A Guide to Creating a Successful PPC Campaign


Are you at the onset of a PPC campaign? Pay-per-click advertising provides immediate results and assists businesses in achieving different goals, such as generating new leads, improving visibility, boosting traffic, and increasing conversions.

The largest pay-per-click platforms to consider are Google Ads and Microsoft Advertising, which help companies grow. While PPC campaigns aren’t too complicated to execute, there’s still a lot of planning to do. Every successful campaign involves website optimization, selecting a bidding strategy, setting a budget, keyword selection, introducing CTA, etc.

The following guide will help you create a pay-per-click campaign.

Optimize your website

The primary step to creating a successful PPC campaign is website optimization. You should address the landing pages that work in correlation to your advertisements. Whenever a prospect clicks on a PPC ad, the ultimate goal is to learn more about the content of the advertisement. Nevertheless, if the link they click on takes them to a generic page, they will most probably bounce. Check out some tips for creating a landing page.

Any click on PPC ads is related to the desire to discover more about its content. Therefore, landing pages should be customized to match this content. For example, if you create a PPC ad to offer two-for-one salads at your restaurant, the landing page for this advertisement should offer details related to the promotion or a coupon to get the free salad.

Landing pages should also be optimized for performance because prospects won’t stay on the page unless it loads quickly. The same is likely to happen if the page has technical problems or presents navigating difficulties. Make sure you maximize site conversions by using a simple design, clear calls to action, appealing headlines, attention-grabbing images and videos, easy-to-digest information, visuals, etc.

Choose a bidding strategy

The following step to creating a successful PPC campaign is to select a bidding strategy. There are a few bidding strategies to consider. The right strategy depends on various factors, such as PPC experience, your goals, and your budget. Those who have never used PPC before are advised to choose manual bidding, as it allows them to set a limit on the cost per click.

In contrast, automated bidding reduces the time amount one needs to invest in campaign management, but it costs a bit more. When looking for a PPC agency in Louisville, make sure it offers the desired results.  Automated bidding offers a variety of strategies to try depending on your ultimate goal. Some businesses aim to increase visibility, while others to improve conversions.

Determine your budget

The next step to take when creating a PPC campaign is setting a budget. The greatest aspect of PPC advertising is the opportunity to do it on a limited budget while retaining control over how much you spend. For example, if you haven’t tried PPC before and you have a limited budget, you can test the waters by making a small investment of $25. No other advertising methods can be implemented with such a small budget.

Choose your keywords wisely

The vital aspect of every pay-per-click campaign is keyword research, as no campaign can be created without it. If there are no keywords, the search engine wouldn’t know when to display your advertisements. Selecting the right keywords is an indicator of campaign success, as it promises more traffic, click-throughs, views, and conversions.

There are several helpful ways for selecting the best keywords, such as looking at the keywords used by your competition, using keyword search tools, choosing local keywords, having a specific, not generic approach in the selection process, etc. The better keywords you choose, the higher the number of hits.

Negative keywords should be taken into account as part of the selection process. These words will filter out the keywords you intend to exclude. For instance, if you are selling eyeglasses, you should add negative keywords for terms like drinking glasses or wine glasses.

Create your ads

After performing all of the above-mentioned steps, it’s high time to create your actual ads. The most crucial aspect to remember is to keep the ads short and concise due to the lack of time and room to attract prospects’ interest. You should have a clear objective in mind so as to write the ad copy based on your objective. Let’s assume you wish to boost sales for Mother’s Day. In such a case, your ad copy should say that you are organizing a Mother’s Day sale.

There’s no need to be overly creative when creating the ads, but your aim should be to grab the attention of prospects, hold their interest, and trigger their curiosity. The most effective way of grabbing their attention is creating an offer that’s different from those offered by your competitors. If possible, come up with one sentence that describes how your offer will go in favor of customers.

Include call-to-action (CTA) buttons

Another important aspect of ad creation is including call-to-action buttons, which are used on landing pages to guide prospects to the desired conversion. Without the introduction of CTAs, there’s no benefit from running an ad, as these buttons inform interested visitors what steps to take next.

The most frequently used call-to-action buttons include phrases like “click the button now,” “click the button below,” ”get free shipping,” “buy now,” “order now,” “add to cart,” “get offer,” ”try free,” etc. See this URL, https://www.thebalancesmb.com/call-to-action-1794380, to learn more about the call-to-action concept.

Track your advertisements

Once your ads are running online, you should start tracking them and measuring their performance. The tracking process will help you make the necessary changes for the results to be better. The modifications to be made can be performed to the landing page, CTAs, keywords, or ad copy. Sometimes, certain PPC advertisements are less effective than others, meaning you shouldn’t spend too much money making modifications.

A final note

Businesses can always hire a PPC agency to create a campaign on their behalf.

The results will be seen even sooner!


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