Welcome to part 4 of our digital marketing DIY Series. This series is aimed at helping business owners make good use of lockdown, by proactively auditing their digital marketing strategy from home. Today we are focusing on PPC or pay per click advertising, also known as google advertising.
Effective pay-per-click advertising campaigns are important in helping you reach audiences that are interested in the products and services. PPC advertising is basically a way of paying Google to show adverts when a certain combination of words is searched for on Google. To start with you will need to know what combination of search terms best describes your business. Our last post focused on Search engine optimization and keywords if you missed it, click here to find out how to get the best keywords for your website, these will be the same word combinations you will use for google advertising. So how do I go about planning my google advertising?
Setting up google adverts can be rather technical, so the following guide covers the summarised steps to planning and implementing a good PPC strategy.
1.Know your goals
Do you want to increase sales, sign-ups, or inquiries? Be certain about your goals before you start or you risk wasting money on a campaign that doesn’t provide a clear-cut path to ROI.
2.Know your budget
Deciding how much you can afford to spend is a vital initial step. There is no minimum investment so you can test the market with a small campaign and increase the amount as you see fit. Google lets you set a limit on your spend, so don’t worry about going over budget. And remember you only pay for clicks. At first, its a good idea to set a rough budget, then once your ads have run for a period of time, you will have a better idea of what your budget will be for the goals you have set yourself.
3.Make a keyword list
PPC ad platforms such as Google AdWords or Bing Ads rely on the use of keywords. Choosing the right keywords for your business is critical to your success. Tools like Google AdWords Keyword Planner or Wordtracker can help. Our last post focused on Search engine optimisation and keywords, if you missed it, click here to find out how to get the best keywords for your website, these will be the same word combinations you will use for google advertising.
4.Bid on keywords
PPC advertising works like auctions in that you bid on the chosen keywords. That can be an expensive proposition depending on the competition for the same terms. Keyword Planner and another tool, SEMRush, can give you insights into what competitors are paying, enabling you to adjust your bid. The expensive words are expensive for a reason, and that because they are high competition, and therefore will have a higher search value. So, decide for yourself whether you will bid for high, medium or low competition words.
5.Set up different keyword campaigns
If you use a mix of keywords for different products or services, divide them into separate campaigns, to make your targeting efforts more effective. Once the ads have run for a period you will have a better idea of which combinations are working, and you can start to focus more on these.
6.Write keyword-optimized headlines and ad copy
Prospective customers use keywords in their search for the types of products and services you sell, so don’t get too creative when writing headlines and body copy — opt for keywords instead. Next, focus on one or more distinct benefits and include a relevant call to action.
7.Create unique landing pages
Whatever you do, don’t send people to the homepage of your website. Rather, create a unique “landing page” This is just a new website page that uses the same keywords as your ad.
If you sell products, send visitors to the product page associated with the ad. If you offer a service, create a page that outlines the benefits with a form where prospects can request more information or another call to action.
8.Analyse the results and refine your ads
Once your ads are running, you will need to check in to make sure that you are being found on the correct terms. Google provide mechanisms for you to exclude random searches that served your advert but weren’t a good match. It’s important that you constantly tweak and refine your ads to ensure maximum ROI. The price of words will also change, so you will need to ensure that your bids for words are up to date to be shown on page one.
9.Consider seeking professional assistance
This is a good way get started if you have never advertised on google before. This will give you confidence in the beginning and give you a starting point to measure from.
In case you missed it, click on the links below for previous articles in our Reviewing your digital marketing assets series: