How to Create an Effective Search (PPC) Campaign

If you’re spending tons of money creating advertisements, chances are you probably want them to be seen. However, the sad truth is that many dollars go to waste because targeted audience members never end up seeing the ad. For this reason, pay-per-click marketing is an effective tactic to use.

When using PPC, you are paying for your spot on the internet rather than appearing organically. This can be useful because it takes a short amount of time and you have control over how you appear (SEO does not guarantee this). Search engine optimisation is the process of creating content and structure that is relevant to your consumer. The more pertinent content you create, the more likely you are to appear when searched on the internet; the higher up on the search you are located, the more likely you are to be viewed. Ways to go about this include keywords, meta descriptions, and rich content. Yet, SEO can take years to establish and can be a struggle to work with. If you are interested in setting up a successful PPC campaign follow the following tips.

Make sure to set up your own conversion tracker. “A conversion tracker is a piece of code that is inserted into your HTML to track specific actions on specific web pages.” A good place to place this tracker is on a call to action page (subscription page, shopping cart checkout, form fill-outs) to see which ads had the biggest impact on consumers. This will also help you report ROI to stakeholders and other relevant groups.

Search ads are usually limited to a single advertisement. However, you can employ ad extensions which will give your customers more to view. With these extensions, you can add onto your call to action and “optimize for different intent.” Although there are multiple to choose from, the most common include callout extensions, sitelink extensions, review extensions, and structured snippets. These all provide great opportunities for your customers to interact more with your brand and potentially convert.

To target individuals more specifically, location tracking is a useful tactic. By using this, you are likely to reach consumers who are in a specific area. You are more likely to pop up when people sear using “near me.” This is helpful for marketers who are looking to minimize competition.

At this point, lots of people are hopefully visiting your website. But, some of these people may not be converting. Consumers might land on your page and then realize that what they are looking for is not offered. For this reason, it is important to utilize negative keywords. “Negative keywords help you control your ad spend and improve your quality score by reducing irrelevant or unnecessary traffic.” In simple terms, negative keywords are irrelevant to your advertising.

It is likely that you have multiple ads. Because your audience is probably large, it is important to test out which ads work best with certain consumers. A/B split testing could be useful in a situation like this. The final thing you should do is employ remarketing tactics. “Remarketing can increase conversions from abandoned shopping carts as well as keep your brand top of mind for future shopping decisions.”

Contact Ardent Communications now for help with PPC marketing.