The Basics of a Successful PPC Campaign – What You Need to Know to Start Generating Traffic Through AdWords
When it comes to paid advertising on the web, by far the most popular and widely discussed is PPC Campaign.
This stands for ‘Pay Per Click‘ and is essentially any advertising platform where you will pay the publisher only when your advert actually gets clicked by a user.
PPC is a fantastic tool but in order to get the most from it – like anything – you need to know how to use it.
Read on and we’ll look at some tips that can help you to get more out of your PPC and go over the basics so you can start generating traffic using this powerful method.
Why PPC is So Good :
First of all, why is PPC such a big deal?
The simple answer is that it’s as foolproof as any advertising platform can be.
Because you only pay when someone clicks on your ads, that means you won’t be paying for advertising campaigns that aren’t getting noticed or that aren’t engaging your audience.
If you use PPC to direct traffic to a landing page that is effective at converting, then this will result in almost definite ROI for your efforts.
What is Google AdWords?
When it comes to PPC platforms, the biggest and best known is Google AdWords.
This platform lets advertisers target specific SERPs (Search Engine Results Pages) which means that adverts will show up when someone searches for something and will appear right above the natural ‘organic’ results.
This means that you can target a phrase like ‘buy hats in Minneapolis’ and people who search for that term will see your ads listed at the top under a heading denoting that it is an advert.
AdWords has an additional benefit over even other types of PPC advertising in that it allows you to market to a ‘targeted’ audience.
This means that the people who see your ad will not only be interested in whatever you’re selling but also actively looking for that thing at that time.
Google AdSense is a slightly different product still from Google which lets your ads appears on websites.
This way you choose a ‘niche’ (subject matter) and your ads will appear on websites and web pages that deal in that topic.
Another alternative platform is Facebook which also offers PPC Campaign ads and which lets you target the audience based off of the information they provide to the social network (age, marital status, gender, interests, location etc.).
How to Write a Great Ad :
Now you know the basics, how do you go about creating one of these ads?
The key thing is to recognise that your objective with PPC Campaign advertising is different from using display ads (conventional ads that you pay for on a monthly basis or which you pay for ‘per view’).
The reason is that you don’t want people to click unless they’re likely to sign up to a mailing list, buy a product or otherwise ‘convert’.
This means that it makes sense to be as upfront as you possibly can be about what you’re advertising.
If you are selling an e-book for $20 then mention the price in the headline. Say: ‘Amazing eBook on Dating for Just $20!’.
This way, you prevent anyone who isn’t potentially interested in spending that much money from clicking on the ad and thus you pay for fewer clicks that don’t convert into buyers.
The more explicit you are, the more it benefits your ROI.
One of the other great things about PPC is that when people don’t click your ad, that doesn’t mean they don’t see your brand. By making ads that people are unlikely to click on, you can increase your brand awareness while paying very little!
Negative Keywords :
For Google AdWords there is another tool you can use to better target who sees and clicks on your ads.
That’s by using ‘negative’ keywords, which are keywords you want to prevent from showing your ads.
So say your key phrase was ‘dating eBook’, and then your negative keyword might be ‘free’.
This way, people won’t find your book by searching ‘free dating eBook’ and thus you wouldn’t get clicks from people who weren’t interested in at least potentially paying for the book.
Google Remarketing :
Another useful tool you can access through Google AdWords and AdSense is ‘remarketing’.
This means that you show ads to users who have already looked at your site once but not converted.
This way you can ‘tempt them back’ knowing that they’re at least potentially interested in what you’re advertising.
This strategy isn’t always perfect though as sometimes you’ll be advertising to people who have already bought what they were looking at – only from another site.
So there you have it: that’s a basic introduction to the world of PPC advertising.
There’s much more to it but with these basic lessons you’re ready to get stuck in and start experimenting. Good luck!