There is a bit of science behind creating an effective PPC (pay-per-click) campaign. Essentially, you are making a Search Ad designed to attract traffic to your product or service with a landing page.
There are many advantages to PPC campaigns. To experience these advantages and succeed, you will need to follow many steps to connect Point A with Point B. Here is a breakdown of those steps.
Step 1 – Start a Campaign Via Google Ads
It all begins in your Google Ads account. Log in, move from your dashboard to Campaign, and click on New Campaign to open the path you must follow to get your Search Ad campaign in operation.
Step 2 – Choose The Purpose of Your Campaign
What is your goal for this campaign? If you have already defined that, then this is where you select what you intend your campaign to do for you. Your options include sales, app promotion, leads, brand awareness/reach, and product/brand consideration. Typically, converting traffic to leads is the most common purpose. Defining the goal helps you accurately track your ROI (return on investment).
Step 3 – Choose The Type of Campaign
The most logical type of Google Ad for PPC is a text ad. Select that as your option.
Step 4 – Give Your Campaign A Name
Digital Authority Partners states that using a practical and logical name for your campaign makes sense. If you promote a product, don’t give it a generic term like Ad Campaign #1. Try (Product Name) – Sales Ad Campaign #1.
Step 5 – Decide On If You Need The Search Partner Network
The main benefit of using the Google Ads Search Partner Network is that your PPC ads will be visible on many non-Google websites, expanding your reach. However, the Search Partner Network considerably lowers your click-through rate while increasing your cost per click. If this is your first campaign, you may want to skip this step, as this can result in fewer conversions costing you more per conversion.
Step 6 – Choose The Start and End Dates
As obvious as this may seem, it is a good practice to define the time frame of your campaign. It keeps your budget intact and forces you to ensure that whatever you are advertising is in stock at the time of the campaign.
Step 7 – Create A Tracking URL
Your final URL can be customized. The tracking template permits this through URL parameters. With this set in place, you will receive data each time there is a click, and you can use this information to tweak your campaign as it runs.
Step 8 – Adjusting Dynamic Search Ad Settings (DSA)
This tool is effective if your PPC ad contains low search volume keywords. Essentially, the DSA will take words from your website and convert them into a dynamic ad heading. Adjusting these settings works well if you do not update your website frequently.
Step 9 – Choose Where The Ad Appears
What you need to know at this point is where you want your PPC campaign to be seen or in what geographic location. Do not select All Countries & Territories as your choice. Carefully determine where your target customers are; this will fit your budget far better and improve your ROI.
Step 10 – Choose Your Language
If your ad is in English and you are targetting English-speaking regions, this should be straightforward. However, you will need to select other languages if you are targeting non-English speaking regions.
Step 11 – Choose Your Audience
To have a successful PPC campaign, you must know your audience. If you do not have much to go on with your first ad, use this to gather data to help you narrow down your demographics for future campaigns.
Step 12 – Set Your Budget
Setting your PPC budget is crucial. Having a bigger budget does not always mean you will see greater success. Considering that the most logical way to track advertising success is through calculating ROI, you can have a very successful campaign on a tight budget.
Step 13 – Choose Your Bidding Style
If you are a beginner, manual bidding is a smart choice. It will help you better manage a daily budget and automated bidding requires historical data that you may not have initially.
Step 14 – Ad Extensions
Ad extensions are effective in providing more relevant information about your business. You have several options available, so choose carefully and remember that you are seeking the best way to reach your audience with more about what you do and the products you sell.
Step 15 – Choose Your Ad Group Type
The default setting in Google Ads is Standard Ad Groups allowing you to create specific ad groups for your campaigns. The only other option is Dynamic Ad Groups which work with Dynamic Search Ads (DSAs), which target differently.
Step 16 – Create Your Ad Groups
If running multiple campaigns, you must choose the correct Search Ad Campaign for your ad group. There are three steps in creating your ad group.
- Give the ad group a name.
- Choose relevant keywords for that ad group
- Select match types for each of those keywords.
Step 17 – Create Your Ad
Now it is time to put your ad out there.
Your new PPC ad needs a…
- final URL
- display path
- ad URL option
- tracking template
- custom parameter
- final URL suffix
Complete these tasks, and you are just one step away from launching your PPC campaign.
Step 18 – Confirm All Is Correct
Give your ad one last review to confirm that your campaign is good to go. Once satisfied that you have done everything you need, click Continue To Campaign, and your campaign is ready to go live.
Eighteen steps may seem like a lot of work, but many only involve clicking a box or two, and you should be able to complete them quickly. Following these steps will help you develop an effective PPC ad campaign.