When it comes to online marketing, there are countless options to choose for your business. Pay Per Click (PPC) campaigns can be a complex and time-consuming process that demands careful planning, but also it has proved to bring immediate results when employed into businesses.
There are three steps to follow for successful PPC Advertising campaign, namely- Tracking, Testing and Optimizing. Let us have a brief overview of these subjects:
The Tracking Process.
Regardless of the Pay Per Click channel you choose, tracking your conversions is really the first step you’ll have to take for setting up campaigns. PPC campaign helps to connect your website with “pay per click” advertising channels; so that you can spot the pages people are visiting before actually completing your conversions.
The only way you can know how well your business is performing is by tracking.
You need conversion-tracking guides for any form of PPC advertising channel you are working with. First, to set-up the Google Ad conversion tracking system, you will need to have your Google Ad conversion ID, your Conversion label, Conversion value, Value order and Currency code.
Once you have your Google Ad tag conversion management in place, you will be able to track conversion on your website seamlessly. The reason you will want to track conversions is that, there is a need for you to see how your Ads are performing for your PPC campaign, you need to optimize your company automatically for conversions, and when driving Sales or Leads to your website, the conversion tracking tags used for each PPC channel can be used to optimize your campaign as well.
Generally, you can follow these steps for conversion tracking:
Make sure you set-up your Google Ads conversion tag.
Set up your UET tag (Universal Event Tracking tag) to import conversions very easy, and track each page your customer visits.
Set up Facebook Pixel- it works similar to Google Analytics, but it doesn’t give you much data on the backend, though it is capable of seeing all the different traffic that’s coming to your website, actions people are taking- serving as a good optimization tool for your business.
Track conversion with Pinterest tag. There are wide ranges of options to choose from based on the speed of the website you are using.
The Testing Process.
Unless you test all the type of audience you possibly can, you can’t know what part of your audience is going to perform best for your brand. You have to test all your PPC campaign processes; test your landing pages, test different types of advertising. If you test for Facebook audience for example, under the “Assets” menu, you’ll be able to set up all the types of audiences like business audience, local audience, people who like your page and etcetera.
You might have an idea about how some audiences may perform- for example, if you’re using Google Ads, you might say you know In-marketing Ads would perform better, but still you still need to test if it will work for your business niche. Another good way of testing all your marketing systems when running an eCommerce store, for example, is to test for things used in promoting your business like the “Woocommerce mix and match” campaign plug-in often used in WordPress sites.
To perform testing using Google Ads, simply create an Ad group, then go down to the different targeting options you have and test on Customer affinity, In-marketing, Custom intent and Remarketing ( Similar audiences). In addition, you can narrow down your testing to demographics, targeting expansions – to expand your reach on people who’re really related to the content your traffic for.
Consequently, you can also target by specific content- using Keywords, topics, and placements if you want your Ad to show on specific websites. Do test for specific Keywords and Contractual targeting.
Note that you have to create all these Ads yourself for the Ad group because your campaign would not be able to run without them. Endeavor to run 2-3 Ads on every Ad group at least, just be flexible about it.
Optimize Your Website For Successful PPC Campaign.
You can optimize all your Ad groups to show and clarify you on the key metrics like conversion value, conversion rate, cost, Average CPC, number of clicks per ad group, your Ad group status and so on. From the above mentioned, you can check what group is giving you better results and the ones that are not.
The optimizing process does come in when you begin to get enough traffic. One thing you have to do is to look at your Keywords- especially for Google Ads and Facebook, and then check out your Quality score. In addition, Google is going to show you what your historical expected click-through rate is, what your historical landing page experience is – whether it’s useful for visitors that came to your site and also what’s your historical Ad relevance is which altogether make up your Quality score.
You should note that the Quality score places a significant role for your Ad rank, and the higher a Quality score is, the lower you can actually bid overtime for the same results, which is going to give you a better return on Ad spent.
Conclusion.
Before you begin with any PPC Campaign, know what your customer wants, use Keyword tools to check the demand and then structure / organize your PPC Keywords. Another thing is to know your budget, and also do research for the competitive landscape, create a compelling Land Page, WordPress coupon plugin and finally focus on conversions.
After you’re through with the basics, then you have to make sure you track everything that your set-up on your PPC advertising channel. The ultimate goal is to test all the different types of campaigns and channels and then use Google Analytics to see what drives the best results for your business over time.