The marketing landscape is evolving with time and businesses are finding it very challenging to keep a pace with a large number of marketing options available for them. However, in the era of the internet and digitalization, digital marketing is one of the most powerful marketing techniques that has left behind other traditional marketing strategies.
Search engine optimization, content marketing, social media marketing and pay per click marketing are some of the digital marketing strategies that are reaping fruits for businesses. Hiring an SEO agency or PPC agency in Toronto is the first step that you need to take if you don’t have a dedicated in-house team of digital marketers.
Though SEO is one of the most talked-about digital marketing strategies across the globe, research pointed out that 64.6% of consumers click on Google ads when they shop online.
Yes, a PPC campaign is a sure-shot strategy that can bring immediate results compared to an SEO marketing strategy which takes at least several months to gain some traction.
However, it is not easy to design and run a successful PPC campaign as it is a highly challenging and complex strategy which requires careful planning and execution.
This post is designed to make your first PPC campaign a successful one. Stay tuned! Let’s discuss some of the tips that can help you to run a successful PPC campaign for the first time.
Research is mandatory
When it comes to a successful PPC campaign, it starts with research, especially customer research. Before you do anything, you need to understand your target audience and what they are looking for and how they are searching for it.
You might just pick up a couple of keywords and start your PPC campaign, but if your customers are not using those keywords, your campaign will be a bust, without any advantages on the table.
So, the first thing you need to do is to research about everything your target audience is looking for. Which area they live, what they are looking for, what they appreciate, almost everything.
You can draw on whatever customer data you currently have, including detailed buyer personas, to help you start brainstorming keywords.
Once you know your target audience and what they are looking for, you need to conduct keyword research that is industry-specific, highly used by your customers to find your product or service. It will include your branded keywords which have higher conversion rates.
When you have a list of keywords that can potentially make a difference, you need to validate those keywords and keyword research tools can help you with that.
One of the most used and preferred keyword research tools is Google AdWords Keyword Planner which offers options to validate the keywords. It will show you search volume data trends, cost per click, competitive data and other information.
In addition to that, it will also offer you keyword suggestions to select the most searched and used keywords from your list. When you validate your keywords, you need to ensure that you target the location. Set the targeted location as a city, state, region, country or the world.
Structure and organize your PPC keywords
Now that you have a list of keywords that you want to target, you need to organize them into more targeted keyword groups as per the relevancy.
When you have tighter and relevant ad groups, it would be easy for you to measure the performance of your keywords. Also, you need to keep in the mind the search intent changes when it comes to broad keywords to specific long-tail terms.
Use negative keywords in your first PPC campaign
Ask the company you hired for PPC and social media marketing in Toronto to include negative keywords in your PPC campaign.
You need to differentiate those keywords that can bring poor clicks for your campaign. There are misleading keywords which might turn into clicks without conversions and you need to flag those keywords as negative keywords to keep your ad from displaying those keywords are used.
Know your budget
There is a question that you need to ask while selecting your keywords: Can I afford to advertise for this keyword?
You need to be very selective when using keywords as it might take your total budget to the sky. Before you finalize the keyword list, you need to ensure that you take into consideration your total budget. You need to calculate a maximum cost per click that you can afford for any given keyword.
Competitor analysis is must
When you are making your PPC campaign, you cannot do it without conducting the competitor analysis. You need to get familiar with your competitors to get some insights about which keywords they are targeting and how they are running their campaigns.
There are many competitor analysis tools that can help you with that. See how they are positioning their ads and you will get some clear insights from that.
Write better ad copy
You need to hire a good copywriter or the PPC agency in Toronto you have hired must have a team of writers who are masters at writing PPC ads.
Writing a better and superior ad copy will make a huge difference when it comes to your ROI. Come up with a creative copy, targets your audience and has primary keywords. Make it more personalized to attract more audience and to get more clicks.
A PPC agency in Toronto might help you to run a successful campaign for your business, but you also need to give your valuable inputs as you know your business well. Research is the most important thing to run a successful PPC campaign. Keep in the mind the tips we have shared here and you will see a most productive PPC campaign with a superior ROI.