Before you start throwing your hard-earned cash into ad campaigns, you need to make sure that you have a solid PPC strategy. Here’s how to put one together.
Assess where the business is right now
The basis of all good strategy is knowing what you need to improve on in the first place. So, ask yourself: what could the business be doing better? For this step, it’s always beneficial to talk to stakeholders or members of staff. You could even use customer feedback!
After doing some soul searching, you’ll then want to look at the industry situation as a whole. What are your key competitors doing? What keywords are they targeting and how are they performing? This will help you to determine areas that you could also be targeting, or perhaps areas that you could aim to target in the future.
Determine where you would like to be
Now that you better understand where the business and its competitors stand, decide what you would like your PPC strategy to do for you. For example, do you want to use PPC as a profit driver or an awareness driver? Do you want to reach a broad audience or a niche one? All of these decisions will have an impact on your overall strategy.
Say, for example, that your business is a car dealership. One of your goals might be to sell more new cars. In this example, your PPCs campaign would be aimed at raising awareness of your offerings to a broad audience.
Create an action plan
So, you’ve analysed where you are, where you’d like to be, and what other people in the industry are doing in terms of PPC campaigns. Now you have to put together an action plan. This will detail exactly how you plan to use PPC to reach your business goals, and this will be dependent on the points that we mentioned earlier.
You will also need to consider who your customer is, where they go online and what they are likely to search for. For this example, we will be using the car dealership analogy again. Think of how you would set up a PPC campaign aimed at attracting more people in the local area to the car dealership.
One idea could be to set up a Google ad campaign that includes the keyword “new cars [location]”. You could also run a Facebook ad targeting people who have searched for new cars on the Facebook marketplace. The possibilities are simply endless and so careful analysis of your target audience, goals and method of targeting is necessary to guide your decisions.
Need help developing your own PPC strategy?
We’re a PPC agency, so we understand that setting up ad campaigns can be confusing and stressful. After all, doing it wrong could lead to a lot of money going down the drain. If you think you need help optimising your PPC campaigns, then please get in touch.
We are a full marketing solution for your business, and our knowledgeable staff can help you with any and all aspects of ad campaigns. Whether you need business consulting, digital marketing assistance, or fantastic creative for your ads, we have a team of experts on hand.
Call us on 01244 347 545, or send us an email at [email protected] and we’ll get back to you as soon as we can. We look forward to hearing from you.