7 Steps to PPC Campaign Success
Looking to supercharge your online presence and boost your business’s bottom line? Look no further than Google Ads, your ticket to real, measurable success. Did you know that the vast majority of Google’s revenue comes from its Google Ads platform? In 2022 this came to nearly $29 billion – a testament to the power and popularity of this advertising platform.
But don’t be intimidated by the complexities of setting up a Google Ads campaign. Whether you’re a seasoned pro or just dipping your toes in Paid Search Marketing, the Outsource Your Marketing PPC team is here to guide you. From optimising your ad copy, to testing and tweaking, we’ve got you covered.
You see, Google Ads offers a variety of ad types, from search and display ads to Google Shopping and YouTube promotions. They all share one common goal: to elevate your brand, products, and services to new heights and drive visitors straight to your website.
In this blog, we’ll demystify the world of Google Ads and provide you with the insights and tips you need to succeed.
About Outsource Your Marketing
At Outsource Your Marketing our team of PPC specialists create and manage Google Ads campaigns for clients of large, small, and medium online businesses. They’re a dedicated team who eat, breathe, and sleep search engine marketing (SEM). As a result, we regularly exceed the average conversion rate of 3.6% for search ads.
7 Steps to Launch a Successful Google Ads Campaign
Table of Contents
- Audit Your Website
- Select Search to Start
- Setting Your Budget
- Getting Your Ad Copy Right
- Testing and Tracking
- Monitor and Tweak Your Ads
- Set Your Negative Keyword List
1. Audit Your Website
Before diving headfirst into Google Ads campaigning, there’s a crucial step you can’t afford to skip, which is getting your website in tip-top shape. Think of it as the foundation for your advertising success.
Here’s the golden rule: Never funnel traffic to a website that’s not in great condition. If your site resembles a digital labyrinth and is a nightmare to navigate, you have a problem. No matter how much you invest in Google Ads, visitors are likely to hit the back button faster than you can say “conversion.” Sure, you might see a surge in web traffic, but what’s the point if it doesn’t translate into actual sales and conversions?
To unlock the full potential of your Google Ads campaign, your landing pages need to shine. They should seamlessly guide users along their journey, coaxing them toward that coveted conversion. This is where conversion rate optimisation (CRO) comes into play. It’s all about crafting user-friendly, up-to-date websites that scream trustworthiness and deliver top-quality user experiences (UX).
In a world where online competition is fierce, potential customers are more likely to favour and trust businesses with websites that have invested in user-friendly design. So, before you hit that “launch” button on your Google Ads campaign, make sure your website is a well-oiled conversion machine, primed and ready to turn those clicks into cash.
2. Select Search to Start
Which type of Google Ad is right for your business needs? There are various options available, including Search ads, Display ads, Google Shopping ads, and YouTube ads. Each has its strengths, but let’s start by highlighting why Search ads campaigns should be your first preference.
Search ads are all about targeted marketing. They allow you to zero in on the hottest potential customers who are actively searching for your products or services. Search prospects have already taken action by seeking a solution to their problem – they’ve initiated a search. This qualifies them as a lead, which means they are closer to the bottom of your marketing funnel. This boosts their likelihood to convert into a valuable lead or customer.
Another advantage of starting with search ads is that they provide you with valuable insights into contextual keywords; these are specific words or phrases that are highly relevant to the content or context in which they are used, helping search engines and advertising platforms understand the meaning and relevance of the content. What you learn from search can later be applied to your display ads.
Choosing search ads first is like building a strong foundation for your advertising strategy.
3. Setting Your Budget
When you’re new to Google Ads campaigning, setting your budget can be a tricky tightrope walk. It’s tough to predict how much traffic your ads will draw and how quickly your budget will vanish. The last thing you want is to burn through your funds in a flash with little to show for it.
Here’s a prudent strategy we would recommend if this is your first campaign: Start by setting your daily budget at just half of what you originally had in mind. This cautious approach lets you ease into the campaign, closely monitoring how your traffic performs based on your targeting.
For campaigns using manual CPC bidding, begin with lower CPCs (Cost-Per-Click) and adjust as needed based on keyword performance. This is a smart way to avoid budget blowouts and ensure your ad spend delivers meaningful results. So, take it slow, test the waters, and gradually increase your investment as you gain confidence in the success of your Google Ad campaign.
4. Getting Your Ad Copy Right
In AdWords campaigns, crafting compelling ad copy isn’t just about creating perfect copy; it’s about pragmatism and putting your customers front and centre.
Here’s the game plan: Start by split-testing two different big ideas in your ad copy. Your target audience will invariably favour one over the other. But don’t stop there; track your results meticulously to compare the sales generated by each ad.
The winning ad copy becomes your golden ticket, a magic formula you can deploy across your entire marketing funnel, building on its success. But don’t forget the power of visuals, especially for display network ads. Your ad images must stand out amidst a sea of competitors.
Our recommendation? Test completely different images against each other. Don’t make assumptions; it’s impossible to predict the winner without testing. Remember, the key is to captivate prospective customers and compel them to click. Your ad’s image should be your unique selling point in a world filled with millions of campaigns.
5. Testing and Tracking
Testing and tracking are the backbone of a successful AdWords campaign. Initially, your Cost-Per-Acquisition (CPA) might be higher than you want, but fear not – testing various elements like keywords, ads, and bid strategies can pave the way to meeting your CPA goals.
To ensure Google tracks conversions accurately, AdWords conversion tags must be placed on your landing pages, where prospective customers arrive after taking desired actions on your website.
Enter Google Tag Manager (GTM), your trusty ally in tracking and tagging – and it won’t cost you a penny. GTM has a user-friendly interface designed to simplify the management of Google and third-party tracking tags.
GTM comprises three essential components:
- The main tag, added to each page you want to collect information from.
- Triggers that dictate when the tag should run.
- Variables, which receive and store information for tags and triggers to use.
But GTM’s utility isn’t limited to the web – it can also track conversions for app, phone, and offline campaigns. So, if you’re serious about maximising your AdWords success, start using Google Tag Manager to streamline your testing and tracking efforts. It’s your secret weapon in the world of PPC advertising.
6. Monitor and Tweak Your Ads
Once you’ve launched your ads, resist the urge to set and forget. Your campaign journey is far from over. We’ve mentioned that fine-tuning your ads can lead to optimised results, and the Google Ads management platform equips you with the tools to make these adjustments. You can refine your audience by age, location, marital status, and more.
If you’re new to Google Ads, embrace experimentation; finding the perfect formula may require some trial and error. Keep in mind that the audience requirements for each ad can change depending on the product or service you’re promoting and your specific goals.
So, allocate time to nurture your ads and unleash their full potential. Remember, success often comes to those who continue to monitor, tweak, and adapt their campaigns. Your ongoing dedication will pay dividends in the long run.
7. Set Your Negative Keyword List
Negative keywords are a strategic tool in Google Ads that allow you to exclude specific words, phrases, or keywords from triggering your search ads. They play a crucial role in fine-tuning your campaigns and ensuring your ads are displayed to the most relevant audience.
Why use negative keywords? Imagine you sell high-end watches but not luxury cars. By adding “luxury cars” as a negative keyword, you prevent your ads from showing when users search for luxury cars, ensuring your budget is spent on users genuinely interested in your products.
By using negative keywords effectively, you’ll optimise your campaigns, reduce wasted ad spend, and improve the overall targeting precision of your Google Ads.
Need Support for Your First Google Ads Campaign?
Feeling overwhelmed by the intricacies of Google Ads? Don’t worry; you’re not alone. If you’re embarking on your first campaign and seeking expert guidance, consider partnering with a specialist from Outsource Your Marketing (OYM). Our Google Ads experts will navigate you through the process, helping you learn the ropes while crafting a successful campaign.
Once you’ve absorbed the knowledge and gained confidence, you can take the reins and manage your campaigns independently. It’s a smart investment that ensures your initial foray into Google Ads is both educational and fruitful. Let us be your launchpad to self-sufficiency in the world of PPC advertising.
Would you like to partner with a Google Ads expert for your first campaign? Call Outsource Your Marketing today to find out how on 01234 900203.