Starting your own PPC campaign

Okay by now you should have a good idea of what is PPC advertisement and if you are like me then you are excited to start your own campaign and start turning those marketing costs into profit. Not so fast though because although PPC can make you a lot of more if done right, it will set you back thousands if not.

So what is a campaign? If you have ever set a goal in life, which I really hope you did, you have effectively created a campaign to reach that important goal of yours. Hence, a campaign is simply a number of steps and decisions one has to make to achieve a goal. So to start your own campaign go ahead and ask yourself:

  • What are my company goals?
  • What do I want to achieve?

Every company should work towards a goal if it wants to be successful but remember that, just like in ancient times, the pyramid were not  built in a day and it took years of practice and hundreds of tests till they got it right. And the same goes to achieve your goals.

So go ahead and set a goal for your company if you don’t already have one.

The next step should be to make sure that your website is appealing to customers, well organized and self explanatory. It’s useless to have the best service in the world if people don’t know what you do, or the tidiest office if your website is an epic mess of buttons and features. Make sure that your website delivers a good impression on your business and is easy on the eye. This is where having a good website design comes in but I will not go into that right now.

Remember that PPC advertisement leads possible customers to your website, more specifically to your landing page which is a pre-set page on your website which the user sees as soon as he clicks your ad. So make sure to have your website professionally and clearly display your products and services, especially the one you are planning to advertise.

Next up is setting up a budget. Your budget should depend on how much you are willing to pay which tends to depend on your business size and current situation. Small business tend to start up small and then increase their budget as they go along. To start seeing results you should let the campaign run for at least 3 months.

Once you have covered those 3 major steps it is time to decide where you are going to place your ad.  The three most popular PPC providers are Google AdWords, Bing Ads and Facebook. Google AdWords is the largest one and generally the most effective, however having said that, there is more competition.

Additionally, you have to come up with keywords which the search engine will recognize and connect people’s searches to your ad. This is a crucial step and for a successful campaign so I suggest you take your time and think of a reasonable number of keywords which are not too general, but neither too specific because that can limit your exposure. I also suggest you enter slight variations in your keywords, for example Pay Per Click and Pay-Per-Click. The most effective keyword phrases are between two to three word long. Unquestionably the keywords should be related directly to your ad and to the product that you offer. I highly recommend you check out Google’s Keyword Planner to help you and if you’re wondering what it does, well you guessed it, it helps you out with your keywords :)

If you are going with Google you have to decide whether to use a search network or a display network.  The main difference is that a search network covers the visibility of your advert on Google search, maps, shopping and non Google search partners. This consists of a headline, a URL and a small description. You may also add extensions which allows to add addresses, telephone numbers, a map etc. On the other hand the display network had visual attraction rather than business information. It can be used to build brand or product awareness as well as loyalty. This network gives you the ability to decide more specifically where you’d like your ad to be placed. For example you can set specifically on which site you’d like your ad to show up (apart from those sites which Google matches up to your keywords) and to what audience.

The next step to achieve your much important goal is to create the advert itself. It is of utmost importance to use eye catching headlines and graphics to make you pop out of your competitors. Thus when you finish your ad, ask yourself:

  • Why would a potential customer choose my ad instead of that of the competitor?

Pay close attention so that you do not misguide users with your ad and show them products or services which you do not offer, it is the worst thing to do.

Lastly for an effective and successful campaign you must closely monitor your adverts and do changes accordingly. Sometime you have to remove some keywords and maybe add others, or maybe you find out that different words give you better conversion rates. These are usually learned through testing, by placing one ad instead of another and comparing results. To help you obtain accurate results I suggest you use Google Analytics and AdWords as they both have some features which are definitely useful for guidance on your next move, for the perfect and most profitable campaign :)

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