Clicks that count: 3 Tips to get started with PPC marketing

Keyword Research

First things first, you need to conduct thorough keyword research. Use tools like Google Ads Keyword Planner, Semrush, or Surfer SEO to discover relevant keywords. Identify the terms your target audience are using to find products or services similar to yours and find out what people search for when looking for your competitors. Brainstorm a list of potential keywords and remember to consider the search volume, competition, and user intent associated with each keyword.

Keyword Relevance

Once you’ve identified your keywords, you’ll need to assess how relevant they are to you and how accurately they represent what you offer. Try to avoid using broad keywords as they are usually highly competitive and can lead to irrelevant clicks. Instead, try to focus on long-tail keywords, which are much more specific and tend to be less competitive, resulting in more targeted traffic to your site.

Negative Keywords

Negative keywords help to stop your ad from showing to people who search for specific terms. Selecting the right negative keywords help to keep your ad in front of the most relevant audiences and stop your ad from showing in unrelated searches or alongside unsavoury search topics.

Unique Selling Proposition (USP)

Identify your unique selling proposition and clearly highlight it in your ad copy. Tell the reader what sets you apart from your competitors and why that makes you the better choice. You need to give your audience a reason to click on your ad over your competitor's ad and so making your USP prominent in your copy is a must.

Strong Calls to Action (CTA)

Utilising calls to action is a great way to get your reader to take the action you want them to take. The most effective CTA’s try to create a real sense of urgency, encouraging the reader to act immediately, and it can be accomplished with phrases as simple as “read more” or “buy now”.

Attention Grabbing Headlines

Make sure to include attention-grabbing headlines. Try to condense your message into a clear and concise headline that immediately gets the audience's attention. Focus on using intriguing language and CTA’s to spark the audience’s curiosity and get them to read on.

Ad Copy Matches Your Landing Page

Ensure that your ad copy is consistent with the content of your landing page. When users click on your ad, they should find the information they were promised in the ad copy.

Looking for copywriting tips? 
Check out our blog ‘The core principles of great copywriting’
 

Campaign Structuring

Start by segmenting your campaigns based on the different products, services, or objectives you have. Each campaign should focus on a specific goal and represent a distinct category. For example, for an online clothing store, you’d want to have separate campaigns for men's clothing, women's clothing, and accessories. Doing this allows you to manage budgets effectively and better track the performance of each campaign.

Ad Group Organisation

Within each campaign, create ad groups that further segment your keywords. Ad groups should contain closely related keywords and variations of your ad copy. For instance, in the men's clothing campaign, you might have ad groups for "formal wear," "casual wear," and "outerwear." Organising in this way enables you to create highly relevant and targeted ad copy for each ad group.

Ad Scheduling and Budgeting

You should be continually monitoring the performance of your campaigns, adjusting your ad scheduling and budgeting accordingly. Use ad scheduling and geo-targeting options to identify the best times and locations for your ads to receive the most engagement.