Last Updated 4 years by Emily Standley-Allard
How to Successfully Implement a PPC Campaign for Your Small Business
For decades, the digital marketing strategy known as Pay-per-Click (PPC) has enabled small businesses to attract more traffic to their websites and increase conversion and revenue.
You may have come across these terms more than once online and wonder if they all mean the same thing – paid search, Pay-per-Click (PPC), Cost-per-Click (CPC), search engine advertising, and Google AdWords.
Each of these terms refers to a separate form of online marketing strategy where advertisers pay a specific fee each time their ad is clicked.
The opportunities a successful PPC campaign brings for your small business are virtually endless. According to a study, for example, search ads can increase brand awareness by 80%.
The problem most small business owners face today is the lack of knowledge on how to run a successful PPC campaign. This article aims at providing them with tips on how to achieve this goal.
Before launching a PPC or AdWords campaign, keyword researching is essential.
This will help you find out what your customers actually want, what they are looking for, and, most importantly, how they are searching for it online.
The keywords that bring about the best outcomes aren’t just any keywords that relate to your business. Instead, they are strategic and designed to boost your PPC ROI.
This is why researching is crucial as it helps you find out what those keywords are.
Performing an intensive keyword analysis before launching your campaign ensures your campaign yields the desired results.
Effective keyword research starts with you building a seed list of relevant words or terms.
The next step requires you to use research tools like keyword planners. The final phase of your research requires you to refine your list.
Don’t forget to pick relevant long-tail keywords with low competition.
Ensure Your Ads Lead to A Relevant Landing Page
One of the mistakes a lot of business owners make is sending a user from their PPC ad to an irrelevant landing page.
This not only disrupts the sales process but can cause search engines to penalize your ads.
When this occurs, your ad receives less exposure, and you will be required to pay a higher fee than usual for each click.
A potential customer who needs a cat and clicks on your “adopt a cat” ad should be sent to a landing page that deals specifically with adopting cats, not otherwise.
Images on the page should also support the details of your ad.
Have A Clearly Defined Budget
Studies have shown that PPC and AdWords are among the top three generators of on-page conversions. However, it’s clear that not every business owner enjoys this amazing benefit PPC offers.
One of the reasons for this is the failure of most business owners to have a clearly defined budget.
Business owners decide to use PPC to market their brands without first making a budget. As a result, they end up spending way too much.
To keep from breaking the bank after a PPC campaign goes into full swing, those who fail to plan before embarking on a PPC campaign end up becoming the lowest bidders.
Knowing what to expect in terms of expenses helps you get prepared for whatever comes.
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Your budget should include allotments for the landing page, ad copy, cost for clicks, UX optimization, research, and tools you might be needing.
Choose A Geo-Location That Works
Geo-location plays a vital role in determining if your PPC campaign succeeds or not. Are your ads optimized to have exposure in the right location?
Geo-location is an essential component of your ad strategy, whether you’re creating social media PPC ads or just an ad for search engines.
Not every location is ideal for your business.
If you run local business in Korea, for example, people in the US are less likely to become your customers.
So why on earth should your ad have more exposure in the US and less in the location where your potential customers reside?
A failure to geo-locate your ads can ruin your PPC campaign in the following ways:
- You’ll get loads of accidental clicks from people who don’t realize you are not in their location. You get to pay for a click that yields no results.
- Once users who click on your ad discover you’re thousands of miles away, they quickly exit your page. This results in search engines penalizing your ad for its irrelevancy.
With the strategies outlined here, you can now say goodbye to the days of running unsuccessful PPC campaigns.
Spend more time doing keyword research, ensure that the content of your landing page matches the ad, and choose an ideal location where your ad should get more exposure.
This should enable you to increase your online marketing profitability and your overall revenue.
The State of Pay-Per-Click 2019 – Infographic