Let’s face it: Most people know only enough about per-pay-click advertising to lose money. A PPC campaign can be the fastest way to drive traffic to your site, but only when done with an expert touch.
Many business owners have negative experiences with PPC. When a new business registers a site or open its doors for the first time, it’s not unusual to get a crisp new Google AdWords voucher in the mail. $100 in free ad spend is tempting.
Most entrepreneurs aren’t digital marketing experts – they have lots of other things to worry about! So, it’s not surprising that so many of them dive in, excited at the idea of driving qualified, purchase-ready traffic straight to their digital doorstep.
The results are dispiriting for even the hardiest business leader:
- The control panel seems complex and counterintuitive, shrouding the process in mystery.
- Virtually none of the visitors brought by AdWords engages with the website in any way.
- Within a matter of hours, Google’s arcane “Quality Score” drives ad prices up and up.
Many businesses go on to lose the voucher value, but that doesn’t mean AdWords doesn’t work. It can lead to an enormous number of sales practically overnight.
The key is targeting.
Done Right, PPC Can be the Mainstay of Your Advertising
What is targeting? Think of it this way: Everyone wants to rank #1 on Google, but the key is figuring out what you should rank for. A free turn at AdWords encourages brands to act quickly, but effective PPC is rooted in weeks of deep customer research.
Before launching a campaign, you need actionable insights to structure it:
- What specific keywords are your prospects searching for on Google?
- What does their keyword choice say about their level of knowledge?
- How does keyword selection change as they’re getting ready to buy?
Gathering this information starts with buyer personas—your understanding of who your ideal customers are and what motivates them. From there, additional footwork might be necessary to identify online platforms where they gather and how they express themselves in search.
Once target keywords are identified, they can be translated into an advertising strategy. Even then, there’s one more stage: Making sure each ad links to a compelling, relevant landing page that meets user expectations. Without that, ads will frustrate users.
Once ads go live, advanced techniques are possible: For example, running ads at the best time of day to win sales.
But it’s targeting that’s fundamental to a successful PPC campaign—and the research it requires can pay off in consistent, nearly-automatic sales.
At AIMG, we have been helping clients manage their PPC campaigns for years. Contact us today to see how we can help your business!