How to Create a Cost-Effective PPC Campaign

The Most Powerful Element in Advertising is the Truth

-William Bernbach

Are you fed up with spending too much money on PPC campaigns but getting poor results? It can be challenging to know where to start when developing a successful plan for digital advertising given its ongoing change.

For any organization, especially those with a tight budget, developing a cost-effective PPC campaign can be a difficult undertaking. However, you can develop a pay-per-click (PPC) campaign that generates results without going over budget if you use the appropriate strategy and tools.

In this article, we’ll go through the five crucial stages you need to do to develop a PPC campaign that’s affordable and produces leads and sales for your company.

Hubspot what is PPC Campaign meaning.
HubSpot

Five Easy Steps to Create a Successful Cost-Effective PPC Campaign Strategy

We’ll walk you through 5 easy stages in this article to help you create a PPC marketing strategy that is both efficient and affordable. 

Whether you are an experienced professional or a newcomer to the SEM market, our strategy will enable you to maximize ROI and achieve your company goals. We have you covered on everything from choosing the appropriate platforms to audience targeting. Therefore, get ready to use our tried-and-true methodology to save money and obtain results.

Step 1: Define Your Goals

Setting goals is the first step in developing a PPC campaign that is both effective and affordable. It is the most crucial step in creating a successful ad strategy is determining what you actually want to accomplish with PPC. Today, Google ads and other PPC targeting tools offer a wide variety of alternatives. Setting clear goals can assist you in selecting the platforms and ad types that are most appropriate for your marketing requirements.

Think about the following PPC objectives:

  •  What do you hope to accomplish through your campaign? 
  • Are you trying to drive traffic to your website, sales, or leads? 
Steps in making cost-effective PPC Campaign

When creating goals for a PPC campaign, keep the following things in mind to maximize efficiency: Setting SMART Goals

Specific: Your objectives should be precise, outlining exactly what you hope to accomplish with your PPC campaign. Specific objectives can be to increase website conversions by 25% or to cut conversion costs by 20%.

Measurable: To track your progress and see if you are on track to accomplish your goals, your goals should be quantifiable. Setting up tracking and measuring tools, like Google Analytics, to keep tabs on the effectiveness of your PPC campaign is part of this.

Achievable: Taking into account your budget and available resources, your goals should be attainable. Setting reasonable campaign goals can help you avoid overextending yourself.

Relevance: The broad business objectives you are pursuing should be relevant to your ambitions. Your PPC campaign should support and further the objective and vision of your business.

Time-bound: Your objectives need to have a start date and an end date, as well as a precise duration. This will keep you motivated and focused as you continue to run your PPC campaign.

You may create SMART goals for your cost-effective PPC campaign that are specific, measurable, achievable, relevant, and time-bound by keeping these points in mind. This will improve your chances of succeeding with your PPC campaign by keeping you motivated and focused.

Step 2: Research Your Audience

The next stage is to do audience research. What are they like and what are their problems? You can write effective ad copy and choose keywords by having a solid understanding of your target market. To learn more about the demographics, interests, and activity of your audience, use tools like Google Analytics and Facebook Insights.

Google Ads Audience Targeting

Targeting based on purpose is more effective than targeting the most pertinent terms for your company when it comes to Google Ads audience targeting. When deciding which keywords to bid on, which ads to display, and which landing pages to send users to, take into account where they are in your sales funnel.

Moz presented the three basic groups of terms with search intent:

  • Transactional — users looking to buy something
  • Informational — people who are searching and desire to learn more
  • Navigational — People who are searching seek to access a specific page or resource.

An excellent visual representation of how keyword targeting changes when you optimize for search is provided below:

Moz visual representation of how keyword targeting changes when you optimize for search
Moz

Researching your audience is one of the most important steps in developing a PPC campaign that is cost-effective. You can build more targeted and powerful advertisements by knowing who your target audience is and what their wants and interests are.

Using the Audience Insights feature in Google Ads is one method of conducting audience research. You can use this tool to view information on the demographics, interests, and past interactions of visitors to your website or advertisements.

You can learn more about your target audience’s age, gender, and geography by using the Audience Insights function. The likelihood that potential buyers will watch advertisements that were specifically targeted using this data is increased.

The interests and habits of your audience can also be seen through Audience Insights. Making advertising that is more enticing and pertinent to your target demographic is possible with the help of this knowledge. If your target audience is primarily interested in outdoor activities, you can make advertisements that promote outdoor items or services.

Using Google Analytics is a fantastic additional tool for audience study. With the help of this tool, you may observe how and from where visitors to your website interact. You may examine which of your website’s pages are the most popular as well as the traffic sources that are bringing in the most users by utilizing Google Analytics.

Step 3: Select the Right Platforms

Choosing the appropriate platforms to advertise on is one of the most crucial considerations you’ll make when it comes to developing a PPC campaign that is cost-effective. It might be difficult to choose the platforms that are appropriate for your company and your budget when there are so many possibilities available.

Google Ads, one of the most well-known PPC services, enables you to design ads that show up at the top of search results for particular keywords. For companies looking to increase targeted traffic to their website, this platform is a fantastic option. The cost per click may be higher on Google Ads than on other platforms because of the competition, which is something to keep in mind.

Facebook Advertisements is another well-known PPC platform that enables you to generate ads that show up in users’ newsfeeds and on the right side of the page. Businesses that wish to expand their reach and raise brand awareness should use this platform. You can also develop highly targeted ads with Facebook Ads based on demographics, interests, and behaviors.

Consider using LinkedIn Ads, which is a platform made exclusively for B2B companies. You can make advertising using this platform that shows up in users’ newsfeeds, on the right side of the website, and in their LinkedIn inboxes. Businesses that wish to connect with professionals and create leads should check out LinkedIn Ads.

It’s also important to take into account other media channels, like YouTube, Twitter, and Instagram. These platforms can be a fantastic option for companies looking to target a certain audience and provide interesting content.

Budget, target market, and business objectives should all be taken into account when choosing the best platforms for your PPC campaign. By picking the platforms that are most likely to reach your target audience and provide the most conversions, you can ensure that your PPC campaign is cost-effective and successful.

Step 4: Choose the Right Keywords

The effectiveness of your PPC campaign depends on selecting the appropriate keywords. Choose keywords that are pertinent to your target market and your products/services. Excellent tools for keyword research include Ahrefs, SEMrush, and the Google Ads Keyword Planner. Once you have your list of keywords, you can use them to write your ad content and ad group descriptions. However, finding the ones that are the perfect match for your company might be difficult, given the abundance of keywords available. 

How to Choose the Right Keyword for a Cost-Effective PPC Campaign

What may your ideal customer avatar be looking for, a service or a product? To begin assembling your keyword list, write it down on a list. Consider the procedures listed below for selecting the best keywords for a PPC campaign that is cost-effective. 

How to Choose the Right Keyword for a Cost-Effective PPC Campaign
Explore Your Search Terms

Examining the search terms that people are presently using to find your website is the first step in choosing the best keywords for your PPC campaign. To accomplish this, check your Google search console and make a note of the words that keep popping up. This can help you identify the keywords that are currently bringing visitors to your website and reveal which ones are leading to conversions.

Compare Costs

The next stage is to evaluate the costs connected with each term after you’ve compiled a list of prospective ones. Keywords Everywhere, a browser extension for Chrome, is a fantastic resource to use for this. The plugin displays relevant keywords, search frequency, average CPC, and competitiveness score when you input a search term. Your campaign’s most cost-effective keywords will be identified with the use of this information.

Consider Timely or Evergreen Keywords

Consider whether you want to target evergreen or timely keywords when choosing your keywords. Temporarily trending highly, whether as a result of current events or the season, are terms that are considered timely. Evergreen keywords, on the other hand, continue to gain popularity at a more-or-less steady rate. Evergreen keywords should be a part of nearly every campaign because they can continue to bring in highly qualified visitors to your website.

Focus on Long-Tail Keywords

Focusing on long-tail keywords is another crucial factor to take into account when choosing keywords. Instead of using a general term like “digital marketing,” these are lengthier, more precise phrases like “digital marketing recommendations for small business owners.” Long-tail keywords have the advantage of being highly focused as well as being less expensive and less competitive. Searching for a particular term shows a willingness to spend money and purchasing intent.

Aim for High-Volume, Low-Competition

The most effective keywords for your PPC campaign will be those that fall into the ideal range of high volume and little competition. This indicates that while numerous consumers are looking for them, few companies are spending money on them. Ahrefs Keyword Difficulty Tool, which enables you to filter keywords by difficulty and competition level, is a wonderful resource for identifying these keywords.

Don’t Forget Negative Keywords

Negative keywords should be considered while selecting keywords for your PPC campaign, it’s crucial to keep in mind. Negative keywords are words and phrases that you don’t want your advertising to appear for. Your campaign’s efficacy will enhance if you include these terms in your list of negative keywords because you can stop your advertisements from being displayed to unrelated audiences.

In order to find negative keywords for your PPC ads, consider the following advice:

  • Keep an eye on your search query reports.
  • Know your negative match types.
  • Explore negative keyword options before your campaign goes live.
  • Remember that you can apply multi-level negatives.
  • Don’t go overboard
Monitor Your Expenses and Evaluate Your ROI

Tracking your progress and setting targets is crucial for determining the success of your PPC campaign. Tracking keyword success in terms of conversions and purchases is possible through website performance monitoring. Monitoring expenditures and determining ROI will help you identify the most effective keywords. By raising the cost of successful keywords and lowering or eliminating the cost of unsuccessful ones, a positive ROI makes it possible to scale the campaign. Positive ROI enables campaign expansion by increasing pricing for profitable keywords and lowering or deleting bids for unsuccessful ones.

Step 5: Track and Analyze Your Results

The final stage involves tracking and evaluating your results. Utilize resources like Facebook Insights and Google Analytics to monitor the success of your campaign. Think about metrics like the conversion rate, click-through rate (CTR), and cost per conversion.

It is crucial to analyze PPC campaigns well in order to draw in new customers and assist them in achieving their online marketing objectives. Achieving online marketing goals and bringing in new clients are made possible by properly analyzing PPC campaigns.

Tracking the appropriate KPIs in PPC reports, however, might be difficult for many marketers. Marketers should employ 7 crucial measures as key performance indicators (KPIs) to enhance PPC reporting and boost profits. Use this knowledge to improve your campaign and make the required adjustments for better results.

Conclusion

Never Stop Testing, and your Advertising Will Never Stop Improving

-David Ogilvy

Understanding company objectives, the target market, and efficient platforms and keywords are necessary for a successful PPC campaign. You can make data-driven decisions to optimize your campaign and boost performance by carefully monitoring and evaluating your outcomes.

A well-executed PPC campaign, even with a limited budget, can generate leads and sales for the business.

If you wish to launch a PPC campaign or improve an existing one, please get in contact with us. To schedule an appointment.

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How To Choose The Right Social Media Platform For Your Business

Written by: Olagoke Opeyemi

Are you using the right social media platform for your business? Are you a small business owner who is more than a little overwhelmed by the countless numbers of social media platforms out there? 

With the 17 most significant social media platforms having at least 300 million users and an overall social media users estimated at 4.74 billion worldwide as of October 2022, It can be overwhelming and confusing to pick the right one for your business. But it doesn’t have to be. 

So, if you are struggling with choosing the right social media platform(s)for your business, we are here to rescue you from the overwhelm with these simple steps. But first, let’s see why it is essential to choose a suitable social media for a small business owner. 

Why is it essential To Choose The Right Social Media Platform for Your Business?

Imagine a Chemistry Professor walking into a Sociology class to teach. He will be wasting his time because he will deliver a lecture to an audience that does not care or is interested in what he is teaching. 

Now imagine a fashion brand trying to sell to people on a professional platform like LinkedIn. They will find it challenging to get the right result. Not because they don’t see your content or ads, they just don’t find what you are selling valuable to them. 

This is an obvious mistake most small business owners make by believing they must be active on all platforms to remain competitive and successful. Some even go for an all-out “all or nothing strategy,” which lands them in serious trouble. They spend thousands of dollars creating campaigns, spending twice on ads, and even hiring influencers only to be marketing to the wrong people. 

I get that the vast number of social media platforms and users can be a big temptation, and you want to jump on that and start taking advantage of it to ‘cash out’. But slow down a little bit. You might be doing your business more harm than good. Don’t panic. I am here to guide you in selecting the right social media channel for your business.

How Do You Choose The Best Social Media Platform For Your Business?

To choose the best social media platform for your business, follow these 6 simple steps.

Step 1: Define your social media goals

Choosing the right social media platform for your business starts with the type of goals you are trying to achieve using these social platforms 

There are numerous social media goals, which include:

  • Increasing brand awareness 
  • Increase lead generation
  • Increase conversion 
  • Customer support and relationships 
  • Drive traffic to the website 
  • Increase community engagement

While some social media platforms might be better for building awareness and top-of-funnel initiatives like YouTube and Instagram, others, like Facebook, might work well for conversion. 

Whatever goal you are trying to achieve, make sure you choose the platforms that can help you achieve those goals.

Step 2: Identify your target audience

As a small business owner just starting up, your audience is the purpose of your marketing. They are the reason you want to get on social media in the first place. By streamlining your ideal customer, you also narrow your choices for social media platforms. You need to find the right niche to avoid selling to everyone and ending up selling to no one.

To identify your target audience, ask yourself the following questions?

  • Who is your ideal customer?
  • How old are they?
  • What is their gender?
  • What goals do they have?
  • What are their motivation and pain points?
  • What are their income and educational level?
  • How do they behave on social media?

The answers you get from the above questions can be used to form a buyer persona that will guide your social media strategy.

Step 3: Look for your target audience

Since you have identified your ideal customer, you need to determine where your target audience would be more active. To do this, look at the users’ demographics on each platform. You can obtain data from websites like Statista and Datareportal

For example, a young Facebook user who has not accessed the platform since 2020, but their last post on Instagram or Tiktok was 2 hours ago. 

You can use tools like Hootsuite to trace specific keywords or hashtags to see the social platform that directs the most traffic to your website. 

Step 4: Consider the content type

Another thing to note is that each social media platform has a specific form of content that resonates with them. Format can include 

  • Text
  • Images
  • Videos
  • Case studies
  • Infographics 

For example, Facebook, Instagram, and Tiktok will resonate with images and video content, while Linkedin will resonate more with text-based content. Twitter will resonate more with text, images, and videos. 

Therefore, you should focus more on platforms that will resonate more with the type of content you are creating. 

Step 5: Check out what your competitors are doing

Another great way to get on the right platform is to research what platforms your competitors are using and how well your competitors are doing. For example, if your competitors are doing well on Instagram and Tiktok but not so much on Twitter, that should give you an idea. However, this doesn’t mean you should copy all your competitors’ strategies, as algorithms change from time to time. But they are there to guide you. 

When researching competitors, you need to : 

  • Check out how often they post
  • Look at their level of engagement 
  • Check the type of content they post and those that performed best
  • Check out the number of people who follow them
  • How long have they been on the platform 
  • Check if their followers are increasing

Researching your competitors will give you an insight into not only the platform that will fit your audience but also help you work on the best form of post that will resonate with them.

Step 6: Leverage different social media tools

The last step I will discuss is more of a strategy than a step. Since you might be using more than one social media platform,  I suggest you choose an excellent social media tool like Buffer, Hootsuite, or Sprout Social to help manage multiple platforms from one page. 

These tools allow you to save time and track performances across platforms in the same place. So that you can keep optimizing your campaigns for better results, you can also use those tools to automate and schedule posts.

Conclusion

Choosing the right social media platform for your business is a combination of knowing where your audience is most active, the content type, and the goals you want to achieve by using social media. However, there is no perfect platform for a business; the algorithm keeps changing, and government policies and other factors keep setting in, making some of these platforms unstable. For example, Twitter, under the leadership of Elon Musk, has seen a lot of decline in its audience base. 

That shouldn’t discourage you; you’ve got to keep testing until you find the right one for your business.

In my next post, I will be analyzing some social media platforms, including their unique characteristics and user demographics, to give you a much clearer picture of which one is right for your business.

In the meantime, let me know your thoughts in the comment section on how the post has helped you choose the right platform. You can also share the social media platform that you think your audience is active on so I can include them in my write-up next week.