January 16, 2013, Issue #17
How to Design an Effective PPC Campaign?
- Analyse about the present and past performance of the site.
Carry out a research on your website and measure the performance of the website by comparing the present and past traffic records. When you create a website please install web analytics to track all the details. Get previous sales reports and analyse the type of users and from where they are coming. It helps to create a campaign for new customers to acquire. Analyse present health of your website and make a report.
- Define your Goals
After the complete analysis define your company goals and set time frame for each of them. Always create realistic goals instead of optimistic.
- Think and Draw a plan based upon the goals you defined
You have set your goals now it's time to get motivated and make others also to motivate and start working to achieve them. Draw each and every step of your campaign starting from competitor analysis to measuring campaign results and implementing.
- How you will get PPC Success?
Do effective keyword research and analysis: Key words are the key elements of your ad copy. Each relevant and popular keyword can add more value to your ad.
Define your Budgets: It's very important that you set a proper budget plan else you will end up spending lot money without getting proper results. Define a time period and set the budget because you will be paying each and every person who clicks on your ad. Make sure to close check your campaign up to date to ensure its giving the better ROI which you need.
Set target location(s): Where you want to grow your business? Select location(s) where you can find your niche market and reach targeted audience. To achieve higher conversions and save investments on PPC, Geo-targeting will be the right strategy for you. It serves the ads in particular geographic area. You can also use behavioural targeting to reach the targeted audience in a particular Geo graphical area. It serves for the people who search similar keywords in the past.
Define your Target segment: Find out your customer segments and audience who wants your products and services. Study the demography of the location(s) you have selected and find out the need of your audience. Research on different target audience and choose target audience carefully.
Right Time for marketing: "Time is a valuable thing for people" You will get few seconds to get the readers attraction on your ad, in that time period you need to impress them. Do A/B testing and also find the right time to run your ad campaign to get better ROI.
Measure and Improve: After you run the campaign track all the results and measure them, analyse and update to get quality conversions and improve consistency.
- Creating an ad, Concentrate quality
Your ad gets few seconds to impress the reader, so use appropriate keywords to create an ad. Concentrate on quality of the ad not on quantity to fill the space. Use keywords to create the headline to improve the search. Create different ads for different products and services to gain fruit full results. Use Google Ad words editor tool effectively.
- Provide an offer, which reader can't refuse
As we all know in the market competition is more, so your ad should be different from the competitors. Use words like free download, know more and learn etc. to draw customers in and to take action. Encourage readers and expect them what they will get on the other side of the click.
- Turn off Content match and create multiple ad copies for A/B testing
Separate ad groups based on search and content to target the customers and change the user mind set to convert. It helps you track the performance of the campaign. Creating multiple ad copies for each ad group and determine which ad copy is effective to attract the people and convert.
- Key Word Listing and bidding
List your keywords for each ad copy and analyse them to select the keywords which suits for your business or your products and services. List out all possible negative keywords for your ad campaign and analyse them to run a negative campaign to find out the keywords which don't trigger your ad. It helps you to select the right keywords. Bid for those keywords and try to stay in top 5 positions.
- Create a perfect landing page for appropriate keywords
Don't target your readers to send them to your website home page. Create a separate landing page or make changes in the page to take call-to-action for them. Depending upon the ad you create landing page to match with the ad. Use reference page or action page accordingly to the ad copy. Add enough information to scan easily provide offers, buttons, links, call to action headlines, sub headers and tag lines to achieve higher conversions.
- Get your plan in to action
Run your ad campaign and watch out what users are doing when they land up on your landing page. Observe carefully and make a report of the campaign results. Track all the details. Use web analytics and proper PPC campaign measurement tools to get proper and accurate results.
- Measure the campaign success
Make sure you set up proper measuring tools to track all the details then measure the results and decide is your campaign providing better ROI? Is your visitors are taking action on your website? Measure the ratio and update it. It helps you to bid keywords in your next campaign.
- Adjust the plan or goals accordingly
If the ration of the victors taking action is less, then define your new plan and goals and make changes in that. Carry on A/B testing in your next campaign with changes according to the new plan and goals and setup the campaign.
- Continue your research and get updated to achieve constant results
Once you achieved the results don't stop your efforts putting in it. We live in the competitive world where each and every person wants to win. Keep your efforts constant to add more value to it and maintain the success line grow constantly higher and higher in your business growth.