Struggling to make an impact with your pay-per-click ads?
Want to build a new campaign but not sure where to start?
Don’t worry: as Orange County digital marketing specialists, we know a thing or two about building powerful ads that generate results.
So, to help you understand what that involves, we’ll explore the most important parts of a successful PPC campaign below.
Research: Understanding Your PPC Campaign Goals and Target Users
Before you dive headfirst into crafting a campaign and bidding on keywords, make sure you understand what you want to achieve.
Common pay-per-click campaign objectives include:
- Generating leads
- Driving site traffic
- Increasing brand awareness
- Boosting sales
Defining the goal of your PPC campaign helps you target ads at the right users. And audience research is vital here too. The more you know about the people you want to sell to, the more effective your pay-per-click campaigns are likely to be.
To study your target buyers, you can:
- Meet with focus groups
- Send out surveys and polls
- Conduct interviews with repeat customers
- Practice social listening
Investing time and resources into audience research will give you the insight you need to build powerful campaigns.
Crafting Your PPC Ads: Headlines, Copy, and CTAs
Compelling copy is essential in any PPC campaign that generates results, and you must use the right approach for your target audience.
A wildly humorous tone in ads targeting B2B customers could send them running to your competitors. But on the other hand, a stiff tone is unlikely to hit the spot when promoting goods for a young audience segment.
Here are a few tips to consider when writing copy for your PPC ads:
- Avoid keyword stuffing, as that could put users off (especially SEO-savvy ones).
- Make headlines clear, concise, and clickable.
- Emphasize your unique selling points (USPs) to stand out from other ads.
- Include eye-catching words like “free,” “now,” and “save.”
And last but not least, write a call to action (CTA) that inspires urgency and promises a clear outcome without going overboard. Keep it simple, such as “get 1 month free” or “save 25% now.”
Monitoring Your PPC Campaign Performance: Tracking Metrics, Analyzing Data, and Making Impactful Changes
You’ve put the time and effort into creating a pay-per-click campaign. And now you need to find out whether it brings in the results you need.
How do you do that? Pick several metrics to track. Popular options include:
- Click-through rate (CTR)
- Conversion rate
- Cost per click (CPC)
Tracking these metrics will give you a clear idea of a PPC campaign’s value and help you make informed decisions about future ads. You’ll have the data you need to tweak campaigns for more effective targeting and better results.
Conclusion
Building successful pay-per-click campaigns for your small business will help you generate leads, drive conversions, and boost revenue over time. But it’s not easy — especially for total newcomers.
Our Orange County digital marketing specialists will create PPC ads tailored to your small business and target audience. To learn more about how we can help you, get in touch today!
