Beginner’s Guide to Plan a PPC Campaign
In today’s article, we will be guiding you through how to plan a PPC campaign. Take a look at our simple step-by-step guide to help you achieve your business objectives.
PPC campaigns give immediate exposure to businesses who use it strategically. Whether you’re using search engines, social media or display advertising, a PPC campaign can deliver significant increases in ROI, website traffic, leads and sales.
It’s important that the first thing you do is decide on who you want your PPC campaign to target. Perhaps you’re looking to target your entire market as whole, or maybe a more refined segment of your audience.
What’s the best way to reach your target audience?
Everything you do in your PPC campaign goes back to your target audience … from your business goals, the content on your ads and the keywords you choose to use.
Unsure who your target audience is? Find using our previous blog post, “Who is Your Business Avatar?”
2. The Reason for Your Campaign
So, you know who you’re going to target, but what are you going to be concentrating on? It’s pointless running a PPC campaign if you have no idea why you’re doing it.
PPC campaigns are a fantastic opportunity to promote your website and drive sales (amongst other things). The core of your PPC campaign should be what your business thinks is worth promoting – which could be anything from a new service to completing a sign-up form.
Think about it. Do you role out of bed and go to work just because? Or regularly attend gruesome gym sessions for absolutely no reason? I highly doubt it.
You probably have a reason for it. To further your career, to keep fit or whatever the reason. The same goes with a PPC campaign – there’s a motive why you’re doing it.
Your goals need to be realistic, measurable and monitored regularly.
The goal of your campaign will be heavily influenced by the focus of your campaign.
Let’s look at a couple of examples …
A. Goal: is to generate website traffic
Focus: Ad clicks, ad views and ad awareness
B. Goal: Boost ROI
Focus: cost per click, number of conversions and sales
4. Keyword Research
There’s plenty of keyword planning tools to help you get your ads in front of the right people. You’ll find Google Keyword Planner handy – About Google Keyword Planner
Think about your budget – you’ll probably find loads of keywords you could use, but you need to think about your money constraints too. Start of using a handful of keywords, for example, and maybe increase the number of keywords you use once you start to meet your objectives.
- – Are your keywords going to be broad?
- – Are they widely used by competitors?
- – Are you look for a phrase or exact match?
Exact / refined keywords may appear to highly targeted users, but a broad match will result in a greater volume of viewers.
5. Producing Compelling Content
Next you need to produce your ad copy.
You can be creative – but not too creative that viewers won’t be able to make sense of your ad.
- – Produce content that’s relevant to the keyword and landing page
- – Incorporate keywords seamlessly
- – Be direct, possibly with a CTA
There it is – that’s pretty much all you need to do to plan a PPC campaign.
Monitor, analyse and review your PPC campaign from the moment it goes live.
Conduct research, create your personalised plan and test your results.
Want Some Help?
Designing, running and evaluating PPC campaigns can be a challenge task.
Why not let us take the pressure of you?
Contact us for a free, no obligation PPC, pay-per-click, consultation!
Why not check out our Digital Marketing Terms Glossary?
About the author:
Marie Harwood is a Digital Marketing Assistant at Different Gravy Digital, Hale, Cheshire.
Different Gravy Digital are a full service Digital Marketing Agency operating in the Hospitality & Leisure, Financial Services, Legal & Property sectors. Products and services range from; 3D & 360° Tours, Website Design & Build, Social Media, Video Production, Search Engine Optimisation (SEO), Content Creation, Email Marketing, Online Feedback / Review Systems and Paid Advertising (Google, Bing and Social Media).
0161 706 000
120a Ashley Road, Hale, Altrincham, Cheshire, WA14 2UN