According to recent studies, paid ads get 65 percent of clicks in searches with high commercial intent. This can include a paid ad set up to target a specific audience. Take a look at how to set up new PPC campaigns for good returns.
PPC advertising has become one of the most influential online marketing options for businesses. It is designed to engage people and lead into sales that can improve the bottom line. To make sure you do this the right way and launch a good PPC campaign, it’s best to understand the intricate details beforehand.
What is PPC advertising?
The term stands for pay-per-click advertising, meaning that each time someone clicks the ad, a set rate is charged to the advertiser. This rate can vary based on the agreement you’ve established beforehand.
You can use PPC to display ads for specific services or goods depending on what you’re selling. The goal is to put these ads in front of people who are already interested in the subject and might be looking for the product through search engines, forums or websites.
Setting up PPC campaigns
1. Establish a budget.
Start by establishing a daily, weekly or monthly budget as soon as possible. This is the set rate at which you will launch the ads. If you don’t have a budget, it is easy to start wasting money on failed campaigns. A set budget can streamline the setup and make sure it works according to your financial means. If not, it is easy to toss away money without even noticing it.
Look at the various rates and learn more about them before launching the ad on a platform. This will give you the gist of what’s going on and how much it will cost per click.
2. Set campaign goals.
You can only see the value of PPC advertising if you sets goals for your business. This can include the number of leads you want to come in via ads or even the number of recorded sales per ad. All of this information should be tracked and kept in mind during the campaign.
By looking into and establishing these goals, it’s easier to avoid making mistakes. A PPC ad is only as good as the person running it. Setting goals helps you remain on top of things without failing.
3. Split-test ads and platforms.
Take the time to split-test as much as possible, whether with advertisements or platforms. You want to take all of this information into consideration beforehand. The goal is to determine how the ads will be run and how they will work.
For example, imagine one ad doesn’t work well but another does. You don’t want to keep running the failed ad because you don’t know which one is doing well. This happens all the time when you put up a bunch of ads and hope for the best.
4. Emphasize relevance.
PPC advertisements have to be as focused as possible because of the value they bring. Relevance is the name of the game, because putting ads up in front of the wrong people will lead to inefficiencies. Targeting is essential for the long term.
Focus on a solution that is as relevant as possible. Take the time to sit down and write specific keywords that relate to your business and its products. The goal is to have a good feel for what you want to target.
5. Don’t ignore tracking.
Let’s imagine an ad has been set up and it’s time to start raking in new leads. How are you going to keep tabs on what’s working and what isn’t? This is where tracking can help, as it ensures each lead who engages with the ad is recorded. With Google AdWords, you can have all of this information listed in the main console online. It’s best to go through this information and set up a personal tracker as well. This reduces the wasted money from unrefined campaigns.
PPC advertising can have a lot of benefits, but it is important to set things up properly. It takes time and a lot of work, but it is well worth the hassle. A good PPC advertising campaign can launch your business forward better than anything else could. This is why it is such an appreciated online marketing method: It works well and can change the outlook of a business in a matter of days or even minutes.
Almost a year back, the IT giant Cisco saved $ 100,000 when it decided to promote the newly launched router on digital platforms only. These days’ advertisers bet on digital advertising solutions because they help them accurately analyse the return on cost and the overall impact of an advertising campaign. A forecast made by PwC USA also claims that digital advertising is growing exponentially and American companies are going to spend $38.6bn by 2019 in this domain. In contrast, newspaper advertising is going to have a tough time and could experience a negative growth of 33% during the same period.
A major advantage of digital advertising is Pay per Click (PPC) payment mode, which means advertiser does not pay any extra amount to the partner website other than the number of clicks on the advertisement. Besides, display of an ad on both desktop and mobile screen ensure maximum outreach of a brand. Also, the mass appeal of social media and the availability of advanced analytical tools on social networks make Digital Advertising highly cost-effective and result oriented.
Strategies that Bring Results and Save Money
The cost of digital advertising is significantly cheaper than traditional advertising and businesses can save a great amount of if they carefully focus on the following things.
To ensure best returns from a digital advertising campaign, it should be targeted to the right audience. Advertisers who carefully select their target audience using the first-party data, second-party data, and third-party data as per their relevance receive impressions from the potential customers only. Data-based audience segmentation empowers advertisers with informed bidding decisions which ensure the success of an ad campaign and save money for the businesses.
Chase the Majority with Dayparting
Dayparting means dividing the scheduled week/day into multiple time slots and selecting those time slots when potential customers are expected to view and click on the ad. Various analytical tools help to study and predict the media consumption behaviour of the target audience and enable the advertiser to broadcast the ad at the right time. Dayparting ensures maximum return from a digital ad campaign because it empowers the advertiser with effective bidding strategies.
Keep the Campaign Fresh with Frequency Capping
Frequency capping decides that how many times the ad will be displayed or broadcasted to the particular audience during the total duration of the campaign. Advertisers who strategically fix the frequency capping usually get better attention of the people and they positively influence the decision of the prospective buyer. Low-frequency cap is considered beneficial for new campaigns with fresh creative while in the case of repeat/revised campaign frequency capping should be increased moderately.
Choose the Right Destination with Geotargeting
Geo targeting means more qualified leads and maximum utilisation of the ad spends because it allows the advertiser to run a campaign in selected geographical locations. The target area can be finalised within a particular state, city or even a selected region of the city which ultimately reduce advertising waste. Geotargeting is an ideal way to control advertisement investments in digital landscapes as it enables the advertiser to develop a customised campaign for niche segments. Geotargeting is also a very useful tool for advertisers in collecting the information of potential customers, their buying habits and consumption behaviour. It also helps them to study market trends, the position of the competitors and what approaches they are following to promote their products.