If you set out on a journey without a roadmap, chances are you will lead yourself to unknown places and unforeseen situations. You might ask, “What if that place turns out to be Paris?” To that, I ask, “What if it doesn’t?” In that case, you might as well plan your expedition.
Pay Per Click (PPC), like we discussed in An Introduction to PPC is the most rewarding digital marketing service. To savor its cream you must have a strategically planned campaign. So hereunder, we bring to you your own roadmap for planning a PPC campaign.
Purpose of the campaign
Even though this is, the most basic step and you must have probably done it until now, it is very important. What is it that you want to promote through this ad campaign? You should be able to answer this question by now. It can be your app, a newly launched product, or the USP. Once you are clear with it, further steps will make sense.
Define an Objective and Target
PPC allows you to measure how well your campaign performs. It simply becomes easy to track the performance if you have an objective. Decide whether you want only page visits, subscriptions, leads, sales, or something else. Having done that, identify whom your ad will target. Cleverly filter your audience based on their habits, search history, buying behavior, education, preferences, and target your ad to them. This will ensure that your ad is being shown to the right people.
Decide over your budget
Work carefully at this step. Depending on your company’s marketing budget and the campaign’s objective, fix a comfortable cost. If this is your first campaign, you will be in the trial and error phase and will have to learn from your own mistakes.
Build a list of keywords
Once your budget is decided, you can start hunting for appropriate keywords. You can begin your research by finding out which keyword is searched the most for your product. Analyze keywords that have worked for your competitors. They might work for you as well. If you are working with a small budget, keep your keywords specific.
Generic keywords won’t generate a relevant crowd, plus they will charge you a bomb. For example, if your company sells chandeliers, you can have keywords like Best Chandeliers in Mumbai rather than Best Chandeliers in India. The search volume is higher for generic keywords like the latter one, which will cost you clicks and drain your budget.
Supervise the performance of your keywords at every level. See which ones are working for you and which ones are not. If you have a history of campaigns then you can pick keywords that have worked for you in the past. If you are a newbie, spy your opponent, that’s all I can say to you.
Make an Ad copy
Your ad copy includes a title, a description, and a URL. Your title will be a sentence that will be your headline. Keep it as short and crisp as you can. Your description will be of one to two sentences in accordance with your objective. It should be creative enough to compel the viewer to click. Make sure that the landing page to where the URL will guide your potential customer provides good user experience. Lastly, verify that the URL is leading your audience where it intends.
