When it comes to marketing their business, business owners have a number of options. There are some options that cost more than the time such as SEO or content marketing. These are still affordable even if you outsource them. A majority of the business owners prefer to cast their budgets toward PPC (Pay-per-click) campaigns despite the cost-effective option of search optimisation. It is not so much surprising as a huge share of consumers click on Google ads when they are shopping online.
The major driver of PPC is the instant results that can come from it. A good PPC campaign results in increased traffic, leads, and customers almost immediately once the advertisement starts running. Over waiting several months for organic SEO campaigns to gain traction, an instant return is definitely better. But you should know that PPC campaigns are a little more complicated and require proper planning.
Marketers believe that paid search is an effective marketing tactic but they also feel that it is also very tough to utilise effectively. You need the right strategy to maximise your quality score, which is Google’s method of rating the relevance of your ads. It is not about luck at all.
We present here the ultimate guide that will help in making sure that your first PPC campaign is successful.
Let the brainstorming begin
Careful research is the first step behind every successful AdWords campaign. Specifically, customer research. Before launching an AdWords campaign, you need to know the following:
- What do your customers want?
- What they are looking for?
- How they are searching for it?
You can begin a campaign with whatever keywords you like but everything will be wasted if your customers are not searching for your product using the phrases you have targeted. Even worse, you could end up spending a lot of money with little to no conversions if you target the wrong keywords.
Therefore, you should use whatever customer data you currently have and detailed buyer personas for starting to brainstorm keywords. Prepare an initial seed list of keywords comprising everything you think your customers would use to look for your product. These keywords are those that you would want your ad to appear under when users enter them as a search query. Your branded keywords are included in those that have consistently higher conversion rates. When you are brainstorming, do not leave anything. Every idea should be considered relevant.
Use keyword tools to check the demand
After making your seed list, the next step is to use data for validation of your keywords and finding out which are the most important ones. With the help of Google AdWords Keyword Planner, you can validate your decided keywords by knowing the search volume data and trends, cost per click, and competitive data. To help you expand on the most effective keywords from your seed list, it will also provide keyword suggestions. Check search volume data and trends when you already have a list of keywords to check. Plug your keywords into the text field. You can choose to upload if you have a sizable list in a spreadsheet or text file. Set your target so the location is relevant to where you want to aim ((global, by country or region, state, city, county, etc.). The date range can also be customised.
For validating all the keywords put together by you, this is a quick method to do so. It provides you the data on the average monthly search volume, the suggested bid for the keyword, and also the competition for that keyword.