Setting up a PPC advertising campaign can be a pretty painstaking task, especially for beginners. With this post, we’re going to assume that you, the reader, are right at step #1. So, what does PPC stand for? PPC is an acronym for Pay Per Click. PPC does exactly what is says on the tin. Every time a user clicks on your ad, you pay. How much you pay depends on a number of factors which we’ll go into later on. So what we’re going to do today is list a few important guidelines that a beginner can use when setting up a PPC campaign (if all else fails, you can always get in touch with one of the Digital Clicks team and we’ll do it for you): 1) Choose your platform There are some great PPC platforms out there than can do well for your company. Your first job is to decide which will provide you with the best ROI. I suppose you’d do this by researching the most likely channel that your prospective customers will find you. I’ve listed some of the main platforms below:
Google AdWords – this will list you on the Google search engine. This platform also gives you the ability to remarket and utilise display ads on 3rd party sites. Remarketing is when a user hits your site, leaves without really doing anything, goes to another site, and is then hit with an advert enticing them back to your site again. Display advertising is very similar, but an ad is placed in front of a relevant audience, whether they have been on your site before or not.Facebook for Business – this provides you with brilliant targeting ability depending on your target audience. Your ads will appear on the right hand side of a user’s desktop screen or in a user’s news feed depending on what criteria you have put it. This is usually a less expensive and targeted form of PPC, but doesn’t usually have great conversions when compared with Google.LinkedIn Ads – targeting the professional world. This can be very good again for drilling down to target companies, job titles, types of business etc. Probably the most expensive form of PPC in terms of minimum cost you will pay per click, but it’s down to you to decide the value of a customer. 2) Keyword Research and Understanding Cost Per Click (CPC) For arguments sake, let’s assume you’ve completed task #1, and decided you want to advertise through Google AdWords. The next thing you need to do (after registering) is research your keywords, which are the words that a user will type into Google search to find businesses within your industry. You’ll learn how much it’s going to cost you every time a user clicks on your ad; this is what we can Cost Per Click, or CPC for short. Head over to Google’s Keyword Planner at this stage. This is a brilliant tool which will also provide ideas for other keywords, and give you some insight into how much it will cost to bid on these words when advertising. This is when you can forecast what budget you’ll need. 3) Landing pages Landing pages are very important. These are the pages that a user will enter your website through when they’ve clicked on your ad. These pages have to be tailored to each ad. Make sure you create a landing page for each ad category that you do, with the content on these pages tailored to your keywords. Don’t forget to include a call to action; it’s costing you money when someone lands on these pages, so you have to make it as easy as possible for them to make an enquiry, or buy something from you. 4) Creating ads When you create an ad, you have to make it engaging and relevant to your keywords. If you don’t, you will either get a lot of unnecessary clicks through to your site, wasting a lot of money; or, you won’t get any at all. Entice the user to click on your ad; tailor it to their search query, and try to incorporate as many features that Google offer as you can. 5) Conversion tracking If you’re spending money, you want to accurately measure your Return on Investment. This can be done by setting up ‘Goals’. Goals are basically actions you want a user to make e.g. filling out an enquiry form or completing a purchase. Once this has been done, it will be logged as a ‘Conversion’ in your AdWords dashboard. This will help you measure how well your campaign is performing. Be sure to get the tracking code set up properly though (you may need a developer to do this for you). Thanks for reading our ‘A Beginner’s Guide to Setting Up a PPC Campaign’ article – this post covers just a small number of factors involved for successful PPC advertising. Be sure to visit our website digital marketing blog for all the latest happenings in digital marketing. We’re Digital Clicks, a specialist company in PPC management in Cambridge, working with PPC clients based in Cambridge and across the whole country. For more information, any help or advice for your PPC campaign or to know more on how we work, don’t hesitate to get in touch with one of the team. Error: Contact form not found.Post navigation
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