Adwords PPC Campaign

How to Create an AdWords PPC Campaign from Scratch

Pay-per-click advertising is a great way of promoting your business online. By appearing on the first page of a search results page you can increase your brand’s exposure, direct new traffic to your website, and generate new sources of revenue. There are many different form of PPC advertising, but perhaps the most well-known medium is through Google’s platform, AdWords. Although running an AdWords PPC campaign is simple in principle, it’s not always easy if you haven’t done it before.

A successful PPC campaign on the AdWords platform is made up a lot of different elements. You have to undertake thorough research, uncover your unique selling points, carefully craft your ads, and be attentive to how they perform. In this article we’ll cover the essential steps you need to take to create a successful AdWords campaign, including using TEA Software for your analysis and threat engagement.

AdWords PPC Campaign Step 1: Research Your Keywords

Keywords are the basis of most online marketing activity. Essentially they are the words and phrases that you will target when you’re positioning ads. No doubt you’re already aware of the fundamental words and phrases that are associated with your brand, but these alone are not enough. Below we’ve outlined what you need to consider when you’re researching keywords:

  • Get to know your customers. . You may already have customer profiles or segmentation that you base a lot of your existing marketing activity on. Although this is a useful start, for PPC marketing you need to know how these customers search for your business or products. It’s no use targeting keywords you think your customers use, you need to have actual data to support this. One of the most useful tools for determining keyword search volume is Google’s own keyword planner. It will not only give you an idea of how many people search for a specific term, but it will also suggest how much you’ll need to bid per-click in order to rank for it.
  • Get to know your competitors. There’s a high chance that some of your competitors have already carried out some PPC activity on similar terms. This can prove to be a great insight into what keywords to target, but also which ones perhaps haven’t worked. Tools such as SpyFu can provide insight into your competitors’ past PPC campaigns and current activity .
  • Be comprehensive. Although your first campaign doesn’t have to be particularly extravagant or detailed, having a comprehensive list of keywords associated with your business niche is incredibly useful. It can provide ideas for future campaigns, as well as help with SEO and other marketing activity. Google’s AdWords planner is a great source for keywords related to your core ones.

AdWords PPC Campaign Step 2: Research Your CPC

You may be wondering what CPC stands for. It refers to the cost per click of any ads you place. Appearing in Google’s search engine results doesn’t cost any money upfront usually. Instead, they make their money by charging you for each user who clicks on your add. Depending on how competitive the keyword is, and how good your ads are, that number will go up or down. Here are a few things to bear in mind when you’re determining the CPC that you can afford:

  • Find out your maximum. In order to decide whether you can or should bid on a particular keyword, you will first need to determine what your maximum cost per click is. In order to this you will need to balance the average profit per customer, website conversion rate, and target advertising profit margin. There are a number of ways to figure out these numbers, and different sites will suggests different methods of calculation your maximum CPC.
  • Quality matters. One element that will definitely impact your final CPC is your Quality Score. Quality Score is Google’s way of rewarding good content and high-quality ads. When you’re creating your PPC ads in AdWords, grouping them together by relevance, writing good ad copy, and having excellent and related landing pages all contribute. Given how it can impact your CPC, it’s more than worth getting it right.

AdWords PPC Campaign Step 3: Find Your USP

The chances are that you’ll be competing against a few other ads and competitors when you launch your PPC activity. Because of this, you need to give customers and potential customers a reason to choose your ad above any others. What is it that’s unique to your business? Focus on the core points of your company; sell your brand and its ethos. This is information that you’ll have to determine for yourself, but getting insight from your existing customers is a great way of understanding what appeals to your customers. You will need this USP when it comes to crafting your PPC ads.

AdWords PPC Campaign Step 4: Create Amazing Ads

Once you’ve completed your research into keywords and CPC, and determined your business’ USP, it’s time to start crafting the ads themselves. Here are our top tips for making amazing PPC ads:

  • Solve a problem. This relates back to the above step about finding your USP. There are a lot of ads, and a lot of search engine results. Your adverts should stand out amongst them. One of the best ways of doing this is by solving a problem for the people searching your keywords. Most visitors will be searching for an answer, and you need to be the one providing it. Use emotive language to entice them to click through to your website.
  • Use extensions. Your AdWords PPC campaign should be as useful as possible to the people who view it. In order to assist with this, AdWords allows you to make use of a variety of extensions that can enhance your ads. These include adding your physical store location, contact number, reviews, and other site links. They also help make your ads stand out.
  • Don’t forget landing pages. A compelling ad that utilizes the right extensions and answers users’ questions will hopefully result in a good amount of click-through traffic. However, your work doesn’t end there. The page that visitors land at when clicking on your ad needs to be just as good, if not better, than the ad itself. It should promote interaction with your website, for example having a large call to action, or form for potential-customers to fill out (such as email signup). The writing should be just as high-quality, and be keyword-rich and related.

AdWords PPC Campaign Step 5: Track Your Metrics

Once your PPC ads are live in AdWords, you’re around about half-way done with them. Contrary to what many inexperienced AdWords users think, there is still a lot to be done once you’ve launched your campaigns. You need to determine how successful they are, and on a granular level. You will hopefully see an immediate spike in traffic to your website, but this alone may not be enough. Using your analytics should give you opportunities, such as the below:

  • Look beyond click-through rate. As you know, PPC ads are charged per click, so you want to make sure that if you’re getting a lot of click-through, your other metrics are also improving. Ideally you want to be driving traffic that engages with your website, so look at conversion rates and revenue as a measure of how successful it is.
  • Determine which ads are working. Even if a particular ad is driving a lot of revenue, it may not be all that beneficial if it’s costing a lot to buy that revenue. Ensure that you determine which ads need adjusting and which are the most valuable.
  • void clickfraud. This links back to the point we just made about click-through rate. Clickfraud is where competitors or automated botnets send traffic through your ads for the sole purpose of costing you money. It’s a cheap trick, but it can mean that you burn through your budget without claiming back any sales. TEA Software is designed to prevent this type of clickfraud.

AdWords PPC Campaign Step 6: Choose TEA Software

TEA stands for Threat and Engagement Analytics . It’s a software suite that we’ve developed through our expert knowledge in analytics and PPC. Using it can help transform your PPC activity, gain valuable insight into how visitors interact with your website, and protect against costly clickfraud. These are some of the reasons you should choose TEA:

  • Clickfraud protection. With TEA you can be sure that only genuine customers and potential customers will reach your website when they click on your ads. The innovative AI can identify threats and clickfraud and block harmful IPs from your website.
  • Customer engagement analytics. With our detailed analysis, you’ll be able to better understand how users interact with your website. This includes which parts of your site customers engage with, and which parts are harmful to conversion. By using TEA, you’ll be able to determine your definitive conversion rate and look to improve it.
  • Money back guarantee. Because we have so much faith in the capabilities of our software, we offer a 30-day money back guarantee. If you don’t see an improvement in your AdWords PPC campaign in 30 days or less, we’ll refund you your money.