In order to create a successful PPC campaign, it is crucial to understand how to create a perfect digital marketing plan. Creating a PPC plan revolves around the followings:
- Analyzing the overall situation
- Developing a PPC campaign policy
- Creating a PPC plan
This blog will discuss a few ways you can create the perfect digital marketing campaign with your PPC ads:
Know your PPC goals
You cannot create a digital marketing campaign without setting your goals. You need to be sure of the metrics you’re planning to focus on. For a successful digital marketing campaign, think of your specific PPC goals. Below are a few examples of PPC campaign goals:
- Increase traffic to website
- Raise brand awareness
- Increase conversions or leads
Best digital marketing platforms for your PPC
There are mainly two digital marketing platforms that are fit for your PPC campaigns:
- Google AdWords
AdWords was launched in October 2000 and since then it is one of the most-preferred PPC marketing platforms. It is one the largest pay-per-click platforms that run on Google, Display Network sites and search partner sites.
- Bing Ads
Bing is also a pay-per-click platform like Google AdWords. It displays ads on Yahoo and Bing network. It is keyword-based advertising and utilizes different search partners.
Important elements of PPC account structure
Just like there are several important elements of digital marketing, PPC account structure also comprises of different elements:
Execution of a PPC digital marketing campaign begins with choosing keyword themes and then creating individual campaigns. For example, if you wish to make a PPC campaign for a furniture company, the campaign theme could be “furniture” and you could use keywords such as “home furniture, bedroom furniture, office furniture”, etc.
Your PPC may show up for different queries. Hence, it will also ask for a match type to define your different queries. Following are the 7 keyword match types:
- Exact (Close variant)
- Phrase (Close variant)
- Modified broad
- Broad (Session-based)
- Negative keywords
Negative keywords are used in PPC to eradicate unqualified traffic. Example, you include “free” in your negative keywords, then your ad will not show up for “free home furniture” queries. Hence, based on the market you’re catering to, your negative keywords will be decided.
Audiences are groups of users segmented in different ways for your digital marketing campaign. These can be created as per specific page views, pages per visit and time spent on site.
Types of Ad copy
- Text ads
The text ads have following criteria’s:
- Headline 1 – 30 characters
- Headline 2 – 30 characters
- Description – 80 characters
However, it is important to remember that text ads in a digital marketing campaign cannot have excessive capitalization or punctuation.
- Product Listing ads
These ads are square units which include product titles, prices and images. These ads use Google product feeds and should be connected to a Google Merchant Center account.
- Image ads
Image ads can be used for display network PPC campaigns. These are shown on various display network sites.
There are different factors to measure results of your PPC campaign:
- Tracking conversions
It is must to create conversion goals to gauge your account performance. PPC platforms provide code snippets which can be placed on pages such as “Thank you” or “Order confirmation”. This helps analyze whether ad clicks are turning into conversions or not.
- Google Analytics
It is important to link your Google AdWords account to your Google Analytics. This helps you in knowing the post-click behaviour of customers.
Hence, this is how you can create a successful digital marketing campaign. Follow these steps and create a killer PPC campaign.
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