Pay per click marketing, commonly referred to with the acronym of “PPC”, is an excellent means of reaching prospective customers. Yet the manner in which a PPC marketing campaign is conducted goes a long way in determining its success. Let’s take a look at the key pillars of effective PPC marketing campaigns.
1. Planning is Essential
Executing a PPC campaign without the proper planning is an exercise in futility. It is critically important to pinpoint certain keywords, daily spend amounts and bid rates that are ideal for your particular business. Spend some time considering the appropriate landing page for those who click your ads. Draft intriguing ad copy that catches the attention of onlookers. The PPC plan should also detail which ad extensions will be used (if any) and how much you are willing to pay for them. Furthermore, the plan should establish goals for the PPC campaign. Aim for a specific return on investment and cost per acquisition to justify the investment in this style of advertising.
2. Perform a Competitive Analysis
The best PPC campaigns are conducted after extensive competitive analysis has been performed. PPC is all about beating out the competition and paying as little as possible to do so. Analyze your cost per click compared to that of your competitors. Determine whether your bid levels are actually competitive enough to exceed those of your competitors. Also, be sure to compare your landing page to that of your competitors to gauge its aesthetics, user experience design and overall merit.
3. Identify Buyer Personas
Successful PPC campaigns target specific types of buyers. It is imperative that you conduct extensive research to determine who will be clicking on your PPC ads. If you are unable to figure out the identities of your target customers, do not proceed with a PPC campaign at this moment. Consider what drives your prospective customers. Their interests, motivations, needs and desires all play critical roles in the creation of your PPC marketing efforts.
4. Target Buyer Personas
Once you have established buyer personas, you will be empowered to tailor the nuances of your PPC campaign to these individuals. PPC marketing experts will testify that each targeted buyer persona requires a custom tailored campaign. There are specific keywords that appeal to each group of target consumers. Furthermore, the targeting should also apply to landing pages. The best landing pages have content that features specific keywords and search terms. Uber-successful PPC campaigns are even custom tailored to appeal to customers who are repeat buyers and those who are first-time visitors.
5. Extensive Analysis
Planning out a PPC campaign and executing it is not enough in and of itself. It is critically important to keep tabs on the efficacy of the PPC effort with in-depth analytics. Think of these statistics as the evaluation of the PPC campaign. Tools like Google Analytics allow you to define the campaign’s goals and measure success across posterity. Use this information to improve your PPC campaign and you will reap the rewards.