6 Questions Ask Yourself Before Implementing PPC Campaign
Pay per click (PPC) campaign can have both positive and negative impact while promoting a business. Especially, when running low on marketing budget, you have to ensure that all the queries surrounding PPC campaigns have been solved before the actual implementation. It takes a great deal of research to have your PPC campaigns deliver a positive impact. So, let us see what those questions are that will help you decide upon a right PPC campaign?
What should be the outcome at the end of the day?
Is there any way goals could be achieved without doing PPC?
What advertising budget should be spent behind PPC?
What kind of audience has to be targeted?
What keywords to be taken into account excluding irrelevant ones?
Where the traffic has to be ultimately sent?
Answering above questions will surely bring clarity in whether your PPC campaigns will do well or not. So, let us answer them.
What should be the outcome at the end of the day?
This is critically the most important question you need to answer and deciding the end result. Getting clear with goals will help you comprehend what you are trying to achieve. Setting goals could be easier; however, it can be a gigantic task to convert those goals into reality. In order to achieve maximum probability of success:
Set a start and end date for the campaigns to measure success effectively.
Define quality key performance indicators to know whether a campaign has gone successful or not.
Is there any way goals could be achieved without doing PPC?
Once you have understood what you really want from PPC campaigns, the next thing you need to analyze is whether you can do without paying for PPC or not. PPC campaigns can be heavy to pockets at times, and so you need to be confident regarding the returns on investments. If you can achieve goals without paying for PPC, then there is no point doing all the hard work, and spending a fortune on that.
One way you can handle a scenario like this, in case you are unsure, is starting with low cost PPC campaigns and check whether they are working for you or not. Shelling out just a few dollars, will ensure you with safety even if the campaigns fail, and hence you know if you want to proceed with further PPC campaigns or not. If goals are not achieved, you need to change your marketing plans.
What advertising budget should be spent behind PPC?
While planning for budget, it is necessary to have total budget decided for PPC campaigns. It can be daily, weekly, or monthly budget. As long as you stick to the budget, you can have campaign goals achieved with ease. This is especially important, since you have decided the time frame for your campaigns to run.
What kind of audience has to be targeted?
It is important to know whom you are catering your campaigns to. Without understanding your audience, you cannot create the kind of ad copy compelling enough for potential customers. When planning multiple campaigns, this can be a brainstorming task to hit a separate segment audience every single time, taking various geographies into account like gender, region, age, profession, and more.
What keywords to be taken into account excluding irrelevant ones?
Keywords determine when your ad campaigns will show up, and how many times. Good keywords ensure that your campaigns show up at relevant times by getting displayed for right search queries, making optimum usage of your advertising budget.
Include good keywords
The best way to handle this strategy is search for keywords or phrases surrounding your business, or used by your competitors. Whether general or specific, just collect all the terms that you find used most often by your industry or competitors. With the help of Google Adwords, analyze which words or phrases attract most traffic. Just have them used in your PPC campaigns.
Exclude bad keywords
There are tons of negative keywords, no matter what industry you belong. They can be employment related, education related, or information related. Think from an end user perspective and try to forecast what you will type in Google if you want to find products or services that you are offering.
Where the traffic has to be ultimately sent?
Now since you have everything sorted, it is time to decide what landing page you should be sending your traffic to. Ensure that the ad redirects to the right landing page. If the page a user lands upon differ greatly from the PPC ad copy, and then users might find your site or landing page irrelevant, resulting in an increased bounce rate.
Clear your doubts before implementing PPC
As we discussed 6 critical questions above related to Pay Per Click marketing, approach professional PPC management services or Adwords management agency, for solving these queries, and getting a logical answer to each question. Once you clear the doubts, you can hire such PPC management services or Adwords management agency to take the responsible task for implementing PPC campaigns.
