Make sure your Google Ads campaign is a success

What is PPC?

PPCs are more than just an add, they are a way of reaching more customers than you ever thought possible for any size and any genre of business. PPC stands for Pay Per Click. The ad is generated to offer a way for customers directly looking for your products or services a link to your site. The number of clicks per ad is what you will pay and although your PPC does cost money, it is money well spent as this marketing strategy entices interested customers without merely shooting in the dark hoping someone will find your site

Make sure your website is up to date

One of the pitfalls many business owners tend to get trapped in is thinking their website is good enough. In the competitive world of online business, good enough for you, might not be good enough for search engines. Working with a qualified and affordable SEO company and website design agency will help to ensure that your website is appealing to your audience. A good web designer will help you to ensure that, not only is well designed and appealing but also has compelling copy that will convert your website visitors into customers.

Without this you risk wasting money by driving visitors to a website that will not convince them to contact or purchase from you. Not only is this a waste of time and money it will have a negative impact on your organic search rankings as well. 

You can read more about the importance of updating your website in my recent blog

Get Ready to Bid

During the PPC process, you will be asked to bid for particular keywords that you want your PPC Ad to appear on. Keywords are the search terms that your potential customers will type into Google when looking for your services.



Make no mistake about it, this is not an area where you want to go cheap with your bid. If you have a particularly popular phrase or keyword you are bidding for, the bid can increase substantially. Take time to think about what you are willing to spend per lead and bid according to those numbers. Going too high can negatively affect your revenue stream and going to low on a bid can negatively affect your ability of getting that ideal phrase. Be realistic when bidding and consult your SEO or PPC consultant if you need additional assistance. 

Cost per lead & Cost per Acquisition

Cost per Lead is a key metric you should consider before starting any PPC campaign. This is the cost you are prepared to pay for an enquiry. This decision should take into account many factors. The main three factors are your conversion rate of leads to sales, the profitability of any single sale and the lifetime value of any customer.

Cost per acquisition is the amount you are willing to spend to get a new customer. This is obviously a more important metric to consider than the cost per lead. However, depending on the nature of your business, leads are also valuable even if they do not convert into sales immediately. You can continue to market to them with email, social media or telemarketing campaigns with a view to converting them into a customer at some point in the future.

Tracking Your Results

Analytics is how you tell how well your website is performing. Comprehensive website analytics can show you how each page is performing and help you make informed decisions on how to update the site and what changes may be needed. The same idea can be used for PPC ads. A PPC ad is not worth anything if it is not performing adequately, so setting up tracking on your PPC ads is essential to the overall success of your campaign. Multiple PPC ads are a great idea for businesses just starting this type of marketing. Although it is a little more expensive, you can track the ads to see what works and what doesn’t. This will allow you to refine your Google Ads strategy throughout the campaign. 

Refining & Retuning Your Campaign

Don’t think that once your Google Ads PPC campaign is live you can sit back and wait for the leads to come in. Yes, assuming you have done your research the leads will start to come in. However as more and more data becomes available, such as what keywords are being searched for, time of day searches happen, conversion rates of keywords etc.

A good PPC / Google Ads consultant will refine your campaign to ensure that you get the best results. This will lead to more leads and increase the conversion rate. Providing you with a lower cost per lead and acquisition. 

Utilise Google AdWords

Google provides users with a variety of tools that help improve your website’s reach and how people find your business online. Having an affordable website might be ideal, but if no one can find you, it is irrelevant and you certainly want relevance in all aspects of your business. Google AdWords is an excellent tool for anyone seeking PPC ad campaigns. Google AdWords offers targeted keyword assistance for your business. Ensure you have a Google AdWords account and know how to use it before investing in PPC ads.



Conclusion

PPC ads or Google Ad Campaigns do cost money, but what they give you back is far better than the initial payment made for every person that clicks on the ad. Investing in PPC ads and Google Ad Campaigns, broadens your business’s reach and anytime you can successfully broaden your reach, you can grow your company. Growth of your business is only limited by what you put into it, so why have you yet to invest in PPC ads or Google Ad Campaigns.

About Overt Digital Media

Overt Digital Media is a digital marketing agency based in Christchurch, Dorset, on the edge of The New Forest.  We specialise in building websites and driving traffic to those websites providing a range of affordable SEO packages. 

Our services are designed around the needs of small businesses and as such are both very affordable and effective, providing significant return on investment.

Since our inception we have helped many small businesses grow using marketing leading digital tools such as A.I. websites, affordable local SEO, content writing and mobile apps.

If you need help with your digital marketing, then please get in touch with the team.