As a small business, you can leverage Google’s massive reach to help customers find you. However, while search engine optimization is a valuable tool, it can take a while to see results. Google Ads, however, is much more robust and allows you to get feedback almost immediately.
1. Define a Clear Goal
A specific and clear campaign goal is essential to create a laser-focused ad campaign. It's critical to have a goal that aligns with your business objectives, and it should be measurable. For instance, if you want to increase website traffic or sell a product, create a campaign that aligns with these goals. A well-defined goal helps to focus your ad campaign and improve your return on investment (ROI).
2. Do Your (Keyword) Homework
Keyword research is an essential aspect of PPC marketing, as it enables you to identify the right words and phrases that people use to search for your product or service. Utilize keyword tools to conduct thorough research, including long-tail keyword phrases. Long-tail keywords are more specific than short-tail keywords and have less competition. Using long-tail keywords can help you to target a specific niche and audience, improving the effectiveness of your ads.
3. Use Negative Keywords Too
Negative keywords are words or phrases that you want to exclude from your PPC campaign. These are keywords that are not related to your product or service, and including them in your ad campaign can lead to irrelevant clicks and wastage of your budget. For instance, if you're selling dog toys in Los Angeles, you may want to exclude searches for "dog toys in New York" by using "New York" as a negative keyword.
4. Check Out the Competition
Researching your competition can help you to create better ads that stand out from the competition. Analyze your competitor's ads to understand what works and what doesn't. Check the language and tone of the ads, and see which keywords they are targeting. This information can help you to refine your ad campaign and make it more effective.
5. Know Who You’re Selling To
It's essential to understand your target audience to create an effective PPC ad campaign. Create buyer personas to understand your target audience's characteristics, preferences, and behaviors. This knowledge will help you to create ads that are more targeted and more appealing to your audience. The more you know about your target audience, the better you can create ads that resonate with them.
6. Know the Difference Between “Search” and “Display” Ads
Search ads and display ads are two different types of PPC ads. Search ads appear when people search for specific keywords, while display ads are banners that appear on websites. Search ads are more targeted and can lead to immediate conversions, while display ads are better for brand awareness. It's important to understand the difference between the two types of ads to create a balanced ad campaign.
7. Optimize Your Landing Page
A landing page is where people go after clicking on your ad. It's essential to ensure that your landing page is optimized to get the most out of your PPC ad campaign. A well-optimized landing page is tailored to the ad, with a clear call to action, and is visually appealing. Creating a separate landing page for each ad can be more effective than a generic landing page as it is more targeted and specific to the ad.
Try to avoid including too much information on your landing page unless your ad promised "more information" about a topic. If your ad is promoting a specific product, such as a toy, the landing page should display it prominently. Avoid overwhelming the visitor with too many product options or calls-to-action. You can attempt to upsell similar products, but the main focus should be on the product featured in the ad. A clear call-to-action, such as "buy this toy," will help to encourage visitors to make a purchase. If you include too much information or offer too many options, users may become confused and leave without taking any action. A clean and simple landing page is often the most effective.
8. Test Different Ads and Analyze the Results
Testing different versions of your ad can help you to understand which ads work best for your audience. Create two different versions of the ad and analyze the results to see which one performs better. A/B testing is an excellent method to understand what language, imagery, or call-to-action works best for your audience. Make sure to analyze the results to refine your ad campaign continuously. Even if you think you know your audience, your ads may not be as captivating as you like. Sometimes, the right picture or phrasing can make a huge difference.
9. Don’t Blow Your Budget
Budgeting is crucial to the success of your PPC ad campaign. Start with a modest budget during the testing phase to avoid overspending. It's better to focus on ads that get you the most traction. If your budget is too low, you could wind up with a meager ROI. However, if it’s too high, you could spend too much before figuring out which ads work best. For example, if no one clicks on your ads during the week, but you get a massive surge on the weekend, you can adapt accordingly.
Contact us to work together on your advertising campaign and start with a plan that will direct us to getting you the results you desire! ~ Travis