If you’ve decided to go down the route of pay-per-click marketing for your business, there are a number of factors you need to consider to ensure your PPC campaign can run smoothly and be effective for your business. You’ll want to increase your exposure to the right audiences whilst also driving clicks towards your site, leading to conversions. So what do you need to consider when starting your PPC campaign?
Keywords
One important thing you need to consider is which keywords to target. Whilst you could employ a bit of guesswork over what search terms your audience will use to search, it’s better to back it up with data first. A great tool to use is the Google Keyword Planner, where you can find the keywords that your potential customers are actually using.
You can use your website as a starting point to generate keyword ideas, or you can suggest some of your own which Google will then match to user queries over the last year. 15% of search queries are new every single day, so this is a great way to stay on top of emerging trends as well as compete for existing keywords.
Costs
When you have an understanding of which keywords resonate best with your audience, the keyword planner will also give you an estimated forecast of costs and return, based on a forecast conversion rate. We suggest you use your current website conversion rate x 0.7 from Google Analytics for a cautious estimation.
Dragging the dot on the graph to the point where it begins to flat-line is going to give you an idea of the potential of the market for your keywords. This shows you how much you could be spending, but if you drag the dot down the line, you can find your sweet spot to understand what you’ll get for your budget.
Increasing Your Chances of Success
Simply using PPC isn’t a guarantee of success, but if employed in the right way and targeted at the right areas, you can increase your chances of a successful PPC campaign.
Think of the 3 core areas that make up any micro or macro pay-per-click marketing strategy. Does it:
- Reach – Are you using the keyword planner to understand if you’re reaching new audiences?
- Engage – Do your ads serve information relevant to the user query?
- Convert – Once a user has landed at your website, is the website optimised to make that user take action like filling in a contact form or buying a product?
If your PPC doesn’t effectively do all 3 then you will be damaging your return on investment.
Return on Investment (ROI)
Whether running a pay-per-click campaign yourself or with an agency, you’ll want to prove that you’re getting a good return on your investment. You can do this via tracking conversions on your website.
Google Ads has fairly concise support documentation on how to implement this, but if in any doubt, YouTube is your new best friend.
By setting up tracking, you’re going to see which keywords, ads, campaigns, time of day and audiences are converting. Without it, you wouldn’t know whether you’re getting value for money, nor would you know where you’d want to put an extra budget if you wanted to scale up your investment.
Knowing how effective your campaigns are can lead to those campaigns becoming more efficient and focusing on the factors driving traffic towards your site. It means you’ll receive a better return on your investment in pay-per-click advertising.
Speak to an Agency
If you’re concerned that your business isn’t generating a return on investment for your PPC spend, then speak to a reputable PPC agency like DNRG. You can contact us today for your free PPC audit, where we can check through the basics of your campaign and point you in the right direction.
We have a great track record when it comes to getting a strong return on investment, as well as driving a high amount of conversions. For one client, we saw a 108.9% increase in conversions when they started pay-per-click advertising with us.
We’ve also been shortlisted in four PPC categories for the 2022 UK Search Awards, including the category for ‘Best Large PPC Agency’.
