Whether you are a business owner or Marketing Manager, creating a successful Paid Advertising campaign can take a great deal of knowledge, experience, and the most important commodity we have: TIME. If your goal is creating awareness for your brand, increasing the number of visitors to your website, or just generating more leads for your sales team, these tips help you crush your goals.
A Pay-Per-Click (PPC) campaign corresponds to a single advertising objective. When setting up a PPC project, you will need to start from the top and work your way down. Since the campaign is the topmost element of the project, that’s what you need to focus on first.
1. LASER FOCUSED TARGETING & CREATING YOUR ADS
One of the first and most important steps is identifying your keywords. The power of keyword research lies in better understanding your target market and how your customers are searching for your content, services, or products. Keyword research provides you with specific search data that can help you answer questions like :
- What are people searching for?
- How many people are searching for it?
- In what format do they want that information?
You may already have a few keywords in mind that you may consider using going forward. However, I suggest utilizing this awesome free Keyword Research Tool which will assist you in discovering average monthly search volume and similar keywords.
During the process of discovering relevant keywords for your content, you will likely notice that the search volume of those keywords varies greatly. While you definitely want to target terms that your audience is searching for, in some cases, it may be more advantageous to target terms with lower search volume because they’re far less competitive.
When creating your ads, here are a few elements to keep in mind:
- Headline – This should be the title of your landing page or content
- Description – Why a reader should click on the ad
- URL – The link where you’re sending your reader
Here, you can see an ad with all the elements we talked about – headline, URL, description below the URL and the network elements at the bottom. The elements that influence your click-through rate (CTR) the most are the headline and the description.
2. CREATE A HIGH-QUALITY LANDING PAGE
A mistake a lot of businesses make is sending incoming visitors to their homepage. You should create a unique landing page on your website.
Landing pages allow you to customize your messages for incoming visitors. This means the visitors land on a page with the same consistent messaging as the ad, which creates a cohesive experience for the visitor.
Landing pages are also extremely useful in tracking your visits, which can show how effective your ad is.
Sometimes, you’ll want to create a single landing page for an entire ad campaign. At other times, you may want to create a specific landing page for each keyword that you purchase.
3. MAKE SURE YOU’RE ALWAYS ANALYZING YOUR CAMPAIGN
Analyzing your campaign is a must! This includes setting up a time period to review the stats for the best insights. This could be monthly or weekly, but monthly is recommended for tracking broad shifts. Also, consider setting up spreadsheets to track your stats to make it easier to pick up on trends and do a comparative analysis. Some great analyzing tools include:
- Google Analytics – will help you measure the effectiveness of your ad.
- KISSmetrics – Geared toward small and mid-size SAAS and e-commerce businesses, KISSmetrics is a web analytics platform that measures your marketing efforts.
- SEMRush – a great tool for competitor analysis, both for paid search and its organic counterpart. This software shows the keywords that a domain ranks against for paid search and calculates the estimated traffic the site has received as a result.
- Link to Tally – Allows you to paste in a link and immediately see how many times it’s been shared across social media channels.
After the analysis, discard the under-performing keywords.
If you want to learn more about how digital paid advertising can help your business or just have questions, please feel free to reach out to us!