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Proven Building Blocks to a Successful Pay-Per-Click (PPC) Campaign

By Chetan Saxena
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As PPC platforms were popularized over a decade ago, you’ve likely already picked up a few great ways to run a PPC campaign over these years. However, what most people using Pay-Per-Click advertising platforms don’t know is how to get that certain edge up on their competitors with time-tested techniques.

Here, we outline a few ways to do much more than just keep your head above water with paid search.

1. Build continuity in Ad Copy and Landing page

Be it display or search, stay mindful of creating a sense of continuity between your ads and landing pages by linking where your clickers click vs. where they end up. This idea comes back to the journey your customers make when discovering your brand. In this, you can employ the use of a visual element in a display ad that is also being used in your ad’s landing page or a use textual element in your paid search ads that carries through similarly.

If your paid search ads boast a giant discount, you’d better be leading to a landing page that highlights a discount in a correlational manner, or a percentage of that traffic will almost instantly bounce. Over the years, companies have seen both higher clicks and conversions when this continuity is strongest.

2. Constant ad copy optimization testing

Several things we already know is that ads need to be relevant, precise, and convincing. However, this is nothing more than a formula with infinite variables… which is useless until the variables have been tested over and over.

The best part is, there’s pretty much never going to be a single best way to write the copy in your ad, but with testing you can get close. Having a robust store of ads that are set to rotate while constantly refreshing your list and putting in new ideas is the best way to go about doing this. Working with more than one brain on a task like this is also highly recommended as one person can write only so much creative ad content.

3. Really consider your Call-To-Action (CTA)

Instead of thinking for a minute or so then plopping your thoughts down in your ad, do a research first. What I mean by this is to go and analyze competitors CTA’s, consider your landing page CTA’s compared to your paid search CTA’s, or simply try something new instead of sticking with what you know.

Slapping a “learn more” or “free quote” onto all of your ads just to get them rotating is a rookie mistake that should be avoided.

4. Eliminate waste in your targeting

Geographic targeting is pretty simple for some companies as they jot in their local surroundings and forget the rest. However this doesn’t always work so smoothly, especially for companies that provide products or services through a virtual medium. Many times, your local targeting brings in only a fraction of what you want or larger geo targeting brings in traffic that is irrelevant to your business.

If your paid search ads are appearing in front of the wrong audience, you do indeed have reason to be alarmed. Fortunately, doing just a little research on where your audience resides, be it in certain major cities or in particular states, can help you quickly whittle down your parameters to the zip code.
5. Be Bold, and use a mobile call-only campaign

mobile call-only campaign

Here’s why: searchers on mobile are 9 times more likely to call you from your ad than they are from a desktop and those calls are over three times more valuable than a simple click.

Compelling argument, I know. When you use a call-only campaign, however, you wave the right to allow your website’s link to be clickable as it is directly replaced with your phone number, like this picture taken directly from the AdWords blog depicts. Instead of having to muddy up the process of attaining a customer conversion, you having the shoot directly from search to call and skip the middle man entirely.

As this type of campaign was only introduced earlier this year, it’s already looking to be a new and exciting option for people who want to add rocket fuel to their paid search ads and get calls and conversions higher than ever from Google Search.

Key points to take away

This world we know as Google Search is indeed highly competitive, which forces us all to be the best we can be when crafting a paid search ad campaign. There’s undoubtedly a lot to learn when using a PPC platform, AdWords especially.

If these couple tips inspired you to make a proactive change in how you run your PPC campaigns, then hats off. We work every day with AdWords and know it’s a stretch to call this even the tip of the iceberg. In this regard, it’s easy to feel overwhelmed and under optimized, so drop us a message if you’re ready to see results.

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