Settle in and buckle up. This post is about to explain the four crucial steps to running a successful pay-per-click (PPC) campaign. These four simple steps are often lost in the shuffle of excitement for revenue. Keep reading to learn how to launch the best pay-per-click campaign your company has ever seen.
Step 1: Don’t Kiss Your Customer on the First Date
Aggressively pushing visitors to buy something on their first visit to your site is like trying to kiss on the first date. Many initial searches are informational—especially on larger purchases. The user is trying to get to know your business before buying from you. If the potential customer is looking for information and is instead sent directly to a sales oriented page, they could bounce. The best approach is to create a landing page that provides an overview of your business and information related to the specific product or service.
Step 2: Listen to What Customers Are Telling You in Search Queries
Users repeatedly tell you what they’re looking for with keyword searches, but you have to pay attention! During a search, users are expressing their purpose: “I am ready to buy;” “I need more information;” “I want to compare different products or services against each other.” All of these search entries are telling you what the user is looking for—you just need to read between the lines. You can study your consumer’s behavior through your AdWords to your SEO strategy.
For example, there is a major difference in search intent between: “Installing central air in my apartment” and “The benefits of central air.” What this tells us is that simply bidding on the keyword, central air, and attempting to sell central air to all users on both of these searches is a waste of money. You’ll match the keyword, but will be way off regarding the searcher’s intent. You want to be able to provide the specifics of what the user is searching for.
Step 3: Use Search Queries that Match Your Customer’s Intent
DON’T CREATE A SINGLE PRODUCT AND BID ON KEYWORDS THAT “SORT OF” MATCH IT.
Review customer’s searches, understand their intent and create a variety of offers to match their intent. This way your product or service will always be the right answer. You are giving customers real value by providing them with proper pages to match their search. You don’t want a customer searching for information to land on a sales page or vice versa.
Step 4: Create Custom Offers that Match Search Intentions
What you’ll want to look at for this are the actual search inquiries that resulted in a user viewing and clicking on your advertisement. Focus on the differences between a keyword and a search query. Then create offers based on said search queries, dividing them into three basic categories: Informational, Testing, Sales. Make sure you have the proper ads for the user’s search intent prepared. And even if it’s not specific to pay-per-click, it is always smart to continually test and iterate your strategies.
Pretty simple, right? Yes and no. Simple in theory, but getting to each step and performing them effectively can get a little dicey. You need determination, intelligence, logic, and creativity to dive into the research needed to create and launch a successful PPC campaign. The data that you have from the paid search campaign will also be helpful for your other marketing efforts. For instance, the AdWords Customer Match helps email marketing segment the market. You can also have a better conversion rate by pairing your PPC campaign with your influencer activation.
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