Digital Marketing Boy would like you to explore the most common advertising platforms to run a PPC campaign. In this blog, you will also learn some tactics to maximize the performance of your pay per click campaigns.
A. Select an Advertising Platform for your Pay Per Click Campaign: You will have to decide on which platform you would like to run a new PPC campaign. Google Ads is the most popular PPC platform as compared to social media networks like Twitter and Facebook. Following are some of the Ad platforms:
Google Ads: This popular Google tool allows your business, product or service to rank on several display networks and SERPs of Google search engine. You will be charged by Google if a searcher clicks on your paid listing. Several features of Google Ads platform are audience customization, keywords bidding, Ads budgeting and more. You can easily set up a Video Ad, a Search Ad, an App Ad or a Display Ad in your PPC campaign.
Facebook Ads: You can advertise your posts on the newsfeeds of users targeted by you in a PPC campaign. You will be charged by Facebook once your Ad is clicked. Be sure that you decide on the objective (website traffic, store visits or brand awareness) of your Ad before running it. PPC experts should use Ad format, budget and target audience to structure an Ad.
Twitter Ads: Pay per click (PPC) platform provides advertising objectives such as website traffic, tweet engagements, new followers, app installs and target audience for the advertisers to run their Ads. Twitter Ads and Facebook Ads work in the same way.
B. Choose an Ad Type: You will have to select an Ad type from the options provided to you by advertising platforms (Google Ads, Facebook Ads and Twitter Ads). On Facebook, you can observe Ad types such as a slideshow, a single image and a single video. Your options on Google advertising platform are as follows:
Search Ads: This type of Ad helps you to display your Ad text and landing page URL on search engine results pages (SERPs) when users enter specific search terms. You can simply bid for relevant keywords in your Google Ads campaign.
Display Ads: You can advertise your banner Ads on YouTube, Gmail and Display Network of Google search engine.
Video Ads: Promote your videos on YouTube and partner platforms of Google search engine. You can select a target audience and run your video Ads before, during or at the end of several videos.
App Ads: Advertise your Google Play App in your chosen languages and locations. You can observe App Ads on YouTube, Google Play and Google search.
C. Set up your Ad Budget and Select a Bidding Strategy: You will have to set up a daily budget to determine the money that you are willing to pay on your PPC campaigns. Each click can cost you differently because all audiences and topics are not equal in value. Digital Marketing Boy suggests you use a PPC auction system to determine the campaign cost that you will be charged for your audience criteria. Following are the bidding strategies for you to get the most conversions for your campaigns:
Cost per Click (CPC): You pay Google each time for an Ad click.
Cost per View (CPV): Advertisers pay Google each time their videos are clicked, viewed or engaged with on YouTube channel.
Cost per Acquisition (CPA): The paid amount is automatically optimized against the costs you would require for customer acquisition or similar conversion behavior from your website.
Cost per Thousand Impressions (CPM): Google charges for every thousand times your advertisement appears to viewers.
D. Customize your PPC Campaigns: You can select your location, target audience, interests and keywords to customize your campaigns. Be sure that you choose the required number of search queries for an Ad campaign. You will end up targeting the wrong audience if you bid for random keywords.
E. Maintain Search to Keyword Ratio: The discrepancy ratio of search terms to keywords will neither lower your CPC averages nor improve your CTRs. Thus, Digital Marketing Boy suggests you use Single Keyword Ad Groups (1:1 ratio of search terms to keywords) for more control over the entire Ad group.
F. Optimize your Conversion Funnel: Analyze each step of your conversion funnel and fix the issues. You may have to consider Micro Conversion types such as Button Click, Form Field Completion, Scroll Depth and Time on Site to ease your conversion funnel.
G. Campaign Organization: Consider the keywords from step D and add them to Ad groups. Searchers who are more interested in your content will observe your Ads if you customize the associated search terms in each Ad group. You will use a similar campaign framework if you are creating pay per click (PPC) Ads on Twitter.
H. Optimization of Landing Pages: Design a landing page for your users so that they can find what they are looking for. Make sure you consider 'intent match' whenever you choose a landing page from the web pages on your website. A product page could be a better landing page for you to get more conversions.
I. Analyzing your Campaign Components: Always use tracking parameters to analyze your campaign components and attribute them to your sales. During conversion, you can easily track things like the keyword, location and the landing page that helped you with a conversion. The budgeting becomes easy with this pay per click (PPC) tactic.
J. Test out various CTAs: Knowing the performance of each Call to Action (CTA) on your website assists you to analyze the best CTA in your conversion funnel.
K. Track the Performance of your Campaigns: Use powerful SEO tools to track the traffic to your web pages, campaign spends, and the traffic converted into leads or sales. You should prefer buying marketing software that will help you to integrate several advertising platforms and track the performance of your business as a result of your paid efforts.
L. Inclusion of Negative Keywords: Placing negative keywords in Google Ads tool will not allow Google search engine to display your Ads on SERPs when a user enters these search terms. This is an important tactic to attract potential customers.
The above pay per click (PPC) tactics can help you to increase the performance of your campaigns. Use each of these tactics and maximize your conversions.
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