Digital media these days is a giant in the marketing field that has contrived so many ways to influence the attention, vision, and money of the audience around the globe. There is plentiful of techniques to market your brand or business on social media: Social engine marketing (Social engine optimization & Pay per click advertising), Social media marketing, Email marketing, Affiliate marketing, etc. In this blog, we are going to talk about PPC only. So, what is PPC?
PPC – Pay Per Click advertising is one of the most broadly endorsed approaches to promote and advertise one’s business in which the business marketer set up a campaign which makes his website to appear in the first result pages of the search engine and on every click made to his website, he has to pay a certain amount to the search engine.
This is how PPC ads appear in the result pages of the search engine. As Dr. Christopher Dayagdag says:
“The success of every website now depends on search engine optimization and digital marketing strategy. If you are on the first page of all major search engines then you are ahead among your competitors in terms of online sales.”
1. Keyword Research
The very first step in organizing a PPC campaign is the research of authentic keywords. It is mandatory to choose the correct keywords to bid upon because keywords are the dice that plays your game, if you happened to choose the wrong words it may result in zero profit.
There are many tools available to evaluate keywords relating to your target audience. Firstly, do comprehensive keyword research then make groups of it differentiating them based on their relevance to your brand. Work on the negative keywords as well, negative keywords are those that are less likely to relate your target audience or your market, they can save you from unintended customers, bargainers, and bouncers.
2. Ad Creation
The next step is to compose valuable ad designs for your ad campaign. Ads should be well written and managed without any exaggerated capital letters or punctuation etc. Every search engine has specified limits of characters for every section of the ad for example Google Ads limit includes:
• Headline 1 - ~30 characters with spaces
• Headline 2 - ~30 characters with spaces
• Description line - ~80 characters with spaces
• Path 1 - ~15 characters
• Path 2 - ~15 characters
Ads could be product listing ads; the ones that appear in squared boxes in result feed, image ads; consisting of product images, or descriptive ads; without any image based on the description provided. Try to generate catchy ads but don’t overdo them. Make your ads persuasive by incorporating robust features in them.
• Keep note of keywords, add the most appropriate and targeted keywords in your ads.
• Add impulsive all to action notes in them to influence your audience to enact at the very time.
• You can also add different sorts of extensions in your ads like a website link, call, review page, location, application, etc. They make your add more functional and reliable.
3. Landing Page Development
Landing page; the page that appears after clicking on your placed ad. It plays quite an imperative part in the performance of your website. Your landing can either adhere your visitor to your site or can immediately make him bounce back and to search for some other relating website that means to your competitor. If by clicking your ad, your visitor reaches the homepage of your website, he will have to work or look around for his query which will make him lose his interest in your website. That’s why always keep your landing page in accordance to the placed ad, whenever it is clicked it should take your visitor to his desired address on your website, this leads to high customer engagement and reduces the chance of people to bounce back. Compelling and relevant landing pages improve the quality score of your ad leading to a reduction in cost per click.
4. Account Set-Up
Then you move towards setting up your PPC account with the search engine like Google Ads. First of all sign in with your Google account then move forward to set up a PPC account providing all business and budget details to Google.
5. Tracking And Testing
After the setting up of the account, initially, the ad campaign is once tested via a search engine to know the uniqueness and effectiveness of the ad campaign. At this spot, the gaps and limits are checked out and refilled with optimization. After successful testing, the ad campaign is now ready to be launched.
6. Campaign Launch
By now you will have to move towards the Google ads page where you select an option to create a new campaign. Google will open up a new page for setting up your campaign where you have to select some o the given options from different categories like:
After the complete setup and payment, your ad becomes live on the search engine and ready to be discovered by your targeted audience.
7. Campaign Performance
The work doesn’t end here rather your campaign needs to be monitored and assessed on the regular basis. Keep checking the conversion rates, they let you know the activity on your placed ad and website and about the success of your PPC campaign. Keep upgrading your campaigns and ads with the latest trends and demands of the consumers.
8. Assessment And Analysis
Almost the last step of the PPC campaign but not last in itself as there is a lot of work to be done while analyzing and assessing the success of the campaign. The success of a campaign is assessed by different methods: