When done right, PPC (Pay Per Click) can be a real win for eCommerce businesses, offering a great source of revenue and another way to connect with customers.
On the flip side, PPC campaigns that are not managed effectively can lead to mistakes and retailers can quickly find themselves throwing money down the drain.
It can be a daunting challenge running PPC campaigns, with one small action having the power to create big consequences. It’s therefore not uncommon to find businesses hiring a PPC agency in order to have a bunch of experts help them out along the way.
Here at 5874 Commerce, our experienced digital marketing team work with clients from a range of industries to help their businesses achieve high-performing campaigns through the creation and management of effective PPC campaigns.
Based on years of experience, our PPC experts have shared their guidance to setting up PPC campaigns that will win your business success. Read on to find out more!
1.Carry Out Proper Keyword Research For PPC
First up, keyword research! It may seem time consuming, it may seem boring, but alas it is super important and the basis of a successful PPC campaign strategy.
Using tools such as Google Ads Keyword Planner or SEMRush Keyword Magic Tool, you can scroll through endless lists of search terms and identify those that are best suited to your business needs.
Metris such as CPC, search volume, keyword difficulty and much more are available on these tools and can help you choose the most appropriate and cost-effective keywords to bid on.
So get your analytical head on, analyse your options and make sure you’re choosing wisely….for example, is it really a smart idea to bid on a term with the highest level of competition? Probably not.
The keyword may seem an ideal match for your business but you’ll be out of pocket quicker. When it comes to keyword research, the low hanging fruit is low competition and high traffic terms.
So…make sure you nail the keyword research and this will create a great foundation for your PPC strategy.
2. Understand and plan your PPC budget
Whether you like it or not, there’s going to be an element of maths involved!
The end goal for any PPC campaign is making a return on investment so keep a close eye on your budget and ensure you take a strategic approach to distribution of ad spend across campaigns.
The keyword tools previously mentioned are super useful for helping you determine what the estimated maximum cost per click is for each keyword. Be sure to calculate estimated spend and use the forecasting and estimation tools available to get the most out of your budget.
3. Optimise your landing page
Pushing landing page content to the bottom of the priority pile is a common mistake, and also a costly mistake.
A user that clicks onto your ad has made the conscious decision to continue their journey with you and find out more about your product/service. So, whilst you’ve got their attention, don’t let your landing page let you down at the last second!
Check out our handy list below on ways to improve your conversions:
- Make sure the content is relevant and reflects the ad content
- Make sure your content has focus and structure
- Keep important elements above the fold
- Clear and concise call to action buttons
Having an optimised landing page will increase your chances of gaining conversions, so make sure yours is tip top….
4. Investigate your competition
Understanding your competition may seem like an obvious one, but it is surprising how often it is overlooked. A detailed competitor analysis will stand you in good stead for a successful PPC strategy.
Identifying the competitor landscape will help you identify what approach your own business strategy should take.
5874 Commerce: Digital Marketing Agency Birmingham
We are a team of digital marketing specialists based in the heart of Birmingham city centre. We have years of experience across all areas of digital marketing including SEO, PPC, Social, Content Marketing and more – for more details on what we can offer, visit our digital marketing services page.
If you are looking for an agency to help out with your digital marketing strategy, then we’re here and ready to help you! Fill out our online enquiry form or give us a call today on 0121 369 5874.