PPC is one of the most effective advertising techniques utilised in the digital world. Websites, blogs, and online businesses utilise this form of advertising to increase traffic, sales, leads and other sorts of conversions. This is a paid form of marketing that allows a business to obtain their desired results faster. That being said, it is critically important to create effective strategies before placing ads. A PPC campaign should deliver the expected returns, otherwise investments can go in vain which is why smart business owners utilise the services of a Google AdWords Management in Australia.
There are a number of factors associated with a PPC campaign that decide its overall ROI. This article contains all those factors explained in a detailed manner.
- Setting PPC campaign goals
A campaign should contain clear objectives before even the first step begins. A business can select one single objective or target a combination of objectives with a campaign. However, experts recommend not over complicating the ad objectives. Major PPC goals usually include:
- Website traffic
- Lead generation
- Brand awareness
- Increasing sales
After selecting a core campaign goal, one should dig deeper to find subcategories of that goal. For instance, for website traffic, a business can brainstorm other goals such as:
- The type of traffic
- The ultimate purpose of getting more traffic
- Demands of the target traffic group
- Evaluating and selecting a platform for the campaign
There are different platforms where PPC campaigns are possible such as Google, Bing, Facebook, and others. However, Google is considered a comprehensive platform to find all types of target markets. Hence, experts recommend a systematic inclusion of Google AdWords in ad campaigns. It promises effective results which increase campaign ROI.
- Conducting keyword research for relevant targeting
This is probably the most important step of a PPC campaign. The presence of the right keywords decides the extent of quality results and ROI. However, researching keywords can take a lot of time and requires continuous efforts. This is the reason why business owners require PPC keyword experts who can regularly refine and improve the list of keywords.
The process of keyword research focuses on the goals such as high relevance, low cost, low competition and high volume of traffic from keywords. So, the terms that don’t align with the goals get removed from the list. This process should happen on a regular basis to maintain the effectiveness of the keywords.
- Creating a compelling ad copy to engage viewers
A viewer will only click an ad if it grabs attention. So, the success of such ad campaigns depends widely on the quality of the copy created. The professional ad copy creator has to have a knowledge of marketing communication. This skill assists in designing an engaging copy with the selected keywords, attractive deals as well as a clear CTA (Call To Action).
Action-oriented words are considered extremely important in ad copies. The use of words such as “register now”, “order today”, “buy now” and “sign up right here” can make a huge difference. The ad copy should only promise something that the respective landing page can deliver. Otherwise, the necessary conversion won’t occur.
- Smart scheduling of ads for maximum exposure
The evaluation of the target market’s online activity matters to smartly schedule the ads. Some ads work best during regular business hours, while others require a few special days. For instance, it is logical to schedule Christmas discount campaigns during December or maybe the November month. Professional expertise is necessary to choose the best time to present ads in front of the target market.
This can also impact the budget of an ad campaign. A fixed budget can be systematically divided between high performing and low performing hours or days. So, high bidding can go to high performing hours or days to maximize the ROI.
- Optimising landing pages to promote conversion
The quality of an ad depends on the optimisation of landing pages. A landing page is the web page where a viewer reaches after clicking on an ad. This page should provide clear, relevant and high-quality content as promised in the ad copy. If not, the traffic doesn’t turn into customers, which ruins the ROI of any PPC campaign.
Along with all these steps, a PPC campaign also requires consistent removal of negatively performing keywords from the list. Plus, competitor analysis is necessary to market smartly and to earn a high ROI.
No need to say that PPC campaign management is filled with complicated factors. But it is possible to effectively conduct every step in the presence of experienced PPC management professionals.
So, a business owner should contact a reputed service of Google Adwords Management in Australia. Make a call to plan and run high-ROI PPC campaigns with the help of qualified and experienced specialists.