You don't have to follow this process exactly step by step, but you will need to go through each of them gradually if you want to create an effective marketing campaign.
1. Set your parameters
We said that you don't have to follow these points step by step, but this is where you should start. Without set parameters, you risk your advertising being untargeted and ineffective.
You should put your advertising campaign in the context of your overall business goals. Think about how your paid advertising campaign will contribute to achieving those goals. Then think about what you want to achieve with your ads - whether it's more traffic, sales, brand awareness, or something else - and how much you're willing to spend.
2. Create goals and goal metrics
By creating goals, you will be able to determine your advertising spend. Of course,belize phone number data you also need to determine how you will measure those goals. Your goal metrics should not be confused with your campaign metrics, which we will show below.
Now let's take a look at common PPC goals and how you can measure them:
Brand awareness is a measure of how familiar your target audience is with your company. You can measure brand awareness through engagement, surveys, and direct website traffic.
Lead generation is a direct result of having a relevant and engaging landing page. Since you can have a different landing page for each of your ad groups, you should simply track lead conversions either in Google Ads using a tracking pixel or through UTM parameters if you use a service like HubSpot.
Promoting your offer is great if you have a limited-time offer, a discount on a product or service, or are running a competition. In this case, you can create a dedicated login page or a unique discount code so you know which user came from your ad.
Sales can be measured by how many products or services you sell based on your paid ads. You should be able to track this through your CMS software or by using an attribution report.
Website traffic is a great goal if you have high-quality content on your website. If you're going to spend money on getting people to your website, you should be confident that you'll keep them there and then convert them into leads.
3. Choose your campaign type
You don’t just need to know where you’re going to advertise, you also need to know how you’re going to advertise. There are many types of paid campaigns, and which type you should choose depends on where you want to reach your audience. Of course, that doesn’t mean you can’t advertise in multiple ways: you can also try a combination of campaign types, as long as you’re able to test and adjust them constantly.
Search Ads , or text ads, are the most common type of PPC ads. They refer to text ads that appear on search engine pages.
Display ads , also known as display or banner ads, allow you to place ads on external websites, including social networks. There are several ways you can purchase display ads, such as through the Google Display Network (GDN).
Social media ads will appear to your target audience in their feed, or somewhere else on their profile, depending on the platform.
Remarketing can use cookies or a contact list you upload to target users who have previously engaged with your company through an action. This action could be filling out a form, reading a blog, or simply visiting your website.
Google Shopping is most effective for e-commerce websites. Your ad, including an image, price, and a short description of the product, will appear on the search page based on your target keywords.
4. Do keyword research
Each ad group you create must be associated with a group of keywords - this way search engines will know when and where to show your ads. A general rule of thumb is to choose between one and five keywords per ad group. These keywords should be really relevant.
Choose keywords that are closely related to the specific theme of your ad group. If you find keywords that don't fit into the theme but you want to target, create a separate ad group for them.
It's important to note that you're not limited to the keywords you start with. In fact, you should monitor your keyword list closely throughout your campaign - eliminating those that aren't bringing in the visitors you're looking for and increasing your bids for the keywords that are.
5. Set up Google Analytics and Tracking
Google Analytics is free, so there’s no reason why you shouldn’t install it on your website. This tool gives you information about how your website is performing, how your users are interacting with it, and what content is engaging them. You can use the information from Google Analytics for your PPC and other activities.
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