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A beginner’s guide to starting your own PPC campaigns

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When it comes to marketing and promoting your business, there are plenty of opportunities to explore. Newsletters and social media are two great ways in which you can interact with your customers and put the business name out there. However, if you’re serious about promotion and ensuring the best return possible, it’s important to consider the bigger picture.

Google has taken the Internet by storm and is the preferred search engine globally – with 65% of searches run through Google. When searching anything in Google, you’ll be presented with two options – PPC ads and organic listings. The ads are at the top of the page and this is where Google makes its money.


However, by having a thorough PPC campaign, you can stretch the reach of your business and ensure PPC is a success. Whilst you’ll want to rank in the search results too, it makes complete sense to opt for PPC, so you’re visible across the board.

In this post we’ll look to address some of the basics when it comes to starting your own PPC campaign.

Questions to consider for your PPC campaign

Before you delve into the world of PPC and start to plan and prepare your first campaign, it’s worth answering the following questions to ensure you’re able to commit fully.

Does my website have appropriate landing pages?

Every PPC ad will divert the customer through to your website and ideally, onto a targeted landing page. This page needs to be optimised to give you the best chance of converting. If users are clicking your ads but not converting, the landing page needs to be addressed. These need to be aesthetically pleasing, whilst giving customers as much information as possible in a concise manner. Does your landing page encourage conversions?

Are you ready to commit to PPC?

PPC campaigns can take time to flourish and won’t necessarily hit the ground running from the start. You’ll need a budget and without the right strategy in place, this can disappear before your eyes in no time at all. PPC is also about trial and error and it can take time to fully adapt to the best practices. Do you have the time and resource to manage this alone?

If you can answer yes to both of these, then you should be ready for PPC. However, whether you choose to go PPC yourself or hire an external agency is up to you.

Top tips to create a keyword list

The key to PPC is narrowing down your keywords to a few targeted searches and phrases you want your business to pop up for. This could be local searches or even national results – just be aware that the more popular the keyword, the more you’re likely to pay for each click.

Here are a few useful tips to help you out when compiling your first list of PPC keywords:

Don’t go big: The process of researching relevant keywords is quite easy, so there’s always the risk of having a long list. However, what’s important here is to trim this down to the most relevant and those you have the best chance of bidding for. As such, it’s advised to start small, so your PPC campaigns are manageable. You can then work and refine on these before broadening your horizons in the future if required.

Avoid being too general: The problem with general keywords, is although they’ll have a large search volume, will be very competitive when it comes to PPC. Unless you have a big budget to play with, this can quickly be eaten up. Being a little more specific can certainly help you in this case.

Try not to be too specific: So, you may think this tip is going against the one previous. However, you want to have some search volume and a keyword that’s too industry specific or technical, may not get many searches. This will limit your exposure.

Remember, keyword research should be an ongoing process and you should be continually adding to your original list.

Getting to grips your budget

When it comes to PPC, two of the most important elements are going to be the bidding process and having a manageable budget that’s not too small. The problem with PPC, is although you’ll improve the chances of success, get things wrong and the budget can slip away quickly.

On the other hand, if you setup your account to be too little each day, you may not use up your full budget over the week, month or year. Whichever of these categories you fall into, you won’t be utilising the true power of PPC and making the most from its potential.

Our advice would be to map out a suitable budget you want to use over a monthly period. Do a bit of simple maths, by dividing the budget by the number of days and splitting this across all your PPC campaigns. Once you kick off, you’ll start to get a picture of what is and isn’t working. This will enable you to refine campaigns and target the keywords that are performing better.

Crafting the perfect Ad copy

Once you’ve compiled your keywords and allocated a budget, it’s time to start creating ads that’ll be visible in the search engines. This is an important stage, because you need to encourage users to click your Ad by showing them your site is worthwhile.

Take a look at these five great ways to perfect your PPC Ad copy:

  • Grab the customer’s attention

You’ll be competing in a small space for the user’s attention, so you need to stand out. Every scrap of copy needs to be relevant, useful and above all, interesting for the customer.

  • Produce compelling call to actions

A call to action tells your audience what to do next. Relevant examples for a PPC Ad would include ‘buy now’ and ‘shop today’. Ensure the customer knows they can take the next steps with you.

  • Include your desired keywords

Keywords remain important throughout your PPC campaigns and should be included in your Ad copy. This will improve your quality score and click-through rate.

  • Outline the benefits

You only have a small space to play with, but outlining benefits will be very useful to your efforts. Why should a customer click your Ad as opposed to someone else’s? It may be free shipping, discounts, sales or even unlimited support. Whatever the benefits of your service, pen this in your Ad.

  • Maximise conversions

Your landing page is all important when it comes to maximising conversions, so is yours designed to appeal? We’ve mentioned the landing page previously, but ensuring grammar is correct and your call to actions stand out is vital.

Of course, this isn’t all there is to starting your own PPC campaigns, but should be a good starter for 10. Once your PPC Ads are live it’s time to monitor these, determine what’s working and optimise to ensure making a solid Return on Investment.

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