PPC (Pay-per-click) campaigns are essential in the growth of your website. It’s also called search engine marketing and paid search ads. A reputable PPC agency can help create these campaigns and ensure that they will benefit you.
However, if you want to try to do it yourself, you need basic knowledge on how to do it. To make it easier for you to create a successful PPC campaign, here is a step-by-step guide that you can follow.
What is PPC?
PPC is a paid advertising to help your site out there. Use it side by side with search engine optimization, where you get organic results, and you can get more traffic to your website.
There are different platforms for doing PPC campaigns. However, Google remains to be the giant in this field. You may create your campaigns in Google Ads, and if you do it right, your site will appear on the topmost part of the result when users search for your target keywords. Other platforms that you can also use for your PPC campaigns are LinkedIn, Facebook, Bing, and Yahoo.
Benefits of PPC
If you’re wondering if you need PPC, when you can do search engine optimization that would not require fees, these PPC benefits would make you decide to push through with it.
Get a quicker result. Search engine optimization would take months or even years to get you on top. You will not see the results right away. A successful PPC campaign can get you on top of the results more quickly than its organic counterpart. A PPC agency can also help ensure that your campaigns are a success.
- You can set your budget. Pay for the number of clicks made and not on the impressions or views. Also, you can set your budget to ensure that you do not go beyond what you can afford to spend.
- It’s measurable. You can determine the number of impressions and the clicks you get to measure its success. You can easily make changes or adjustments based on this data.
- It’s not based on a search engine algorithm. Search engines have ever-changing algorithms that are difficult to determine. It makes search engine optimization a challenge. PPC is not affected by these algorithms. With the right strategy, you can continue to be on top.
- It can help with your search engine optimization. It will be easier to determine which keywords work best in PPC. You may also incorporate them with your search engine optimization for the best result.
Now that you have a better understanding of PPC and its benefits, here is a step-by-step guide to creating your first successful PPC campaign.
Step 1: Determine the reason for the campaign
While the ultimate goal for a PPC campaign is for your site or business to grow, you should have a specific objective that will also serve as your guide in creating your campaign. Some of the common reasons for a PPC campaign are for customers to do the following:
- Call the number you will provide to get more details.
- Fill up a form online.
- Subscribe or create an account on your website.
- Purchase something on your site.
Step 2: Know your target audience
The next step is to know your target audience. It will help you determine the best approach for your campaign that is based on them. Some of the things that you need to know are their interests, demographics, their habits in purchasing, and the search terms or keywords they are likely to use.
At the end of the day, you want to get the attention of these users and entice them to click on your ad. It would be difficult to do that if you do not have a clear understanding of who your target audience is.
Step 3: Think of the keywords to use
Work with your team and brainstorm on the keywords that you can use for your PPC campaign. These are words that are related to your site and what you offer. Think of what your prospective customers will type on the search engine if looking for your service or products. Write everything that goes into your mind, since this is not yet your final list.
Step 4: Determine the best keywords from your list
Once you have the list of potential keywords to use, it’s time to decide on the final list. Further research is needed for this. There are tools that you can use to determine the best keywords to use, such as Keywords Everywhere and Semrush. Most of these tools would let you enter a keyword and they will show you its search volume, cost per click, and the competition. They may also give you other keyword recommendations related to the one you entered.
Some tools would also show you the keywords used by your competitors. You may adapt these to your campaigns, including your search engine optimization. If it works for them, there’s a chance that it would also work for you.
Step 5: Prepare your landing page
You must create a dedicated landing page for your campaign, instead of redirecting users on a random page on your site or the homepage. The reason why they clicked on your PPC ad was that they became interested in what was written there, so they should get the information, or whatever it is that is offered there.
For example, if your ad says that you are offering 50% off on specific products or services, make sure that the landing page gives them that detail and leads them to see those offers. Give them an option to easily grab the offer, if they decide to purchase.
Step 6: Decide on your budget
There are different ways on how to determine the budget for your PPC campaign. Here’s one way on how to do that.
PPC Budget = profit per conversion (1-profit margin) (conversion rate)
- Profit per conversion is the amount that you will likely earn per client who converts.
- Profit margin is the percentage that you will earn after all the expenses are taken out.
- Conversion rate is the percentage of users who convert into customers after visiting your site.
Here’s an example of the computation:
Profit per conversion = $400
Profit margin = 30% or .3 in decimal
Conversion rate = 30 out of 1000 visitors convert, which is 3% or .03 in decimal
PPC Budget = $400 (1-.3) (.03) = $8.4 maximum cost per click.
Step 7: Create your ad
It’s time to create your advertisement. Ensure that it is clear, catchy, and it will entice users to click on it. Make various copies of the ad and compare to determine the best result. Make sure that it is also free of any spelling or grammar error, as users are more likely to trust you if the ad is error-free. A PPC agency can help you come up with a compelling ad.
You may create two PPC campaigns and see which works better. You may discontinue the other, and push through with the one that gets more clicks. Continue monitoring your ads, and make some changes, until you get the best one that will give the result you are after.