The significance of the Internet to reach customers has prompted businesses to market and advertise their products and services using search engine marketing or SEM. They have two choices: to optimize their website with search engine optimization or SEO, or to market using a paid search. With SEO, they can attract search engines to rank their website high in the search results page. Although SEO costs next to nothing, it does take time. Thus, many businesses will choose a paid search or Pay Per Click, or PPC. With PPC marketing, ads will be displayed on the search engine result pages. However, before launching a PPC campaign, business owners need to establish a campaign.
A PPC campaign is an ideal way to capture potential customers’ attention. A combination of relevant keywords and phrases, persuasive ads and a compelling landing page will generate interest and leads. In order to ensure a successful PPC campaign, business owners can implement the following:
1. Identify goals
Specific goals are important to ensure the campaign’s effectiveness. For instance, a company wants to convert ad hits into sales or capture email addresses. Establishing goals also help to determine the choice of keywords for the ad copy and identifying the target audience.
2. Target customers
Identifying a target audience or potential customers will help business owners to set their budget for the PPC campaign. In addition, knowing who they are helps to gain insight into their buying behavior.
3. Determine budgets
Establishing a budget helps to control how much will be spent on the PPC campaign. Budgets should be realistic to receive a reasonable return on investment. Furthermore, having an adequate budget is critical to ensure the campaign will run smoothly and obtain the requisite number of clicks.
4. Determine relevant keywords and keyword phrases
Keywords are the foundation of the ad copy. Search engine users generally use short phrases and specific words when performing a search. Thus, it is important to choose keywords and keyword phrases that describe the products or services concisely. Since the target customers are identified, the campaign knows what words they will use when searching.
5. Create ads and ad groups
In order for the PPC campaign to generate leads and sales, both ads and ad groups must contain relevant keywords and persuasive calls to action. Additionally, business owners should provide links for visitors to click in order to arrive at the appropriate landing page.
These tips can help business owners to establish their PPC campaign properly. When the campaign is appropriately set up, results are easily measured with the web analytics of their choice. After launching the PPC campaign, owners can monitor it and tweak the keywords if necessary.
In conclusion, setting up a PPC campaign will prevent business owners from making costly mistakes. With all the hard work they will be rewarded when their leads are converted into customers.
Grant is an SEM Expert from Sydney, Australia. He has worked in PPC adverting for more than seven years and is viewed as a true expert of the industry. Grant has written articles for many leading search engine news sites and is currently writing his first book on PPC advertising.