Establishing a PPC campaign and managing it well has become a critical component to a business’s internet marketing strategy.
Businesses are understandably concerned that the money they’re investing in Google AdWords won’t translate into sales. They are concerned that they’re wasting valuable capital on internet marketing services that could be channelled into production. If financial constraints or wastage are a concern then PPC is the perfect solution because payments are flexible and each stage of the campaign can be meticulously measured and analysed.
You can track the success of your campaign by determining which keywords and ad sets are performing best and which are missing the mark. Keywords that are underperforming can be removed and replaced to achieve the best possible results so you won’t be wasting money but rather investing in finding the campaign that will bring you the best return on investment (ROI).
Equally, PPC advertising means you only pay for the ads that have been clicked on meaning there are potentially thousands who have viewed your ad whom you don’t have to pay for. Although these viewers may not be interested in your product or service and may not immediately become a customer, they have had the opportunity to view your business.
The combination of well-researched, specific keywords and a suitable budget can provide a business with an edge over their competitors as they’re able to access their customers quickly, directly and effectively.
If a Google AdWords campaign is executed well, a business will able to place their product or service directly in front of people who want that product or service. That isn’t achieved by accident and is the product of vast amounts of research and analysis.
Digital marketing agencies, such as Fin Lane, need to dive deep into research before a campaign is launched. We conduct research into the business’s target audience, keywords and demographics. This research is the foundation that’s needed to build a successful AdWords campaign. If the research isn’t done properly then you may be placing an ad in front of the wrong people or placing an average ad in front of the right people. Two scenarios that aren’t going to deliver exciting results.
When creating a Google AdWords campaign, there are a few components that need to come together: the keywords, the ad copy and the landing page.
Each keyword you choose will have a different conversion rate and a different ROI, which is why we analyse campaigns and remove keywords that are failing to perform. Generally more specific keywords are more beneficial than general or generic keywords. For example “gym” is a very general and generic keyword whereas “gym in Manly” is more specific and more likely to perform.
When you place an ad in front of your target audience you want the entire message to be perfect. You don’t just need the image to be perfect, you need the wording to be perfect too. If you pass an ad on the street and the initial image you see is blurred or unattractive, you’re not going to bother reading the copy. It’s similar in the online world of PPC. You need your message to be packaged as well as possible. Your keywords need to be complemented with relevant and enticing ad copy. In order to achieve the best ad for a business, testing the ad copy is an important step. This helps to determine which ad receives the best ROI and should be continued.
You cannot rely on your keywords and ad copy to seal the deal. Viewers need to land somewhere once they’ve decided they’re interested and click. When a potential customer clicks on the ad they should be met with a landing page that is specifically related to the ad they have just clicked on. A landing page that contains the keywords and some of the ad copy aswell. This landing page should also feature a Call to Action (a CTA) such as “buy now” or “subscribe today”. Having a landing page also assists the tracking process.
Unfortunately, your competitors are also using Google AdWords and they want to have the edge over you. They may be investing in PPC campaigns and they are probably bidding for the same keywords as you.
We are exposed to advertising every day. It’s everywhere we look, on our televisions, our phones, our billboards. Customers need to have a reason to choose you over a competitor. They need to be able to determine your worth very quickly or they’ll move on without a second thought. Putting the ad infront of a potential customer isn’t enough. The ad needs to be constructed well enough to maintain interest and spark a desire to click. The ad needs to be useful to them.
This is where ad copy and geography is particularly important. You need the wording to be specific and relevant to what the potential customer needs and where the customer is. The researching process at the start of the campaign is key to establishing this and understanding what the customers within the target audience are going to respond well to and what they have responded well to in the past. For example, you’re advertising your cafe in Sydney’s CBD. You wouldn’t want to place that ad in front of someone who doesn’t work in the city and lives outside of a specific radius. You would want to place that ad in front of someone who is, or is often, in the geographic area.
The success of your campaign doesn’t end when the campaign is launched. In fact, that’s where the process really begins. The campaign shouldn’t be left to its own devices. It’s essential to be regularly analysing the data and determining which keyword/ad copy combinations are performing the best. Even experimenting with and testing landing pages is useful to determine which ad is the best.
Through regular management, agencies such as Fin Lane can track pretty much everything and make changes to make sure the most successful ads continue running and the least successful ads are discontinued and replaced with different keywords and ad copy combinations. In a Google AdWords campaign almost every aspect can be tracked including, and not limiting, clicks, impressions, click through rate, conversions and return on investment. This offers unprecedented benefits as in the former marketing world, tracking your ads so quickly and precisely was impossible. You couldn’t definitively determine how many people you had reached or how many of those people became customers. Google AdWords provides your business with insight that was never possible before.
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