How To Get Clicks To PPC Campaigns

For starters, if you can check off these initial steps that are critical to your PPC campaign in getting clicks then you’re on the right path.

  • First, you must write effective ads to your audience that will push the right hot buttons.
  • Second, you must know how to get your ad shown to qualified buyers only.
  • Third, you must have the time and energy to consistently optimize your campaign.
  • Lastly, for the entire duration of your campaign you’ll need to make continuous improvements on return-on-investment (ROI). The ultimate goal of every PPC campaign is to get more sales and pay less for your traffic.

What’s The Value Of A Click Anyway?

Before deciding that you just want clicks and a lot of them, first determine what the value of a click is to you and your business.
How much will you gain from a click if it converts?
You need to figure out the value of one of your PPC clicks. The best way to find this figure is to start with the value of a customer and then work backwards. This will help you to determine how much you can afford on a PPC click.
Also, know when to stop spending because throwing money on a PPC campaign does not ensure more clicks, and definitely doesn’t ensure more quality leads.
Once you determine your maximum monthly budget for your campaign, then you’ll need to focus on optimizing your PPC campaign to generate more success from there. This requires testing again and again to discover that long sought after “sweet spot” with your target audience.
You’ll also have to run your bids well, and operate the bidding system in a strategic manner. If its clicks you want then your entire PPC campaign needs to be evaluated and optimized with the best practices to get your ad shown to the right target audience who will want to click your ad.
Your landing page will also have to be optimized for conversion. If the search user clicks your ad, and isn’t satisfied with the page it brought him or her to, they’ll likely click off of your page fairly quickly. This increases your bounce rate, which tells Google that your ad is neither relevant nor effective to that particular audience or search query.
All the pieces of a PPC campaign have to be working strategically with one another. If one part is slacking then you’re not going to be getting the clicks you desire.

Not Getting Enough Clicks? Start From The Beginning…

Keyword research is where you begin.
Group your keywords into various categories for your ad groups. You need to do this first step to fully establish your search strategy.
What is a search strategy?
This is where you identify the keywords’ search volumes, estimated cost-per-clicks (CPC), uncover other keyword opportunities – such as competitor keywords, and make sure you have no duplicate keywords in any of your ad groups. This step will also avail some insight into the people who are searching for your product or service and how they are searching for you.
After completing your keyword research and identifying what ad groups and keywords you want to target, you can establish your campaign settings. This might seem as an obvious step, but if done incorrectly it can jeopardize your campaign rather quickly.
Setting-up your campaign includes:

  • geographic targeting
  • networks – search vs. display
  • targeting users by device
  • budding options
  • defining your daily budget

The next piece of the getting clicks puzzle is writing your ads

The most important thing to remember here is to cater your ad copy to the specific ad group you are writing it for.
An example of a general ad template is:

  • first line -headline
  • second line -benefit statement
  • third line – call to action
  • fourth line – display URL
  • fifth line -destination URL

Now the root domain of the display and the destination URL must always be the same, but generally an ad will perform better by writing the display URL as www.example.com/keyword even if it’s not the actual URL you’re sending them to.
Another way to appeal to the search query and user is through dynamic keyword insertion into the ad.
Here’s a common example:

  • first line – {KeyWord:Headline}
  • second line – benefit statement
  • third line – call-to-action
  • fourth line – display URL
  • fifth line – destination URL

This strategy tends to increase the click-through-rate (CTR), but it’s crucial that your ad and destination URL remain highly relevant to the user’s search query. If these are not relevant, you will end up paying for clicks that won’t convert and also increase your bounce rate.
Now your campaign is properly set-up to gain the most clicks for your campaign.
But never just set it and forget it. You must always provide your campaign with on-going management. This includes keyword monitoring, split testing ad copy, network exclusions, bid monitoring, and conversion tracking.
Lastly you’ll also want to integrate Google Analytics account with your Google AdWords account. This will allow you to view post-click statistics and optimize your PPC campaign for the best results through refining and fine tuning the implemented strategies from above.

Important

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