PPC stands for pay-per-click, a model of digital marketing in which advertisers and businesses pay a fee each time one of their advertisements is clicked. There are several different types of PPC advertising, such as paid search marketing and social media advertising, and a host of benefits for businesses looking to increase web traffic and generate sales.
In this PPC guide, we will highlight everything you need to know about implementing and running an effective PPC campaign. We will highlight the many benefits of PPC and share practical tips on how to create a strong campaign that will help your business to grow online.
At Red Stone Studio, we design PPC campaigns that are fully customized for businesses. We work with businesses across a range of sectors, including financial advisors and institutions. If you’re ready to learn more about PPC advertising, keep reading!
What is a PPC Campaign?
As noted, a PPC campaign is an online advertising model that is designed to drive relevant traffic to business websites. The advertiser pays the publisher (such as Google or Facebook) when their advertisement is clicked.
In addition to paid search marketing and social media advertising, types of PPC advertising include:
- Display ads
- Remarketing ads
- Video ads
- Shopping ads
- Email-sponsored ads
- Amazon advertising
Google and Facebook Ads are highly recommended for most clients, including financial advisors looking to attract lucrative and consistent leads.
What are the Benefits?
Before you look at how to craft a successful PPC campaign, let’s focus on the potential benefits for businesses.
PPC ads are cost-effective, and businesses are able to have total control of their budget, as well as ad placement and targeting. Through ongoing optimization (which we’ll get to later), businesses are able to find the sweet spot between results and budget.
Whereas SEO (search engine optimization) is a slow process, PPC ads provide instant traffic and allow businesses to hit the ground running with a marketing campaign. Other benefits of PPC include:
- Leads to positive ROI (return on investment)
- User data helps with SEO and social media strategies
- Multi-layered targeting options
- Contribute to specific business goals
At Red Stone Studio, we are 100% confident in our experience and what we do. This means that if we don’t get you that sustained influx of highly targeted leads, we don’t charge you anything.
Tips for Creating a Strong Campaign
Let’s look at 7 essential tips for creating a PPC campaign that works for your business.
1. Define Your Campaign Goal
As with everything your business does, there needs to be a focus on the goal and what results are being sought. This is the starting point for a PPC campaign, which should align with a business’s overall digital marketing strategy. Common PPC ad campaign objectives include:
- Lead generation
- Increase sales
- Increase site traffic
- Boost email subscribers
- Increase brand awareness
Be sure to identify your campaign goals before embarking on a PPC campaign.
2. Choose Your Preferred Platform
We’ve touched upon some of the different types of campaigns that businesses can run. Even within campaigns, such as paid search marketing, there are different platforms to choose from.
Google Ads is highly recommended, given that it is by far the most popular search engine globally (with an 86% market share). Other options here include Bing and Yahoo, which can be more affordable (though the potential for high returns is lower).
3. Use Geo-Targeting
Local businesses, in particular, can benefit from using geo-targeting. This lets advertisements appear in specific areas, such as cities, states, regions, countries, and more. For an even more focused approach, businesses can set a radius around a location (such as their office building).
4. Choose Keywords
An essential part of the PPC process is researching and choosing relevant keywords. Working with an experienced digital marketing agency, like Red Stone Studio, will help your business find an effective combination of keywords that gives the best results. Keywords can be refined over time to ensure that they remain effective.
5. Pay Attention to Ad Copy
Exceptional ad copy for a PPC campaign should do the following:
- Understand the target customer
- Speak to their problems and desires
- Be attention-grabbing
It’s important to have a strong and unique selling proposition (USP) and use this within your ad copy.
6. Create Your Schedule
A PPC ad campaign gives businesses the option to select the timing of when their advertisement will appear. The most suitable time will depend on a number of factors, including the type of business and who the target audience is. This is something that can be refined over time.
7. Track the Metrics
There are many metrics that you will be able to analyze with a PPC campaign. These include:
- Click-through rate
- Cost per click
- Conversion rate
- Quality score
- Cost per acquisition
- Return on ad spends
By understanding these metrics, you will be able to make effective tweaks to optimize your PPC campaign.
Create a PPC Campaign that Delivers Results
Ready to create a PPC campaign that delivers impactful results for your business? If so, it’s time to partner with the experienced and professional team at Red Stone Studio.
We help brands grow and influence their industries through PPC campaigns and other forms of digital marketing. We follow the 3 R’s—respect, research, and results—to help businesses get the most out of their marketing budget.
Contact us today, and let’s talk about how we can grow your brand with a PPC campaign. We look forward to speaking with you.
