Venturing into pay per click advertising can be a daunting decision for small or startup businesses, but once it’s successful, it’s certainly a worthwhile investment. Know, however, that you won’t make the perfect PPC ad on your first try. It requires a significant amount of knowledge and experience, but there is a way to separate a good PPC ad from a bad one. Here are some tips to help you avoid a failed PPC campaign.
Start With a Concrete Plan
Before you even start going on Google, Bing, Yahoo, or Facebook, you have to formulate a plan for your ads.
What is the goal of your ads? To get conversions? Clicks? Raise brand awareness? Marketing lead generation? By rounding up your goal for your campaign, your materials will be created specifically to achieve that goal, and not to just generally appeal to your audience.
Identify Your Target Audience
Let’s be realistic, there are millions of users on the internet. Although it would be nice to have all of them buy your products, it’s simply not realistic. Your best bet would be to find those people who are most likely to do so, specifically audiences that are within your business area.
Fortunately, Google AdWords has targeting features that allow you to pinpoint audiences by gender, age, location, interests, income, occupation, and etc. So if your main audience is women aged 30-40 in New York, you can simply adjust the settings so that your ads will display to those people.
Use the Right Keywords
It’s also important to understand your customers’ behavior and decision-making process. What would make them click your ad? What would people be searching when they’re looking for your product or service?
You can also try adding the location you’re targeting. For example, “spa New York”, or “affordable spas New York”. Do some keyword research to find out which keywords would be most effective and worth bidding in.
Create an Optimized Landing Page
After you’ve successfully led your target audience to click on your ad, your next job now is to retain them and compel them to convert. How do you do that? With an optimized landing page.
An ideal landing page looks attractive, and more importantly, matches your branding. When a visitor arrives at your page, they should be able to have an idea on what it is about. The pages should be easily navigable. It should be convenient enough to use for your audience that they won’t be confused where to go.
It’s ideal to create a landing page for your campaigns. When the ad encourages them to sign up for an account, the link should lead them to the account setup page. That way, it’s easy for them to perform the action you wanted them to do.
Experiment With Different Strategies
Practice makes perfect. Luckily, you aren’t without guidance because you have the analytics available at your disposal. With analytics, you can see which strategies you employed in your campaigns worked well and which didn’t. This will allow you to tweak your campaign to make sure it’s at its best, and it can also help you improve the future ones.
Launching a successful campaign definitely isn’t easy, and for the busy business owner, it can be quite time-consuming to maintain them as well. One pro tip is to outsource your PPC campaign management to a trusted digital marketing company.