If you want to succeed with your PPC campaign, there are a few things to keep in mind.
Commercial intent
You need to be very knowledgeable about intent. When you choose keywords, you need to be aware of the fact that people have different intentions when they search on Google. You have people searching for information online, and you have people searching for products/services to buy, also known as commercial searches. Information searches equal people looking for the best of something – if they want to colour their hair blue – they might search for the best colourist. Commercial searches would be with the intent of buying something which would be something like “best colourist in London”.
Since PPC means paying for every click, you want to target people with commercial searches. You want people who have already made their minds and know what they want to buy.
Search volume
Search volume is another essential thing to keep a mind on. Since you’re going to be working with keywords, you need to work with keywords with a decent amount of search volume. Meaning, if only ten people search for the best red running shoes a month, it’s not something you should target. So you should only target keywords with a huge search volume, where multiple people search for that specific keyword. Of course, some keywords might have a huge volume but does not make any sense. So you should make sure that the phrases you’re targeting have not only a high search volume, but also matches search intent.
Budget
You need to have a decent budget for Google Ads when implementing PPC marketing. In addition, the budget needs to be decent enough that it’ll acquire you some leads. So make sure that you work out what your budget should be.
For example, if you’re a small company and have to pay 5 pounds every time someone clicks on your PPC ad and you have a budget of 50 pounds a day, you’ll only get ten visitors a day. So you will need about 100 visitors a day to generate leads. Otherwise, you’ll have to wait a long time to generate leads with a small budget. It doesn’t mean it won’t work; it just means that it will work very slowly; you’ll probably have to wait 15 to 20 days to generate a lead and make a sale through pay per click.
Quality
Your ad should have great quality. If your PPC ad has great quality, you’ll probably need to pay less than your competitors, but you’ll have to pay more per click if your ad is not good enough.
– Search intent
Make sure that the phrase matches search intent to make your ad a good quality ad. For example, suppose you have something like ‘the best running shoes’ and the first page you see on Google is an ad with the headline ‘Best running shoes’. In that case, Google will deem this a sign of a good quality ad because people will most likely visit that website as it perfectly matches the intent.
If, instead, the first page that pops have a headline of ‘best shoes’, you’ll probably click on the ad but won’t want to search through different shoes to find a running shoe, so you’ll exit the website again and continue looking. Google will see all of this and deem the experience as negative and give the ad a bad quality.
– Landing page
Your landing page needs to be perfect and convert. If a lead visits your landing page and does not have good quality, they’ll most likely exit the page again. Thus, if your ad is good and convinces a person to visit your ad, your landing page must be just as good to ensure that you’re converting that person into a customer.