Creating a Successful Pay-Per-Click Campaign

While using well-thought-out SEO strategies is a great way to organically boost your search engine rankings, it’s often worth it to use paid ads to send your messaging straight to the top. When you use Google Ads to launch a pay-per-click (PPC) campaign, you can see immediate results as users who are interested in what you have to offer click on your ads and explore your website. Here are some essential steps to take in order to make your PPC ad campaign a success.

Start by Brainstorming Keywords

Before you jump into Google Ads to start planning your campaign, you should brainstorm effective search terms based on any analytics you currently have. You can use you known buyer personas and consumer data to come up with a list of good keywords to include. You can also use tools like Google Trends and Keywords Everywhere to get a quick look at potentially effective keywords 

Use Google Keyword Planner

Once you have your list of keywords you’ve brainstormed, enter them into the Keyword Planner section of Google Ads to discover which of them are currently in demand. You can get detailed information on how many searches the terms are getting, the competition, and recommended bid price. Using various terms you already came up with, you can search for different iterations and find the keywords that will get you the most bang for your buck. 

Map out the Competition

When you create an ad campaign in any industry, you will have competing companies who are trying to gain the upper hand. The Keyword Planner tool gives you some insight into how your competition is performing based on the keywords they selected. You might even consider doing this step first before you plug your own keywords into Keyword Planner since you can get a good idea about which keywords have already worked well for others. 

Write Some Compelling Copy

Once you’ve found the keywords that will propel your ad to the top, it’s time to take care of the most important aspect of PPC ads: writing effective copy. Just because your ad managed to show up in the number slot doesn’t mean you’ll get great results. You still need to get people to click. This takes writing copy that grabs people’s attention.

Of course, you’ll include your keywords, but be sure they integrate organically into the text. When you write copy for PPC ads, you have a very limited amount of space, so use it wisely. You’ll have room for a headline, a sentence or two of messaging, and your URL. Figure out how to include your keywords into concise messaging that feels personalized, includes a solid unique selling proposition (USP), and engages readers right away. You’ll also need to include a clear call to action (CTA) that urges readers to click on the ad and gives them an idea of what they will see when they click. That being said, your ad should take them to a page that will lead to conversion, such as a product or service page where they can quickly become a customer. 

When you finally put all of these pieces together and launch your campaign, you can sit back and watch as your website gains traction and your conversions soar.