8 Essential Things You Must Know Before Running PPC Ads

A well-managed pay-per-click ad campaign is an integral part of an overall marketing strategy. It usually impacts conversions and the overall business revenue as well. That said, it is also important to note that a poorly managed ad campaign can also do more damage than not having a campaign at all as it can cost more than what it brings in.

There are multiple aspects that must be managed for maximizing the overall result of digital marketing services. It goes without saying that one of the most essential layers is an optimization which is actually a requirement for a PPC advertising campaign. There is never any one approach but there are different ways that help in optimizing the PPC campaigns.

What is Pay Per Click Advertising?

Pay-per-click is an advertising model in which you pay for clicks. It works when you buy some clicks from Google or any other search engine. Essentially, PPC advertising is a method that is used to quickly leverage search engine traffic by either paying or bidding for keywords that are related to what you are selling or a service that you might be providing.

In PPC ads, you are only supposed to pay when someone clicks on your ads, visits your websites, or also calls your business. The PPC ads give you an opportunity to be noticed by a wider audience while materializing your lead generation strategy. You can change your ads anytime to reach a specific group of people or to promote a deal or a product. This acts as a resource for companies that cannot update their SEO frequently for promoting sales or seasonal changes in their products or services.

Google Ads also gives you an option of marketing your business outside of Google Search by getting displayed on the Google Display Network. With the flexibility that the PPC ads offer, they can help many businesses attract attention from people who matter right at the moment when they are looking for a business.

Why PPC?

PPC is an advertising method that helps to see immediate results. You can start seeing what it is capable of offering right after you can make your PPC campaign go live. The pay-per-click ads are directly related to seeing traffic, clicks, and conversions. The PPC ads are placed right at the top of a SERP page.

Running and managing a PPC campaign only needs an experienced paid search specialist and also a good writer who can compose informative content, attractive ads, and landing pages. When you use pay-per-click ads, you have an option to target customers with search ads, shopping ads, Gmail ads, and much more.

All you have to do is use the right advertising tools to reach your audience and encourage them to buy from you or even make an inquiry. When you run a PPC campaign, you get access to a wide range of data on the ads and keywords the customers can click on before making any purchase. This also signifies that you can make changes to a campaign to optimize it and improve the investment rate that is spent on ads.

It is rather simple to run A/B testing with the help of Google Ads and run a campaign to drive continued improvements and get better returns. You can also implement a targeted approach to offer ads that cater to specific customers.

Irrespective of whether you wish to target searches on location, device, time, and other factors, you can use a PPC campaign to reach out to people who are more than likely to buy.

Things to Consider for Running PPC Ads

1. Keyword Research

It is essential to perform detailed keyword research as a preliminary step for creating a pay-per-click campaign. The keywords can be short tail, long tail and even negative.

After you choose the keywords, the search queries can be targeted based on a broad match, a specific match, and even a phrase match. Choosing the right keywords for a product or a service is extremely important. This is primarily because of how you wish your ad will end up showing in front of a particular audience.

You must understand that the keywords act as a digital magnet, and they lead you towards users who are likely to engage with the ads and customers. There is a lot to learn about how the keywords must be used and the ways in which they can be optimized. You must make an effort to learn this part.

2. Understand Your Audience

If you and your partner are going out for a meal and the two of you enjoy Chinese cuisine then it is likely that you would prefer that. To make this simple, you will be focused on enjoying things that make you feel comfortable while avoiding the ones that do not.

This is something that goes with the audience as well. If you wish to make people engage with your PPC ads then you must consider the personality of buyer care while offering personalized experiences.

Sometimes, this may seem basic but tangible research must be done for understanding a buyer’s persona. You must do this right because if you do not, then you will not be able to target the ads in the right way.

3. Good Quality Ad Copy

Creating optimized pay-per-click ads is like a game of careful changes, and if the words are wrong then the results will not be so good. Each word matters. In fact, changing even words can lead to an increase in the click-through rate by a remarkable percentage.

There are multiple things to follow for creating an excellent pay-per-click ad that has the potential to attract more prospects. You must focus on showing people how you wish to solve their problems because, in the end, each ad must mirror the end goals of a visitor. Before writing the copy, ask yourself if the service or a product fulfils the needs.

It can also pay off to consider emotional triggers because people often act based on their emotions and not logic. An ad may describe a product adequately, but it can be even better to describe how it makes other people feel. This is an approach that appeals to emotions and also makes engagement easy.

The next thing to keep in mind is to show the benefits. Remember to tell your audience how a product or service will likely improve their lifestyle. Put it all in the spotlight because it has always been better to highlight the benefits than the features.

Lastly, you can add a deadline because loss aversion is a proven method for driving conversions as it acts as a motivational force. The entire idea of losing out on acquiring something is also known to move many shoppers out of their comfort. One of the best ways in which this can be implemented is by adding a countdown timer.

4. Remarketing Campaigns

Remarketing campaigns are extremely important because only a few people who visit your website are likely to make a purchase. You can either make the others who are left go away, or you can drive them back to you with an implementation of an excellent remarketing campaign.

It does not matter where you are running ads, all search engines have a possibility of running remarketing campaigns. With the proper search engine marketing, the ads can be tailored for people who had engaged with your brand before but were not able to make a purchase the first time.

When you display an ad multiple times to the same users, you allow them to raise awareness about a brand and offer new promotions to the prospects. The more people understand and know your products and services, the more likely they will become your customers.

5. Advertising Automation

The automation process has changed the advertising game in many different ways and some have been covered before. There is an ever-changing technology that enables you to increase leads, generate revenue and even increase leads.

Advertising automation is getting things done in less time and more efficiently. There are no more mistakes, and the entire game is changed since the advertiser can get rid of repetitive and tedious tasks. You can instead focus on creative tasks.

That said, it must be noted that automation can go beyond improved workloads. The system analyzes many data points for making the best decisions while considering the goals and budgets. Automation and optimization go hand in hand.

6. Optimize Your Website

Way before you start a pay-per-click campaign, it is essential to wait for a moment and also address the landing pages so that they can work in sync with your ads. When the prospects click on a pay-per-click ad, it is usually because the ad’s content intrigues them, and they also want to know more.

If the link they click on takes them to a completely unrelated page on your website, then this prospect will likely bounce. Clicking on a PPC ad is an action that can be linked to knowing about your brand, which is why it is very important to create landing pages that also coincide with the ad’s content.

For instance, if you were running a pay-per-click ad offering food at a restaurant, then the landing page should have included more details about the promotion, a coupon for redeeming and something related to the ad content.

Another important thing to remember is that you must always optimize your landing pages for better performance because if a prospect clicks on an ad and it does not load quickly, they will likely bounce. Make an effort to increase your site conversions so that the prospects who have come later can follow through easily.

You can use clear and attractive call-to-action buttons for site optimization. Using a simple design with good white space can also be helpful. You can write compelling headlines and copy that is clear. You can also consider using images that can attract attention. Finally, consider adding information that is easy to understand using bullets, visuals, and quotations.

7. Set a Budget

It is essential to set a budget for a pay-per-click ad campaign, but one of the best parts is that you can also do it on a limited budget while retaining close control over how much you spend.

In case you are new to PPC and do not have a lot of money to spend, then you can get started with an intelligent investment. But being clear about the budget is essential, and it will lead to a result-oriented ad campaign.

8. Create a Good Ad

After you have considered everything mentioned above, then it is time to create an ad. One of the important things to remember is to keep the ad short and to the point so that there is not a lot of time to attract the attention of prospects.

There is no need to be overly creative but you must be focused on grabbing attention, holding the interest of people and piquing their curiosity as well. To grab attention, think of coming up with a unique value proposition that can allow you to benefit customers in a short way.

The ad must be attractive, short, and purposeful for it to attract the attention of customers. This is the best way in which they can take action.

Conclusion

PPC is not so difficult, but it definitely requires a sound knowledge of how marketing works, along with planning and research in case you wish to get the best ROI. The important thing is to remember that you should optimize your landing page and set a budget and a bidding strategy.

After your ad has launched, also keep in mind that you have to track, measure, test, and change to make sure that the PPC efforts are producing traffic, conversions, and leads. You can either do this by yourself or hire professional digital marketing consultants to make things work better.