Social media is a great way to build a following and share content with your audience. But if you want to generate traffic to your website fast?
Pay-per-click (PPC) advertising is a much better option. This puts your ad in front of people based on the search terms they use.
34 percent of marketers think PPC is one of the most effective forms of marketing.
Wondering how to set up an effective PPC campaign? Read on to learn more.
What Is a PPC Campaign?
You can run PPC advertising on several platforms. Amazon, Facebook, and Google all offer the option to run these ads.
They also offer an almost-immediate return. The ads go live once they’re approved. Which means they can start earning money within hours.
In short, you choose a series of keywords that will ‘trigger’ your ad when someone searches for those terms. You bid up to a specified amount for your ad to appear alongside that search.
If a user clicks your ad, you get charged. So you only pay for clicks, no matter how many people see the ad.
How to Run a PPC Campaign
There are differences based on the platform. On Facebook, you can target customers based on their likes, location, gender, and other data.
Amazon and Google let you target keywords so we’ll focus on those.
For keyword-based PPC campaigns, start out by doing your research. Find out what your customers are searching for. Research how they phrase their query.
By knowing the phrases they use, you know what keywords to target.
Brainstorm a list of keywords that people use to find your product. If you use Google Analytics on your website, you can already see a lot of this data.
Run these keywords through the AdWords Keyword Planner. You can check how popular your phrases or keywords are. It’ll also suggest other keywords.
When you upload your keyword list, choose the option, ‘Get search volume data and trends’.
This lets you know how many searches each keyword gets per month. It also shows how much you’d likely need to pay per keyword.
If a keyword has less competition, it costs less per click. So it’s cheaper to target, but fewer people search for that keyword.
Once you have your list, remove any keywords with a low search volume. Focus on keywords which are more specific to your offer.
If a user searches for ‘Microsoft Surface Pro’, they’re more likely to be shopping than someone searching for ‘laptops’.
Work out how much you’re prepared to pay for a click. If you’ve got a good conversion rate, you can afford to spend a little more.
Set up your ad. Research copywriting formulas so you can craft compelling ad copy. Use a clear headline so a user knows what your ad is for.
Target your customer’s pain points. Show them how your product solves those problems.
Weave your keywords into your ad copy. This helps people know your ad is relevant and it means they show up.
Connect your ad to a landing page or product page. This sends customers to the right place when they click your ad.
Make sure it’s a great-looking website to grab their attention.
Then launch your PPC campaign!
Now you know how to set up an effective PPC campaign. Follow these steps to set up your campaign. Track how successful keywords are to help you target them again in the future.
Remember PPC campaigns are just one part of an advertising strategy. Combine them with email marketing and social media contents for the best results.
Do you need a little more help with your marketing? Get in touch today and find out how we can help.