When we talk about increasing website traffic two strategies instantly come to mind- search advertising and search engine marketing. These strategies help website gain traffic, boost brand awareness and driving more conversions. Here, PPC strategy becomes crucial to the overall growth and success of your business. To support your digital marketing strategy, you need to have a PPC strategy. Not only a PPC campaign helps you in generating leads but it also helps you find a strong foothold in the market. But, the question every business has in mind is how to run a PPC campaign that will get you good results? This post will help you find that.
Let’s dive right in
8 Steps to create a winning PPC strategy
Here are some steps you can follow to create a winning strategy for your business
1. Set goals in line with your budget
This should be the first step to create a winning PPC strategy that converts. It is important to follow this step as that will save your resources from getting wasted and will track the spending on ads. Digital Marketing Agency London uses similar strategies in their marketing campaigns in order to build your brand’s awareness. They understand different businesses will need different strategies to succeed. They will make sure that your marketing goals align with the PPC campaign. For instance, if your brand is aiming to increase the traffic on the site the PPC strategy needs to be designed accordingly. An effective PPC strategy will help your SEO efforts which will help you achieve your marketing goals.
2. Conduct competitors research
Conducting deep research on competitors will enable you to get better understanding of how your competitors are running their PPC campaigns so that you can maximize your ROI. The research will tell you how much effort you need to put in your PPC campaign for it to be able to show good results. You can just search the keywords to check who your competitors are and what they are doing.
3. Target the right audience
If you want to make your PPC campaign successful, you have to target the right audience. First of all, you need to research on your target audience. You need to find out who your target audience is. You can target your audience in two ways-
- with AdWords PPC
- with social media
Targeting audience with AdWords is not about targeting the most relevant keywords related to your brand, but targeting based on user intent. The keywords you bid for, the ads you display and the landing pages you send visitors to all need to match the position people are in your sales funnel.
Targeting audience on social media is the most effective method to make your PPC campaign successful. You can build and target audience on social media based on your buyer persona.
4. PPC keywords
Keywords hold an important place when we talk about PPC strategy. Targeting the right keywords in your PPC campaign will get your business the maximum ROI possible. The key here is to do a user-centric keyword research. After doing the keyword research, you will get a list of keywords. You should also do keyword research with very broad keyword terms. You can use Google Keyword Planner or another keyword search tool to begin building out this broad term.
5. Landing page optimization
Creating unique optimized landing pages is a real challenge when you are targeting large amount of keywords. And directing visitors to landing pages is a waste of your ad spend. The visitors are more likely to convert when the landing page is relevant to the initial search intent or audience optimization. There has to be a strong link between audience targeting and landing page. If you are using social media ads to promote top-of-the-funnel content, you have to optimize by using the content types and language that perform well on the platform.
6. Create your ads
Once you have your audience targeting set up and created your relevant landing pages, you are ready to create and optimize your ads. Your advertising function as a link between the landing pages you’ve already optimised and the search intent/interest of your audience. The idea is to demonstrate your unique selling proposition and provide value in a short amount of time. To improve your advertising, try experimenting with new copy, graphic media, extensions, and other features.
AdWords has made a lot of progress in recent years to assist you automate ad creation and optimization. So, providing AdWords with a significant variety of ad variations to rotate and test is the true key to success here. Creating three or four ad variations for a hundred ad groups is, of course, a tough order. However, if you use all of AdWords’ features, it becomes a much easier chore.
7. Create content with high CTR
This can be regarded as one of the most important steps to take in order to run a campaign that converts. The ad copy needs to be effective and powerful enough to generate a high CTR-Click-Through-Rate to get good return on investment. You can run certain keywords by paying Google to run your ads on those keywords. Because if you can’t make your audience click on your ad due to thin, low-quality content, your money on that ad will get wasted.
8. Analyze and optimize
In the analyzing phase, you need to identify what keywords and targeting features help drive your campaign goals. You have to consider some metrics for search, display and/or social ads. If your objective is lead nurturing then you can take on-site engagement metrics into considerations such as amount of page views, new or returning visitors etc.
Final thoughts
There you have it: 8 steps to create a winning PPC strategy. So, start following these tips if you want to create a PPC campaign that converts. The most important thing is to see which part of the funnel you want to target your audience, select the right platforms and ads to do this, and then optimize them in the end.
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