Pay per Click (PPC) advertising can be a great way to drive targeted traffic to your website at a very reasonable cost.
But it can also be a quick way to lose money. Many people start PPC because they have been given a Google Adwords voucher and this is a great way to get going. But if you dive in without doing your homework, you risk not only wasting the voucher, but getting a low account quality score which will make adwords harder and more expensive in future. Here are 5 “must do” steps for creating a successful Adwords campaign.
1. Keyword research
Fortunately Adwords has a handy keyword tool to help you find the phrases people search for. However, don’t just agree to every phrase Google suggests – go through them carefully and only use relevant phrases.
2. Make sure your website is set up properly
There’s no point driving more visitors to a website which doesn’t convert them into customers. Install Google Analytics so you can measure results (include ecommerce tracking if you sell online) and take a good look at the individual web pages you will send those clicks to (your landing pages). When visitors click on an advert they want to arrive at a relevant page which answers their need immediately.
3. Set your budget targets
Know your customer value, conversion rate and use these to work out how much you are willing to pay per click. You don’t just want website traffic – you need profitable visitors.
4. Organise your campaigns properly
You need to organise your keywords into ad groups and make sure you use phrase matching correctly. Google uses 3 ways of matching your keywords to search terms broad, phrase and exact match) – make sure you understand the differences and use them correctly.
5. Test and Measure
Much of Pay per Click is trial and error. You’ll want to:
- Test out different versions of your advert
- Try different bid amounts to see which positions give the best return (often not the top placing).
- Look for keywords you want to exclude (called negative keywords)
and lots more.
It’s essential to actively monitor and manage your campaign. Things change with time: competitors come and go, your products and services change, search patterns change. Unless you keep on top of your Adwords account you can find performance dropping and money being wasted.
If you are thinking about paid search advertising and would like some help, get in touch – we offer a range of options for creating and managing your pay per click campaigns.