Planning Your PPC Campaign
What do you need to do to plan your PPC Campaign?
Understand your Objectives
It pays to have one clear objective in mind when you begin to start with PPC planning. Even if you intend to use the result of the campaign for keyword planning and helping out with landing page optimization in the future, as well as many other things, you should have one primary objective for your PPC campaign.
The most obvious objective when starting a PPC Campaign is to drive sales, given that you are paying for every visitor that comes to your website. However, some businesses are prepared to make an investment in PPC with an eye on making gains in other areas.
A website might have a strong call to action on its homepage that involves signing up for something or inspires a visitor to make an inquiry without making an outright sale.
A website might be advertising a product launch and wants to grow awareness with a relevant audience.
Both of those examples would be relevant to businesses that have a well-designed site but don’t have the organic search presence that they’d like to have.
Once you know your objectives, it is time to see if your site is ready for all the new traffic headed your way.
Essential On Site Checks
Before you start your campaign, having completed the plan you then need to check that everything is set up on your site to ensure you are geared up to achieve maximum return on investment from your PPC advertising.
These checks will always be related to your objectives.what you look for if you are trying to raise awareness of a product launch is likely to be different to what you will assess if you want to inspire inquiries.
You need to think about:
What’s the next stage when a visitor completes the action you enticed them to take? If this is an action on a specific page, such as filling out a form, where would the visitor be redirected once they have completed it?
How you keep people on a specific page if the aim is simply brand awareness; if you just want one-page visits you will have a high bounce rate, what other metrics will you have to keep in mind?
The best thing is to get someone in your company- if you are unable to be self-critical yourself without affecting your motivation- to start at the PPC landing page and see what they do. Get feedback on how they found the site and use these findings to make tweaks before your campaigns go live.
Budgeting for PPC
The final aspect of the planning stage is to consider your capacity to spend on your PPC campaigns. Again, this should sit alongside your objectives for the whole campaign. Rather than think about it in terms of cost per click right from the off, put a whole budget figure on it and then go from there.
Remember to think about the type of retun that you want to see. If you are trying to sell then spending more per click for better leads will be fine. Alternatively, you may be targeting leads or brand awareness, as already mentioned so you might decide to spend less on clicks as you won’t be seeing any immediate returns.
Ultimately, what you spend will depend on your objectives as well as how long you are willing to wait to see returns. For example, if you are comfortable spending additional sums on your PPC knowing you might not see any real return until a product is launched or you have followed up on all inquiries ou receive, then by all means, take this approach.
Planning Your PPC Campaign
As with many aspects of digital marketing, if you want to be successful with your PPC Campaign, the key is to ensure you take the time to construct a great plan and truly understand what you are looking to achieve.