Google ads, Social media sponsored content, and YouTube ads are just some of the advertising avenues we refer to when we talk about PPC Advertising.
Pay-per-click advertising is now the most popular form of advertising available to businesses, and that’s because it works.
We have written a guide to PPC advertising; to not only show you where to start, but also how to optimise your return on investment.
1. Choose the right ad platform for your PPC campaign.
Your first step in running a PPC campaign is to decide on which platform use. Google Ads are perhaps the most popular PPC campaign among today’s marketers, but you can also choose a social media network.
Facebook Ads allow you to place “sponsored” posts on the newsfeeds of users who identify with specific audience characteristics set by you, the advertiser. You can choose your ad’s objective, including brand awareness, website traffic, and store visits, your target audience, budget, and ad format.
Twitter Ads work similarly to Facebook Ads. Using Twitter’s PPC ad platform, advertisers can choose between eight different advertising objectives; including app installs, new followers, tweet engagements, and website traffic — as well as their target audience for the ads they run.
Google Ads allow you to pay for high-ranking real estate on Google’s various web properties; including search engine results pages (SERPs). Your campaign can take the form of a Display Ad, a Search Ad, an App Ad, or a Video Ad – the latter of which places your video on YouTube.
We’ll focus on Google Ads in the steps below.
2. Choose the type of ad you want to invest in.
These banner ads can appear anywhere across Google’s network, such as Gmail, YouTube, and similar domains within Google’s “Display Network.”
A method of search engine marketing, Google’s Search Ads show your chosen landing page in the form of a hyperlinked search result when users enter specific search terms. You can choose these search terms when setting up your Google Ads campaign.
These ads help to promote an app you’ve developed for sale on Google Play, the company’s app marketplace.
Google’s Video Ads appear across YouTube and certain Google partner platforms. Advertisers can run their video ads before, during, or at the end of various videos that share a similar audience with the advertiser.
3. Determine your ad and bidding strategy for your PPC ad.
On Google Ads, you’ll set a ‘daily budget’, whereas platforms like Twitter and Facebook will have you select the increments you want your payments to be in.
So, for example, if you have allotted £1,000 for PPC, you’ll first want to find out how many campaigns you’re running. Let’s say that number is eight, which would theoretically make each campaign worth £125.
There is another element of ‘budget-setting’ in the world of PPC advertising: Not all topics and audiences are equal in value. This means certain interests, audience segments, and especially search terms will cost different amounts per click.
4. Customise your target audience.
You can create custom audiences that include location, interests, apps they use, and of course the searches they perform (Also known as the keywords).
Start with just one or two keywords that have a high search volume and match the intent of your target visitor.
5. Organise your campaign into “ad groups”.
Still focusing on Google Search Ads, you’ll take the keywords you selected in step 4, above, and put them into “ad groups.”
In each ad group, you can further customise the search terms associated with that ad to be sure your ads are appearing in front of the people who are most interested in your content.
6. Identify and create landing pages that match each search term.
It’s not a good idea to make the destination of your PPC ad your website’s homepage. This only serves to confuse your visitors and, ultimately, scare them off. Whether you choose from an existing webpage on your domain, or design a new one, make sure you’re sending your visitors to a destination that helps them find what they’re looking for. This is known as “intent match,” and search engines like Google take it very seriously.
7. Measure your sales and conversions.
With your PPC tactics now upgraded, following our guide to PPC advertising, your PPC campaigns should be driving up conversion volumes and making you more money. But do you know which keywords, audiences, or placements are actually making you money?
If you don’t track the components of your campaign and attribute them to your sales, you might be missing out on where to focus your efforts.
8. Gauge your visitors’ intent on the CTA temperature scale.
Not all PPC visitors come through to your website with the same conversion intent.
Typically, those that come through from display tend to be colder, while visitors that come in from search tend to be warmer.
Isolating and understanding micro conversions can tell you a lot about your landing page?
- Time on site. If the time is brief, the conversion issue doesn’t have to do with your landing page design. The issue is happening in an earlier stage, like in your ad campaign or your targeting options.
- Scroll depth. How far are your visitors scrolling down your landing page? If they aren’t scrolling down very far, maybe you need to have a shorter landing page where your CTA is above the fold.
- Form Completion. Are visitors abandoning your forms? If so, try testing out different formats and include a multi-step landing page with more form fields.
- Button clicks. Testing out different CTA button colours and copy may be the key to your larger conversion success.
A great marketing strategy should deliver you a fantastic return on your investment, and this guide to PPC advertising should help you enhance your ROI.
At DM Design and Marketing, we like to continue working with our clients long after we’ve built their website or created their brand identity. Once brand and website have been established its time to begin generating sales and establishing a return on your investment.
Contact us today to find out more about using Google ads to maximise your online advertising spend.