Paid search strategies can have a range of goals, such as boosting growth, generating profit, or even driving conversions.
Ensure that PPC goals align with the overall digital marketing strategy
Define key performance indicators (KPIs)
Define budget. Identify how many search terms we plan to bid on and how many clicks we can realistically expect from those per month.
Identify a breakeven point between where our paid marketing efforts start producing a positive return on investment (ROI)
Step 2: Analyze competitors activity
Identify who your main paid search competitors are, what they’re doing that makes them successful, and how aggressive your campaign should be to compete
The Alexa Keyword Matrix reveals both paid and organic competitor keywords.
Google Ads also has specific features to help you outrank competitors.
Step 3: Research keywords
User-centric keyword research is the basis of any successful PPC strategy
Apart from lists of competitor keywords generated from the previous step, Start off analog, brainstorming broad keyword terms around product features or verticals.
To access website’s Google Search Console, and identify existing organic keywords with a high click-through rate (CTR)
Step 4: Define account structure
Define your Campaigns and Ad Groups
Set budget at the campaign-level, and determine keywords at the ad group-level.
Start by looking through the identified terms from keywords research and by identifying the action you want users to take when they click to site from those terms
Keep keywords with similar search intent in the same ad group.
Step 5: Write Effective Ad Text
Effective ad copy is crucial for PPC campaigns.
Searchers will base their decision to click on ad almost entirely on what you write, so it’s good to investing effort in this step.
To Follow the search engine’s basic policies and guidelines around ad text
Use the target keyword at least once in both the ad headline and the body text.
To use action terms such as “sign up” at the start of the ad copy so the user knows what to expect when they click.
Include a price or a statistic in the ad copy.
Use display URL. Searchers look to URL copy to guide their navigation
Check competitor ad copy and differentiate
Use Ad Extensions like Site link to increase CTR
Step 6: Build PPC landing pages optimized for conversion
Ads should take searchers to specifically created landing pages. The closer the match between landing page content and search intent, the higher the conversion rate
keep the messaging and keywords consistent between the ad text and the landing page
Each landing page should have just one call to action (CTA) based on key metric from the planning stage.
Keep landing page design simple and user-friendly. Elements that slow page loading should be kept to a minimum, forms should contain only the most essential fields, and testimonials or reviews should add social proof. Only objective at this point is to get the visitor to accomplish the goal of your campaign, so steer clear of anything that could distract them from doing so.
Step 7: Identify Negative Keywords
Constant tweaking required for proper Optimization of PPC account.
Identifying ineffectual keywords using the Google Ads Search Terms report. Identify keywords that show high impressions but low CTR and mark it as negative so that ad won’t show up when people search that keyword
Time to restrict any campaigns running on broad match. Broad match means your ads will appear on relevant variations of your keywords, even if they’re not in your keyword lists
Focus on the terms that are showing a high conversion rate, and restrict them to phrase match or even exact match types.
Allow campaigns to generate a reasonable amount of data before you start tweaking them.
Step 8:Increase ROI
Return on investment for paid search is determined by the goals of paid search campaign, like cost per click or cost per conversion. Optimizing paid search ROI means paying less and getting the same (or better) results.
Improve campaign ROI by distributing your budget better.
Abandoning low-performing keywords, and reallocating budget to high-performing ad groups.
Increase Quality Score by improving the landing page experience, writing more compelling ad text, or writing ads that more closely match the intent of the user
Step 9:Measure and Report
Auction Insights: Compares you with your competitors. Use this report to plan tactical activities.
Search Terms: Shows you which terms are getting clicks. Use this report to spot negative keywords and identify keywords for exact match.
Campaign Performance: Shows performance at the campaign level. Use this report to get a bird’s-eye view of performance over time.
Ad Performance: Explains how each of your ads is performing. Use this report to find themes around ad copy and calls to action.