For businesses just getting started with PPC, it can certainly be overwhelming. While there’s so many factors to consider when starting your first PPC campaign, having a solid foundation of how to set up and manage PPC is really the first step.
We’ve broken down five basic do’s and don’ts of PPC advertising that you can focus on when starting your first campaign.
1. DO set goals.
When you first begin, and you’re wondering how to set up PPC, learning to set goals should be your very first priority. You need to determine what it is you want to accomplish with your PPC efforts, and how they align with your overall business goals. Some questions you need to ask yourself:
- What services or products do we want to offer?
- What differentiates us from our competitors?
- Who is our target audience, and where (geographically) are they located?
- What is our budget? How much can we afford to spend monthly on PPC?
2. DO keyword research.
Keyword research can be tricky but, if you’ve put some thought into the questions above, developing your keyword list will be that much easier. Put together a list of all of your services and product offerings, and think about the needs your potential customers will be searching for. For instance, if you’re in residential HVAC, your potential customers could be searching when they’re in need of help. For that reason, keywords such as “local HVAC repair” or “fix my HVAC unit” will be important for you to use in your campaign. To determine the keyword terms that are best for your PPC campaign, we suggest using tools such as the Google Keyword Planner.
3. DON’T neglect your competition.
Considering your competition is an important part of developing your PPC campaign. Completing a competitive analysis will help you identify areas of opportunity, and will help you keep up with emerging PPC trends. When conducting your competitor research, make sure you touch on the following points:
- Are our competitors bidding on keywords we’ve missed?
- How are do their ads and corresponding landing pages differ from ours?
- Of all of our competitors, which ones are thriving in our marketing, and most actively pursued online?
4. DO keep an eye on conversions.
One of the keys to PPC advertising is measuring your success by way of tracking conversions. Doing so will help you determine the overall performance of your campaign, and see which keywords/ads/landing pages are driving the most traffic and conversions.
5. DON’T set it and forget it.
Your campaign’s success depends on the time you put into it. PPC platforms are constantly evolving and rolling out new features and updates, which makes it necessary to consistently fine-tune and optimize your campaign. Both your budget and results will benefit from paying close attention. Setting up a campaign is easy breezy, but learning how to mange PPC can be extremely time consuming and difficult. That’s why for many small businesses, it’s beneficial to consider hiring a PPC marketing agency to help you.
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