Think you’re ready to start a PPC campaign? If you’re not prepared, starting a Google AdWords program can lead to disappointing results and ROI. Make sure that you have these three questions answered prior to setting up your AdWords campaign to optimize performance.
Question #1: What do you consider to be a conversion in this campaign?
There are multiple ways you can measure conversions per your industry for both short- and long-term goals. For some campaigns, filling out a “Contact Me” or “Download Now” form is considered a conversion, as it represents a lead ready for immediate contact or nurturing. Perhaps it’s purchasing a particular eBook from your website, or possibly it’s registering for an upcoming live or online event. Whatever the conversion may be, make sure you define it clearly for each PPC you want to run, communicate it effectively in the ad copy, and direct your viewers directly to the offer that will achieve your conversion.
Question #2: Is your designated landing page and/or website ready for conversions?
This is extremely important when converting your PPC campaigns. If the ads are successful in driving prospects to your landing page or website, that’s only half of the win. You need to ensure that when they arrive, they can easily navigate the page, immediately see and quickly execute the action that achieves conversion. It is helpful to have someone that didn’t build or design the page view it and act as if they were the target audience to see how easily they can find what they are looking for and complete the desired conversion.
If they can’t find what they’re looking for, a conversion is less likely to happen. Since there is always an objective of some form of conversion when running a PPC campaign, you need to make the conversion as easy as possible. It is recommended to have a separate, dedicated landing page per group of paired words to make your campaigns more effective and maximize conversions. That being said, confirm that your page(s) is (are) relevant, compelling and direct prior to kicking off the PPC campaign.
Question #3: Do you have the time to manage the campaign?
Many think after the initial set-up, they’re good to go, seeing positive performance and realizing benefits overnight. However, that’s not the case with PPC campaigns. PPC campaigns require a significant amount of time to properly set up as well as require consistent monitoring, measurement and modification. Making metrics-based changes to the campaign — in terms of key words, budget, ad copy and landing pages — as it progresses will increase performance, conversions and ROI. From start to finish, an allotted amount of time should be set aside each day to view metrics and make the changes needed to advance your campaign.
With goals set, defined conversions and confidence that your website or landing page drives viewers to convert, you are ready to get started! Check out other helpful articles to make your PPC campaigns successful in the long-term.