waste of marketing spend.
For example, if you’re a local barber, a marketing campaign that reaches the entire country would be pretty excessive for your budget. But if you utilize geo-targeting, you can serve your PPC ads to just local areas.
By using geo-targeting, you’ll not only reduce your marketing spend, but you’ll also get a better return for your money.
5. Do Keyword Research
If your company’s done any sort of search engine optimization (SEO) already, then you’ll know that keywords are extremely important when it comes to your search engine ranking.
If you don’t know what it is, then, in a nutshell, SEO is sprinkling your website copy with terms that your target audience searches often.
With PPC ads, finding these keywords is important too. You can center your ads around these often-searched keywords so when a potential customer inputs it in Google, your ad will pop up first.
To do keyword research, there are plenty of free online tools that enable you to see what some high volume keywords are in your industry.
Do note that since you have to pay for these ads, the higher ranking a keyword is, the more you usually have to pay for it.
6. Turn on Your Ads
Once you’ve got all your research out of the way, it’s time to turn on your ads.
Most companies purchase PPC ads on Google, considering it’s the most widely used search engine in the world. It’s pretty simple to use; just input key information, like what you want to achieve, where you want to advertise (global vs local), and what message you want to convey.
Set your budget limit, and then you can pretty much push your PPC ads to be live.
7. Track Your Results
The most important thing about any marketing campaign is tracking the results. By using analytics tools, you can tell how well your PPC ads are doing.
If you see that your ads aren’t doing as well as they should, you always have the freedom to alter your ads. Considering the results are instantaneous, it’s always worth keeping an eye on your PPC ad performance. That way, you can tweak as needed.
8. Keep Testing
Complacency is your biggest enemy. Even if an ad campaign seems to be doing well, it can always do better!
Considering you only get charged per click, there’s no harm in trying out different ad copy to see if one keyword or text does better than the other. By constantly testing different variations of your ads, you can find out which don’t perform as well and trash them.
Think of it as a battle of ads. When you can keep testing, this means you’ll be all the closer to the optimal ad that’ll give you the best results possible.
Create a PPC Plan That Works for Your Company
After reading this article, you should know how to create a PPC plan that’s best for your business.
However, the best way to go about this isn’t by doing it alone. Instead, you should utilize the services of a professional PPC agency.
Together, you can formulate a plan based on what you’ve come up from the list. The experts can then put together a campaign that’s tailored to your needs in the best ways possible.
Not only that, but they can constantly track your campaign to ensure it’s doing well. If not, they can identify problem areas and it as well. Your marketing dollars are in good hands when you have a professional PPC agency help you with your ads.
Need help from PPC professionals? Then get in touch with us today. We’ll give you a free consultation!