8 Steps to Successful PPC Campaigns

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Succeeding in a single PPC campaign is quite an accomplishment, but delivering results time and time again is something else entirely. Being able to consistently produce campaigns that achieve results is the difference between an amateur and a professional search engine marketer.

In order to achieve consistent results, you need to follow a systematic process covering the same three core processes of research, implementation, and optimization.

Use the following checklist whenever launching a new campaign:

·         Research: Business Goals

·         Research: Target Audience

·         Research: Keyword Research

·         Implementation: Campaign Structure

·         Implementation: Ad Copy

·         Implementation: Landing Page Development

·         Implementation: Campaign Settings

·         Optimization: Statistical Analysis

·         Optimization: Refinement

·         Optimization: Bid Management

Research: Business Goals

Before you even worry about who your target audience is or what keywords you want to target, you need to understand what the business hopes to achieve through running a PPC campaign.

Without an underlying business goal to measure success against, a PPC campaign is useless. Some important questions you should ask yourself and the key stakeholders involved in the business are:

·         What goal should the PPC campaign fulfill?

·         What are the target actions users should take on the website?

·         How much is each action worth to the business?

Understanding a few standard business goals such as the ones above allows you to start developing a campaign that’s meaningful to the business and delivers measurable results.

Research: Target Audience

Defining your audience is an important first step in working out the underlying strategy behind your PPC campaign. Answering questions about your target audience will often reveal broader insights that can be used across the board, throughout your campaigns.

Before you dive into your keyword tool and start developing keyword lists, you should answer the following questions:

·         Who am I targeting with this campaign?

·         Where do my ideal users live?

·         Why does my target audience need this product or service?

·         What’s the frame of mind of my customers?

Answering some of these questions before you dig into more granular keyword research can help refine your communications with potential users, as well as target ads, landing pages, and other elements so that they directly target your audience.

Research: Keyword Research

Earlier in this guide, you learned how to use the Google Keyword Tool to identify keywords relating to specific phrases, and pick relevant terms to target. Using that same process and keeping your target audience in mind, you can now use the same tool to develop keyword lists.

Go inside the mindset of your users. Think about search terms you would type if you were wanting to purchase a product from the website you’re promoting. Group these keywords into logical bundles or ad groups, with each group having its own theme, topic, or product specific to the business’s offering and the users’ needs.

While conducting keyword research, it’s just as necessary to make a list of negative keywords to isolate, as well as block any irrelevant combinations of keywords. Having a thorough list of negative keywords quite often reduces wasted clicks, improves clickthrough rate, and helps to lower costs.

Implementation: Campaign Structure

Now that you have lists of keywords you’ve identified as relevant to your target audience, you need to structure your campaign logically around these themes. Using no more than five to ten keywords at a time, split your keyword list up into specific ad groups, and flesh out the campaign structure.

There’s no such thing as too many ad groups, so there’s no restriction to conform to a certain minimum or maximum number of ad groups. This will vary wildly depending on the complexity of your website, and the number of offerings and audiences your campaign is targeting.

Implementation: Ad Copy

You now have a campaign structure developed around your most logical themes and products, with relevant keywords contained within each ad group. Now it’s time to start developing ads that are relevant to those sets of keywords and to your landing pages.

Each theme or product will have its own unique value proposition—that is, a specific benefit that differentiates it from the competition—that you need to convey to potential users through your copywriting. For every ad group and target page on your website, write down a value proposition or unique selling point to target with your ad copy.

Go to google.com and conduct a search for each of your target keywords and look at the kind of ad copy that your competitors are using. This is a great starting point, and will help to give you ideas on wording your own ads. Your job is to convey the benefits of your product and service—better than your competitors—within those 100 characters of ad space.

As a starting point, write at least two ads for each ad group. Try to make these variants as distinct as possible; by doing so you’re testing different propositions, and the ways in which your users react to each message will help to determine refinements later on as you optimize your search campaigns.

We’ll look at some examples so that you can see the difference between a good and a bad ad. Taking the example from earlier—Bob’s Green Tea—let’s say you were writing an ad for the company’s organic tea product, aiming to target the “organic tea” keyword.

Example 1. A Bad Paid Search Ad

Bob’s Green Tea

Selling green tea since 1997

Come and see our full selection.

bobsgreentea.com

Example 2. A Good Paid Search Ad

Bob’s Great Organic Tea

High quality, refreshing organic

tea products on sale today only.

bobsgreentea.com/organic

Notice that the second ad uses the term “organic” throughout the copy, and also has a more compelling call to action. Of course, this is just one example, but you should see the idea: focus on your keywords to increase the ad’s relevance, and make sure you place a clear emphasis on the unique selling point of your client’s product or service.

Implementation: Landing Page Development

Ideally, you’ll be promoting a website with high-quality original content that’s well-structured and user friendly. This will allow the customers that you deliver via PPC campaigns to easily make a purchase or navigate through the website.

Unfortunately, you’re not always faced with the ideal situation, and sometimes you’ll need to tweak the landing page to deliver the most returns to your clients. Make sure that the main keywords you’re targeting for any given ad group are contained in the page title and within HTML heading tags.

Each landing page needs to:

·         effectively communicate the product or service with which you’re trying to engage users

·         make it easy to take the required action or business goal with as few clicks as possible

·         contain original content relating to the product or service

·         load fast—remember, pageload time is a factor in determining quality score and ad rank

In short, the landing page should communicate what your offer is and why it’s relevant to the visitor. A good test is to ask yourself, “Can a visitor understand the key benefits of this product or service in under ten seconds?” If the answer is yes, chances are your landing page is on the right track.

Implementation: Campaign Settings

Now that you have a strong plan, good copy, and a well-designed landing page—you’re almost ready to launch your campaign. When you do so, Google will ask you for a number of specific settings that affect how your campaign will run. As you’ve gone through the previous research and implementation steps, you’ll already have answered most of the questions relating to your campaign settings; now it’s time to apply them.

If you’ve yet to do so already, create your campaign by clicking Create your first campaign from theCampaigns tab in your AdWords dashboard.