Pay-per-click marketing offers benefits and drawbacks, just like any other marketing strategy. PPC should ideally be used by your business as part of a comprehensive digital marketing plan to maximise its benefits and minimise its drawbacks.
Pros of PPC Marketing
Results right away: As soon as your ads are authorised, they will be seen by the people you are trying to reach.
Highly targeted: You have a lot of control over who sees your adverts.
Simple to monitor: You can easily monitor the effectiveness of your campaign and calculate your ROI.
Exposure that could be enormous: Paid advertisements are prominently displayed and have the potential to reach practically an infinite number of individuals.
Steps to Starting a PPC Marketing Campaign
You might launch your first PPC marketing campaign in as few as six steps, which may make it seem shockingly easy. Remember that the effectiveness of your campaign is greatly influenced by the quality of your ads, so be sure to take your time and concentrate on each phase.
Figure Out Your PPC Budget
What budget do you have for pay-per-click advertising?
Setting an initial budget is necessary to allow you to test the waters. You can use certain industry benchmarks as a general reference to determine how much you should expect to pay for each conversion. Set daily and lifetime cost caps for your campaigns once you’ve determined your overall budget.
This is a crucial step in developing a PPC campaign because your budget will have a big impact on how successful your ads are. You may utilise Google Ads to help with this, and since its algorithms are created to maximise your return, it is wise to heed their advice. You can view an estimate of the number of clicks your budget allows.
Set Your Campaign Goals
The objectives of various firms’ pay-per-click campaigns will vary.
If you’re conducting a pre-launch for a start-up, for instance, your objective might be to increase website traffic and raise awareness. If you’re offering a product, conversions can be your major objective.
Because each target has a varied value, the goals you establish will have a significant impact on your marketing strategy. Your cost-per-click should reflect the fact that a click isn’t as valuable as a lead or a conversion. With the right campaign goals in place, you can more effectively target the right audience and calculate your return on investment. When you utilise PPC, you only pay for the click; you don’t pay for what the consumer does next. The click costs the same whether they
What kind of campaign you’ll conduct is a further factor to consider with PPC. There are many choices available here, all of which provide you flexibility in how you choose to reach your target market:
Search ads: Commercials that appear at the top of search results
social media platforms’ advertisements
Figure Out What Type of Campaign to Run
Remarketing advertisements: Advertisements that target previous website visitors
Online ads: Google Shopping ads that are intended to sell things
stream advertisements Played frequently on YouTube before a video loads
Display advertisements Dynamic advertisements appearing on external websites.
You have the resources you need to target particular audiences with all of these alternatives. You need ascertain the locations and interests of your target audience. Depending on the buyer personas you’re attempting to target, this will alter.
Research Your Keywords
Your keyword research can make or break your campaign because keywords are one of the primary tools you’ll use to target your audience.
You undoubtedly have a good notion of the types of searches your consumers make for your goods or services, but you need to focus on the ones that lead to people taking action. Understanding user intent plays a significant role in this. Who is more likely to make a purchase, for instance, when looking up “what is SEO” or “best keyword research tool”?
Because of how that search fits within the buyer’s journey, it’s probably the second. The buyer’s journey stage determines a person’s likelihood to make a purchase, thus the keywords you select should represent that stage. Visit ou eNgagency now.
Bid On Your Chosen Keywords
According to your goals, the majority of platforms provide you various bidding possibilities. This enables you to optimise for Google Ads’:
intended CPA (cost per action)
intended ROAS (return on ad spend) increase clicks
to increase conversions
target conversion value maximisation