Creating a killer PPC strategy can drive leads and traffic to your website, helping you to stay competitive in online search results. With 64.6% of consumers clicking on Google Ads while shopping online, it is definitely a valuable tactic for online businesses.
While being reported as the most effective marketing method by 34% of marketers, many also consider it difficult to implement. Therefore, many businesses will choose to outsource to PPC specialists to make the most of their Google advertising budget.
To reach your full potential online, read our guide below on how to create a killer PPC strategy.
What Is PPC?
The aim of pay per click advertising is to get online users to click through to your website or app via your ad. This will then hopefully lead to valuable conversions such as purchases and newsletter sign ups.
PPC advertising allows marketers to create and display ads on an advertising platform and only pay when the ad has been clicked on. This will allow you to only spend your budget on clicks and conversions, rather than just impressions.
What To Include In A PPC Strategy
Target Audience
When drafting any ad for your brand, the first step is to identify your target audience. To effectively target them with your online advertising, answer the following questions:
⦁ What are they hoping to receive from your website?
⦁ What information are they looking for on your website?
⦁ What type of CTAs and offers will entice them to click on your ad?
⦁ What stage of the sales funnel are they in with their search?
Take Tom for example. Tom owns a local gym and wants to attract more women into opening a gym membership. He wants to create a PPC strategy which promotes free open days for his new fitness classes. He has chosen to start offering Yoga, Pilates and Zumba classes.
His target audience will be health conscious women looking for a budget friendly fitness class to maintain their fitness levels instead of working with weights. They will be looking for convenient fitness classes which fit easily around their 9-5 working hours and require no experience.
Competitor Research
For inspiration on what you can offer your target audience in your Google advertising, look at your competitors. Tom may have searched for “woman friendly gyms” or “local fitness classes” to see what top ranking ads were offered. It is also good to see what USPs they are promoting, including discounts, delivery or 24-hour customer service.
Completing a SWAT analysis of their ads will help you to identify what they are and aren’t doing well. You could use this to your advantage for a competitive edge on your PPC campaign.
Keywords
The success of your google advertising can depend heavily on your choice of keywords. Completing keyword research to ensure you are using budget friendly keywords, which receive sufficient search traffic is important. Working with a PPC specialist can guide you on the most cost-effective keywords for your online advertising goals and budget.
Sales Funnel
In addition to the ad itself, consider how to get online users from an ad click to a completed conversion. Once Tom’s target audience has clicked through on his ad, he wants to direct them to a dedicated landing page.
This landing page will feature a timetable for his gym’s free open days, including times for each fitness class. Website visitors can select a fitness class to attend and then complete a form. This will finish with an opt-in box to tick to receive future promotions from Tom’s gym.
From this PPC strategy, Tom’s Google advertising will see increases in website traffic, form sign ups, email subscribers and customers. If he chooses, Tom can then provide a discount code during his free open days for attendees to revisit his website and receive a discounted gym membership sign up.
Work With Us To Create A Killer PPC Strategy
PPC campaigns can be a little frightening for business owners taking their first steps into their world of paid advertising. Therefore, enquiring with PPC specialists can provide you with a strategic PPC campaign and cost-effective management of your budget.
At SEO It Right we have worked on PPC campaigns for clients in a range of industries, delivering brilliant results. To find out more about our paid advertising services please click here or call 0121 308 0219.