Pay Per Click Advertising 2018 – How to Set Up PPC Campaigns to Rank Your Website
Pay per click is an online advertising method where you pay when someone clicks your ad. It is a cheap method of advertising, as online advertisers do not pay for displaying their ads. They pay when people take action on their ad. There are different ad networks that allow advertisers to run their ad. The most popular are Google Adwords and Bing version of PPC. The former allows marketers to run ads on the search results and private websites while the latter will allow the online marketer to run their ads on different Microsoft search partners and properties. Facebook also has its PPC advertising system, and most advertisers will confess that they love it since it is relatively cheap.
So How Do You Set Up An Ad Campaign To Rank Your Website?
- Come up with a strategy
After deciding the platform you are going to use for your PPC campaign, you need to come up with the best strategy and your campaign goals. For instance, you need to decide on your target audience. The results you want from your campaign. What action you want your target audience to take. What you need to do to make the campaign successful. This will ensure that you come up with the right keywords for your audience. You will also come up with metrics to measure your PPC campaign success.
- Set a budget
If you are using Google Adwords, the platform is flexible in line with your budget. It has a bidding method that has set prices for keywords. You will get to decide on the amount you will pay for the keyword you choose. You can set up your account to work on a given budget or request the site to spread the budget across the day to capitalize clicks at different times of the day. Even if you are just starting, you can start at a low budget within your acceptable financial limit.
Adword will afterward use Ad Rank algorithm to decide where your ads will be displayed on the landing page. The rank is computed using your bid amount, your quality score components such as ad relevance and landing page experience. The other ad formats and impact of any extensions will also determine your Ad Rank. This is why we recommended at PPC Hire that you make your bid higher, improve your bid quality and improve the quality of your landing pages if you want to improve your Ad Ranking.
- Choose a specific audience
Have a specific audience to make your ads more relevant to your target audience. This ensures more accurate ad placements, and the result is more clicks. Although this might take your time focus on creating ads for specific buyers or running campaigns for different use cases, services, and products. Do away with irreverent keywords so that your ads are for your specific ad groups.
- Chooses the devices where your ad will appear
This is determined by your target audience. You can decide to make your ad for the desktop platform but do not forget the mobile platform. Statistics show that 70 percent of mobile users take action on searches within one hour. The use of mobile phones has increased, and thus marketers are optimizing their campaign for mobile audiences. Remember to also come up with a responsive landing page and mobile-friendly content for your mobile searchers.
- Understand the effect of quality score on your campaign
Your bid does determine your keyword placement, but you also need to understand how quality score will affect your campaign. The score has to do with the relevancy of your campaign, your ad copy, and the keywords you use.
You need to optimize your keywords and come up with content that is tightly related to your keywords, landing pages, and your ad copy.
The quality score is important as it ensures your content is relevant and that you are not just using keywords to direct users to your page.
- Measure your campaign success
If you are using Google Adwords measuring your success is simple as it has easy to use tracking metrics. However, whichever network you choose to use you need to keep track if users are clicking on your ads. You also need to determine the instances your ads will be displayed when searchers search for a keyword that is related to your bid keyword.
You also need to determine the click-through rate, which is the number of clicks that become conversions. If the number is high, the campaign is effective. Measure the conversation rate too by dividing the conversion by the number of clicks. If the number is high, your campaign is not very effective, aim to decrease this number. Another measure is the cost per click. To get the measure, you need to divide the total spent by the number of clicks. You should aim to decrease the number.
- Manage your campaign
This keeps your campaign relevant and productive. Keep up with the latest performance indices to keep making changes where they are needed. You can update or change your keywords if your campaign is not working. You can also do away with non-performing keywords. The content should also be relevant to increase clicks. Additionally, you can also align your call of actions to the user’s needs to increase your conversion rates.
If you choose to use PPC to market yourself, ensure you hire a professional to help you as there are so many things that you might not be conversant with. A professional company like PPC Hire will ensure you use the best network for your brands. We will also offer help with copy, bidding strategies, and testing to ensure your campaign is successful.