How To Run An Effective PPC Advertising Campaign Without Busting Your Budget
Generating targeted traffic to your site with a ppc advertising campaign using Google’s Adwords can be a fast and effective way to generate sales. Or, if you get it wrong, you will quickly pour all your money down the drain.
So let’s look at how to run an effective mini PPC campaign without busting your budget.
1. Set the parameters of your campaign
As we are concerned here with a mini ppc campaign, it is necessary to set goals around the amount of conversions we are aiming for at a maximum cost, for example, if your earnings per sale are $20, and your monthly PPC advertising budget is $100, you are going to require five sales minimum to break even. Six would put you ahead of the game. If you can achieve a 3% conversion rate, you would need to generate 200 click-throughs to get your six sales. So, 50 cents should be your maximum CPC (cost per click). (50 cents x 200 = $100.)
You have the option to set your maximum monthly budget of say, $100 when you enter all your camaign details into the Adwords Settings. 5 Essential Tips For A Profitable PPC Advertising Campaign. To avoid losing money, it is best to keep within your budget to begin with, as you test the waters.
When you feed your campaign details into the Adwords Campaign Settings, make sure you choose to “Set a separate bid for content network impressions”. If you have set your CPC at fifty cents for the targeted placement ads, you do not want to pay 50 cents every time your ad is clicked on throughout the content network because it is reaching a far less targeted audience. I suggest that you set the bid to just one cent for ads that will be seen across the network and save your powder for targeted placements.
2. Select your keywords
The main thing here is to find various keywords closely targeted to whatever product you are selling, that attract a good number of daily searches, yet at the same time, are within your cost-per-click allowance. Don’t use short tail generic or vague keywords. The operative word is “targeted” when it comes to keywords!
There is no need to shoot for top position. It is better to aim for the third or fourth spot. You will save money on your bids and still get a reasonable flow of traffic to your site. Shooting for third will certainly help you to squeeze value out of your mini campaign.
3. Create your ads
You have a maximum limit per ad of just ninety-five characters, including spaces, so you’re going to want to make every word count.
Even though your ad may only have 10 to 15 words, you still need to explain to your potential customer how your product will be of benefit to them and include a call to action.
4. Split test your ads
One ad is not enough for a ppc campaign. Write three or four different versions so that you can run them against each other and replace the poorest performing ad with a new version. You will be able to measure your results by signing up to Google Adwords free Conversion Tracking [https://adwords.google.com/select/ConversionTrackingNewUser]. Your results will get better over time, if you make a point of doing that each month.
Google Adwords will be carefully watching your ads performance and when it has sufficient data, your ad with the best CTR (click through rate) will be shown more often.
5. Test and tweak your landing pages
You really need to test your landing pages as well as your ppc ads. Divide your Adwords campaign in two, and let your ads point at two different competing landing pages. Make one feature of the second landing page is different from the first. As an example, just change the headline while keeping everything else the same. Have two competing headlines running against one another and alter the headline on the page that is converting poorly at the end of the month, then run it against the first one during the next month.
Work your way through your landing pages as you gradually alter and test one bit at a time.
Remember, success in a PPC advertising campaign is built on testing and tweaking everything: the keywords, the CPC, the ads you run, the landing pages. While you are learning the ropes of running a profitable campaign, it is best to stay within your budget. When you know what works, run with it, and repeated as often as you like.
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