Learning Resources & Tutorials

Successful PPC Campaign

PPC advertising can be set up very quickly, offers great flexibility in targeting and scope, and provides a great deal of information to measure campaign performance.

Pay per click (PPC) advertising lets you target potential customers actively searching the web for the products or services you offer.

Advertisers only pay when users actually click on an advert to visit their website. Such adverts are called “sponsored links” or “sponsored adverts”. They appear in the right-hand column and highlighted above the organic results on search engine pages.

PPC advertising can be set up very quickly, offers great flexibility in targeting and scope, and provides a great deal of information to measure campaign performance. You only pay for 'click-throughs', so it can be a highly cost-effective form of advertising when implemented correctly.

Here are the simple steps to set up a campaign.

1. Choose one or more PPC providers according to your business model - eg a global or local search engine, a price comparison or content website.

2. Define the keywords that best describe your product or service.

3. Bid an amount “per click” on each keyword that you feel will give your advert an advantage over your competitors - this is known as the “cost per click” or CPC.

4. Create small text adverts to specification and submit these to your PPC provider.

5. Pay your PPC provider your bid price for that keyword every time a search engine user clicks through on your advert and lands on your website. This is known as the click-through rate or CTR.

Effective copy

The key to effective pay per click adverts is well written and effective copy - for both your adverts and website.

Adverts have four short lines, the most important of which is the web address from which potential customers will click through to the landing page on your website.

Key points to consider when writing your adverts are to:

  • include your keywords
  • use phrases that relate to your keywords
  • be specific - if you only serve a particular city, include it
  • offer benefits - if you have a time-limited offer, say so
  • your URL is part of the advert - make your keywords part of it
  • keep your copy simple
  • always link to a relevant landing page

Landing Page

Each advert should have a tailored landing page - effective enough to close the sale. Using your home page or a busy page with lots of distractions may lose the buyer and mean you have paid for a wasted click.

Using your keywords, clearly explain on the landing page what the product is, how it works and how to order it. Don't distract the visitor with links away from the page. Your aim is to convert the highest percentage of visitors to buyers of your product or service.

Cost

These are the main factors influencing how much money might be spent on a PPC campaign.

• The number of searches conducted per month using phrases relevant to your business.

• The amount you, along with your competitors, are willing to pay for those terms.

The monthly spend could vary immensely from less than £25 a month for regionally targeted or niche businesses to millions a month by large national retailers.

Flexible

Your provider will give you the tools to monitor and evaluate your results. If your adverts are getting good click-through rates, but you're not getting the sales, you can quickly cancel the bid for that advert and set up a new landing page or revamp the existing one - then re-bid and monitor results until you reach your desired conversion rate.

Choosing a pay per click agency

Pay per click (PPC) advertising agencies can help you start your PPC campaign and attract quality sales traffic to your website.A combined strategy of pay per click and search engine optimisation will give the greatest chance of click-throughs.

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