4 Keys For Pay Per Click Campaign Success
July 27, 2015
The groundwork for a high-performing Google AdWords Pay Per Click advertising strategy is so simple, yet so elegant.
So obvious, yet so obscure.
So easy to understand, yet so easy to overlook.
Most local business owners hop into AdWords and have no clue how to target the right customers. They don't have a clear strategy in mind of products they want to advertise or the keywords people use to find them. This leads to messy, poorly-designed campaigns that miss potential value.
And there's a lot of value to be claimed in local, niche markets.
By entering into AdWords with a gameplan, it's much easier (and far more likely) to see immediate success. It's going to take some work, but the benefits to your bottom line are worth it. Ditch the "hope and pray" mentality of your current search advertising strategy. Take advantage of these 4 targeting techniques to blow away your competition and maximize your campaign's initial reach.
1. Perform Targeted Keyword Research
For any PPC campaign to be successful, it's essential to know exactly what you want to advertise. You'll need to select the specific products or services for which you'd like to gain visibility or increase sales.
The next step is to use Google's Keyword Planner Tool. Enter in each of your products to see exact and related terms consumers are using to search for them in your area. Choose your final keyword list based on a combination of search volume, conversion value, and local competition.
2. Create Targeted Campaigns & Ad Groups
Once you have your final list of keywords, you'll have to organize them into distinct groups. Each AdWords campaign should be a theme of products, and each ad group should be a product category within that theme. All other related keywords should be included under their respected ad group.
Generally, your AdWords account should look like this:
- Campaign: Product theme
- Ad Group: Product category (primary keyword)
- Keywords: Terms within category
A simple method for organization is to look at your website — structure your campaign based on how your product pages are displayed and broken out in your navigation bar.
Type of Business: Furniture Store
- Campaign 1 (theme): Living Room
- Ad Group 1 (product category): Couches
- Group 1 Keywords (specific types of product): sectional, loveseat, leather, etc.
- Campaign 2 (theme): Bedroom
- Ad Group 2 (product category): Mattresses
- Group 2 Keywords (specific types of products): king, queen, twin, etc.
3. Write Targeted Ad Copy
After your products are grouped properly, it's time for the most creative aspect of your campaign design: writing copy for each of your ads.
Every ad group will need its own unique ad with clear, concise, and interesting copy related to its products. You'll want to appeal to searchers by including exactly what they're looking for and the terms they're using to find it.
Ad copy should include the following:
- Headline: Primary keyword (ad group title)
- Description line: Unique selling proposition (benefit of your product)
- Call-To-Action: Evoke a response (clicking your ad)
- Numbers & Abbreviations: Allows you to save space for more important information
- Capitalization: Every word should be capitalized for readability and to grab attention
4. Connect Targeted Landing Pages
The final step of creating a targeted AdWords campaign is to link the right landing pages.
It's essential to provide searchers with the most intuitive experience possible to maximize the chance they'll become clients. If a potential customer clicks your ad and is sent somewhere irrelevant to their search, they'll become frustrated, leave your site, and click on your competitor.
Therefore, you must send your customer to the most useful product page for their search, which reduces the number of total clicks they'll need to make a purchase.
Targeted ad campaigns are all about providing the searcher with the easiest journey to a sale. By introducing these 4 targeting tips, you'll see an increase in click-through-rate, total clicks, and conversions.
Utilizing these techniques will give your potential customers the most simple path to get what they're looking for, which is the ultimate goal of an AdWords campaign.
You'll be giving Google users:
- Ads relevant to their exact keyword phrases
- Ad copy describing exactly what they're searching for
- Landing pages for exactly what they want to buy
With all this in mind, designing a targeted campaign may seem confusing, difficult, and time-consuming. If you need help structuring your account or creating a whole new one, give the MustBeOnline team a call.
Our digital marketing professionals are experts in creating unique and powerful PPC search campaigns that will get the most out of your advertising budget.
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