1. Set your Goals:
Before you start your campaign you need to define your strategy and set your goals. You have to put the metrics in that you will use to define your campaign’s success.
2. Keyword Research:
The most important part of a pay per click campaign is making sure that you have targeted the right keywords. You have to find and target the same keywords that your customers are using to try to find you. Inbound marketing 101; there are web surfers out there looking for your services and products, however, if you don’t have the right sign outside your store (keywords) then your online customers will just drive right on by your website and stop at one of your competitors.
3. Landing Pages:
Make sure that you target the proper landing page. If you have initiated a PPC campaign that reads ad-copy telling how wonderful the shoes that you sell are, you don’t want the link that customers click on to take them to your pet department; yes those puppies are cute and cuddly buy your customers are looking for shoes.
4. Prepare in advance:
Pay Per Click campaigns are great for running throughout the year. Most businesses have continued sales or specials or whatever year round. Plan your PPC campaigns with these events. You plan your events around the holidays; do the same with your PPC campaigns. Don’t wait until Christmas Eve to run your Christmas specials but instead start months in advance when shoppers are getting ready to make their purchases and planning what they will buy. Remember, many online shoppers like to shop early to allow plenty of time for their packages to be delivered on time.
5. Testing, testing, & more testing:
A pay per click campaign is all about testing. You create ad copy and then monitor it to see how well it is performing. Then you go in and make a few tweaks and see if that hurts your campaign or gives you a nice lift in your conversion rate. You may change your bids or even add some more keywords. You have to play with things and tweak them until you find the process that works. This is usually why businesses hire outside marketing agencies and PPC consultants to manage their PPC campaigns.
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