Most companies aim to spend between 7% and 8% of their gross revenue on marketing.

Marketing is essential if you want your business to reach a wider audience and build a customer base. A lot can go into a successful marketing campaign, and PPC marketing is one of the most useful elements.

PPC (pay-per-click) marketing allows you to create adverts, and you’ll only pay whenever someone clicks on an ad. There are various PPC marketing benefits, but you need to set up a strong campaign to get the most out of it.

This guide will discuss how to structure a successful PPC marketing campaign. Keep reading for more.

Choose Your Management Tools and Software

There are various platforms you can use to manage your PPC marketing campaign. It’s generally best to look at several options to find one suitable for you and stick to that one at the start. Using multiple will cost more money, and in the planning stages, it’s best to minimize costs.

With time, your PPC campaign will expand. As this happens, you’ll begin to need a more robust management tool so that you can track your budget, your ads, and multiple campaigns.

With so many choices on the market, it can be hard to know what software to use. CAE Marketing Consulting can help by offering advice and guidance based on your needs. This will make finding something that works well for your business easier.

Understand PPC Campaign Structure

This can vary depending on your business and your overall goals, but there are some things you should and shouldn’t do.

A common choice is creating an account, making an ad, directing it to the company’s homepage, setting keywords, and launching the campaign. On the surface, this sounds reasonable, but it’s actually a flawed approach.

You can create several campaigns using Google Ads, each containing multiple AdGroups. You can put various ads and keywords into each AdGroup.

Having multiple campaigns means you can set budget caps and day-parting. You’ll also be able to geo-target your ads at the campaign level if that’s suitable.

When bidding on branded or generic keywords, you should use separate campaigns. They generally have different parameters, so using various campaigns will make them more effective.

Identify Your Landing Pages

Every ad you create should direct those who click on them to a specific landing page. Sometimes people refer users to home pages or blog posts, but this isn’t ideal. That’s where you want organic traffic to lead rather than ad traffic.

Landing pages should contain a strong CTA and a form so you can collect consumer data. Using a UTM parameter or tracking token for landing pages is also good practice to determine exactly where your leads are coming from.

The URL for a single AdGroup will be the same for every ad and keyword. If you want multiple landing pages, you can use multiple AdGroups. You could even create another campaign if that works better for you.

Build Your Keyword Strategy

You want to ensure your keywords are always relevant to the landing page/offer they apply to and are geared toward your target audience. If keywords aren’t relevant, you’ll likely end up with a lot of visitors who have no interest in what you’re offering. When this happens, you’ll be paying for the ad clicks but not generating leads, so you’ll essentially be wasting money.

This is one of the reasons you’ll likely want to have multiple landing pages. If you have too many keywords for one page, some will probably be irrelevant, and you’ll get more visitors who don’t convert into leads.

Tools like the Google Ads Keyword Tool can help you understand keyword costs and search volumes. You may also want to look into things like keyword quality scores.

Create Your Ads

With Google Ads, you can create multiple ads for each AdGroup and display them to your audience. Then, through A/B testing, you can see how each ad’s CTR (clickthrough rate) varies. Note that A/B testing isn’t essential but can significantly maximize your ROI.

Make sure you focus on the headline when creating each ad. The headline is usually the most crucial factor when it comes to the CTR. You want it to catch people’s attention and should always include at least one keyword. Dynamic keyword insertion can be even more helpful.

Ensure the whole journey, from clicking the ad to completing your form, is cohesive and streamlined. Note that you only have 30 characters for the display URL. This is separate from the landing page URL, but they need the same domain name.

Share the Template With Stakeholders

Once you have a final template with your ads, you can show it to your stakeholders. You need to make sure it aligns with their expectations so that you can move forward.

The template will let them see what you’ve been doing while developing the campaign and how much is being spent on it. They can then advise of any final changes they want you to make at this point.

Building a Successful PPC Marketing Campaign

PPC marketing can be incredibly effective, especially for new businesses that must build a reputation. With that in mind, however, creating an effective campaign is no small task.

CAE Marketing Consulting helps small businesses with effective PPC management and other things like data intelligence, SEO, and conversion rate optimization. Take a look at our PPC Services page today to see more about how we can help your business.

David Morton

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