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Creating An Award-Winning PPC Strategy
What’s the best course of action when it comes to creating a successful, or even award-winning, PPC strategy?
From budget allocation to goal setting, and keyword research to tracking – we’re here give you an overview of the ten areas of importance you need to know about when it comes to creating an award-winning PPC strategy.
Why PPC?
Many businesses see significant improvement in revenue, sales, and return-on-investment after implementing a PPC strategy, and alongside the use of other marketing channels and strategies, PPC can be an essential ingredient in a recipe for success.
In our latest whitepaper, we’ll be deep-diving into our work with high-end household appliance brand, Miele, and how we helped them to drive profitable growth with award-winning PPC strategies.
Our Guide To A Successful PPC Strategy
Keep your eyes peeled for upcoming whitepaper, where we’ll walk you through our ten steps to developing a successful PPC strategy:
- Understanding PPC Account Strategy
- Setting Objectives and Goals
- Audience Targeting and Persona Development
- Keyword Research and Selection
- Ad Copy and Creative Development
- Budget Allocation and Bid Management
- Landing Page Optimisation
- Tracking, Measurement and Analysis
- Testing and Iteration
- Scaling and Expansion
Read on as we take a dip into each of the above areas, and talk about why they’re so important to drive success.
The Ten Steps To Success
We’ve put together an overview of each of our steps to an award-winning PPC strategy, and why they’re so important in helping you to see the results you want for your business.
Understanding PPC Strategy
What do you want to see from PPC? How will it work within your business? Who will be managing your account? Will you be running it in-house, or working with an agency?
These are just some of the questions you should be asking yourself in order to understand how to correctly produce and implement a PPC strategy that works, and drives the results you want to see.
Setting Objectives and Goals
What’s a strategy without an end goal?
Your goals and objectives are the driving force behind your strategy, and should be one of the first – if not the first – things you consider before beginning to build out your PPC account.
Audience Targeting and Persona Development
One of the biggest mistakes that a business can make when it comes to their PPC strategy is not successfully defining their target audience. After all, what’s the use in driving traffic to your website if it isn’t the right traffic.
By defining and understand your target audience’s demographics, interests, and behaviours, you’ll be one step closer to creating ad campaigns that reach the right people, in the right place, at the right time.
Keyword Research and Selection
Research to find the right, relevant keywords to bid on as part of your PPC strategy is essential to understand where you should be focusing your efforts.
When selecting keywords, it’s important to keep your target audience in mind, as well as relevance and intent in order to drive conversions.
Ad Copy and Creative Development
Your ad copy is one of the key factors in what will help you to stand out against competitors, and like with everything else throughout your strategy, should be carefully considered against the message you want to portray, your brand, your product, and your target audience.
Your ad copy should also reflect the promise or sale information on the accompanying landing page, and vice versa, in order to remain trustworthy in the eyes of both your customers, and advertising platforms.
Budget Allocation
One of the first things we do when auditing an account is identify where budget is being wasted, and where it can be better allocated to drive performance.
When performance is going seemingly well, you might not realise that it could be going even better by reallocating budgets from lower-performing areas, so carrying out regular account audits is a great way to remain aware of what exactly is going on in your account.
Landing Page Optimisation
Your landing page should be a combination of everything you know about your product or service, your ads and ad copy, and your target audience.
This is the first thing your consumers are going to see when they click on your ad, so your landing’s page job is to keep your potential customer interested, and hopefully, push them to convert.
Tracking, Measurement and Analysis
Faulty tracking can be a real problem when it comes analysing and understanding your results from PPC, as this can skew numbers, and paint the wrong picture of what is actually working – which can lead to wasted budget.
Having fully working, correct tracking in place can help you to further measure and analyse the correct results, and produce reports on the right information to help guide your strategy going forward.
Testing and Iteration
Test, test, test!
Continuous testing in PPC campaigns can help you to recognise what works, and equally as important, what doesn’t work. Without testing, accounts can become stagnant, peak, and reach the limit of what they could possibly achieve by exploring new activity.
Following any successful test, activity can then be implemented in other areas to carry on testing and hopefully, drive similar results.
Scaling and Expansion
Ultimately, the goal of PPC is growth, which can be achieved through implementing a strong foundation and having both short-term and long-term plans in place.
Previous points such as testing, budget allocation, and keyword research can assist with balancing growth and campaign efficiency, as they provide the essential insights into how your account works, what helps, and what hinders performance.
Your Next Steps To A Successful PPC Strategy
We’ve developed a whitepaper taking a comprehensive deep-dive into our ten steps to success, with practical advice on how to carry out keyword research and audience profiling, tips and tricks from our PPC experts, and real world examples from our own award-winning client, Miele.
