PPC strategies help brands to increase their exposure, generate more traffic, and promote their services and products. The most popular types of PPC advertising are Facebook Ads, Bing Ads, and Google AdWords.
When compared to the traditional methods, a PPC strategy helps brands to gain more visibility in search engine results rapidly... Also, it enables you to control the web pages you want your target audience to see. You can decide based on demographic, behavioral, and geographic targeting options.
An effective PPC strategy helps you increase conversion rates. Traffic generated through PPC converts 50% better than organic traffic. Also, brands can create $2 in revenue (on average) for every $1 invested. It also helps brands to increase their visibility and stand way ahead of the competition.
However, besides the advantages of a PPC strategy, it can be quite exhausting to manage everything. There are a lot of elements and aspects you have to factor in to properly organize your effort and deliver the desired results.
So, you can follow these six actionable and powerful tips to create an effective PPC strategy.
1. Define Goals
It's very important to decide the goals and objectives of your ad campaign before you start with the rest of the steps. Having defined goals will help you to design an effective and successful PPC strategy.
Defined goals will guide you to choose ad types and platforms that are most suitable for your PPC strategy. So your efforts will be more organized and well thought out since you’ll be focusing on the most important choices.
For instance, if your goal is to raise brand awareness, then display and social media ads would be best. However, if you aim to boost your sales, then you need to invest your money on product listing ads (PLA).
Also, if your main goal is to generate leads, then you need to put your money on Facebook Ads and target a highly relevant audience based on their interests or characteristics.
So you can understand how important it is to define and prioritize your goals to create an effective PPC strategy.
2. Optimize Your Keyword Strategy
The next step to create an effective PPC strategy is to create a list of highly relevant keywords to target. To create an effective ad you need to define which keywords would be associated with the ad. Keyword research is a continuous and very time-consuming process, but a more organized approach can simplify it for you.
You need to create a list of relevant and effective keywords for your ad campaign at the planning stage itself. Put yourself in the shoes of your target audience and create a list of keywords that they might use. Make sure that you collect low-cost, yet highly relevant and high-performing long-tail keywords for your PPC strategy.
Don’t forget to review the cost of underperforming keywords and remove them from your list. By doing this exercise, you will get highly relevant keywords that will help you earn a high-quality score and further optimize your PPC strategy. This, in turn, will help your ad to gain more visibility in Google Ad rankings.
Don’t overstuff the keywords in your ad and keep your keyword list to a maximum of 15. Make sure you write relevant copy and meta descriptions that carefully implement these keywords. This will help your ads perform better since the audience will find your copy helpful.
They will get an idea of whether the ad is relevant to them and click on it only when it’s truly relevant. So you won’t be wasting money on clicks that immediately bounce after they realize that the ad was promoting something that’s not relevant to their needs.
You should also make sure to check what sort of keywords your competitors are using. SpyFu can help you analyze what keywords your competitors are ranking for.
You might be able to find a way to target those keywords with better ad creative that will likely perform better. This will help you improve your PPC strategy to stay ahead of your competitors.
3. Strategize Your Ad Content
Now that you have defined your goals and have a list of relevant, low-cost, and high-performance keywords, it’s time to create appealing content. When you create the copy for your ad, you need to think critically like your target audience if you want your PPC strategy to yield results.
Identify their pain points and create copy that the target audience would find relatable. Think of creating ad copy that will make them think “this is exactly what I was looking for.” Create ad copy that will address their pain points and resonate with them. This will encourage them to visit your website and help your PPC strategy succeed.
Google AdWords allows you 70 characters per ad as a limit for ad text. And the character limit for headline and display URL is 25 and 25 respectively. So, it would be best if you created engaging ads within the 70-character limit while trying to capture the attention of your target audience. This can get quite challenging.
Image Source - Google
It’s important to get straight to the point, use active voice, and ensure that your ad text contains the keyword at least once. Also, add strong action words like “buy now” or “sign up today” and a call-to-action at the end of the text. This will encourage your target audience to click on the ad and visit your website.
4. Design and Create Engaging Landing Pages
The text on your ad is undoubtedly an important part of your PPC strategy. However, it’s equally important to concentrate on where your audience lands once they click on your ad. The objective of the Google AdWord campaign is to generate high conversions.
So, to generate more conversions, you need to create persuasive, compelling, and strong copy for your landing page. Also, make sure that you optimize the content for relevant keywords and create an effective campaign.
This will help Google to understand that it’s associated with your ad and will help you gain a higher ranking on relevant search results. When you create content for your landing page, make sure you highlight solutions to your audience’s pain points.
Follow the top best practices below to create engaging landing pages:
- Don’t forget to add clear conversion points like a contact number or form to your PPC landing page. This will help your potential buyers get in touch with you or vice versa. If you add the phone number as a conversion point, this should be a Google tracking number. This will allow you to log the phone number as a conversion in your campaign.
- In addition to this, always include some visuals in your landing page content. Visuals help you get the attention of your target audience. As a result, it will motivate them to read the whole content and take the required action.For instance, you can see a screenshot of a landing page from Teambit, an HR software. The landing page has visuals which are easy to understand. There’s also a very simple signup process that allows customers to start a free trial of the software. (Image Source - Teambit)
- Avoid adding any sort of distraction or design elements that can confuse your target audience on the landing page. You need to keep the landing page not only attractive but also organized and systematic to enhance the experience of your visitors.
5. Focus on Quality Score
It would help if you gave more attention to Quality Score when you review and optimize your PPC strategy. Measuring the Quality Score will help you understand the relevance of your ads to landing pages and keywords.
Google breaks down the Quality Score into three important factors -
- Expected Click Through Rate (CTR)
- The number of clicks Google is expecting for your keywords.
- Ad Relevancy
- The relevance of your ads to your landing pages/keywords.
- Did you use keywords in your ad?
- Do your keywords appear on your landing page?
- Landing Page Experience
- The relevance of your landing page to the keywords/ad group.
- Keyword density.
- Do you have a clear conversion point?
- Is the content well-organized and unique?
In addition to these important factors, there are other factors such as your ad’s geographical and historical performance.
So, ensure that you closely monitor the Quality Score as it will help you figure out issues early on and address them. If you have a high-Quality Score, then you have a lower Cost per Click (CPC), lower overall bid estimates, and better ad position.
6. Review and Repeat
After you implement all the strategies as mentioned above, it’s important to review your AdWords data. Now that you have launched your PPC strategy collect some real-time data to understand how it’s performing.
Cost per click and keywords will change and Quality Score will shift over time. So, you need to be ready to react and take necessary action based on these shifts. Also, keep an eye on the conversion rates as well.
If you’re attracting the wrong audience, you might be able to get many clicks but little to no conversions. In some cases, lower conversion rates may also be because your landing page is not engaging or appealing enough.
To simplify the process, you can set reminders to monitor and review your PPC strategy data. You can review the data every week or every 15 days. This will help you make the required changes and stay ahead in the competition.
If the landing page is not generating enough results, then try to modify the content with a different relevant keyword. Even these small changes can make a big difference and improve the results of your PPC strategy.
These are the six important steps to create an effective and successful PPC strategy. Even before you start creating your ad copy, it is important to identify your PPC strategy goals. Once you have defined your goals, it will help you choose the right platform and ad type.
Then you need to do thorough keyword research and monitor your competitors as well. This will help you optimize and strategize your ad content. In addition, you need to create an engaging landing page relevant to your ad. Review the data generated every week or every 15 days. This will help you take the necessary action and stay ahead of your competitors.
Over time, you will be able to identify the important elements required to create a successful PPC strategy. What steps do you follow to create an effective and successful PPC strategy? Feel free to share your ideas in the comments.