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Guide to Developing a Successful Paid Search Strategy

PPC is a marketing strategy that many businesses use that use pay-per-click ads. If your business is looking for immediate results, then creating and running a PPC campaign is a great idea. While creating and developing your paid search campaign, it is critical that you follow the following steps listed below to ensure that your campaign is going to be successful and you are going to see the results you want. 

Identify Your PPC Goal

One of the most important steps in developing a paid search campaign is identifying the goals of the campaign to ensure that it will be optimized and reach your target audience effectively. Below lists the most common paid search goals that businesses have:

  • Increased Brand Awareness
  • Product and brand consideration
  • Increased leads
  • Increased sales
  • Repeat sales

Landing Page

Before you start creating and running your PPC campaign, you must be sure that your website is user-friendly and relevant to your ad. The landing page from the ad needs to be connected to the information in your ad. For example, if your ad is talking about a Black Friday sale you are offering, the link used in the campaign should bring them to a page about the Black Friday sale. Doing this and making sure that your website is user-friendly will decrease the likelihood of users bouncing. 

Keyword Research

Keyword research is a significant factor in whether your campaign will be successful or not. Using good and relevant keywords will help you reach the audience you want, increase views to your campaign, traffic to your website and increase conversions. But how do you know which keywords to use? There are many different ways to do this including, using tools such as Google Search Console to see what your customers are often searching for, looking into what your competition is using, and using local keywords.

Call to Action

Every PPC campaign should include a call to action. Calls to action are used to help persuade a consumer into doing what you want. There are many different types of calls to action that can be used for each specific goal. Below are some examples of CTA’s you can use based on your set goal for your PPC campaign.

  • Product and brand consideration- Learn More!
  • Increased leads- Request a Quote!
  • Increased sales- Buy Now!

Need Help With Paid Search?

If you are interested in seeing immediate results using a PPC campaign, contact Boston Web Marketing for professional help. Our digital marketing team has expertise in developing effective and successful campaigns for companies in any industry. Learn more about all the services we provide.

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