Building a new PPC campaign can seem like a daunting and overwhelming task. It does not have to be though! Here at Click Control Marketing, we specialize in crafting campaigns that are tailored to our client’s needs. We have compiled a basic checklist of things that are needed to be completed when building a new campaign. This checklist is pulled right from things that our own marketing team employs to get the perfect campaign up and running. From creating goals to writing ad copy, a campaign tailored to your company’s specifics is just around the corner.
#1. Create Goals
One of the most important first steps to building any kind of PPC campaign is creating goals. Creating goals helps drastically when creating a new campaign because it helps everyone involved know what the campaign is for. It helps you to know what kind of targeting you would like to utilize and what kind of language should be used in the ad copy. When creating campaign goals, use things like site analytics, customer feedback, and trends to decide what direction to take your campaign in. Create S.M.A.R.T. goals. These are goals that are specific, measurable, achievable, relevant, and timely. Following this guideline when crafting goals for a campaign will make them attainable and realistic.
#2. Research Keywords And Create Negative Keywords
Doing keyword research is very important when crafting a new campaign. It helps you know what kind of search volume there is for keywords relating to your campaign and helps to come up with a realistic budget for your new campaign. When conducting keyword research, keep your search to terms that are relevant to your business. Avoid any unnecessary spending when it comes to keywords. Another good tip to follow is targeting long-tail keywords rather than shorter ones. The shorter keywords tend to come with more competition and can drive costs up. Group similar keywords together into ad groups. A good rule of thumb to follow is to include no more than 15-20 keywords in an ad group.
#3. Know Your Competitor
No matter what business you are in, it is important to know who you are competing against. Knowing your competition can become a huge asset to you and your business. Not only does it help you to identify weaknesses in your own marketing strategy, but knowing who you are competing with also lets you know what kind of bids to make. Competitors have a direct effect on keywords and bids so knowing how competitive your search terms are is valuable. There are many competitor tools on the market currently that are easy to utilize. SpyFu is one of these tools that allows you to monitor your PPC competitors and view what kind of keywords your main competitors are using.
#4. Adjust Settings
Once you have the basis of your campaign built out, you will need to adjust all of your targeting settings to best suit your campaign goals. With Google Ads, you can set your ads to target specific characteristics in users. Things like geographic location, age, and gender are all available to target so that your ads are seen by your target demographic. Being able to target characteristics specifically is also a great way to mitigate the loss of spend. Let’s say that your target demographic is younger people, with targeting settings you can show your ads to this group and prevent loss of spend on the older crowd that will not patronize your business.
#5. Create Ad Copy And Extensions
Creating quality ad copy for your PPC campaigns is, without a doubt, one of the most important things to consider when building out a new campaign. Whatever the goal you are looking to achieve whether it is to get more phone calls, more purchases, or just new leads, having a convincing set of ad copy to reach that goal is imperative. When writing ad copy it is important to remember to keep it simple. Less is more when crafting new campaign ad copy. Ads should contain only the copy that is necessary for customers to know what you are selling and why they should buy from you. Including great headlines and a call to action or two is the best way to stand out from competitors. Extensions should also follow this rule of thumb and should only contain the most important information and a call to action.
While PPC campaign building can, at times, be tedious and time-consuming, the task itself does not have to be difficult. Let Click Control Marketing help you through PPC campaign building and avoid the difficulty of building yourself! We have a full team of dedicated and experienced digital marketing experts who are ready and eager to take on your company’s PPC campaign needs. Contact us today and get started on your company’s very own PPC campaign build.