Hi Everyone! This is Kranthi! In this post, we’ll guide you through the preparatory stages of creating ads for your own PPC campaign and the ways to reduce your PPC Campaign Cost per Action
Running a PPC campaign is a huge investment and requires serious planning. Deciding what ads you should produce, where they’ll be placed online and how to target them will have a serious impact on the success of your PPC campaign.
If you’re new to the world of running a PPC campaign, the process can feel intimidating. So, to make it easier, today’s post will help you learn PPC marketing fast so you can have the greatest impact.
We’ll help you learn PPC marketing in 5 simple steps:
- Defining the audience
- Deciding on your keyword strategy
- Planning your budget
- Creating ad copy that converts
- Enhancing your ads
PPC Marketing Tips
Before you log into your AdWords account, you first need to think about why you’re doing this PPC campaign. What’s the ultimate purpose of the campaign you are about to start spending your precious marketing budget on? Is it to encourage more sales? Increase brand awareness? Or to promote a new product or service? As we highlighted in our first post, having a defined goal is key. Read on to learn PPC marketing in 5 steps:
Have a Clear Idea of Your Audience and How You’ll Reach Them
Understanding your audience is the foundation of any campaign. For example, if you work in Europe, are you targeting the whole of Europe? Or just those countries where English is the primary language? Does your company have a hierarchy of those countries most important to them? Every company is different, so know your audience inside out.
Create a Detailed Keyword Strategy
So, now you know where and who you’re targeting, you need to figure out what terms people in those regions will be searching and those golden buzzwords that will get you conversions. When thinking about your keyword strategy, you need to consider a few things:
- How much budget do you have? Keywords have an average cost per click (CPC), which is how much you’d pay every time someone clicks, so you need to calculate how much you can spend on your chosen keywords.
- How relevant are your keywords? Assuming you know your campaign material inside out, highlight any relevant buzz words that crop up throughout the campaign.
What keyword type are you going to use for your campaign? There are four keyword match types that you can use:
- Broad match type – this is the default and reaches the widest audience, which appears whenever a user’s search includes any words in your keyword, in any order.
- Modified broad match – targets a wide audience, but locks the audience by putting a ‘+’ in front of keywords, which tells Google the search must include the term.
- Phrase match – which has more control. The ad only shows for searches in the exact order you’ve listed, although words can come before or after.
- Exact match – the most specific search match: users only see the ad when they type in your keyword on its own
Know Your Budget And The 20% Rule
It’s likely you have a clear budget in mind and know how it’ll be allocated towards your PPC campaign. But, have you decided how long you want this campaign to run for, and have you factored in the 20% rule?
When creating your campaigns, you would normally give it a start and end date, at which the campaign will stop automatically.
So before getting started you need to figure out what your daily budget will be, based on the length of your campaign. And when working this out, you need to give yourself a little extra breathing room. While AdWords will stick to your overall budget, it sometimes can spill over by up to 20%, which you need to consider when creating your campaigns
Creating Ad Copy That Drives Conversions
So now we have the basic structure underlying our campaign, we need to make sure we can lure that audience in. There are some things to consider for creating the perfect ads:
- Your headline should not exceed 60 characters
- You URL path should not exceed 30 characters
- Your description should not exceed 80 characters
Tracking The Performance Of Your Ads With UTM Codes
Let’s say your goal is to drive people towards a landing page, which contains the awesome report you’ve just produced. How have they got there and which ads helped drive them there? Without UTMs, it’s almost impossible to know.
A UTM (Urchin Tracking Module) code is a small snippet tag that you can add to the end of the URL link in the ad, which helps identify the link in Google Analytics. It tells you how visitors came to land on the landing page. For example, if your main objective was to get clicks from the UK and U.S., your UTM will be able to tell you exactly how each region is doing.
Tips to Decrease Your Cost Per Acquisition (CPA)
PPC professionals are always thinking about metrics and deciding on which ones are best for tracking the performance of their campaigns. Cost Per Acquisition or CPA as it’s often referred to as a metric which measures how much you spend to attain each conversion. In comparison to the Cost Per Click (CPC) metric, it is normal for the CPA to be considerably higher – no matter how much you try (and we can only hope), not every user who clicks your ad will go on to convert on your site. There are a range of things you can do in order to decrease your CPA and here are the top tips:
Tip #1 – Work On Your Bids
Applying good AdWords bidding strategies is an essential part of maximizing the performance of an account and achieving key business goals. There are two types of bidding strategies and both can be used together or alone depending on what you want to achieve.
- Automatic bidding: with an automatic bidding strategy, AdWords will automatically adjust your bids to achieve the objective of your campaigns as it sees fit i.e. when it is expected to perform best.
- Manual bidding: differing from automatic bidding where you allow AdWords to do the work for you, a manual bidding strategy gives you complete control over the maximum CPC which can be adjusted according to historical data and general account performance.
Tip #2 – Increase Quality Score
Quality Score is a number which AdWords assigns to keywords attributing a value between 0 and 10 with 10 being the maximum. If your keywords have a Quality Score of 10, this means that as those keywords are the most relevant, you will be paying the lowest price possible for your position. Additionally, by optimizing your Quality Score, you will be rewarded with an overall reduction in your costs and an improvement in your search rankings.
Tip #3 – Find More Specific Keywords
One way to discover new keywords relating to your campaigns and ads is to run a Search Terms Report. This report will reveal which search terms were used by your target audience before clicking on ads and if they are relevant to campaigns you have running and have enough search volume, you may consider adding them as part of your list of keywords.
Tip #4 – Match Your Keywords
Good click-through rates (CTR) on your ads are great but not so great if your visitors don’t convert. However, a great way to lower CPA is to analyze your existing ad copy by looking at which ads are driving traffic of no value to your site. When a user searches on Google, let’s say for instance “digital transformation services Glasgow” and these keywords are included in both the ad copy and on the landing page, AdWords will display the ad with the keywords emboldened. With the keywords standing out and indicating relevance, this increases the chances of the user visiting your site and making a conversion.
Tip #5 – Create Text Ads That Appeal To Customers
If you are operating in a relatively competitive marketplace, one problem which may occur is your ad copy is very similar to your competitors. So… in order to create successful ad copy, the first thing you need to do is to think about your USP and be sure to highlight this. If you offer something your competitor doesn’t i.e. free next day delivery, it is very important that you include in the ad copy, keywords, ad prices, offers and exclusive promotions for users.
5 Reasons Why PPC is important for Small Business Success
Let’s review in more details why PPC is important for start-ups, small businesses and generally any company that wants to do business online.
#1 – It is Cost Effective
Start slow, measure and grow big – When you start with PPC don’t throw all your money on your first campaign but start with a small campaign and then depending on the results you can spend more money.
When you first set up your campaigns, you do it based on what you think it might work but after a few weeks, you will see that some keywords (or audiences) perform better than others. Use this info and make adjustments to your bids and targets to give more preference to these potentially profitable areas and less or none to others.
#2 – It’s The Fastest Method To Get Targeted Visitors
With Google AdWords you can choose for which keywords to show your ads and these will appear on the top of Google search results (or in the right sidebar on a desktop). With Facebook Ads, you can define your target audience based on the many demographic characteristics facebook has for all of us.
#3 – It’s The Easiest Way To Test If Your Product Sells
You have a nice looking website and products ready to ship but don’t know if your products sell or if your website converts, what is the fastest way to find out the truth? Run a campaign on Google Adwords and get 1000 targeted visits and measure the results.
#4 – It Works Well With Other Digital Marketing Channels
PPC advertising is an important component of your digital marketing strategy and works well with all other marketing channels. For example:
You can use dynamic search ad campaigns and let PPC tell you which keywords are a good match for your website.
You can use PPC to test the effectiveness of different keywords so that you know which keywords to target with long-term SEO.
#5 – It Allows You to Execute Advanced Marketing Techniques Like Retargeting
One of the most effective ways to increase conversions is to use retargeting. Retargeting or remarketing is a technique where you create campaigns and target people that have already visited your website but did not convert.
What are the Benefits of Pay-Per-Click (PPC) Advertising?
More and more businesses are taking advantage of the benefits PPC advertising and Google AdWords campaign in order to reach new audiences and increase revenue. But what is it about PPC ads and Google AdWords specifically that is beneficial for businesses?
- Advertise Directly to People Searching for a Business Like You
- Targeted Advertising
- Reach the Right People at the Right Time
- PPC Advertising Gives You Measurable ROI
- Google Adwords Puts You at The Top Of The Search Results
- Google Adwords PPC Ads Gives You an Immediate Impact
Learn PPC marketing
So, there we go. By preparing thoroughly for your own AdWords PPC campaign, you’re giving yourself the best chance for success and meeting your goals.
Want to continue to learn PPC marketing? Stay tuned with Kranthi to learn more about running PPC Campaign!