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How much can you really rely on Google? The answer is; “Less than you think.”
Pay per click is a powerful form of advertising that when used correctly can produce amazing results. However, to have a successful PPC campaign, you need to have a solid strategy that takes everything into consideration.
Without good planning, a PPC campaign can easily fail and end up costing you money instead of making you money!
To stop you from throwing your money away we’re going to show you a simple process on how to create a killer PPC strategy. From the initial idea and keyword generation to the optimising of your campaign, following this strategy will greatly increase your chance of success. Let’s begin!
A PPC strategy is vital if you want a successful PPC campaign. Picking random keywords and leaving them for the duration of the campaign is not a good idea. Not only do you not know if these keywords are profitable or highly searched terms, but you also have no idea how they perform.
There could be a whole goldmine of keywords waiting to be tapped into, but if you don’t plan ahead, you’ll never be able to monetize them.
The first part of the strategy is to identify your PPC competition and see what keywords they are targeting. You can simply enter related keywords for your website into Google, and if any PPC adverts are running, they will appear at the top.
You should try searching for your most popular and highest performing organic keywords to see if any competitors have set up ads. If they have set up ads, then make a note of the headline and description as this will come in handy later!
The whole point of this stage is to piggyback off your competitor’s research. If they have spent months researching and optimising keywords to decide keyword A is the best performing, then this is valuable information to you. Straight away you could outbid them on the keyword and steal their business, or you could look for very similar related keywords that they haven’t thought of.
If you don’t mind spending a bit of money on this step to find your competitors ads, then be sure to check out SpyFu. By entering the website of your competitor, you can find all the keywords they have been targeting with PPC campaigns, as well as the ads they have used in the past. This is great to see how your competitors have been spending money and which keywords have been worth their time.
Now you know what your competitors have been up to, it’s time to find potentially untapped keywords. This means keywords with 0 or very little competition.
The best way to do this is to use a range of tools to come up with related keywords. Don’t worry though; these tools are free!
The first tool on the list is the classic Google Keywords Planner. Make sure you click the “search for new keywords using a phrase, website or category” section. Now using the keywords, you collected earlier or your website itself, you can generate hundreds of new keywords ideas. Simply enter your keywords into the box as instructed and press get ideas.
The new pages comes up with hundreds and hundreds of new keywords ideas as well as their average monthly search volume and level of competition. Depending on your budget, you probably want to arrange the keywords by their suggested bid. Now you simply want to find a relevant keyword to your website, service or product that has a nice number of monthly searched.
Once you’ve found a keyword you like, press the blue arrow under the add to plan column, and it will add it to the bar on the right. You can then press the “Review Plan” button which will take you to a new screen.
On this new screen, you can change your estimated bid and it will calculate how many impressions and clicks you are likely to get depending on your bid. You can play with the numbers to see how many or how little clicks you should get. It’s best to do this for several keywords and see which offers the best opportunity.
Another way to generate lots of new keywords related to your website is to use the UberSuggests tool. Simply enter your keyword, and it will pump out tons of related keywords which come in very handy. Once you have picked the keywords you want to go for, it’s time to write the ads.
Your PPC adverts need to be attention grabbing and should want to make people click to find out more. Be sure to include relevant keywords and include a call to action that is likely to increase you click through rate. Having a higher click through rate can affect your Google quality score, which in turn affects how much you pay per click.
Be sure to write several different adverts as you will be testing all of them out to find out which is the best performer. If you only have 1 advert, then you can’t really compare it to anything, so you won’t know if it’s the best, or the worst.
If you’re struggling for ideas on your advert, then this is where you competitor research comes in! If you used SpyFu to find their most profitable keyword and advert, then obviously that advert must be performing well. So you really want to make it as similar to that as possible if you want to replicate their success.
Another good idea is to just Google your keywords and check the number 1 PPC ad that pops up. Look at their structure, headline and general call to action. By comparing several adverts from different keywords, you should be able to come up with an ad that stands out from the rest.
Once you’ve got your ads up and running, it’s time to see which keyword and advert is the best performing. While in Google’s PPC management dashboard you’ll be greeted by a range of metrics such as click through rate, impressions and overall clicks. Using these metrics, it should be fairly easy to see which ads are getting the most attention and therefore the most clicks.
Once you know which is the best performing keyword and advert, it’s time to start cutting the bad ones. Why waste your money on adverts and keywords that don’t convert very well when you could be channeling it into better keywords?
This can be a tricky process due to changes in traffic and performance. Unfortunately, it’s not as simple as getting rid of the under-performing ones and leaving it. Sometimes these under-performing keywords can make a comeback and become the best performing keywords. So just because you happened to get rid of one in the past, doesn’t mean you won’t be adding it to your list again the future.
Now you know how to make a winning PPC strategy, it’s time to make sure you protect it! If you can see your competitors PPC adverts, then they can see yours, and the chances are they will click them.