When it comes to marketing your business online, there are so many available channels you could use. In your arsenal are myriad social media platforms, email campaigns, search engine optimization, and content marketing. But one of the most effective forms of promoting your business digitally is PPC Advertisment.
PPC stands for pay-per-click and is a form of advertising many businesses use to drive web traffic and convert new customers online. A PPC ad will appear as a sponsored search result at the top of Google. When an online user types in a specific keyword that relates to your business, as long as you have crafted your PPC campaign successfully, your ad will appear right in front of their eyes and will hopefully draw them into your website.
And the best is: it works! Paid ads receive 65% of all clicks from searches, and a PPC web visitor is 50% more likely to make a purchase than a web visitor. So if you have not yet dipped your toes into the world of online advertising, it’s time to start enjoying the benefits.
But how do you get started? For the uninitiated, launching a pay-per-click campaign might seem incredibly complicated. But once you get started, you will soon get to grips with it and see your web traffic soar in no time at all. The following guide will walk you through the PPC process step by step.
Create your Customer Personas
To create a PPC ad that someone will want to click on, you first need to get into the heads of your ideal customers by crafting your buyer personas. Take some time to think about who they are, their goals, their pain points, their likely search terms, and what makes them tick. This detailed information will help you write the perfect ad that captures their attention and meets their needs.
Do Keyword Research
What are your ideal customers typing into Google to find your website? There are loads of free tools across the internet for keyword research, such as Google’s Keyword Planner. These will enable you to determine the most relevant and highly-searched keywords relating to your product and service and then display your ad to anyone who types them in. Make sure you also include negative keywords to eliminate certain words and terms that are not relevant to your business.
Write your Copy
The text that is included within the body of your ad is the most crucial element of any PPC campaign. It will be the first interaction a potential customer has with your business, and therefore you must ensure it entices them and convinces them to click through to your site. You only have a limited amount of space to draw visitors in, so make the most of it. It should include the keywords or terms the searcher has used, as this instantly shows that your ad is relevant to them. It should be punchy and captivating, with a powerful call to action that instantly makes them want to learn more.
If you need help creating your first pay-per-click campaign, consider enlisting the services of a quality PPC management company.