Key steps to starting a PPC campaign part 1

Posted on by Cindy Yip

Estimated read time: 4 mins

Everything we do seems to be online these days, whether it’s looking for nearby restaurants to dine at, shopping for your next pair of shoes or looking for the latest news. Firing up a search engine will probably be one of the first places you go to get this initial information. This all seems obvious in our personal lives but the same principal applies to the business world. When you’re looking for a supplier in your specific industry, where would your first place be to go? Ten or twenty years ago, it may have been the big thick artefact we call the telephone directory, but with the advancement in technology, how many of you can say you still use these?

Your business needs to be online and on the radar for your customers and suppliers to be able to find you. There are many ways for you to raise awareness of your business online – websites, social media, banner placements, affiliates (where you reward an affiliate partner for each visitor or customer they bring to you through their efforts), PPC, the list goes on. PPC can be scary and expensive if done incorrectly. But if done correctly, it can bring in quality leads and sales to your website.

So, what is PPC?

PPC stands for Pay Per Click. It’s a form of online advertising where your website is promoted on search engine results like Google, based on the keywords that people search for. You will be charged a fee each time your ad is clicked on (cost per click) in contrast to free traffic from organic listings. Organic search is the long-term and natural process to getting to the top position of a search engine through the likes of search engine optimisation (SEO), especially in competitive spaces it can take a very long time, so you can essentially buy visits to your site through PPC.

There are many ways of creating a PPC campaign and different tools to use to optimise your investment. Many components make up a PPC campaign with different digital marketers focusing on particular parts of this process to ensure they get the most out of their campaigns. There are a few items we have in mind that we think are key when setting up your PPC campaign. We’ll first talk about keyword research and in part two; we’ll go on to discuss budgeting and the landing page.

Keyword research

The appearance and positioning of your ad depends on the keywords that you bid for. When users search for these keywords, this is when your ad will appear at the top of the page. This could be argued as the most vital part to even start to engage your potential audience, so what do you need to do? Keyword research – this is about understanding what specific words your customers search for and what keywords are relevant to your website, and your products and services. Choosing the right keywords will mean you can get yourself in front of the most appropriate audience and your competitors increasing your chance of clicks and conversions.

ppc1On the left is an example of one of our search engine PPC ads highlighting the key words that we know our customers search for when looking for our products.

Google has a keyword planner within Google Adwords which will help you identify what keywords to use by looking at search volumes and how many other people are bidding to rank for the keywords. The more competition, the more expensive the cost per click on that keyword will be.

Keyword research is just the beginning to ensuring you’re on your way to a prosperous PPC campaign. In part 2, we’ll go on to discuss the importance of budgeting and the design of your landing page.


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