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8 Steps to Creating a PPC Plan That Works for You

8 Steps to Creating a PPC Plan That Works for You

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!

What Is the Difference Between PPC vs. CPC? Everything You Need to Know

What Is the Difference Between PPC vs. CPC? Everything You Need to Know

The first page of Google captures 71% of search traffic clicks.

This statistic shows the value of AdWords and how specific metrics influence traffic and marketing.   

As a business, this is a relatively cheap investment. 

But if you don’t know much about pay-per-click (PPC) or AdWords, it can be difficult to assess the difference between PPC or cost-per-click (CPC). What is the difference, and does either one matter more in your business? 

The question ultimately comes down to PPC vs. CPC.

What metric will you trust more when it comes to assessing your success? How do you know if you need to make a marketing change? What metric helps you identify weak points in your marketing strategy and in your business? 

Having an understanding of each metric can help you figure out the value and how to properly assess what your marketing plan should be moving forward. It can help you identify your core audience and if you should retarget your core demographic. 

Here’s everything you need to know about PPC and CPC for businesses large and small, plus why each is incredibly important to understand. 

What Is PPC, and Why Should I Care About It? 

PPC is a form of search engine marketing.

In essence, you are paying Google or Facebook to display your ads on their search engine. You are paying whenever someone clicks on an ad. 

If you have a business website and a blog, having a high number of keywords can help get your website higher ranked in Google or other search engine inquiries. 

Obviously, as a business, you don’t want your ad getting ignored and scrolled past when someone searches for something relevant to your product. You can prevent this with a number of strategies. 

These strategies can help your business stay competitive against other similar businesses when your ideal customer is searching for a product that you sell. 

PPC Is About Strategizing Your Paid Search Marketing Campaigns

One of the strategies of pay-per-click is that you can create short and concise headlines when people see your ad after they have searched for something. 

This is why it’s important to have only 25 characters in your headline, 35 characters in your display URL, and 35 for your ad copy. Creating conciseness in your advertisements allows the customer to clearly understand what you are selling. 

It’s also important that you have a clear PPC goal that matches what your business is trying to accomplish. 

With PPC you can do search ads, display ads, and even remarket to your ideal customers. Ultimately, you have to decide what’s going to bring in the most clicks at the lowest cost. 

You can read more here about how to figure out your PPC ROI. 

What Is CPC, and Why Should I Care About It? 

CPC is the amount of money you are willing to spend on every click.

In other words, it gives you an idea if a marketing campaign, like PPC, is effective. 

You can see if your AdWords is performing well and what it is costing you. You can also see the quality of your AdWords and how they performing compared to your competitor’s site. 

This is also why you need to care about industry standards when it comes to the average cost per click in any industry. If you are paying more cost per click in your industry compared to others, it could mean that your campaigns are not as effective compared to your competitors. 

CPC Allows You to Assess Your Marketing Budget

Another reason why you should care about CPC is that you don’t want to be an exorbitant amount toward a particular PPC campaign if you know it’s not working.

CPC gives you insight into how much you are spending and if it is worth it. 

You want to assess your return on investment and see if you are making a profit. One tool you can use to assess if you are making a profit is by dividing your competitor ad rank by your quality score. This will give you your actual CPC score and help you figure out if you paying more than you need to. 

After you figure out your CPC, you can figure out how to improve your PPC campaigns. For instance, you can raise the quality of your ads. 

In addition, you can also refine who your audience is and who you are targeting in your advertisements. In a similar way, you can also retarget specific audiences if you think they are more inclined to click on the advertisements than they were before. 

In the end, CPC is so important because it allows you to assess your marketing budget.  

PPC vs. CPC: Why Does It Matter? 

Does it matter what PPC vs. CPC is?

Of course, it does, because you don’t want to spend an exorbitant amount on search ads if you don’t have the budget. Depending on your business’s financials, you may be better off choosing one route over another.

What it really comes down to is how well you know your audience and how much you are willing to spend on ads. If you know where your ideal customer hangs out and your advertisement is very targeted, then you can figure out if PPC with a specific search engine may be working at a specific cost (CPC). 

To find more information on PPC and CPC and which metric is better for your business, contact us

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