Running Pay-Per-Click (PPC) Advertising Campaigns
Pay-per-click (PPC) campaigns are created so that you only pay when someone clicks on your ad. In order to attract the right visitors, you need to select the right keywords. Decide where and when you want your ads to show.
To get the most out of your PPC campaigns. Write an ad campaign strategy and do your keyword research. Decide what you want to achieve and then the amount you want to spend.
The majority of Bing users are over 55. They have a smaller market share than Google. That being said, their PPC campaigns are cheaper. If you are interested in Bing ads you can visit their website for more information.
For now, I’m going to discuss running ad campaigns on the Google platform. Use this in conjunction with at least one other social media platform such as Facebook or Twitter.
- Set clear goals for your advertising campaign. Decide if you want to promote a category, a product, a service, or your blog.
- If you are just launching your online business, direct traffic to your home page rather than a particular page on your website.
- Match the ad to your landing page and include at least one keyword and a call to action.
- Run a test campaign. Try different ad formats. See what’s working and then repeat it.
- Do retargeting campaigns for visitors who came to your website but did not convert.
- To avoid wasting money, it is important to regularly check your ad campaigns and track your conversions to see how they are performing and adjust your bids accordingly. Increase bids on high performing keywords; decrease or remove bids on less effective keywords.
Google AdWords – Tips for Managing Your Campaigns
- You may be raring to go with your ad campaign, but to avoid spending money on non-converting keywords, you must first compile your keyword strategy.
- If you are new to Google AdWords, start with a budget of between £10 to £50.00. You could set a daily budget of £10.00, and then increase your bid on individual keywords.
- You need to make sure that your ads are relevant and the link takes the user to the correct landing page. Ads with a poor Quality Score* can result in your ads not showing on Google’s search results.
- Although display ads are known to generate more clicks and less conversions, running both text and display ads alongside each other is the best way to optimise your conversions.
- If you are new to AdWords, set a fixed daily budget and use the Maximize Clicks Bid strategy. Focus on one or two locations and one language to save money until you become more familiar with keyword optimisation.
- Use the Keyword Search Planner, Keyword Diagnosis and the Opportunities feature to compile a list of your best keywords.
- Select a list of negative keywords to avoid paying for clicks on products that you don’t sell.
- Set up separate Campaigns for display and text ads.
- Use Ad extensions.
- Write mobile-friendly ads to target people on mobile devices.
- Add a call to action.
- Use at least one keyword search term in your text ad.
- Use tools like AdSpike and AdStage to schedule, create and optimise your ad campaigns.
- Monitor your ads on the go with the Google AdWords app.
- If your keyword bids aren’t high enough to get you on the first page, increase your bid.
- To simplify tracking your conversions, link your Google AdWords account to your Google Analytics account.
- Use brand keywords for repeat customers.
- Go for conversion relevant keywords and not popular search terms. For example, if you are selling a book about self-publishing. Avoid search terms like “kindle publishing” and “Amazon publishing”. People searching for these terms are likely to be looking for information or products on Amazon’s website.
- Pause keywords that are not performing.
Learn more about PPC campaigns for book marketing here.