Why would someone run a Pay Per Click campaign through Google Adwords?
It sure isn’t because they love spending money.
It’s because, when done right, it brings in more business which in turn, makes more money.
It’s true when they say an Adwords campaign is one of the most successful ways of creating new business.
That’s all well and good but…how do you know if your PPC campaign will be successful or if you might as well throw your dollar notes out the window and watch people scramble?
Well…there are a few important do’s and don’ts for running a profitable PPC campaign that gives you the best fighting chance.
What Would You Consider A “Profitable Pay Per Click Campaign?”
Before getting into the detail, it is worth thinking about this.
What does a profitable PPC campaign look like?
This will look different to everyone but, put simply, it should make you more money than what you put into it. This should include any costs involved in making your product.
That means your return on investment (ROI) should be a figure in the green.
DO Make A Budget And Stick To It
Costs of a PPC campaign can easily (and quickly) run away from you if you don’t have a solid budget strategy in place.
It can be difficult to try and anticipate at the outset of your campaign how much you think you might need to spend.
There are so many variables to consider, especially if you’re running your first-ever campaign. It gets easier when you have “history” to know what does and doesn’t work.
Some things to consider when making a budget are:
- Have a maximum spend. Set the upper limit of how much you are willing to spend on the campaign. If you’re new to the game, you might want to start small until you’ve tested the waters.
- Use Adwords to your advantage. Adwords has a tool called Keyword Planner. This will give you information about the keywords you are looking to target, including their cost per click and their difficulty.
You can also use the Forecasting Tool. Enter your keywords into AdWords and ask it to forecast how much it will cost to run an Ad over a certain period of time. It will also tell you numbers of clicks and impressions you should expect to see. This will help you see if it is worth spending your time and money targeting those keywords.
- Keep everything in a central location. Being organized is key to keeping track of your spending. By storing everything relating to your Ad in one central location, you can easily see how your Ad is performing against your budget predictions.
DO Build A List Of Targeted Keywords
Your keywords are at the heart of your campaign.
Before you start, you need to identify the keywords you wish to target. You need to know these before you can put together your campaign.
Start by compiling a list of as many different keywords you can think of that are relevant to your niche.
You can do this using the Keyword Planner tool we mentioned above in AdWords, or any other keyword research tool you use (Ahrefs or Semrush etc.).
It’s a good idea to use the Keyword Planner as it is made by Google, for Google. Therefore, it is likely to give you the most accurate data.
Once you’ve got your list, break it down further into separate lists containing relevant, related keywords.
You need to help Google Adwords identify who your ideal customer is, and you do this through your keywords.
Some tips for building a keyword list are:
- Aim for long-tail keywords phrases rather than a single word. They often have lower competition and will therefore be cheaper to target.
- Keep your ad group simple. Create an ad group but keep it to around 20 keywords to avoid including generic terms.
- Avoid “broad-match” keywords. These will eat into your budget creating impressions but not clicks. This is why you need the “exact match” keywords.
Create a list of negative keywords. These are keywords that trigger your ad but are irrelevant to the search term that the user entered. These are a waste of your money.
DON’T Go For It Without A Plan
Don’t just wing it.
Pay Per Click campaigns are unlikely to work if you go for it on a wing and a prayer.
You’re putting your hard-earned money into it, so you should be making sure you get the most bang for your buck.
The most important thing to do? Research.
When you reach the point of pushing the button and starting the campaign, you should know it inside out.
You should be sure of the kind of returns you are expecting to see.
While you can never completely guarantee your results with an Ad, by putting it together properly you are putting yourself in the best position to see the predicted results.
DON’T Keep Going If It’s Not Working
If your Ad is not converting…change it.
You should be checking in every day to see what’s working and what isn’t.
– how much has been spent?
– how many leads have you got?
– What are your clicks? Impressions?
– Are you on track to get the ROI you predicted?
If something looks off, you have an opportunity to fix what isn’t working and stop losing wasted money.
Some things to keep a lookout for are:
- Under-performing keywords. If a keyword isn’t bringing conversions, consider pausing them.
- Low-quality keywords. You are paying Google on a per click basis. I.e. you pay whenever someone clicks on your Ad. If no-one is clicking it, Google will stop showing it. Low-quality keywords are something that will negatively affect your campaign and you should lose them.
- Your click-through rate. If this is too low, it suggests that your Ad is maybe not working and therefore it might need to be re-targeted or reworded.
Analysing your campaign will help you get the most out of it and will also provide you with good data to use when planning your next one!
A well run PPC campaign can bring in an influx of new leads and make you more money.
It is something that gets easier to do the more you do it, and experience can help you to know what works and what doesn’t.
The important thing to remember is to treat your campaign as a living thing. Test it. If it isn’t working, figure out why and change it.
Follow the simple Do’s and Don’ts of creating a profitable PPC campaign to get you off to a good start!
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