The Complete Guide to PPC Campaign Management

Almost 50% of small businesses are already utilizing pay-per-click advertising (PPC). Are you?

PPC allows you to reach an audience of potential customers online. Without it, you're missing out on potential sales. In fact, your competitors are likely snagging those customers instead. 

If you've recently decided to start using PPC marketing, awesome! However, it's important not to rush into PPC without a plan. Otherwise, improper PPC campaign management could cost you valuable time and money.

Keep reading to discover the PPC campaign skills you need to succeed. With these tips, you can avoid wasting money and start improving your ROI instead. Start your first PPC campaign with these helpful tips!

What is PPC?

In order to utilize PPC marketing to its full potential, it helps to understand PPC a little.

First of all, what is PPC? With PPC ads, you pay for digital advertising each time someone clicks on your ad. However, you might also consider a brand awareness campaign, in which case you'll pay based on how many people see your ads. 

PPC ads can appear on Google's search pages, other websites, and social media platforms. You've likely seen PPC ads during a Google search or on Instagram and Facebook. 

Unlike search engine optimization, PPC allows you to generate quick results. You can get your ads up within a day. When someone clicks on your ad, they'll visit a landing page on your website.

From there, you have a chance to turn that web visitor into a paying customer. 

PPC marketing allows you to choose from different ad styles. You can also develop a campaign based on specific goals. For example, you can focus on building brand awareness, increasing conversions, or boosting site traffic.

There are many reasons companies decide to use PPC marketing. Here are a few reasons you might decide to use PPC yourself!

1. Expand Your Reach

Google processes over 40,000 search queries every second. That's 3.5 billion searches each day.

Each time someone searches a query that's relevant to your product or service, you can appear in front of them using PPC marketing.

With print materials like flyers and billboards, it's difficult to make sure to appear in front of the right customer at the right time. With proper PPC campaign management, you can utilize targeting to expand your reach. As a result, you're more likely to appear in front of your ideal customers.

2. Make Quick Changes

With print advertising, you can't make changes once your flyers or mailers go out. With PPC advertising, however, you have complete control. You can make changes to your ads, landing pages, and even your budget from your computer or phone.

You have control over every detail. For example, you might want to reserve more of your entire advertising budget for a single campaign. 

The ability to make these quick changes can help you avoid wasting money.

3. Utilize Precise Targeting

Are you focused on selling your product or service to a niche audience group? The tighter your audience, the more likely you can personalize your ads. Personalized ad language makes it easier to appeal to your target audience.

PPC marketing lets you use precise targeting. For example, you can target based on household income, age, gender, or even the type of website someone visits.

You can even show specific ads to different smaller audiences.

Precise targeting lets you appeal to your target audience, improving your chances of making a sale. 

Pay-Per-Click Advertising Tips

Now that you understand a little more about PPC campaign management, let's equip you with the skills you need for success!

1. Make Sure You're Mobile

First, make sure your website is mobile-optimized. More people are searching Google through their smartphones. To reach those customers, you want to make sure your landing page works well on their smaller screens. 

You can use Google's Mobile-Friendly Test to make sure your landing page is optimized.

Don't forget to check your page load speed, too! If your site loads too quickly, visitors might leave, which could cost you a conversion.

2. Add Negative Keywords (Often)

Sometimes, your PPC campaign ads can appear for searches that have nothing to do with your business. Unfortunately, you still have to pay for those searches.

Make sure to review your search queries every few days. Then, turn those irrelevant searches into negative keywords. Adding to your negative keyword list will help you minimize wasted costs.

3. Get on Target

Before you start your first PPC campaign, make sure you know as much as possible about your target audience. If you have a broad audience, try to break them into smaller buyer personas.

Then, create targeted ads for each persona.

PPC visitors are 50% more likely to make a purchase than organic visitors. In order to attract the consumers most likely to become customers, however, you need to utilize targeting settings.

Many first-time PPC marketing users make the mistake of only targeting with keywords. However, adjusting your targeting can help you increase conversions and minimize wasted ad spend. 

4. Create Video Ads

Videos are eye-catching, engaging, and easy to consume. As video content becomes more popular, more PPC advertisers are using video ads in place of text ads.

Consider making a video ad that encourages consumers to visit your website and learn more about your product!

5. Leverage Remarketing

Remarketing ads give you a second chance with previous website visitors. If you didn't make a sale the first time, remarketing ads will encourage consumers back.

Make sure to create a remarketing list when you begin your first campaign. Once your list grows, you can start using remarketing ads to increase conversions. 

6. Use Ad Extensions

To help your PPC campaign ads stand out from the rest, make sure to utilize ad extensions. For example, you can have your business location or phone number appear at the bottom of your ad.

Including ad extensions will increase clicks on your ads, which can help you generate more conversions.  

7. Analyze and Adjust

Above all else, make sure to review your data. Which campaigns are generating results? Which ones are failing to reach your customers?

Once you analyze the data, you can make adjustments. Make sure to keep optimizing your PPC campaigns to improve your ROI!

Experience Digital Success: Your Guide to PPC Campaign Management

Ready to build your business using digital advertising? With proper PPC campaign management, you can reach more customers, increase conversions, and boost your business. Start using these tips for online ad success today.

Interested in discussing your first campaign? Contact us today to get started!