Pay-per-click marketing (PPC) is one of the most effective marketing channels and can help different sized businesses reach their online goals. With the right budget and strategy, you have the potential to drive traffic to your website as well as increase revenue through leads and sales. But before you go bidding for that number one spot on the SERPs (search engine results page) there are a couple of things you need to do first.
Firstly, you must establish what your marketing KPIs are for the PPC campaigns you are going to run. This is important as these KPIs will form the structure of your campaigns. Are your KPIs based around wanting to increase brand awareness, generate leads or increase sales?
It is easy to waste money using PPC if you do not have a strict budget in place. You will need to control all aspects of your AdWords spending but you do not want to limit yourself too much otherwise you won’t be able to generate enough clicks or conversions to be able to optimise your PPC campaigns. Work out what your budget should be each month based on your proposed revenue targets. Remember you can start small and increase the budget based on performance.
Another important aspect of a successful PPC campaign is the landing pages. You can have brilliant ad copy and target all the relevant keywords but if your landing page is not able to convert then you are going to not only waste money but fall short of your KPIs and revenue targets. The landing pages should load quickly and be responsive across all devices, especially mobiles.
Your business goals will also have an impact on your landing pages. For example, if you are looking to drive leads then you need to make sure that you have a clear call to action on the landing page and that the contact form displays correctly and captures all the relevant user information.
You must make sure that the keywords you are targeting take the users to the right page. If your website sells kitchen products and your ad for the search term “kitchen knives” takes the user to the home page or one that is not relevant your bounce rate will increase as users will simply click back to the SERPs - this will negatively affect your ad’s quality score.
Test, test, test
Your PPC campaigns are going to need to be optimised on a regular basis. Successful marketers will always test a variety of campaigns, ad text, landing pages and keywords against each other. Testing is crucial to finding out what works the best and what is driving the best results. But do not be hasty if you do not see results right away, you need time for AdWords to collate the data before you make any changes.
Whether you are a small or large business the size of your budget and campaigns will often influence how much time you are going to need to spend on them. It can be very easy to waste money chasing results, ensure that you have the right people working on your campaigns to get the best return on your investment.