If you’ve ever conducted a search on Google, there’s a good chance you’ve seen a pay-per-click (PPC) ad at the top of the results. These are paid advertisements that companies create through Google AdWords. Many companies use AdWords to draw in new leads for their business.
At first glance, AdWords can appear to be overwhelming. There are many moving parts with PPC ads, and you want to make sure you create ads that are effective for your audience. You also need to make sure that you choose the right type of ad for your campaign, as Google offers both search and display advertisements.
So, how do you make sense of AdWords and create and manage an effective campaign?
In this post, we’ll provide you with seven tips to help you master your AdWords campaign.
Let’s get started!
1. Set goals
Before you start any type of digital marketing campaign, you need to set goals. This is the same case for your AdWords campaign. If you’re going to run PPC ads, you need to create attainable objectives for those ads.
What do you want to achieve with your campaign? For instance, do you want to earn more leads, boost conversions, or increase your clickthrough rate (CTR)? These are all different types of goals you can set and achieve with a PPC campaign.
By setting the goals for your campaign, you will take the first step towards creating an effective AdWords campaign.
2. Figure out your target audience
Your target audience is one of the most important elements of your AdWords campaign. You need to know who is meant to see your ads. Your ads are structured to appeal to your target audience, so you need to know who that is first.
To figure out your target audience, think of your ideal customer. Many businesses make personas where they create different types of people in their target audience. They use these personas to structure campaigns that appeal to these types of people.
When you think of your ideal customer, what do they do? When do they go online? What do they use to conduct searches and what are they seeking?
These are important questions to ask yourself as you figure out the target audience for your PPC ad. When you figure out your target audience, you can create AdWords campaigns that are better for them.
3. Conduct keyword research
PPC ads operate on keywords. These keywords trigger your advertisement to appear in the search results. When you use AdWords, you need to figure out the right keywords for your campaign.
This requires you to conduct keyword research. You can use numerous research tools to help you figure out the right keywords for your campaign.
As you look for different keywords, you’ll want to focus on long tail keywords. These are phrases that contain three or more words. Long tail keywords draw in better traffic for your campaign since they are more specific and are likely to drive quality leads who want to obtain the most relevant results.
By researching long-tail keywords, you’ll attract leads that are more qualified and more likely to make a purchase. This will help you earn more conversions for your business.
4. Create effective ads
When you use AdWords, you need to create advertisements that are effective. This may seem like common sense, but it is a crucial part of your advertising campaign. You need to create ads that will get your audience to click on them.
First, you’ll want to integrate your keywords into your ad copy. This ensures your audience that your ad is relevant to their search.
Next, you’ll want to create an enticing headline. You want to create an interesting and eye-catching headline that will get your audience to click on your ads.
Lastly, you need to tell your audience how to take the next step. Include a call to action (CTA) in your ad to guide them to take action and convert into a paying customer.
Include these elements to produce a better ad for your campaign. You will earn more clicks on your ads by creating effective ads that attract your leads’ attention.
5. Set your budget
When you create your AdWords campaign, you need to set your budget. Your budget is an important part of your campaign because it determines how long your campaign runs and how many leads you can obtain.
One of the best features of AdWords is that you don’t need to have a certain budget to run a campaign. Whether you run a campaign on $100 or $10,000, it’s easy for your business to set a budget that fits with your finances.
You’ll want to keep your maximum bid in mind as you set your budget. Your maximum bid is the amount you are willing to spend each time someone clicks on your ad. It’s a flexible amount that can be changed at any time.
When you set your budget, you need to consider your maximum bid. If you have a budget of $100 and set your maximum bid at $1, you can allow 100 clicks until your budget runs out. On the other hand, if you had a budget of $1,000, you could allow 1,000 clicks for $1.
This structure is based on the idea of only paying when people click on your ad, not the impressions. Consider how many clicks you want to obtain and how that fits into your budget.
6. Update your landing page
By creating a PPC ad, you are directing your leads to a certain page each time they click on your ad’s link. Whether it’s a pricing page or your home page, you need to ensure that it is updated. You don’t want to direct your audience to outdated pages, as this could drive away leads.
Your leads want to see modern and updated pages. This means that you may need to invest in web design services to update your site or do it yourself using various design resources as a helpful guide.
It is also important to note that you need to direct your audience to the correct landing page. You will lose leads if you make your audience navigate through your site to find the relevant page.
Set up your AdWords ad with a relevant and updated landing page to see more success with your campaign.
7. Use remarketing to boost conversions
Your AdWords campaign will most likely have leads that don’t convert right away. They will click on your ad and check out your business, but they won’t make a purchase. This isn’t unusual, as many people take more time to think about making a purchase.
To ensure that you don’t lose these leads, you can use remarketed ads to keep these leads thinking about your brand. When they click on your ads, you can create a remarketing campaign that shows them ads for the products or services they viewed. This keeps your brand at the forefront of their minds.
You will obtain as many leads and conversions as possible for your AdWords campaign when you use remarketing to earn them back.
Share your AdWords tips
PPC advertising is an effective way to draw in new, credible leads for your business. AdWords can help you structure a campaign that effectively draws in valuable leads that convert. It’s a great opportunity to help your business earn more conversions and grow.
Have any other AdWords tips? Share them in the comments below!