PPC or pay-per-click advertising is an extremely useful form of internet marketing. In fact, PPC ads can boost brand awareness by a whopping 80%. For businesses looking to drive some serious revenue through their website, a proper PPC campaign is a must.
As a marketing tool full of jargon that’s difficult to understand, PPC might seem like a far-off dream. Even if you’ve never created your own PPC campaign before, there’s still plenty you can do as a beginner to get started.
Why PPC in the First Place?
PPC campaigns are changing the way businesses gather leads and convert searchers into paying customers. And if increasing your brand’s awareness by 80% isn’t enough of a reason to try, there are more great stats where that came from.
- Businesses make an average of $2 in revenue for every $1 they spend on AdWords.
- For campaigns running on Google, they reach 80% of global internet users alone.
- PPC traffic from the PPC campaign converts 50% higher than organic traffic does.
- A huge number of customers, about 65%, click on ads when purchasing.
PPC campaigns allow you to control your advertising spend, give you a greater chance of maximizing your ROI and allow you to target your audience in a way that other marketing tools lack.
Simple Tips to Get You Started
Ready to take the plunge? It’s important to know that although these tips might be simple to follow, PPC is not easy. For optimum results, it’s important to dedicate time to PPC to cultivate, test and improve your ads over time.
1. Choose Your Platform
As a beginner, before you get started on your ads, you’ll need to choose your platform. Google Ads, formally Google AdWords, is a great place to start and provides a higher return than other platforms such as Bing. Sign-up for a Google Ads account before you begin.
2. Know Your Audience
PPC ads will require a strong understanding of who you’ll target with your ads. This means you should have insight into what they’re looking for, their demographics, their internet usage and more. This will help you write your ads and will help with ad placement as well. If you haven’t done so already, create an audience persona for guidance.
Google Ads will help you choose a target location and other important details once you’re ready to create your first ad.
3. Know Your Keywords
Keywords are the bread and butter of the PPC campaign. If you haven’t done so already, you’ll need to perform in-depth keyword research to ensure your ads are reaching your target audience. To start, brainstorm a list of keywords, both short and long, that your target audience might be using to find you. Using tools such as Keyword Planner can help you research which search terms are trending and the quality of the keywords you’ve chosen.
4. Gather Your Content
When you create your first ad, you’ll need some good ad copy, eye-catching images and a headline that grabs your reader’s attention. When you’re writing your ad, make sure your keywords are there too and when it comes to an image, make sure it’s relevant to your ad’s content.
5. Don’t Forget the Testing
When you open your Google Ads account, make sure you set up the split-testing feature. Google will help you test your ads to discover what content and images work best and gather more clicks. After you gain this insight, you’ll be able to tailor the rest of your ads to follow suit.
6. Define Your Budget
When you set-up your account, you’ll also set-up a budget for your PPC campaigns. Each time a viewer clicks your ad, it will be deducted from your budget. And once that budget is used, your ad will be hidden from view. Define a budget that allows you to reap the benefits of the PPC campaign but is still something you can afford. Your PPC advertising budget at first may be small. However, over time, it will grow to meet the needs of your expanding business.