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Tips to Set Up a PPC Campaign to Get More Traffic

by Deny Saputra on October 18, 2012

PPC campaign adwords
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Pay per click (PPC) is often considered an effective advertising campaign solution that gets traffic to a website and increases the conversion rate. Despite this, many website owners or marketers consider it risky, and many others are pulling their hair out in frustration because they do not quite understand how to set up and run them. Although it is a simple concept, achieving maximum conversion and yield is not as simple as the concept itself.

The most challenging stages involve setting goals and determining what keywords should go with your campaign. Most PPC campaign failures are because they (advertisers) do not put in enough work during the preliminary stages. To avoid the failure, below are some important points you should consider:

Set Initial Goals and Plan

As stated at the beginning of the article, you have to set the goals and objectives you want to achieve with your campaign. Take some time to figure out what you want to achieve and how to achieve it. Make sure you look at the latest PPC trends and perform an initial analysis to help you define clear and measurable goals.

Determine the network you want to work with. Will it be Facebook Ads, Google AdWords, or a Yahoo PPC program? Each comes with its own rules and tricks to get it to work for you.

Setting a budget is the next important step. First, make sure that your goals are achievable with the budget of your campaign. If you have a lot of keyword competition, then most likely, you will need a bigger budget. Since most PPC networks come with the rule that more keyword competition results in a higher cost for every click. Conversely, low keyword competition results in a lower cost for each click.

Open an Account

You can work with many PPC networks. Some were previously mentioned. Working with a popular one and adjusting it to your needs is a sound move. If you know that your target audience uses Facebook, then try to work with Facebook Ads. Alternatively, create an AdWords account for wider targets. Your ads can appear in the search results or on millions of sites listed in the Google ad network. In this case, I recommend Google AdWords, which I will talk about.

Search for Potential Keywords

The most important step is figuring out the keywords that will optimize your campaign. Once you have the basic steps done, you can look for potential keywords for your business, starting with the most specific and relevant phrases for your niche or topic. For example, if your business involves selling French wine, then start with the keyword “French Wine” while look out for related keywords, such as “best French wine” or  “New York French wine merchant.”

keyword research ppc

Do this step carefully. It’s better to first look at the “exact” keyword instead of a “broad” keyword to avoid getting stuck with irrelevant keywords, which will stop your ads from appearing to the target audience. There are many keyword research tools available online to help, such as the Google’s Keyword Tool or SEMrush.

Another important tip to take note of while searching for the most profitable keywords: Avoid using the word “free” if want your PPC campaign to result in sales. Most people who click campaigns using “free” expect free products and do not expect to buy a product or service. Many advertisers whose PPC campaigns fail have made this common mistake.

Get Your Ad to Your Targeted Audience

Another yet important step) to determine how and to whom your ad will appear and how to drive visitors to your landing page.

target location

If you are selling a French wine and can ship only in New York, make sure you make New York the target location to ensure that your ads will be seen by Internet users in New York. On the other hand, if you are in the travel business, targeting your audience globally for flights to johannesburg, maybe a good way to go.

Google AdWords’ extended features allow you to tweak your ads in terms of location, language, network, or devices.

  • Location – As noted above, target a specific location to ensure that people who are in the target location will see your ad. Even if you sell digital products that people could download from anywhere, you will still need to use this feature. You might consider things, such as purchasing power, that may affect sales.
  • Language – The target language has the same objective as a target location, which is to decide where to show your ads. AdWords looks at a user’s Google language setting or the language of the user’s search query, currently Viewed page, or Recently Viewed pages on the Google Display Network. Read more about language targeting.
  • Network – This setting allows you to adjust your campaign and determine where your ads appear, and how much control you have over where they appear. Read more here.The three options available to optimize your campaign are: Google search, Google Search Network, and Google Display Network.
  • Devices – These setting to ensure your ads will appear on certain devices. There are three options available: desktop and laptop computers, mobile devices with full browsers, and tablets with full browsers. If you decide to choose “desktop and laptop computers,” then your ad will only be seen by users who use those devices to surf the Internet. It is always good to have your landing pages or websites mobile compatible.

Create Your Ads

Once you are done with the configuration, continue with the rest of your campaign. Now, it is time to figure out the look of your ad: title, headings, links, etc. Things you have to consider include the following:

  • Headline: Make sure your ad has an interesting headline to increase clicks.
  • Description: Make sure it is relevant. An exaggerated description that tricks users will increase bounce rates and generate low conversion.
  • Display URL: The links that will appear in your ads.
  • Destination URL:  The destination URL if someone clicks on your ads.

Set Launch Date

Figure out when to start your campaign. I don’t think there is a specific rule when to launch your ad on the Internet (correct me if I’m wrong .) Basically, your budget and the competition level of your keywords determine the duration of your campaign.

Monitoring and Analyzing

monitor and analyze ppc

Once you get your campaign running, make sure you continue to monitor its performance and conversion rates. This stage is very important. You must monitor, analyze, and determine further strategies for your next campaign. Moreover, AdWords is already integrated into Google Analytics, which makes it simpler to monitor your campaign for free.

The next step is testing and adjustments to determine the most appropriate formula for your business. If a particular keyword does not provide enough conversion, then search for other keywords carefully, and so on.

Listed above are several tips to get you started with a PPC campaign. Make sure you do not miss the comments section where you can add your thoughts or a correction.

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Article by

Deny Saputra is an SEO, Blogging, and WebTech enthusiast. Deny currentlys work for her partner’s website EliteContentWriters.org.

Deny has written 2 articles at iBlogzone.com

1 Shamelle October 18, 2012 at 4:17 pm

PPC Campaign give more conversion and maximize the profit only when it is setup correctly with the targeted keyword, location and audience. This is very useful tool but use it very carefully and smartly.

2 Deni Saputra October 19, 2012 at 2:45 am

Thanks for stopping by!
Agree, and in fact PPC might easier to apply rather than SEO (in my own perspective) and worth it in the terms of conversion.

3 Sarah Park October 18, 2012 at 5:35 pm

This post helps a lot! I’ve been planning to get into PPC to gain more traffic but I do not know where or how to effectively start with it.

4 Deni Saputra October 19, 2012 at 2:48 am

Greatt decide!
Please consider the above points, you can also post and let us know about your progress.
Good luck! ;-)

5 Julie Robert October 19, 2012 at 7:16 am

Hi Deni,
Your all steps are well defined and so much clear to me. This is really beneficiary for all the interested people. I will follow these steps and will inform you about its effects. Thank you for sharing this information.

6 Patrick October 19, 2012 at 7:44 am

Be it a PPC campaign or any other campaign, the basic behind all campaigns is that you have to plan out. If you don’t have a blue print in your mind before you start off then it will be very difficult to face the problems you will come across. This is the reason most PPC campaigns fail because of the lack of a vision.

7 Bhushan October 19, 2012 at 9:19 am

Heavily and clearly explained.
I am new about this point but you have clear my points. thanks i will think about to make a try to this after to make a decide and take a clear look at every point.
Thanks

8 Naina October 19, 2012 at 10:22 am

To make PPC campaign successful one has to choose the keywords more carefully as they are the only thing which can make your add gain importance in SERPs.And you have explained it all well.

9 Heather Stone October 20, 2012 at 8:13 am

Hi Deny,
Sounds like you really know what you’re doing here. I’d say Web entrepreneurs are pretty divided on use of PPC as a traffic driving tool, but certainly done well it can be an effective approach. DiTesco, thanks for sharing this cool post with the rest of the BizSugar community!

10 Gautam October 20, 2012 at 3:06 pm

thnxx for this post ….first time i had to face many problems while setting up a PPc campaign but now i Think it will be Easy To me.

11 Andrew October 20, 2012 at 10:24 pm

I believe setting achievable and realistic goals for your budget is the hardest part if you’re looking at setting up a PPC campaign.

Picking your keywords may be easier, if you know what your customers look for when they want to find your services and use the search techniques you’ve mentioned

I believe it is best to firstly test the market with a low budget campaign and monitor its performance for a while. Only after that will you better know how and where to invest bigger sums.

Thanks for the useful article!

12 Deni Saputra October 22, 2012 at 1:46 pm

Thanks for reading!
We have to realize that analysis the test is also hard part :D

13 Nick October 21, 2012 at 9:41 pm

What can be a decent ROI in PPC in your opinion?

Think that, Pay per Click is extremely Burning many people wallets when not done correctly.

Nick

14 Aasma @ Rancor Infotech October 22, 2012 at 5:43 am

Hi Deny,

Nice tips, It’s very important to chose right keywords for your PPC campaign as by choosing wrong keywords can easily make to lose big amount without any revenue. So it’s quite important to give proper attention while choosing your campaign keywords.

15 Anton Koekemoer October 22, 2012 at 10:38 am

Hi Deny,

Personally – The most important part of PPC is setting up goals and being able analyse the data from the various goals, as this helps segmenting the data available for analysis and can help you to see the problem areas more quickly when analysing the Goals achieved from the PPC campaign. Just remember than Google Analytics is free , but not entirely 100% accurate.

16 Deni Saputra October 22, 2012 at 3:04 pm

Agree, analysis will be very important, so does the role of a tool used to assist in the analysis step. GA is free, not 100% accurate (maybe).
However in my point personally, Google is a great business partner, if we use their paid service I think they will provide a better service too.
I’m sure Google is not 100% percent transparent about the data that’s important, as well as the other tools.
At least free tool from them will work better combine it with the other paid tools provided.

17 Jack October 22, 2012 at 3:58 pm

Hey Deny, thanks for introducing me to Google AdWords. I downloaded this software AdWords Editor and it’s fantastic. It has various helpful tools like keyword grouper, keyword multiplier etc. that makes it very easy to find all combination of keyword and according to the no. of searches and popularity we can select the keyword to use in a campaign. The results after using this software for launching my campaign are unbelievable.

18 Victoria@Intersog Mobile October 25, 2012 at 2:54 pm

Hi, your introduction is great, and quite detailed. But I still would recommend all those who are serious about using Google Adwords to check Google Learning center. I used it when preparing for my Google Adwords exam and can say that it may be helpful for many Adwords users.

19 Lisa Sinopoli October 30, 2012 at 11:32 pm

I’ve been running a PPC campaign for several months now and have found alot of success using ad extensions with my ads. I find that sitelinks works well and click to call for mobile ads.

20 Sarvesh November 4, 2012 at 11:56 am

Hi,

Choosing a right keywords for PPC Campaigns is necessary to get awesome results. Although the main and first thing while setting up a ppc campaign is choosing targeted keywords.

Thanks a lot for informative post.

21 sumit kumar November 29, 2012 at 10:46 pm

well said, if you want to get maximum conversion you have to followed these points, but keyword selection is the very important to get best conversion rate.

22 Sarmista Aun December 5, 2012 at 4:58 am

Hi Deny,
I do agree with you. The tips you have mentioned are helpful for generating a large amount of traffic.

23 Dustin March 14, 2013 at 8:59 pm

Google Adwords account set up and structure is pretty important. Many people make mistakes like leaving the Content Network on or not Geo Targeting properly and end up blaming Google for them losing a bunch of money.

I think your post will help most people navigate the set up process pretty well, but most should still either take the time to get in-depth training on Adwords or hire someone who knows what they’re doing. PPC can really turn your business around if run properly. If not then, might end up at a huge loss.

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