When looking at attracting more qualified leads to your website, Pay-per-click (PPC) marketing is the way to go. However, just creating a PPC campaign won’t yield the required results, much like creating a marketing strategy it is crucial to have a well-executed PPC campaign to attract the right target market and reap conversions and revenue as a reward thereafter.
The benefits to a well-executed PPC campaign are endless, from your products or services appearing at the top of the first page of Google and other search engines to increased website traffic and more.
A poorly managed PPC campaign can be costly, as the name PAY PER CLICK sums it up, you pay for every click you get from your ads. Now imagine the cost implications that come with a poorly managed PPC campaign. I sure don't want to think about them too.
So how do you create an effective Google Ads campaign?
As SimonSAYS, we rounded up some of our team of PPC Strategists and came up with five simple steps for creating an effective PPC campaign. Some of these tips maybe be more advanced than others; however, if you implement these elements into your PPC campaigns, you should see quite an improvement and make more sales for your business.
The primary objective of PPC marketing is to make a sale, not to get clicks merely. Ultimately a successful PPC campaign attracts qualified leads to a landing page. It is then the job of that landing page to convert that prospect into a paying customer. It is then critical to optimize your landing pages for PPC conversions by aligning your ads with your landing page messages.
It is key to maintain consistency between your keywords, ad copy, and landing page, this will ultimately improve your click-through and conversion rates while lowering your Cost-Per-Click.
One powerful tool at your fingertips for ensuring the integrity of your AdWords campaign is to optimize for negative keywords. This allows you to specify what keywords are not a good fit for your product or service.
By doing this, you inform Google what your product is not; and prevents your ads from showing on keyword searches that don’t match with the intent of your customers. Focusing on the needs of qualified customers also helps you save money.
Irrespective of your target market or industry, you can benefit by focusing your marketing budget on specific geographic locations. As a florist in Port Elizabeth selling gift hampers only in Port Elizabeth, it is critical to then adjust your AdWords bid to the specific location.
By doing this, you then use your budget more wisely and where you are most likely to find qualified leads. It is common for AdWords beginners not to consider the needs of their customers and other qualifiers based on the physical location of their target audience.
You can save money by preventing your ads from showing in some areas while increasing the likelihood of a conversion and increased bid adjustment in other geolocations.
In the first quarter of 2019, mobile devices (excluding tablets) generated 48.71% (https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/) of global website traffic, which makes it extremely crucial to have campaigns optimized for mobile users.
How do you know if a campaign should have a mobile-only component?
It’s simple, look at the conversions.
If mobile attracts a large portion of conversions, we usually use an existing campaign and only negative bid mobile for the original campaign. In the same way, we will negative bid desktop in the new mobile-only campaign.
Another factor to consider is that the CPC for mobile ads can be 25% lower compared to desktop-only campaigns; this enables you to stretch your budget even further.
The work of an AdWords marketing campaign is never complete, and once it's up and running, you'll want to make adjustments continually. Trying different variations on ad copy, keywords, landing pages and anything else you can think of to see what works and what doesn't. Even the smallest improvement in ROI can make a big difference in the long term, so keep at it.
With these simple tips you should be able to execute and manage a successful AdWords campaign and you should be able to make your business more sales with qualified traffic.