Looking for ways to make your advertising budget work? Think about running a Pay-Per-Click (PPC) campaign. These campaigns will show up in search engine search results when your potential customers search for keywords associated with your business.
You only pay for clicks on your ad and you can easily track how well your campaign is doing in attracting new customers to your company’s website. Then you can adjust your campaign to maximize your return on investment (ROI). Here are 7 tips to set up and optimize your PPC campaign.
1. Choose Your Keywords
Create a list of 20-50 keywords that relate to your company. From this list, use these keywords in your static (webpage pages that don’t change) and dynamic (e.g. blogs, videos, etc.) content so you will rank higher when prospective customers search for those terms. You do have to remember that you’re competing against other companies in your industry for these keywords so avoid generic terms and invest in terms and phrases that will differentiate yourself. You can use free keyword tools from Google to help with this as well.
2. Set Your Monthly Budget
Decide on the maximum amount you will pay each month for click-throughs to your website. Once that amount is reached, your ad will stop appearing. For example, if you pay $0.50 per word and select a budget of $500, your ad will run for 1,000 click-throughs.
3. Place A Bid
When you bid through an auction on keywords, remember that pricing is driven by supply and demand. Popular keywords cost more and that’s why you need to focus on what differentiates you from your competitors when selecting your words.
4. Align Your Landing Page With Your PPC Ads
To increase your quality score (the score Google gives your ads) and to keep the user experience consistent. Your goal is to turn website visitors into customers, so make sure your site is aligned with your PPC ad creative. The landing page should have the same offer as your ad and be clear, compelling and differentiated from your competitors.
5. Target Your Audience
You can target your ads to potential customers in specific geographic locations. This will help you geo-target your ads around your service locations and customize your creative. Local campaigns perform best.
6. Analyze Your Results
Major search engines provide analytics and reports that tell you how well your ads are working and how you could improve your campaign(s). Monitor how many clicks you have earned as well as data about your visitors, including their geographic location. Above all, keep a close eye on your conversion rate. A conversion is a click-through that results in an action such as a sale or a request for information. Tracking your conversion rate allows you to determine your return on investment (ROI).
7. Learn & Adjust
As you track your results, try using different keyword combinations, starting new campaigns, changing creative, adjusting ad copy or targeting different locations, to see what works best.