Paid ads are a great idea.
But do you know what to do next to get the biggest ROI possible without wasting time & losing money?
During our last WEB ROI Money-Making Monday blog, we looked at whether using pay-per-click (PPC) ads is a good idea.
(Spoiler alert: It is.)
And to recap, a solid paid advertising campaign delivers a variety of benefits.
Here are just a few of them. PPC advertising:
- Gives you the best possible ranking on Google and other search engines
- Lets you target a very specific audience with a very specific message
- Allows you to set, monitor and control your daily budgets
So now that we’ve firmly established why pay-per-click advertising makes sense, it’s time to look at factors which will determine how successful your campaign is.
1. What are your goals?
When you do anything for your business, you usually have an objective in mind.
A goal. A result you’re working towards.
The same core focus should apply to your paid advertising campaign.
What should your PPC ads accomplish (based on the needs of your company):
- Get more leads for your business?
- Have more people subscribe to your blog?
- Generate more sales of a certain product or service?
- Encourage people to contact you for a free quote?
Blindly setting up a campaign just because is the worst thing that can be done.
Instead, you should have experienced digital marketers help you establish realistic and profitable goals for your PPC plan.
Need help setting PPC goals?
2. Got a budget in mind?
The “C” in PPC stands for click (as in, pay-per-click).
- When your ad merely appears on Google (or any other search engine), you pay zero.
- But when someone clicks the ad (a good thing, because it means they’re interested in what it says and want to learn more), you only pay the max cost-per-click you’ve set in your account.
The whole objective of PPC is to get the “P” (pay) in PPC as low as possible.
And if you aren’t careful or if your campaign isn’t being monitored properly, those costs can skyrocket and eat up your budget quite quickly.
Just like old-fashioned print advertising, you need to determine how much you’d like to spend.
Unlike old-fashioned print advertising, you don’t pay everything all it once (and hope for the best). You have a daily limit and can measure the results and effectiveness of your advertising.
3. What products would you like to focus on?
Imagine you’re a building or landscape supply company.
What do you sell?
Chances are your catalogue probably includes products like:
- Interlock paving stones
- Landscape lighting
- Grass seed
- Creosote sweeping logs
- Decorative fence posts
Some items may not be big sellers (decorative fence posts) while others are seasonal (creosote sweeping logs).
On the other hand, there could be a consistent, year-round demand for something like interlock paving stones.
The beauty of paid ads is that anything can be promoted anytime; whether it’s all-year long or only for a few months.
4. What keywords should you rank for?
Okay. We’ve established that you want to run PPC ads for interlocking paving stones.
That’s a very generic keyword, though.
If you wanted your ad to appear whenever someone searched for “interlocking paving stones” on Google, you’d have to spend around $4 per click:
That’s. A. Lot.
However, there are targeted techniques which can get those costs down.
- Geo-location advertising
- Branded vs. non-branded ads
When done right, your pay-per-click campaign will be affordable and effective.
Affordable and effective. Shouldn’t all your marketing plans be that way?
Here’s another way to look at it:
- On average, businesses owners we talk to who self-manage their PPC plans pay between $2 – $5 per click.
And if high costs-per-click is one of the frustrations you’re having, may we suggest you register for:
5. What happens after the ad is clicked?
Remember question #1: What are your goals?
Let’s assume for your interlocking paving stones ad, your objective is for people to request a free quote (and become a lead for you in the process).
To use a hockey analogy:
- Your PPC ad got the puck on their stick
- Your website landing page should be a clear breakaway to the net
- The submit button on your landing page form is the goal (when they click that, the red light goes on)
If all goes well, the transition from PPC ad to landing page to the goal you established should be nice and smooth.
In other words, the opposite of what happened to poor Patrick Stefan here:
6. What happens once the ads are created? Are they set in stone?
Want to change a print ad in the Yellow book?
Good luck with that.
You’ll need to:
- Contact your designer…
- Tell them what you want…
- Approve the change…
- Resubmit it to the Yellow book…
- Hope they can make the change for their next print run
Oh, and all that costs money.
And by the way, you’ll have no idea how the changed ad will perform.
On the other hand, modifying a PPC ad is done based on measurable, tangible results and information.
It’s possible to see what’s working and identify and implement ways to make it even better.
What should you do next?
First, you read about why it makes sense to use paid advertising for your business.
And now, you know what it takes to bring your PPC campaign to life.
Your next step is to get started.
It may sound like a cliché, but the sooner your paid ads are up and running, the sooner you’ll be generating more leads for your company.