A Basic PPC Guide For Beginners
This article explains the basic PPC Guide for Beginners to help them in their digital marketing campaign. Pay Per Click (PPC) is an Internet marketing concept that helps to get direct traffic to websites. The advertiser has to pay some amount when their ad gets clicked. Small business owners target PPC advertising to list their product on search engine result pages. As they found organic SEO is not getting themselves enough leads, they tend to go for the paid campaign.
Before starting a PPC campaign, you must know the answers of a few questions:
Q1. Do I have an appealing website?
AdWord ads will help you to get people in your site. But to keep people on your website and to attract them to convert, you must have a website that is visually appealing. Also the website should allow the visitors to easily find the information they want. You need to make sure that you have an appealing, high-quality website before starting a PPC campaign.
Q2. Do I have a PPC strategy?
Before you even think of setting an AdWords account, you have to make sure you have a proper strategy and defined goals. Without set goals, you will no chance of generating any lead.
Q3. How much Am I willing to pay for the campaign?
There are clients who have been successful in PPC, spending $500 to $100,000 per month. To get success in PPC, a thorough market research is extremely crucial. If you do it well, you will generate more leads while spending very little amount.
If you agree with the answers to all the above-mentioned questions, you are ready to start your PPC campaign. Following are the steps you need to follow:
This is the foundation upon which the PPC account depends. And what are keywords? They are the words or phrases that customers will use while searching your product. You can use Google Keyword Tool to make a list of keywords which are best-suited to your business.
Campaign Structure Basics
The most important part of any campaign is AdWords structure. Account structure will have an effect on your quality score and dictate how your account performs on the search engines.
There are various ways to make useful campaign structure:
- Based on the products and services you offer
- Based on Demographics
- Based on performance and bidding
- Based on brand names vs. generic names
- Based on keyword match types
Make sure your ad groups are relevant to the campaigns you have chosen. Having a campaign about jewelry and its ad groups of focusing on shoes is not the best idea. Campaigns, ad groups, ad copies and keywords should relate to each other. That’s how you can increase your quality score.
Once your ad groups are configured properly with keywords, the next step is manage account settings. Having wrong settings in your campaign will entirely spoil your account. It comprises of:
- Location and Languages
- Networks and Devices
- Search, Content, Display Network
- Bidding and Budget
Character Limits of Ad Text
All your effort of keyword research and campaign setting will be of no use if you ad copy is not appealing. You need to encourage visitors to click on your ad, land on your web page and do your desired goal. Relevant ads and landing pages will help you to make good Click Through Rate (CTR) and ROI. Also the it helps to increase the Quality Score. A High Quality Score will help your ad to show at higher place in search result page and it also lower the average cost per click (CPC) for any particular keyword.
Some points to remember while writing an ad copy
- Write attention grabbing title
- Use call to action in the ad copy itself
- Use keywords in the headline, description & display URL. This will increase the quality score
- Include benefits and offers of your product
Character Limits of Ad Text
- Headline: 25
- Description Line 1: 35
- Description Line 2: 35
- Display URL: 35
- Destination URL: 1024
Tracking the Conversion
Once you set up to campaign, you need to measure the performance of your account by adding Conversion code.
- Click on Tools > Conversion
- Copy the code, and paste it in your website
PPC is getting considered as the future of online marketing. And why shouldn’t it? In the times when there is no guarantee behind your SEO efforts, a PPC campaign is perhaps the best bet which can give you a desired ranking in the SERPs. So, what did you decide? When are you going PPC?
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