PPC (pay per click) can be an incredibly effective method of driving targeted traffic to your website and helping you attain your online goals in a short period of time. You can set up a PPC campaign by creating a Google Adwords account to get this process started. However, if not done correctly PPC can be a quick and easy way to drain your bank account without you seeing any conversions or desired results. Therefore, if you are going to invest in PPC (which by the way at WNW Digital we recommend you do) we advise that you make sure your campaign is set up effectively to maximise your results and to prevent you from losing any money. In this blog entry we identify some initial do’s and don’ts of PPC advertising!
Carry out keyword research – Keywords will trigger your ads to show up on Google so you want to ensure that the keywords you are trying to target are within your means/ budget. For example, if you only have a budget for £5.00 per day, there is no point choosing a keyword that has an estimated CPC (cost per click) higher than that of your daily budget. Google Adwords has kindly created a Keyword Tool to help you identify what keywords you should base your campaigns around. You never know you might find some other keywords that you didn’t even think of.
Make sure you understand and choose the correct targeting options when setting up your campaigns. For example, if you can only deliver your product to the UK, there is no point in having ads being shown in Spain or anywhere else for that matter.
Structure your Campaigns and Ad groups – if you are offering a variety of services or are selling different products it is wise to group your keywords into categories. For example, a clothing brand might want to group their keywords associated with Shoes into one ad group, bags into a different one and female clothing into another. By doing this you can ensure that you are driving the right traffic through to the right section of your website. As it is going to cost you each time someone clicks on your ad you want to make sure that a relevant ad is shown to the right prospective customer.
Write compelling and effective ad text – You have a restricted text limit combined with a split second of someone scanning a web page in order for your Ad to catch attention and encourage a user to click on your ad. You can set up a variety of different ads with different ad text and different call to actions. This is a great way of split testing and seeing which ad is more successful for yourself.
Do make sure you track your conversions! No one wants to be spending money in business without knowing whether that investment is paying off or bringing in any returns. Conversion tracking can be tailored to your goals, for example, for some it might be completing an online sale whereas for others it could be getting someone to fill out a form on your website, this can all be set up accordingly.
Don’t leave your landing page half finished. Your landing page is the page that people are going to come through to once they have clicked on your ad. Now that you have done the hard work of getting the click in the first place, make sure your landing page is up to scratch and contains all the information you think a prospective visitor might need. Make sure your landing page is specific to the keyword and the ad, don’t use the same landing page for every ad!
Don’t rush your ad set up. You want to make sure that everything is set up accurately to avoid any costly mistakes. Make sure your keywords are spelt correctly, your ad text makes sense and that you are targeting the right area.
Don’t exhaust your budget immediately – although it might seem like a great idea to put a huge bid per click if you only have x amount to spend throughout the month then you want to make sure that this is spread out across the month so that sales and enquiries are consistent, unless of course your business can cope with an influx of business one week and nothing the next 3 weeks (we bet not many can).
Don’t put a huge bid to outbid – there is always going to be someone with a bigger budget than you so make sure that you set your campaign up within your means. Remember adwords is constantly checking to see whose ad is most relevant at anyone point, there are other things you can do such as making sure your keywords and landing page are well matched to help you secure a click rather than just outbidding someone with more money than yourself.
If you feel like PPC advertising could help benefit your business by increasing your web traffic, driving online sales or even increasing enquiries and would like an experienced team to help you get started then contact WNW Digital today!