Though a lot of optimization strategies are coming into the scene with recent changes in Google algorithms, PPC campaigns have never faded away. Rather, it has become far more comprehensive, in recent years, thus making it a significant strategy to get your website rank higher in the leading search engine. However, a result-oriented PPC campaign is subject to several handpicked strategies. Here’s a brief overview.
1. Market Research and Analysis
It helps in understanding consumer behavior and its moods. It is an effective way to understand the likes and dislikes of your customers and their acceptance level of a particular product and service. In addition, you also get to know about the opportunity analysis, current competition barriers, and so on. Accordingly, it helps you frame your marketing strategy in a potential manner.
2. Website Analysis for PPC campaign
This is an integral part of the PPC campaigns that streamlines the process. Analyzing a website with introduce you to its objectives and USP and also let you know about its pitfalls. No doubt, it’s an important indicator of how a PPC campaign has to be framed.
3. Keywords Research for the PPC ad campaign
Keywords are important for both SEO and PPC campaigns. Targeting your customers depends a lot on the appropriate choice of keywords. With the Google AdWords tool, you can not only pick up the top-performing keywords but can also have an idea about their global and monthly searches. Based on that you can choose the keywords for the PPC campaign, which will make it easier for the web crawler to get you placed right on the first page. After all, a better keyword results in better visibility.
4. Landing Page Development
Landing pages are considered indispensable for marketing a business online. A good landing page will attract the right kind of audience who stand a higher chance of a conversion. In fact, it’s a page through which you can actually capture visitor’s information via a lead capture form. Through a landing page, you can actually present the USP of your business to your audience, which, in the first place grabs audience attraction.
5. Campaign Management
Lead generation is expensive. Unless you keep things under control, you are likely to get no result even after spending a fortune. You can even expect an underwhelming result which may turn out to be outright disheartening. So, even before you dole out a volume for cash for the sake of a PPC campaign, discuss with a PPC consultant and start planning it in a well-structured manner. From choosing keywords and their appropriate placement on the landing pages to creating ads, campaign management includes everything.
6. Ad Group and Ad copy creation and setup
That’s indeed a key part of the successful execution of a PPC campaign. Creating ads that will grab instant attention is not that easy. However, the PPC campaign depends a lot on the apt choice of keywords for the ad group. A single ad group may contain 25 to 50 text ads and more than 15000 individual targeting items, including negative keywords, audience lists, ad placement, and product groups. Thus a single campaign is actually formed of more than 15000 ad groups. Along with that, you have to create a copy that has a compelling message to have an effect on the audience.
7. Set Conversion Tracking and negative keywords
Tracking both the conversion rate and the negative keywords will help to make your PPC campaign successful in an extensive manner. It will also help you figure out the rate of conversion and the keywords that have actually a negative impact on your ad’s performance.
8. Ads Testing
Ad testing helps you figure out how effectively your PPC campaign ads are likely to perform. By doing this you can also figure out how many conversion-worthy leads you can expect to gain from your campaign.
9. Bid optimization and monitoring the data and conversion
For any successful AdWords account, bid optimization is indeed an important part. To successfully execute the process, it’s important to monitor performance and manage bids. Through bid optimization, it will be easier to get insight into the market and figure out what’s working and what’s not. Indeed a potential strategy for a PPC campaign.
10. Display network and remarketing campaign setup
Remarketing is one of the most important yet critical parts of the PPC campaign. And its success mostly depends on the business goals and types of customers you would like to reach. So get into the purpose of the business right from the beginning, so that you can remarket your business again in your network and beyond.