A PPC campaign, otherwise defined as pay-per-click, allows advertisers to use performance-based marketing to track click volume that generates sales. It’s a relatively low-risk approach as it can be capped and only successful conversions (in this case, unique clicks) are considered payable actions. There are a number of ways to use a PPC campaign, but they’re typically used on content sites at a fixed price or through search engines where advertisers bid for ad space through SEO keywords. As more companies transition to online marketing, there are a few things they need to know about launching a PPC campaign.
Define the Audience
Advertisers need to define their audience not only to know which AdWords to use, but also to make their display and other creative ads more appealing. The more they know about their consumer, the easier it will be to create visual assets that convert. Furthermore, part of knowing their audience means knowing which words they’ll use when browsing the internet and which sites they’ll visit frequently, allowing advertisers to bid for keywords and ad space in the ideal locations.
Use Goals and Caps
Whether they’re launching a new campaign, retesting an old one or adding new creatives, advertisers should set a cap. PPC campaigns are vulnerable to click fraud. Also, the click-to-sale ratio may not be proportional. If the campaign isn’t capped, an advertiser runs the risk of having to pay more than they can afford for an offer that doesn’t convert well. The cap can always be lifted after the initial testing phase ends and an advertiser has a better idea of how the offer will perform.
Know Trending Keywords
The effectiveness of keywords will fluctuate based on market trends. Diversifying and staying knowledgeable about the current and emerging climate of an industry will help advertisers speculate on which words to use for maximum exposure. On average, only about 20% of keywords chosen are successful in bringing in leads. Finding out which words work and refreshing the ones that don’t will increase the chances of a growing conversion rate.
To make the most of their resources, advertisers should run A/B tests to compare the conversion rates of different creatives. Whether running banner ads or email campaigns, the subject line and visual aesthetics of one advertisement might capture more attention than another. The differences between these ads can be as minor as a different font color or as significant as a completely different theme, image and message. Regardless, running dual campaigns will allow an advertiser to see what works so they can minimize the waste on assets that don’t.
Diversify Test Pools
In addition to A/B testing, an advertiser can adjust their target demographic. While they should have a good idea of who their ideal customers are, there’s also the potential for a customer base within another market. They can broaden filters or tweak their product to appeal to a new age group. Redirecting a campaign to a fresh consumer pool could have a positive effect on sales if done right.
Research User Trends by Device Type
A final consideration for PPC campaigns is to be sure they’re optimized – and in demand – across devices. An advertisement can look great and perform well on a desktop, but when ran on a mobile device, not generate any sales. The advertisement itself may not be formatted correctly for use on smartphones and tablets and, therefore, lose its effectiveness. Similarly, the target audience may not use mobile devices frequently so conversions are less likely to occur on that platform.
A successful PPC campaign requires a lot of attention and adjusting to meet consumer needs. The above methods touch on the most influential factors that contribute to the effectiveness of launching an ad. With the right offer and sufficient resources, an advertiser should be able to optimize their campaign according to the guidelines above and reach maximum conversion potential.