How to develop an effective PPC Campaign
PPC or Pay-per-click is something that has taken digital marketing by storm. Many different industries such as the education sector, healthcare industry, etc. are making use of PPC to get traffic on their websites. However, PPC is not as simple as the name suggests. Running a successful PPC campaign need a lot of effort and expertise. A digital marketer needs expertise and skills to develop a successful PPC campaign, but it can be a lot more difficult to do the same from time to time.
For a digital marketer to consistently produce successful PPC campaigns is not for an amateur. There are a few things that need to be considered to make a PPC campaign successful.
Research: Business Goals, Target Audience and Keyword Required: When deciding on a PPC campaign, the marketer first needs to perform a thorough research. During this research, they will need to prepare well for the campaign and for this, they will have to understand the client. They will have to outline the details of the business. This way, they can determine business goals, the target audience and the keywords that need to be put in the Ad. The campaign will be successful if the research is deep and clear. If the marketer understands the business thoroughly, then they can easily determine its goals – what it want to achieve, and what is expected from the campaign. This will also help in identify the target audience and the keywords that they will go in the ad.
Implementation: Campaign Structure, Ad Copy, Landing Page Development and Campaign Settings: The step after research is implementation. In this phase, the marketer will have to make use of all the knowledge that he has gained through the research. The first step would be to create a structure for the campaign and then the Ad words need to be added accordingly. For this the theme of the Ad, the type of product and the number and type of keywords need to be used. After deciding on the structure the marketer will see the settings and the development of the landing page. The marketer has to make sure that the landing page is apt and interests the user.
Optimization: Statistical Analysis, Refinement and Bid Management: The last, but the most important step is to work on optimizing the campaign. While it is an easier task to put together a campaign, it is difficult to determine how it works. Optimization is a solution for this.
Lead generation through PPC is one of the most reliable digital marketing strategies. One needs to be an expert in order to come up with successful campaigns.