PPC (pay-per-click) advertising seems simple on the surface. However, after years of creating PPC campaigns, I can tell you this isn't the case.
While you can sit down and create a PPC ad in a few minutes, the trick is creating an ad that will generate results, which means clicks. Unfortunately, this is something that takes time, effort, and a process of trial and error to figure out what does and doesn't work.
Even though PPC ads require ongoing time and effort, some tricks can help you improve your likelihood of success. Keep reading to learn what those tips are.
Create a Strategy
Too many brands assume that quickly putting together a marketing strategy made up of non-branded, branded, and re-marketing efforts will lead to a new service or product being offered. If your company is well-established and known, this may work. However, for most businesses, this isn't the case.
As a marketer, you must create a strategy around the full funnel. This includes customers who don't know you exist all the way to customers who have bought from you before.
Every part of your sales funnel is unique. Each part also has a unique user with a different mindset. It is important to create different campaigns by using several ad versions.
You should provide unique ad copy for every stage of your funnel. If your goal is lead generation, providing offers like a free webinar, whitepaper, information kit, guide, or brochure download may help encourage leads to move further into your funnel.
By offering your leads something, it will reduce the possibility of them bouncing away.
Select Your Platforms
Choosing the right ad platforms is essential for launching your brand, service, or product using PPC. The good news is: There is a huge selection of platforms available to choose from. Just remember, though, there's no need to advertise on all platforms to achieve success.
For most businesses, starting with Facebook and Google Ads makes sense. However, depending on your market, you may want to add other platforms, such as TikTok, Snapchat, Capterra, Twitter, LinkedIn, or Pinterest. This will give you the best opportunity to reach all your potential clients where they spend their time.
Getting Your PPC Efforts Right
It's important to note that the information above doesn't provide a foolproof recipe to achieve success. However, usually when you are launching a new product, service, or brand using PPC, using a combination of the above tips will help you get started in the right direction.
You will also have to figure out what is best for your business and brand. This is the only way you will achieve the desired level of success and ensure your business gets the desired level of attention from your PPC efforts.