Consider this scenario: Sonia is in search of a new skincare product and decides to browse online for some options. Upon searching on Google, an ad for a skincare product catches her attention as it aligns with her needs. She clicks on the ad to learn more.
This scenario highlights how pay per click (PPC) advertising can effectively attract potential customers and drive conversions. By placing an ad at the top of search results, businesses can generate leads and increase their online presence. But what exactly is PPC advertising, and why should businesses consider launching a PPC campaign to generate leads and sales? Let’s find out.
What Is Pay Per Click Advertising?
Working Concept of Pay Per Click Advertising
Six Simple Steps to Launching a PPC Advertising Campaign
Step 1 – Determining Your PPC Advertising Budget
Before launching your pay per click campaign, it’s crucial to establish your budget. Start by deciding on an initial budget that will allow you to test the effectiveness of your campaign. Research industry benchmarks to gain insight into the average cost per conversion.
Next, set daily and lifetime spend limits for your campaigns. This is a critical step in creating a successful PPC campaign since your budget has a significant impact on your ad’s success rate. Take advantage of Google Ads tools to help you determine your budget, and follow Google’s recommendations, as its algorithms are designed to optimize your return on investment.
Google Ads provides an estimate of the number of clicks your budget will generate, allowing you to calculate your potential ROI based on your projected conversion rate. If your budget does not yield significant results, consider alternative marketing methods.
Step 2 – Defining Your Pay Per Click Campaign Objectives
The goals of a pay per click campaign vary depending on the nature of the business. If you’re promoting a startup, your aim may be to increase traffic and awareness, while selling a product may focus on driving conversions.
Your campaign objectives have a significant impact on the success of your marketing efforts, as each objective has a different value. Clicks are less valuable than leads or conversions, and your cost-per-click should reflect this.
Defining your campaign objectives enables you to accurately target your desired audience and measure your ROI. With PPC, you pay for the click, not the customer’s subsequent actions, and the cost of the click remains the same whether or not they make a purchase.
Determine your target audience and the actions you want them to take before optimizing your campaign to encourage them to take these actions. This will lower your costs and improve your campaign’s overall performance.
Step 3 – Choosing the Right Pay Per Click Campaign Type
- Search ads: Ads appearing at the top of search engine results
- Social ads: Ads being displayed on social media platforms
- Remarketing ads: Ads targeting people who have previously visited your website
- E-commerce ads: Ads on Google Shopping specifically focused on selling products
- Instream ads: Pre-roll ads on platforms like YouTube
- Display ads: Dynamic ads shown on third-party websites
All of these options provide you with the necessary tools to target your specific audience. You must determine where your target audience is most active and responsive, which may differ depending on the buyer personas you’re targeting.
You don’t have to limit yourself to one type of ad, and many businesses find that a combination of various ad formats works best for them. However, monitoring the ROI for each ad type is critical so that you can adjust your strategy accordingly.
Step 4 – Conduct Thorough Keyword Research
The success of your PPC campaign relies heavily on effective keyword research. While you may have a general idea of how your target audience searches for your products or services, you need to delve deeper and identify the keywords that are most likely to drive conversions.
In order to conduct thorough keyword research, it’s important to consider the intent behind the search terms. For example, someone searching for “best restaurants near me” likely has a different intent than someone searching for “how to cook spaghetti.” By understanding the intent behind different search terms, you can choose keywords that are more likely to result in conversions.
Additionally, you’ll want to consider the competition for each keyword. Some highly competitive keywords may be prohibitively expensive, while others may be too niche to generate much traffic. Finding the right balance is key.
There are many tools available to help with keyword research, including Google’s Keyword Planner, SEMrush, and Ahrefs. By using these tools and analyzing the data, you can identify the most effective keywords for your campaign and adjust your budget accordingly.
Step 5 - Place Bids on Your Selected Keywords
- Target cost per action (CPA),
- Return on ad spend (ROAS),
- Maximum clicks,
- Maximum conversions,
- Target impression share
Step 6 – Create keyword-focused copy
Benefits of Pay Per Click Advertising
Pay only for ad visits
Complete performance data
Targeted audience
Budget control
Ad placement control
Improved visibility
Discover the Significance of Pay Per Click Advertising
At Brains Media Solutions, our team of marketing experts can provide businesses with valuable insights into why PPC is crucial for achieving sustainable business growth through digital marketing. We utilize a variety of search engine management techniques to help brands enhance their online presence.
Get in touch with us to explore the importance of PPC and to avail our comprehensive PPC advertising services for your business.
