Pay-Per-Click (PPC) marketing is a worthwhile tactic that allows organisations to create and publish ads and only pay for them when they are receiving clicks. These strategies significantly increase website traffic resulting in lower cost per click rates (CPC). A Google Adwords Agency works with your company within your specific budget to generate the PPC marketing campaign that will achieve your business goals. Once a campaign is launched, your Google Adwords Agency will review all of the analytics to make adjustments as needed, so every online marketing dollar you spend is working to drive the success of your PPC marketing campaigns.
What is Pay-Per-Click?
Pay-per-click marketing is exactly what it sounds like — you only pay when a user clicks on your ad. Your Google Adwords Agency creates ads that surface at the top of Google search result pages. Only when a consumer clicks the ad is your account is charged. Settings within Google Adwords allows for companies to create ads that are well within their marketing budget.
Why is PPC So Useful?
PPC is extremely useful because it aids in brand awareness. If a consumer clicks your ad and lands on your webpage, that’s another potential customer for your products or services. These valuable click-throughs are also increasing your SEO ranking. As more people navigate to your website, your overall SEO improves and increases your visibility on Google searches. That’s great for generating new leads! With a Google Adwords Agency, both PPC and SEO marketing tactics can work hand-in-hand to gain the online traction your business requires to thrive.
10 Steps For A Successful Pay Per Click Campaign
Step 1 : GOALS
Start with the end in mind. What is the goal of the advertising campaign? Generate leads, downloads, purchases? Make sure you have a specific action that you want the visitors from your ad campaign to take.
Step 2 : MEASURABLE
It makes sense if you can’t measure it then you can’t manage it. So ensure that you have your google analytics accounts set up to track “goal conversions”
Step 3 : TRACKING LINKS
Each ad campaign should have a unique tracking link (Google “UTM links”). Combined with Google Analytics this should enable you to measure at least two things. Visitors and Goals from each source.
Step 4 : TARGET AUDIENCE
Clearly define whom you are targeting and their specific interests. Outline the pleasure or pain your product or service is addressing. You should have a clear picture of your ideal customer before moving into the next step.
Step 5 : HEADLINE and COPY
Don’t waste time talking about yourself. No one wants to know about you. It’s all about pleasure or pain. Specifically what pleasure do you provide or what pain can you take away? Make sure your Ad headline reinforces what’s in it for them!
Step 6 : CALL TO ACTION
Ensure all ads (and landing pages) contain a single clear CTA (call to action). What you want people to do at each step in your “sales funnel” should be crystal clear.
Step 7 : DISPLAY URL'S
Google, Facebook, Linkedin and Twitter all allow you to display a different URL than the page you’re actually sending your visitors to. Make sure the URL you display reinforces the message in your ads and your landing pages.
Step 8 : LANDING PAGES
Ensure the “landing page” you send your visitors reinforces the message conveyed in your ads. These pages should have a single goal (tracked) and clear CTAs linked to that goal!
Step 9 : TEST, TEST AND TEST
Make sure each step in your “sales funnel” is working. Click your tracking links, view the visit in Google Analytics. Perform the action that you defined as a goal (buy something if needed) and ensure its all reporting as expected in Google Analytics
Step 10 : OPTIMISE
Utilise your Google Analytics data to improve each element of your campaign. Improve the response rate by changing your ad headlines and copy. Improve the conversion rates on your landing pages by improving the offer and calls to action. Continue to optimise!