Pay-Per-Click advertising (PPC) is one of the most effective ways to get your brand, product or promotion seen by search engine users. While search engine optimization (SEO) often requires a lot of content and time, paid online advertising can put you right at the top of Google’s first page instantly.
PPC ads refer to the ads that are on the top of Google’s search bar and down the sides of search results on the right-hand side of the page. One of the major benefits of PPC ads is that you can take control of the entire campaign. You decide everything from the keywords that you want to target to how much you want to spend. Before you set up a PPC campaign, you should do the following:
- You will need to set goals for your PPC campaign. Do you want people to pick up the phone and book a meeting with you, buy a product online, or do you want them to subscribe to your newsletter? Having established goals will help you track the success of your campaign.
- The second step is to understand the intent of your buyers (you can do this by creating buyer personas). Understanding what their pain points are and how you can help them overcome these challenges are the information you will need to craft compelling ad copy and landing pages to convert search engine users to customers.
- Determining the keywords that you want to bid for is the next step.
If you are new to Google AdWords, it is advisable to partner with a digital marketing agency to help you through the process. The team at The Digital Marketing People can help you with everything from keyword research and selection to crafting ad copy and managing your campaign. Contact us for more information today.