Creating an effective PPC campaign requires time and planning. It also requires staying on top of the campaign and making regular adjustments to meet your goals.
Start by researching keywords. Use a tool to analyze the competition and find out what phrases searchers use to look for your products or services.
Research Keywords
When planning your PPC campaign, identify your marketing goals and create a list of keywords to target. Next, research your competitors to see what terms they are bidding on. There are several tools available. These tools will show you a complete list of keywords your competitors use, including their bids, search volume, and competition level.
Be sure to include negative keywords, which are words or phrases related to your product but don’t match the intent of people searching for it. This helps you save money on irrelevant searches.
Create Ads
Unlike some marketing strategies that take time to show results, PPC Ottawa can quickly bring traffic and customers into your business. Depending on your objectives, you can use search ads or social media ads to reach your target audience.
Ads can include images, text, videos, and signup forms to capture your audience’s attention. They are also highly measurable and allow you to track performance in real-time to optimize as needed.
When creating your ads, consider the keywords your target audience uses to find you and what types of content they are looking for. For example, if someone searches for “ladders for painters,” your ad can link them to your landing page, which answers their questions and gives them the information they need.
Optimize Your Ads
Once you’ve determined your goals, done robust keyword research, and created killer ads, it’s time to optimize them. Ad optimization requires attention to detail and a commitment to testing. A minor tweak to an ad’s headline, description, or target keywords could distinguish between a good campaign and an outstanding one.
For example, if your ad features a countdown timer to a limited-time offer, this can add a sense of urgency that makes people more likely to click and buy. A compelling, optimized post-click landing page will also help increase conversions by delivering what the ad promised.
You’ll also want to decide whether to use manual or automatic bidding. Choosing automation will allow the engine to select bids based on what it believes is best for your campaign.
Optimize Your Landing Page
Unlike SEO, which can take some time to produce results, PPC is one of the fastest ways to get traffic and customers. But it requires careful planning and robust research to maximize your budget.
It’s also important to track your campaign metrics to see what’s working and what’s not. This way, you can fine-tune your ads and landing pages to maximize each dollar you spend.
For example, if you’re running a lead capture campaign, optimize your form by clarifying what you will provide in exchange for the user’s contact information. Also, try to limit the number of fields users have to fill out — too many and they will get frustrated and abandon the form altogether.
Track Your Results
Conversion rate is one of the most crucial digital marketing KPIs. This counts the number of people who eventually become paying clients after visiting your website or blog.
The ROI of your PPC campaigns is another important metric to track. This number reveals how much revenue your campaign generates for every dollar you spend on ads.
If you want to streamline your PPC reporting, using an all-in-one dashboard is a good idea. This tool will allow you to create reports automatically updating and combining data from various marketing channels. This way, you’ll see the bigger picture of your PPC performance and how it relates to your overall business goals.
