PPC advertising can make you growing if you implement the way properly. If you have run your business for some years and you want to increase the growth, you should consider PPC advertising. I will explain you fundamental ways to run PPC advertising productively. Before we begin, I will make you clear about what PPC advertising is.
What is PPC advertising?
PPC stands for Pay Per Click. So, PPC advertising means internet advertising which is used to direct the traffic to your money website, for that reason advertiser pay the provider when the ad is clicked. The conclusion is you only pay when your ad is clicked by someone.
I summarize the definition from Wikipedia. For more detail you can read about PPC advertising there.
Benefits of PPC advertising
Here are the benefits that you can get if you perform PPC advertising in a correct way:
1.Drive instant traffic to your website.
This is beneficial, especially for people who try hard to run Search Engine Optimization (SEO) to drive traffic, but it is difficult to rank higher and get in the page one position.
By running PPC advertising correctly, you can drive instant targeted traffic to your money website or your landing page.
2.Targeted traffic taking.
As I mention before, you will obtain targeted traffic to your website. With proper “buying keyword” that you target in your PPC ads and good copywriting, you will get targeted traffic. Targeted traffic can cause higher conversion.
3.Test market.
You can perform initial market testing with your keyword. Monitor the keyword whether it is converting or not.
After finding it works, so you can focus on that and try deliver the message with that keyword at other medias, such as social media sites.
4.Manage your budget simply.
The PPC advertising model allows you to set your budget straightforwardly. You can pause or stop your ad when you find your ad doesn’t work. This can save your money.
You can improve your ad and test it again. After monitoring your A/B test, you can choose the best and high conversion ad and focus on it to get the best result.
Fundamental Ways to perform PPC advertising
Below are basic ways how to perform PPC advertising that can make your business growing.
1. Define your goals.
This is a fundamental thing to perform not only in marketing, but also in all your life. First of all you have to define your goals.
By identifying your goals correctly, you can create Key Performance Indicator (KPI). Therefore, you have a guidance what point you can monitor and what item you can track so that you will get feedback and improve your strategy.
Different goals have different strategies and implementation. For examples:
a.Goal: introduce your brand more.
It means you have to choose right keyword with low competition and high number of search. Second, you have to create an outstanding landing page. Why? Because people who click your ad, they go to your landing page and like your content (not skip and go to another website). Your bounce rate will be low. It means your ad can survive in the top of searching. Finally, more people will look your landing page and your brand will be known by more people.
b.Goal: get more sales.
It means beside optimizing the step above, you have to optimize your landing page, enhance your copywriting, improve you call-to-action item and design so that when people click your ad and go to your landing page, they will buy your product by clicking buy-button.
In this step, you usually answer the question, such as: amount of budget, who are the targeted people, what keyword should be utilized, amount of sales, etc.
2. Research.
After defining your goals. You must do some research. These are the steps:
a.Identifying target audience.
You have to define your target audience (your niche) and match it with your product. With the accordance between your product and your target audience, you will get higher conversion.
b.Doing keyword research.
This is a crucial step. You have to focus on this step and finish it properly before going to the other steps.
This step is related to previous step. If you know your target audience thoroughly, it will be easy for you to choosing the most appropriate keyword.
Things to remember are:
-Choose keyword with lower competition.
It will be done by choose long tail keyword.
-Choose above keyword that has a high amount of searcher.
-Choose keyword that has a low CPC (Cost Per Click).
You can perform a research for free. One of the tools that I like is Google keyword planner. But you have to sign up to adwords before using this tool.
3.Develop a content
You have defined your target audience and selected the appropriate keyword, now you can develop a content.
The content that I mean are:
a.Ad content.
You must create a great copywriting with call-to-action, such as: browse here, sign up now, buy now, etc. So that when people see your ad, they will click your ad to see more information.
b.Landing Page content.
You can direct the traffic to the main website or special landing page. You must strive hard to create a good content and good navigation on your landing page, so that the people enjoy reading your page then make an action like sign up, submit a form, buy, etc.
4. Monitoring and Tracking.
You will know what strategy is working what strategy is not working. It allows you to measure how effective your PPC advertising is.
Once you have found poor performance of your keyword or your ad copywriting, you can pause or delete it. Then you can create another copywriting or modify the keyword to see if it works or not. Always perform A/B testing until you get the best performance.
By doing this, you can improve your campaign and get better performance with economical budget.
5. Always learning and practicing.
The final step is always learning and practicing. By doing this step, you will always keep your campaign optimize.
You also need to keep your knowledge update so that you can improve your PPC advertising strategy.
Not only in marketing, but also in your daily life. There are constantly changing in our life, by keeping learning and having knowledge allows you easily adjust your strategies.
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