See Your PPC Campaigns Soar With Our Top Five Do’s and Don’ts
PPC marketing can have a big impact on the success of your business. In fact, many companies use PPC campaigns to:
- Increase brand awareness
- Generate quality leads; and
- Maximise sales
Businesses utilising PPC campaigns effectively will likely find that their products and services are getting in front of the right audience. But, without the proper knowledge and experience, you might find it difficult to know where to start.
That’s why we’ve highlighted our top five do’s and don’ts when running a PPC campaign. Our blog will help you avoid common PPC pitfalls and remind you of the best practices.
Do set specific campaign goals
Every marketing campaign needs objectives and goals. Without them, it’s difficult to benchmark success and understand how effective your campaign has been.
So, before you begin any PPC campaign, sit down and consider what you want to achieve. If your goal is to drive conversions, assess what you need in order to do so. For example, you might want to employ more compelling ad copy, or increase your use of relevant keywords.
Do customise your campaign
The best part of PPC marketing is that you can customise your campaigns to align with the customers you want to reach. Most platforms, such as Google Ads, allow you to target your audience based on several demographics, including:
- Age
- Gender
- Location
Doing so will help you save time in the long run, as you know that the ads you create will get in front of the right people. For example, if you provide services in the North West, it makes sense to ensure your ads target customers within this region, rather than Southern England.
Do use negative keywords
Exact-match keywords are important in every PPC campaign. But, it’s vital you don’t underestimate the use of negative keywords as well.
Negative keywords allow you to exclude certain terms in your campaigns. So, your ads won’t be shown to the wrong audiences. This helps you to generate higher-quality leads, as well as helping to avoid wasted ad-spend.
Don’t do too much at once
Casting the net out wide with your bidding strategies might seem like a good idea, but it actually does more harm than good.
For example, not every word related to your campaign will be relevant to your product or service. Consequently, bidding on them will lead to wasted time and ad-spend. Not to mention, it could also lower your quality score – making bidding on keywords more difficult in the future.
Don’t forget to measure success
How can you be sure your PPC campaign is successful, if you don’t record how it’s performing? That’s why you must ensure you use tracking tools that demonstrate the efficacy of your campaign.
For example, if your campaign goal is to increase brand awareness, use Google Search Console to note the impressions your landing pages have received over the campaign period.
Need help getting started? Turn to our PPC experts
A dedicated PPC Team can take the weight of marketing off your shoulders. We are more than happy to share how your own PPC campaigns might benefit from an in-depth review & action plan. We’ll even see it through to demonstrate how you can dominate the market.
Interested? Get in touch today.
FAQs
Why run a PPC campaign?
Running a PPC campaign ensures your ads reach the right audience. This means you can save time and target the people who are most likely to purchase your products or services. Targeting anyone and everyone with your ads can be a waste of time and ad-spend.
How long should a PPC campaign last?
On average, you should aim to run your PPC campaign over the course of three months. Whilst results can take effect much sooner – even overnight – three months will provide you with valuable data and insights that will help measure success. They can even help guide you in future campaigns.
