Best practice tips for running PPC campaigns

Running a PPC campaign can feel like navigating a maze. Each turn brings new challenges, but with the right clues, you can perfect your PPC skills. It is a world that is constantly evolving with different platforms, features and more. Furthermore, it is essential to keep up with the trends to ensure your PPC campaign is running effectively.

What is a PPC Campaign?

PPC refers to pay-per-click and is a type of online marketing which involves advertisers paying a fee every time they click on an ad. Essentially, it is a way to ‘buy’ visits to your site. The most common type of PPC is advertising via Google search engines such as Google Ads.

For example, when marketers bid on keywords, their adverts show at the top of search engine results pages (SERPs). 

Top Tips for Your PPC Campaign

Here are some top tips to help you run your campaigns smoother than a well-oiled machine.

Understand Your Audience

First things first, you need to know who you’re talking to. Understanding your audience is key. Who are they? What do they want? When you know your audience, you can create ads that resonate with them. Think of it like a conversation; if you know what interests your friend, you’ll speak their language. Use tools like Google Analytics or Facebook Insights to gather data. This knowledge will shape your campaign.

Choose the Right Keywords

Keywords are the bread and butter of any PPC campaign. Pick the right ones, and you’ll drive traffic to your site. Use tools like Google Keyword Planner to find terms that your audience searches for. Consider both short-tail (like “shoes”) and long-tail keywords (like “best running shoes for flat feet”). Long-tail keywords may have less search volume, but they often lead to higher conversions. It’s like fishing with the right bait—target the fish you want to catch!

Write Compelling Ad Copy

Your ad copy is your chance to impress. Make it catchy and concise. Use clear calls to action (CTAs) like “Shop Now” or “Learn More.” This nudges users to click on your ad. Don’t forget to highlight offers, promotions, or unique selling points. Imagine you’re telling a story; make it engaging and relevant to your audience. Ask yourself, “What would make me click?”

Optimise Landing Pages

Once a user clicks your ad, they land on your page. Make sure it’s a smooth journey. Your landing page should match the promise of your ad. If you’ve advertised running shoes, your landing page should feature those shoes prominently. Add visuals, clear information, and a strong CTA. This ensures visitors find exactly what they’re looking for, increasing the chances of conversion.

Monitor and Optimise Your Campaign

Starting a PPC campaign is not a “set it and forget it” type of deal. You need to monitor performance regularly. Keep an eye on click-through rates (CTR), conversion rates, and costs. If something’s not working, don’t be afraid to tweak it. Maybe your keywords need changing, or your ad copy isn’t hitting the mark. 

Use Negative Keywords

Not all traffic is good traffic. Negative keywords help you avoid showing your ads for irrelevant searches. For example, if you sell premium products, you might want to exclude terms like “cheap.” This saves your budget from clicks that won’t convert, allowing you to focus your resources on what truly matters. Think of negative keywords as a filter that helps clear the noise.

Set Budget Limits

Budgeting is crucial in PPC campaigns. Set a clear budget to avoid overspending. Determine how much you’re willing to spend daily or monthly. This way, you can strategise on how to allocate your funds across different campaigns. Equally, track your spending and be ready to adjust if you see something performing well. It’s like managing your finances; keep an eye on what goes in and out.

Test Different Ad Variations

Don’t settle for just one version of your ad. Testing different ad variations can help you find what works best. Try out different headlines, images, and CTAs. A/B testing allows you to compare performance side by side. This ongoing experimentation can lead to continuous improvement in your campaign’s success.

Stay Updated with Industry Changes

The digital advertising landscape is ever-evolving. Keep up with industry trends and platform updates. Attend webinars, read articles, or join PPC forums to stay informed. This knowledge can give you an edge and help you adapt your strategies as needed. Think of it as part of a community; sharing insights can lead to better outcomes for everyone.

Utilise Ad Extensions

When running a PPC advertising campaign, the strategic use of ad extensions can be a powerful tool to enhance the performance and effectiveness of your ads. Ad extensions are additional information that can be added to your standard text ads, providing users with more context, details, and ways to interact with your business. This may include the following:

• Location extension: This displays your physical address.
• Call extension: They promote calls to your business by showing a phone number with your ad. 
• Sitelink extension: Allows users to navigate to specific pages on your website quickly.

By incorporating relevant ad extensions, you can make your ads more informative, engaging, and enticing to potential customers scrolling through the search results. This not only improves the user experience, but can also increase click-through rates, conversions, and the overall return on investment for your PPC campaigns. 

Master Your Targeting

Retargeting and remarketing are powerful tools for ecommerce sites and advertisers running PPC campaigns, allowing them to re-engage with users who have previously interacted with their brand or website. The basic premise is simple – by placing a small piece of code on their website, businesses can identify visitors and then serve them targeted ads as they browse the web or use social media. This enables them to stay top-of-mind and draw users back in, whether it’s to complete an abandoned purchase, learn more about a product, or simply maintain brand awareness. 

When implemented strategically as part of a holistic PPC strategy, retargeting and remarketing can be a game-changer for businesses looking to maximise the return on their advertising investment.

Track conversion data

Tracking conversion data is a critical component of any successful PPC advertising campaign. By closely monitoring the conversions – such as purchases, sign-ups, or other desired actions – that result from your PPC ads, you can gain invaluable insights into the performance and effectiveness of your campaign. This conversion data allows you to assess which keywords, ad copy, and targeting strategies are resonating most with your audience and driving the highest return on investment.

Conclusion

Remember, navigating the world of PPC campaigns doesn’t have to be daunting. Still, it is a continuous effort – it requires ongoing evaluation, adaptation, and creativity to drive success in today’s competitive online landscape.