PPC 101: 6 Steps To Easily Set Up Your First PPC Campaign
With a thousand reasons to set up a pay per click (PPC) campaign for your business, now is the time to learn how. While it may seem overwhelming at first, the entire process of building a PPC campaign can be broken down into six achievable steps.
1. Google Ads account setup
The first thing to do is create a Google Ads account. Billing will need to be set up with Google using a credit or debit card, and a name for the account will need to be chosen. If you change your mind later and think of a cooler name for your business, don’t worry! The name of the PPC account can always be changed later. However, the time zone and currency type you select at this point are permanent and cannot be changed from this point on.
2. Keyword research
The next step towards launching your brand new, brilliant PPC campaign is keyword research. PPC marketing offers a great opportunity to reach the people who are trying to find you without wasting your budget on people who are not your target audience. This way of ensuring that the relevant audiences are targeted is achieved through the use of keywords.
But how are the keywords chosen in advance without any data? Google already has data on search terms and the Keyword Planner will help you use them to your advantage. However, the use of the Keyword Planner is not required to configure keywords. Other keyword planners, Google search suggestions, and your own intuition as a human can all be put to good use in making your account’s keywords as strong as they can be at launch. !
A note on keywords – there is something called Match Types, which helps determine how tightly or loosely Google adheres to a search that is performed. Exact match is tightest, middle sentence, and wide match is loosest. We recommend that you start with the exact or exact keywords and phrase, but not broad queries. You can go through your budget very quickly by using the broad query. Once you know more about what works and what doesn’t and familiarize yourself with the types of matches, you can test the broad match. You can read more about the types of matches here and here.
3. Ad groups
Once the keywords are properly researched and gathered, it’s time to create ad groups. Since our process is to show a targeted audience one of our ads, ad groups are essentially the connective tissue between targeting and advertising. The goal of creating ad groups is to link similar keywords. With relevant keywords placed in appropriate ad groups, we can tailor the ads to a landing page and create ad copy that specifically talks about what the audience is looking for. Did someone say advertising copy?
4. Ad copy
Responsive Search Network Ads (RSA) are the current standard for Google search. These allow fifteen titles and four descriptions, which Google will combine and match to create the ads that are displayed. (As of June 30, 2022, Extended Text Ads (ETAs) will no longer be able to be created or editable, so we recommend that you just use RSAs.)
When writing ad copy, make sure it resonates with the keywords used to trigger them. For example, if you sell new and used guitars on your website and your audience searches for “used telecaster for sale,” make sure you don’t waste any real estate listings by talking about new guitars. . While the ads are ready to serve at this point, there are plenty of statistical successes that can be added to your ad using ad extensions as well. (The best practice is to add all applicable extensions to your account.)
5. Campaign settings
Now is the time to create your new PPC campaign with the ad groups, keywords, and ads you created in the previous steps. Several settings can be changed at the campaign level, including bidding strategy, budget, goals, audiences, placements, and ad calendars. Make sure these settings are purposefully set, as they control all ads and ad groups below them.
6. Measure and Monitor
Setting up a successful Search Network campaign involves setting up tools to monitor one’s health at any time in the future. Without the ability to know which ads convert the most or which products sell the most in which seasons, how do you make decisions to improve?
First, you’ll need to set up conversion tracking for your website. This involves code, so get help from your developer if needed. The easiest way is to install and configure Google Tag Manager to allow you to update your website tags in the future. Finally, link Google Analytics with your Google Ads account to display data on the entire customer cycle.
Three two one. . . We are ready to launch! Now that PPC campaigns are up and running, you need to be careful to monitor and adjust strategies as new data enters your account. The tools to know what your customers are looking for are now in place; with proper strategy, accounts and their success levels have nowhere to go but from that point on. Congratulations!