Pay-Per-Click advertising, better known as PPC, is one of the most popular forms of advertising in today’s digital landscape. It’s incredible flexibility and its high potential for return on users’ investments has led to its rapid growth.
In fact, PPC ads average a 200% ROI on every dollar spent on advertising through Adwords.
Google Adwords reserves the top three slots of each search result for advertising. It puts your ads directly in front of your target audience any time they search for a keyword relevant to your content.
However, the level of your success comes down to how well you handle your PPC campaign management.
The 5 Basic Rules of PPC Campaign Management
You can place your campaign’s success in the hands of Google Partners like Pay Per Click Authority or you can take the reins and drive your campaigns yourself.
Either way, the PPC manager responsible for your campaigns have a few basic rules they need to follow. Below you’ll find five essentials for creating high-quality ads that turn clicks into conversions.
1. Identify Your PPC Ad Audience
Half the battle of advertising is understanding who your core audience is and what they want. Whether you’re putting together a B2B or B2C campaign, everything from your content to your call-to-action has to speak to your target demographic in a way that convinces them to convert.
This is not a universal formula. Depending on the age group, intention, and background of your target audience, the language you use as well as the way you entice them to convert can be drastically different.
For example, Millennials aren’t keen on phone calls. If you’re trying to attract buyers in this age group, you’re better off creating a call-to-action that uses messenger services or texting.
Older generations like the Baby Boomers, however, prefer communicating directly through conversation, be it through an in-person meeting or phone call.
Know the behaviors, concerns, and needs of the people or organizations you are trying to target, then gear your message in a way that presents it as a convenient solution.
2. Create a Call-to-Action that Promotes an Easy Conversion
One of the biggest mistakes people make when they’re new to PPC is not putting enough thought into their conversion process. You can have a flawless message, but if your call-to-action is even slightly inconvenient, you may be losing profitable conversions.
Consider every aspect of your conversion process, from how many clicks it takes to complete it to the load time of your URL and whether its design is mobile-friendly.
The average time your mobile users will spend exploring content is 72 seconds, but 90% of mobile searches lead to some sort of action. Use this timeframe wisely by quickly and concisely delivering your call-to-action.
These tips are essential because:
- A mobile-friendly interface ensures your landing page is easy to read and navigate no matter the device
- Fast load times make sure they don’t click away before your content is visible
- Easy call-to-actions make conversions easier and give the user less time to reconsider their actions
Remember: your conversion process closes the deal. Convert more clicks by making it seamless and easy.
3. Make Sure Your Landing Page Promotes Trust and Action
This rule relates to another aspect of conversion: creating convincing content. While your process may be swift and efficient, your design must be clean and enticing.
Think of it as a first impression. You would never walk into a meeting with a potential client poorly dressed. In the same way, your landing page should never look unprofessional or untrustworthy.
Design your content in a way that promotes trust while providing a solution the user is seeking. If someone clicks on your ad only to feel like your website design appears amateur or lacks credibility, they will close the window before they ever read your content.
Make sure your design is clean and professional while creating an enticing message.
A well-crafted message creates multiple opportunities for conversion. It also reinforces your offer in a way that satiates the user’s questions and eliminates their reasons for saying “no”.
This doesn’t have to be written in a way that sounds like a sales pitch. If you present your product or service as a solution to a problem, you become relatable.
Lastly, validate your business and its credibility with reviews, BBB ratings, case studies, and client testimonials. Let your users know you’re capable of delivering on your promises and they’ll find the courage to convert.
4. Create and Manage a Strong Keyword List
Keywords sit at the heart of every campaign. Your keyword list determines what search results your advertisements show up in. You will create an initial list based on what you feel users would type into the search bar when seeking your product or services.
Don’t be too broad when you create this list. The broader your keywords are, the higher your competition is and the less refined your target becomes. For example, “Men’s Shoes” is a broad term, whereas “Men’s Running Shoes” narrows down your keyword to a category with a specific function.
Each ad set should have anywhere between 5 to 20 keywords on their list. You’ll maintain this list throughout the duration of your campaign. Weed out irrelevant keywords and ad news ones you think are more appropriate based on how your ads are performing.
5. Run Multiple Ads and Compare Performance
Never, ever limit your campaign to one ad. Create several variations you can test in order to determine which works best on your target audience.
Vary your verbiage to include different keywords, selling points, or ways to convert. Measure their performance based on the cost-per-click and the level of conversions.
There is a lot of analysis that goes into running a PPC campaign. However, if you learn from your results and adjust accordingly, you can optimize your ROI.
Build Your PPC Knowledge to Increase Your ROI
Solid PPC campaign management starts with a strong knowledge base.
We understand a cohesive digital strategy includes PPC as well as other services. It’s why we cover all the bases. Start reading today to learn about PPC, content marketing, social media, and more.
Our articles provide free insight into game-changing information. Become a pro in building, measuring, monetizing, and promoting your website. Get the latest tips and insight on this evolving practice through our promotion tips.