Key steps to starting a PPC campaign part 2
If you haven’t already, have a read of key steps to starting a PPC campaign part 1 which tells you the importance of online marketing in today’s society and how PPC plays a part in this. It begins to talk about the first steps of starting your PPC campaign, your keyword research and how to optimise this to be able to get the most out of your campaign.
In this continuation on the theme, we go on to speak about the next components of your PPC campaign we think particular focus should be put on; this is your budgeting and landing page.
Think about how much your business can afford to invest in PPC; if you’re just starting out, you want to test the waters. As a starting point, you can use Google Adword’s keyword planner; using the keywords from your keyword research to look at how much these would cost to bid for. This is why it is essential to know exactly what your keywords are for your business.
As an example, let’s say my business sells turnips and below is an image of all the keywords I know my customers search for to look for me online.
By looking at these, you can get an estimated forecast of your PPC costs based on how many keywords you want to bid for or even bidding for all of them and get an idea of impressions and click through rates (CTR) for this specific group of keywords.
Using your conversion rate of leads to customers (possibly through your Google Analytics account), you can approximate the amount of acquisitions that you could expect and use this as a basis to start. It doesn’t even matter if you don’t get this right first time as you can make improvements along the way.
After you’ve been able to get yourself in front of the right audience on the search page and they now want to see more about your products and services, you need to entice them further down the sales opportunity funnel. The importance lies in how attractive and informative your landing page is to them after clicking on your ad. There are endless variations of landing pages, from animations, to being content heavy to offering free downloads for lead capture or possibly a mixture of all of these. Make sure it’s right for your audience; you’re informing them about how you can add value to their business and be able to do this efficiently as you only have their attention for a short space of time.
If you want to generate leads, a form in the top half of the screen works well, allowing the user to input their details for a call back. If you run an e-commerce website, having a special offer or relevant products related to the keywords should result in improved sales. Make sure the landing page reflects what your adverts are saying. It’s also crucial that you put tracking in place on your landing page so you’ll know how many people landing on your website are actually converting to become customers.
So there you have it, the crucial items we think you need to pay attention to when starting a PPC campaign. Of course, there are other elements to it such as being aware of what your competitors are doing, what their keywords are and what their landing pages look like. Ultimately, no one expects you to get it right first time and it takes some trial and error to be able to get everything close to spot on. You can test numerous adverts and landing pages, including content, imagery and offers to further improve your customer journey and conversion rate. Just remember, your efforts will pay off when you’re able to start raising awareness of your business and directing customers to your site.
Here are some online tools we think would be useful for your PPC campaign
- Adwords keyword planner
- Answer the public
- Keyword tool.10
- Search console
Leave a comment and let us know what your experience with PPC campaigns has been.