Even hardcore SEO enthusiasts accept that PPC campaigns are very helpful to get instant hits and leads for businesses. As the name suggests, a PPC campaign is a campaign in which users click on the links, mostly ads, which are posted by marketers. Businesses that are interested in instant leads and visits on their websites prefer PPC campaigns over SEO campaign as PPC is fast, effective and highly functional.
When should we go for a PPC campaign?
When you want to notify the users and your target audience about some festival offers or discount deals and coupons, a PPC campaign that is carefully designed and implemented can work wonders for you. In addition to that, when you want to create awareness among a particular demographic or geographic audience, a PPC campaign can be helpful.
When a user clicks on a PPC link, he/she is directed to the landing page where appropriate actions might be taken by them. This is the main purpose of running a PPC campaign.
However, just creating and posting a PPC and is it enough, you need to keep into consideration many factors to make the PPC campaign more effective and successful.
In this post, we will discuss some of the tips and tricks to run a highly effective and efficient PPC campaign.
1. Define the right purpose and find a right bid strategy
You need to create a right bidding strategy as it is the backbone of the PPC campaign. It is highly crucial and must be chosen wisely.
Defining your purpose is also another important thing to consider. Do you want to get more visitors on your website? Do you want to improve brand awareness or do you want visitors to take actions on your website?
There are numbers of bidding strategies available with AdWords such as conversion based strategies, impression-based strategies, click-based strategies and interaction-based strategies.
You need to take your time and discuss with your PPC team to choose the right bidding strategy.
2. Choose the right time to show ads
There is no use of running a PPC campaign if your target audience does not notice it at the right time. Choosing a most opportune time where your potential customers can see your ads is very crucial and you need to design a strategy accordingly.
To achieve this, you must aware about behavioural patterns and priorities of your target audience. Knowing when they are active and working is important to get maximum exposure for the ads.
Initially, start with 24×7 schedule and narrow it down to the most active timeframes after the initial performance of the ads. Making time amendments for the PPC ads is very important. It will generate more CPC.
3. Ad rotation is also important
In the case of multiple PPC ads, it is not possible to show all the ads at once. You need to rotate your ads wisely. For ads optimization, keep four options in mind.
It will display ads that are mostly clicked by the users and will be displayed in the future.
If one of the ads has successfully made more conversions, it will be shown more frequently.
Here, irrespective of the results, ads will be rotated for a specific period and it might not produce results and impressions that you are looking for. After 90 days, if no great results are produced, the kicker will go for clicks or conversions.
It is similar to even rotation, but here, no actions are taken after 90 days.
4. Location selection
Choosing a location is highly crucial to get effective results and Google AdWords has the intelligence to show certain ads based on the geographical location.
If you have a physical brick and mortar store, you would surely target your city, but if you have a national business, you need to ensure that you conduct market research and choose locations accordingly.
You also need to explore those untouched locations whose responses you don’t know. Take some risks and it might pay you off.
5. Utilize negative keywords
You don’t need to bid for the keywords that are not relevant and completely off-topic. In this manner, you can reduce your spending on the ads. For example, if you want to bid on “Manhattan family lawyer”, but you don’t want to include “Manhattan family lawyer for property and wills” if you don’t deal in property and wills. Such biddings will reduce your total bills and you will be able to get more leads that are relevant and valuable.
6. Long-tail keywords
Long-tail keywords are best not for just SEO campaigns, but for PPC too. Make a list of long-tail keywords and use them accordingly to get more visibility and traffic.
7. Device targeting is important
Thankfully, Google allows you to target certain devices to get more visibility and traffic on such devices. The world is available on the palms of the users and mobiles are the next big thing and you need to accommodate these devices to show your ads.
There is a section called “device preference” where you can select the device. If you want just mobile-only ads, it is possible too. It will make things easier for you if you want to target only mobile users.
Also, if you don’t want to redirect the users to the landing page and want them to just call you, it can be done too.
8. Apply bid adjustments
Bid adjustments are a method to change the frequency of your ads as per the time, location and search methods used by the people and it will help you to amend your campaign to get maximum exposure and sales.
Running a PPC campaign successfully is an expert’s job. Hire best PPC experts who understand the technicalities of the Google AdWords and have successfully run and produced brilliant results.