There’s no doubt that an effective pay per click marketing campaign can provide your business with a good income stream. Here are some ideas to help you develop a great pay per click campaign that really delivers results.
The biggest mistake advertisers make is to rush in without planning first. Before you begin researching keywords, plan your strategy.
What are your goals?
Your goal for each campaign will determine how you approach it. Decide first of all whether your campaign is designed to develop your business brand or to generate sales.
What budget do you have available?
Your campaign will be limited by the budget that you have available to spend on it. Divide what you can afford each month by the number of days to give you a daily budget. If your budget is too low, you won’t be able to afford enough clicks to make multiple campaigns run effectively, so it’s important to focus your efforts on the most important campaign only rather than spreading your funds too thin.
Now you’ve decided on your goals and you know exactly what budget you have available, you can begin to home in on keywords. Make sure that you choose themes that fit most closely with your goals and the nature of your business. When you have more money to spend, you can broaden your reach.
2. Keyword research
When the planning phase of your campaign is complete, you can start researching keywords and filing them by theme. If you decide on distinct keyword themes, you’ll find creating a structure for the account much more straightforward. Check out some of the most popular keyword generation tools on the net for ideas.
It’s important to keep your keyword choices well-focused so that they remain relevant to your campaign. Begin with core keywords and then open them up to include more specific detail. For example, if you sell training shoes, begin with “running shoes” and “gym shoes”; then expand your description to “inexpensive ladies’ running shoes”, and so on.
3. Ads and ad groups
The next step is to create the account structure. Each campaign is composed of different ad groups within which are keywords and ads. The keywords you’ve chosen will trigger all of the ads in each ad group. This means that you can customise each ad so that it presents the most relevant to the searcher to ensure they click on it.
When creating your ad groups and ads, keep in mind relevancy and action. The ad group you create must contain keywords that are relevant both to your ads and to each other. Every ad must also link to a page that’s relevant. Each of your ads should contain the theme keyword and this should also be included in your display URL.
Make sure all of your ads contain a really strong call-to-action. Without this, your visitors might just move on and you could lose out on sales. With this in mind, don’t just link your ads to your homepage and expect visitors to find their own way to the relevant part of your site. Always link your ads to the most relevant page or destination URL.
4. Post-launch campaign metrics
There’s no point spending your marketing budget on a pay per click campaign that’s not working for you. It’s really important that you set up your campaign with a good web analytics tool so that you can measure your results. Include your associated destination pages in this exercise, too. Monitor the campaign carefully to see which parts might need tweaking; there’s always something that could work better.
Be prepared to expand your keyword list if required; perhaps add more ad groups and keep a close eye on conversion rates.
Approach your pay per click campaign in an organised way, take the time to choose the right keywords, and monitor the results of your campaign, making adjustments as necessary to achieve the best results. Never be afraid to try something new and always be on the lookout for new niches to exploit. Get your first pay per click marketing campaign right, and you can use it as a blueprint for future successful campaigns.