Creating, Managing & Optimizing PPC Campaigns
There are many factors to consider when setting up a PPC campaign. We’ll take several steps prior to setting up your campaign to ensure it aligns with your measurable goals and objectives. To launch a successful PPC campaign, we need to assure that we get the right message to the right people at the right time, in the right place.
Determine PPC Strategy
Who is the target audience and where is the best place to reach them? Google? Bing? Adroll? Facebook? We’ll create a detailed strategy which will include determining conversion points, goals and tracking.
Perform Extensive Keyword Research
Creating a great PPC Campaign is contingent on getting found. The best ads and the best strategy are worthless if you’ve focused on keywords that aren’t being searched. We’ll research your target area and find long tail keywords that have search volume to ensure your ads are served to people looking for your brand, product or service.
Create Ad Copy and CTA Options
We will create a minimum of two versions for text ads and may also include variations of banners. Slight alterations, such as the headline, CTA or image will have different results.
Landing Page Development
PPC landing pages often vary from a typical web page. There are proven techniques to follow when creating a successful PPC landing page. We’ve found that simplicity is the key! We’ll utilize our experience and research to create a landing page that coincides with the keywords chosen in your campaign, to drive qualified leads to your website.
Conversion Tracking and Testing Before Launch
What good is a click without a measureable lead? When setting up your campaign, we’ll implement conversion tracking codes for each platform, either with access to the site’s backend or through Google Tag Manager. This will allow us to see which keywords are converting and which are not.
Once we’ve tested every element of your campaign(s) and verified that everything is trackable, we’ll be ready to launch! We’ll keep you included every step of the way.
Your campaigns are launched. Now what? We’ll be right by your side to monitor your campaigns. If we believe something needs to be modified, we’ll raise our hand and provide our recommendations.
Continuous Testing & Reporting to Optimize
Your detailed PPC reporting may include your total monthly conversions, the average cost per conversion, monthly click-through rate (CTR), landing page performance and more. We will also include recommendations for testing which may include A/B split testing. This type of testing can be a great way to learn more about your customers. Altering just one word on your ad and/or landing page could increase your sales and leads. Elements we may test include ad copy, calls-to-action or landing page designs. We’ll test the altered version against the original, or control ad, to determine a clear and concise winner. Once a winner is chosen, we’ll perform the test again to improve the ad and/or landing page even more. We’ll continue this process to optimize each ad spend for the greatest return on your investment.
Remarketing, Retargeting and Display Advertising
Retargeting, or Google’s Remarketing, is the process of advertising to potential customers who previously visited your site, but may not have completed your digital marketing goal; product sale, internet lead, whitepaper download, etc. Remarketing is inexpensive and extremely effective at generating lost leads and sales. A small investment of $500 or less can generate substantial results. Remarketing keeps your brand, product or service top-of-mind when your competitors are only a click away. This effective form of advertising allows you to appear larger than you may be; your ads will appear on over 80 percent of the websites on the Internet through platforms like Google AdWords, Adroll, Facebook and more.
We also recommend retargeting on your site with pop-up banners. We’ll determine whether or not pop-up banners would be ideal to test. We’ll create banners that will “pop up”. These banners are shown based on determined rules. An example would be serving up a banner to a user who exits the site without completing the desired goal, such as signing up for a newsletter.
Display advertising can also be a great way to reach current and potential customers. Highly targeted ad placements in platforms such as Google’s network, Facebook, or Instagram allow you to reach your audience where they are, when they’re there. Social advertising display ads include the option to test large amounts of copy. There are also options for carousel ads in Facebook which include up to 5 images, each with copy. These aren’t your display ads of the past; these are highly targeted, low cost options that produce positive results.