Setting Up a Pay Per Click Campaign
Pay Per Click (PPC) is a very effective and valuable marketing tool designed to drive traffic to your site.
You can achieve quick results from PPC so it is a worthwhile investment for anyone looking to maximise their online potential.
To help you get started; we have put together our top 5 tips to consider when setting up your PPC campaign:
- Build individual PPC campaigns for each area of your business. For example, if you have a clothing company then create a campaign for knitwear, another for jackets, and another for trousers, etc. This will allow you to focus on relevant keywords for each campaign rather than trying to find broad keywords that encapsulate your entire business.
- Make sure that ads are directed to specific landing pages. If a customer clicks on your ad for trousers then they will want to be re-directed to the ‘trousers’ page. Your bounce rate is likely to increase if ads direct traffic through to the home page as potential customers will not want to have to navigate their way through your site to find the ‘trousers’ page again.
- Use a combination of “exact” and “broad” keywords. Using a mixture of exact and broad keywords will allow you to cover a broad spectrum of searches. The local monthly searches may be lower for more specific keywords (such as clothes shop in London), however, if you bid on these keywords as exact match then you are much more likely to catch any potential customers that do search ‘clothes shop in London’; therefore increasing your click through rate. This will also help to drive down click costs over time.
- Manage your click costs. Return on investment is key here. Although you should be getting much more traffic to your site than normal; it is worth remembering that you will have to pay for every click and at the beginning of a campaign, click costs can be considerable. To achieve a significant ROI, it is best to set yourself a daily, weekly or monthly budget to ensure that your PPC costs do not sky-rocket. You can also set up conversion tracking on your site so that you can track the sales that are a result of the PPC campaign.
- Make your landing pages more relevant. Incorporating your chosen keywords in the meta title, meta description and copy of your landing pages will help to increase relevancy. This is an important factor with any PPC campaign as the relevancy of your landing pages will help to increase your quality scores within your campaign. Generally, the higher your quality scores; the higher ranking your ads will have and the cheaper your click costs will be.
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