For those who don’t know, PPC Stands for Pay Per Click Advertising Campaign. It is an online marketing and advertising technique where an advertiser have to pay a certain amount of cost per click when a visitor clicks on his/her advertisement regardless of how much impressions his/her ads receive.
There are different ways on how the ads are being displayed to the user, depending upon the network type and programs do they offer. (We will discuss it later)
So What You Will Learn In This Article?
- What is PPC (Pay Per Click)?
A successful pay-per-click or PPC campaign is a proposition of aligning the best strategies to pull off a profitable advertising drill based on the per-click billing system. PPC is an online advertising model which allows publishers to use the ad network to display advertisement on pay per click basis.
The rational approach to PPC advertising considers a plan, a better one.
It isn’t that easy to trigger the success of a PPC Campaign which is why world’s best SEO Experts, Adwords Consultants, and Online Advertising Gurus preach about the best practices as well as A/B testing.
A/B testing is an analysis system to differentiate the two cases that go through the same procedure and show up their individual results e. g. a website designer gets to design two website layouts for a company, and the company runs both layouts for the equal period of time to analyze which converts better, and ultimately finds one of them converting well.
In Online Advertising arena, there are certain elements required to see the drastic results—And, of course, to dominate the competition.
Ever wonder why some companies keep on using the online advertisements?
Have you seen that few brands come with a new ad design every month?
It’s all because these companies want to continue the impact they have started using the online advertising—they want to keep the momentum building, they continue to come with ad campaigns again and again to ensure that they come with better results with every campaign.
Google Adwords and Bing Ads Certified Professional, Hayley Coutinho, explained the mistakes that most advertisers make, and it’s extremely necessary to understand that what leads you to the wrong path and what makes your PPC advertising campaign successful.
Famous PPC Brands :
- Facebook Ads
In order to make any PPC campaign successful, one has to understand and clarify the following elements:
What’s your goal? If a brand knows the intent of its PPC advertising, then it would make a difference, besides that, the common perception of an ad campaign would be to reach out to the new audience and gain more customers… but, it tickles a question in the mind about the coherence of ad design with the purpose.
So Identify your main purpose behind running the PPC Campaign. For Instance, you can run a PPC Campaign for :
- Generating More Sales
- Building Traffic to your Blog/Website.
- Increasing more Email Signups (depends upon your landing page, are you offering any incentive to the user for signup?)
- Building Awareness Brand or doing TOM (Top of the mind)
- Brand Reputation
- Introducing New Deals/Discounts
- Announcing new segment or product.
- and the list goes on…
What I want to say here is that, not every advertiser is working to increase sales or income in the first step, i know that is your eventual goal but in marketing term, there are various consumer cycles from which the user have to go to finally make a purchase. There are various phases, mind behaviour and other things which needs to be addressed as well.
The purpose to emphasize a lot on target audience is because reaching out to the right people and keeping the unnecessary traffic off the road are necessary things to do. As a Digital Marketing Specialist, I’m concerned with every click a visitor is making is going to right direction or not, I know not every user is going to convert, but let’s face it, we are paying for each and every visitor to land on our website and we do not want to waste him. So we need to be very choose and selective in audience selection. Advertisers should also understand that designing the right campaign and opting the appropriate signals would take them closer to the success of the ppc advertising campaign goals.
Territorial targeting isn’t a new thing – Since online advertising has a massive outreach in terms of capacity and approach, so it becomes essential to decide whether or not to target specific countries. Local SEO is a similar strategy in the entire different phase of internet marketing which allows SEOs to target specific and local audience. What You need to know here is that
- In which countries/cities/area’s your product/service is available
- How near you are to them?
- Do you have custom offers based on area’s?
- What area’s are performing well for your advertising campaign?
7 Steps that Make a Successful PPC Ad Campaign
The launch of a PPC Ad Campaign doesn’t end up the story—It actually starts things up for you. It’s quite tough to predict that the first ever ppc campaign would bring fruitful results for you, which is why there is an important concept of A/B testing in online marketing. In order to steer the wheels, follow these steps to get started with PPC advertising:
Step #1: Choosing the Platform
Opting the advertising platform is a first step to break the ice. Google Adwords is known as the world’s most popular PPC advertising platform. Advertisers would understand along with their experience of online advertising that why to use PPC ad networks or why they should go for CPM Advertising. It’s all about decision making upon experience. Alternatives to Adwords are Chitika, 7Search, BingAds and BidVertiser.
Step #2: Defining the Keywords
Keywords are vital. Keywords selection becomes an essential part of the ppc campaign because it leads your campaign forward. Mostly people use keywords (in advertising) that they think their prospective customers would use.
Adwords Keywords Planner helps advertisers to analyze the keywords performance, demand, and average ppc rate in the local currency. Some other freemium and paid products such as Free Keyword Tool and KeywordTool are also known as keyword related tools.
Step #3: Campaign Budget Allocation
The budget allocation not only gets your cash rolling into your ad account, but also lets you decide how much you want to spend on a daily basis. The budget allocation defines for how long you want to run your ads.
It’s a fact—the more you spend on ads, the better results would come out. Google Adwords Experts and Internet Marketing Consultants suggest that try to run different campaigns—The purpose is to split the budget into various campaigns rather than the whole one in a single campaign. Not only it helps you to understand which ads performs better, but also helps you to understand the audience behavior against a certain type of ad, which would ultimately helpful for the long-run.
Step #4: Ad Design Selection
An online advertiser can’t pull off a successful ppc ad campaign without designing an attractive banner ad. Use graphic tool Canva for that or try your favorite graphic designing software such as Corel Draw or Adobe Illustrator.
BannerSnack helps you to get your ad banner designed without any hassle. It’s a famous online service and one stop shop for purchasing high-quality banner ads. Choose your favorite ad design from dozens of available banners with customization facility.
Image credit: 20dollarbanners.com
20dollarbanners offers a creative banner design service which starts from $20. It provides ad banner designing for various types of advertising platforms such as Google Adwords, Facebook Ads, Adroll etc.
Step #5: Competition Analysis
At this step, one has to find out about the competition against the niche and keywords. When an advertiser selects his/her keywords, the very next thing he/she has to check is the competition against that keyword.
Although pricing is another important thing while choosing the keyword for a ppc campaign, but competing for high-competition keywords would cost you much and land you less benefit. Online advertising experts suggest long-tail and low-competition keywords.
SEMrush is one of the best online tools to analyze site ranking, keywords analysis, site audit, and competitor’s ranking. It’s one of the most trusted and used SEO tool by companies around the world to keep an eye on their keywords ranking and SERP.
Step #6: A/B Testing with Campaigns
In order to achieve the best results in ppc advertising, every campaign runner has to do an A/B testing in order to find out what exactly works and what doesn’t make advertiser through.
Ilana explained it nicely on Retargeter’s Blog about A/B testing. Mostly A/B testing concept is recalled for landing pages to test the best performing ones or in the website designs to find out which one has got a better chance to generate more leads and conversion.
In PPC advertising, an A/B testing scheme is surely about Ad designs, colors, ad content etc.
For instance, daraz.pk, a major e-commerce store from Pakistan, has been running ads through Adwords and using different ad sizes and designs. They can easily study and analyze through their ads dashboard that which particular ad design (in 300px x 250px size) is getting better results in terms of clicks and conversion.
Disruptive Advertising also provides conversion rate, traffic, and analytics services to the companies. They’ve explained A/B testing using a simple image.
Step 7 : Targeting Based on Events
Step #8 Track
Step #9 Analyze and Repeat
Once you have everything which makes you on the right track to keep running your ppc ad campaign, you need to keep analyzing your results, and optimizing the campaign to perform much better—Repeat the process of making your ppc campaign workable and sustainable.
In this article, we have learned that any advertising strategy won’t be an overnight success, you need to keep on testing, evaluate and critique using the right tools and gauging the strategy help you to get better and better in this area and make you understand what’s exactly working for you and for your brand. Brands don’t end up after one or two campaigns, but they try to keep on coming with new campaigns until they find some high-converting ground for them.
What else would you do to make your ppc campaign successful?
Have we missed anything which you would like to add?