What is PPC?
PPC (Pay-Per-Click) advertising is an advertising platform that lets you promote your business via online search results. Instead of placing ads in magazines or newspapers, for example, you can pay to have relevant ads shown on search engine result pages and other websites when people type in keywords related to what you offer.
Because PPC ads are typically more visible than traditional types of advertisements, they attract a lot of attention—and bring in more traffic from potential customers than their traditional counterparts. In fact, some PPC advertisers spend hundreds or even thousands of dollars for each click on their ad!
The price tag for these targeted clicks depends on how competitive the industry you’re in is and how much demand there is for clicks on particular keywords.
Here’s where optimization comes into play: With PPC marketing, you don’t just aim to create ads; rather, you also want to test and tweak them regularly so that they perform better over time.
How Can Paid Ad Campaigns help your business?
Pay-per-click ads (PPC) are one of, if not THE, most effective ways to get leads.
It is through PPC where you can get customers that are ready and willing to buy. The key is in how you set up your campaign and what offer you present them with.
In this post, I will teach you everything you need to know about optimizing a PPC campaign.
You have decided to take advantage of Facebook advertising: Congratulations! Whether it’s social media or Google AdWords, it’s important to go into any sort of online advertising with some semblance of strategy.
Some people think that PPC should be based solely on gut feeling or an educated guess. Nothing could be further from the truth; there are many factors involved in setting up and managing successful PPC campaigns, but if you do it right they pay off big time.
Let’s dive in…
Harmonizing Goals & Audience Targeting for Successful Paid Campaign Optimization
There isn't necessarily one type of offer that works best across all audiences so it’s best to always start by figuring out your overall goals for the campaign.
Once you establish the goals then it’s time to figure out exactly who is your target audience so as to effectively reach those individuals when launching their ad sets.
Does this include questions like who makes up the ideal customer base?
What demographic do your customers fall under?
What device(s) are they using?
Do certain users prefer desktop vs mobile apps?
Understanding all these variables can help you figure out who your want to target through the PPC marketing efforts.
How to start optimizing your campaigns?
The first step in optimizing a campaign is determining its purpose.
For example, if you're running a display campaign for an online store, there are three main KPIs you'll want to track:
click-through rate (CTR), cost per acquisition (CPA), and return on ad spend (ROAS).
Start by creating a spreadsheet of goals and KPIs to measure performance against. Then start testing different creatives, copy lines, and landing pages with these goals in mind.
Identify Goals & KPIs
KPIs, or key performance indicators, are markers of success you're hoping to achieve with a given project. Make sure you know what metrics will help you gauge that success.
There's no point in optimizing an AdWords campaign for more clicks if most of those clicks lead to users who aren't interested in purchasing what you're selling from your site.
Before beginning any kind of paid search optimization, make sure your goal is clear and realistic. Keep a list handy so that when questions come up (and they will), you can check back and make sure that everything fits into place.
When it comes to PPC management, every little bit helps!
Define Your Target Audience
Find out which demographics are most likely to purchase what you’re offering.
For example, if you’re selling an online training course on how to speak Spanish, then a majority of your traffic should be coming from those learning Spanish as a second language (L2).
If most of your website visitors are American natives who aren’t learning Spanish, then it would make sense for you to allocate less budget toward reaching people in that demographic group.
It may seem counterintuitive to spend money on targeting groups where it seems like they wouldn’t be interested in what you have to offer but remember: Google Ads are only as smart as their targeting is.
Using advanced lookalike audiences can also help boost performance if your page isn't generating much organic reach or conversions.
Setting A Budget
One of the most important steps in optimizing a campaign is setting a budget. You can control many aspects of your pay-per-click campaign, but you cannot control cost.
Before you start running ads, make sure you know how much money you’re willing to spend and set a daily limit for each campaign. As with any marketing strategy, it’s important to put a cap on spending so that overspending doesn’t ruin everything.
For example, Google advises setting daily budget limits on CPC ads because spending too much on one day doesn't help future days. Be aware of how much budget you have available during any one time period.
Knowing these limits is important because knowing how much money you have to spend allows you to allocate enough funds for quality conversions while not burning through cash too quickly by not accounting for leads that may cost more than others.
That said, I generally recommend setting a small daily budget at first and then increasing it after a while as long as conversion rates are high. Ultimately, it all depends on what kind of budget you have allocated for PPC or if there is any budget at all!
Create A Landing page
When creating a landing page, you should first define what it is you are trying to offer.
Are you offering an ebook? A piece of software? Some type of video training course? What can people expect when they click on your link and arrive at your landing page?
Take some time to think about what it is you are actually selling. This will not only help you create a compelling offer for visitors but will also impact how effectively paid ads drive them there.
For example, if you’re promoting a downloadable ebook that helps solve a common problem that many people face, visitors might be more inclined to convert after reading just one or two lines of copy vs. if you were promoting access to an online training course that could potentially teach anyone with enough patience how to solve similar problems in their own business or profession.
This doesn’t mean one approach is better than another - but rather highlights how important it is to know exactly what it is you’re promoting before setting up any paid advertising efforts.
The goal of a landing page is to convert a potential customer into an actual customer. Why?
Well, for starters, it helps maximize your conversion rate; when you have a campaign that's pulling in conversions at 20% or less, you can improve performance through optimization alone.
Secondly, it's proof positive that people actually want what you're offering them; if you don't have data showing as much (such as form submissions or sales), then skeptics can question whether or not there’s truly a demand for what you're offering—even if they haven't read a word about it.
At worst, skeptics assume there isn't interest in whatever it is that you're selling and dismiss your product entirely because of their incorrect assumptions.
Analyze your Data
Once you’ve run a campaign, you need to analyze its performance and how it compares to your goals. You’ll want to measure elements like cost per acquisition (CPA), cost per click (CPC), and cost per view (CPV).
This will help you determine if you should tweak certain elements of your next campaign, or even if you need more data before deciding which elements should be adjusted. Once again, Google Analytics is a great tool for tracking these types of KPIs.
With GA, it’s easy to compare different marketing channels based on metrics that are most important for your business goals.
In addition, Google Analytics has built-in conversion funnels that you can use to figure out if specific aspects of your offer or targeting are increasing conversions through all stages of interest.
Here's a simple funnel setup:
getting traffic -> converting those visitors into site visitors -> converting those site visitors into lead submissions -> converting those leads into customers.
Are people dropping off at any step? Where? Why?
Once you have collected enough data and analyzed what's happening in your business, you can take actionable steps toward improving your marketing efforts.
Ultimately, what matters is whether you’ve met your overall objectives—increased revenues/leads/customers—and developing a good process for optimizing your ads can ensure they meet these goals every time they're launched.
Before you begin optimizing, it’s important to understand what type of offer you are promoting. Knowing exactly what you’re promoting will help direct your efforts during optimization, as it will give you a clear idea of what needs to be tested and when.
Your campaign objective, audience selection, and bid strategy should match up with each other; if they don’t, then it may be time for a change.
Setting up goals with these things in mind will help ensure that not only is optimization successful but also a pleasant experience. While testing can sometimes result in ads being disapproved or pauses that negatively affect your KPIs; it is vital for success in paid advertising campaigns.