Unfortunately, Pay Per Click (PPC) isn’t as simple as some would lead you to believe. The process of setting up a search engine PPC program is generally quite simple and doesn’t take a genius to figure out, the true gauge is ROI (Return On Investment). With a lot of studying and research, the average web page owner can run an affordable, effective campaign without help but it will take a lot of work!? But, do you really want to leave your paid advertising campaign to luck?
A great question to ask yourself is:
“Do I really want to leave my PPC Campaign to beginners luck?”
If the answer is no, you have three options.
- Study up and start a cautious campaign that evaluates performance and doesn’t drain the bank
- Seek a professional who can help create an initial campaign and provide you with the guidance to maintain it
- Hire a professional to maintain a PPC Campaign and provide regular performance reports
Whether you decide to run your paid advertising campaign yourself or hire a professional to do it for you, here are some tips to help ensure you have a successful PPC Campaign:
- Identify your target market. Get to know your customers their likes, and dislikes. This insight will help to understand how your potential customers and clients might search online for services or products and how they react to certain phrases and keywords.
- Target and track your keywords. Don’t load your PPC Campaign with every keyword you want or can conceive of. Pick the keywords with the strongest appeal for people who use your products or services – you can even ask your customers and clients what they use when searching.
- Don’t mistake traffic for performance, you may attract lots of traffic to your site through PPC but you might not get an acceptable ROI. Performance is when your visitors take the action you are seeking – the better performance you have, the more advertising dollars you can spend.
- Use split testing to determine which ad copy, keywords, and phrases are performing the best. Put your energy into the campaigns with the best results and periodically split test your successful campaigns.
- Link your campaign to “landing pages” on your website. Target your copy on these landing pages to the type of customer that would be interested in your keywords. Add tracking to your landing pages and run split-tests to evaluate the performance of your copy.
When it comes to creating a great PPC campaign, learning to set up a PPC ad is only one part of the picture; the rest is tracking and targeting your potential clients and customers.