Setting up a pay-per-click (PPC) ad campaign isn't as simple as copy and paste. This process can be broken down into six steps. If you are not experienced in advertising or search engine optimization, these steps may prove hard to implement on your own without the help of an expert.
Keyword Research
The first step is to come up with keywords and phrases related to your products and services. If you sell golf clubs, typing "golf club" in a search engine like Google will return tens of thousands of possible key phrases that someone might type into the search bar at any given time. Keyword research can be used to find out which of these phrases are searched for most often. By using different variations of the same phrase in your ads, you will appeal to a wider variety of possible customers. For example, if "golf club" gets too many impressions compared to other keywords then it may be beneficial to create an ad that includes the word "golf."
Ad Copywriting
PPC campaigns are entirely driven by words. The ad copy needs to be compelling enough that your potential customers click on it. It should be short, simple, and easy to read. The best ads are catchy headlines that get people's attention without being too flashy or distracting from the actual website you are trying to advertise.
Landing Page
Once a customer clicks on your ad, they will be sent to a landing page. This is the website where you are trying to direct traffic. The best landing pages are simple, clear, and easy to navigate with relevant content. Make sure all of the information on the page makes sense for what the customer was looking for when they clicked on your ad. If there isn't a direct connection between the product or service on the ad and on the landing page, it will cause confusion and lead to a bounce (when people quickly leave your site after arriving there through an advertisement).
Budgeting
The budget you set for your campaign is going to be largely dependent on the product or service being advertised. If it is a new, untested idea then a small initial budget will help determine whether or not it's worth advertising. If the product or service is already well known or in a competitive market then it may be worth investing a larger budget to try and make a bigger impact on potential customers.
Split Testing
After you have spent some time setting up your campaign, running ads and directing traffic to your landing page, split testing can be used to determine the most successful ad, landing page and overall campaign. Split testing compares out-of-the-box ads to each other and one another against slightly modified versions. After a little time has passed, you will be able to see what works best for your specific product or service and then can focus on improving from there.
Setting up a PPC campaign can be intimidating. However, if you follow these steps closely and do your research on the best keywords to target, ad copywriting tips for creating compelling ads that convert clicks into sales, landing page creation strategies and budgeting considerations based on what you are advertising - it will be easier than ever before!
The article from a leading PPC agency in Aberdeen, Azzurro Blu, has covered all of the basics from keyword research to split testing so there is no way this process could go wrong. Give us a call or shoot us an email today with any questions about how we might help make your next PPC campaign successful by taking advantage of human behavior principles like cognitive neuroscience principles in order to drive more traffic through your marketing funnel and increase conversions!
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