Effective search advertising will help your business to increase its revenue and will boost brand recognition, driving more traffic to your website.
Since 93% of all online experiences start with a search engine, there’s never been a better time to plan a solid pay-per-click (PPC) campaign for your business.
In this article
1. Pick the right keywords
Carefully chosen keywords are crucial for a successful campaign. Keywords will determine who will search for, see, and click on your campaign over a neighboring competitor.
If you choose the right keywords, the success of your campaign is almost guaranteed. You’ll be promised the most views, the most click-throughs, the most traffic, and the most conversions.
It’s possible to put the hours of research needed into your own campaign, but you could always ask the advice of an experienced agency to really nail your keywords and put your audience first.
2. Check your competitors
You’ll need to analyze the competitive landscape to discover your main paid competitors.
Once you’ve identified your competitors, you’ll be able to find out how successful their strategies are, and what techniques they’re using to make them so successful.
This could also be the perfect opportunity to identify the areas in which your brand is thriving. Around 86% of consumers use the Internet to find local services or businesses, so find out who’s doing well on your doorstep – and work out why!
3. Set your budget and objectives
Being prepared is crucial to a successful campaign; you must make sure that you have specific objectives in mind and set yourself ambitious yet realistic targets.
The first stage of your planning phase should be defining your goals to guide your budget.
If your current marketing aim is to increase website traffic, for example, your specific PPC strategy goal should be to work towards a higher click-through rate.
4. Test and check!
Before you set any new changes to your strategy in stone, why not try things out first? You could start by setting a test budget to see how many clicks you can get – and then judge accordingly.
Track your ads during these tests, and why not reimagine your existing ones? You could use an ad extension, a type of format providing extra information about what your business is offering.
Lastly, you should check your negative keywords regularly to make sure they still fall in line with your traffic. A solid PPC campaign could bring those keywords back to life.
