PPC Agency Insight: Planning and Strategy
Your PPC plan should start by setting realistic goals for your campaign. Once you?ve determined goals, it?s time to choose keywords and develop your customer targeting plan. As you narrow your focus, begin testing keywords and ad copy for effectiveness.
PPC ads are your first contact with prospective customers. Creating effective ads and having a plan can be the difference between a successful online campaign and wasting your budget.
PPC Campaign Components
A PPC campaign consists of several elements that work together to generate traffic.
? Your PPC Ad ? Ads that are relevant to the keywords you?ve chosen assure quality placement. Include a strong Call-To-Action.
? Your offer ? Your offer should be unique and valuable to your target market. Your PPC ad and your offer should encourage readers to click and go to your landing pages.
? Your Landing Page ? Your landing page is where visitors are converted into leads. If your ad and landing page are not in sync, you?ll lose potential leads.
Each element works together to make your campaign effective. If any one is not in alignment it will affect your click-through rates. In addition to these elements, keyword choice and usage is critical. Ensuring that your ad is relevant to your landing page and its associated keywords should be a top priority. If you?re working with a PPC Agency, ensuring this alignment is their primary function.
1.?Ads that aren?t Relevant. ?Ad and keyword relevancy is important in determining your Quality Score. The higher the score, the lower your click cost will be. Consider using dynamic keyword insertion. This function means keywords are automatically inserted into your ads, ensuring relevancy.
2.?No CTA ? Include a strong call-to-action in your ads. Make sure the language is appropriate. ?View More? or ?Browse Now? will generate user engagement, but if you?re looking for sales ?Buy Now? is more appropriate.
3.?Test, Test, and Test Again ? Testing is the key to success. If you?re working with a PPC Agency, make sure they have at least three variations of your ad running. Test new ads monthly and analyze metrics to determine effectiveness. Test descriptions, display URLs and CTAs. Try testing benefits, promotions and prices.
Systematic testing is an important part of PPC Strategy. If you?re not comfortable with the testing process, consider hiring a PPC Agency to manage your campaign.
Final thoughts on effective PPC advertising best practices:
- Make sure the relationship between your ads, keywords and landing pages are relevant.
- Check your competitor’s ads. Then make yours stand out!
- Make sure to highlight your unique selling points and the benefits of working with your company.
- Highlight promotions and special offers in your ads.
- Use dynamic keyword insertion where appropriate
- Include keywords in the URL field to aid in your SEO ranking.
- Test, test, analyze, and then test again!
Strategic planning, creating ads, landing pages, keywords with high relevancy, and testing your offers are all vital for an effective campaign.
If you want to learn more about how to plan and execute an effective PPC?campaign, download our free ebook ?Utilizing PPC?. In it you?ll find more tips and tricks to turn your website into a traffic generating cash machine!
Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, call-to-action mapping and traditional media placement. Our experience in?B2B digital?marketing?and traditional media allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.