How to Plan a PPC Campaign for Small Businesses


No business, big or small, should ignore PPC campaign as a marketing tool. When you consider the fact that there are around 4.4 billion internet users in the world and 3.5 billion of these internet users also use various social media platforms, it would be a huge mistake not to tap into this market through various online marketing strategies. Pay per click (PPC) is one of the most effective online marketing tool that no business can afford to ignore.

PPC campaign involves placing your ads on Google AdWords, Yahoo, or Bing in order to make your website visible to the targeted audience. A well thought out PPC campaign by a PPC company in India will be able to give you traffic, customers, and leads almost as soon as your ad starts to run. Such is the effectiveness of a well thought out PPC campaign and imagine how much small businesses can profit from it. You must now be itching to plan a PPC campaign for your small business? Planning a PPC campaign is a complicated process, but if you follow the following guide you will be able to come up with a solid campaign.

Set Your Goal

Here you need to ask yourself, what do you want to achieve out of the PPC campaign? If your answer is that you want to expand your business, it is wrong. Of course you want to expand your business, but your PPC campaign goal has to relate to the campaign itself. For example, your main aim could be to drive more quality traffic to your website.

In this case, your PPC campaign would focus on CTR (click through rate). On the other hand, if your aim is to increase sales of your products, your PPC campaign should focus on increasing the conversion rate of your ads. You can also plan your PPC campaign with the aim of raising the awareness of your brand. In this case, your PPC campaign would focus on remarketing and display strategies of your ad. Once you have set your goal, you can move on to the next point.

Do Customer Research

A PPC campaign planned without understanding what your customers want, what they need, how they look for it, and what motivates them to make a particular purchase, is bound to fail. PPC campaign is all about reaching target audience and if you do not know who your audience is, how will you reach them. While doing customer research, do not just focus on the demographics, you should also focus on the psychographics. This will help you plan a laser focused PPC campaign.

Keyword Research

Ask any PPC company in India and they will tell you that the success of a PPC campaign is based on choosing the right keywords in your ad. These keywords should not only reflect the product and services that you are selling, but should also reflect the search phrases that your potential customers are using while looking for these products and services.

Keyword research should look into brand terms, generic terms, competitors terms, and related terms relevant to the product and services that you are offering. Also find out what words and search terms your potential customers are using when looking for the relevant product. Come up with long tail keywords, location specific keywords, and negative keywords that you think are relevant to your product and business. Do not forget to look at the keywords that your competitors are using.

Test Your Keyword List

Now that you have a lengthy keyword list, you must test it to see which keywords will work for you. There are plenty of tools available that will help you do just that. Google’s AdWords Keyword Planner is one such tool. This shows you the competitive data, cost per click data, and search volume data and trends to help you validate your keywords.

Your research will show you high competitive keywords; however, you have to keep in mind that high competitive keywords have a higher bidding cost. If your research comes up with high volume but low competitive keywords, you should go for them. These keywords are very effective in getting you traffic without emptying your wallet.

Organize Your Keywords

Once you have tested the keywords, it is time to organize them into targeted groups of keywords that are related to one another. For example, if the product you are offering is dog food, your keywords for PPC campaign will be:

Brand Term: Royal Canin Dog Food

Generic Term: Dog Food

Generic Term: Dog Food- Chicken

Related Term: Puppy Food

Make sure that your group words are very tightly related so that it is easier for you to test them. When you are testing and tweaking your keywords, remember that the search intent of the visitor changes when searching using a generic term like, dog food or a long tail keyword like, Royal Canin Dog Food Medium.

When a person is searching using long tail keywords, he/she is searching with the intent to buy. This is why long tail keywords give low traffic but better conversion rate. Finally, do not forget the negative keywords, which ensure that your ad does not show up for these keywords searches.

Get the Budget Right

Your keyword research will give you a pretty good idea about which keywords will get you the clicks and the conversion rate of these clicks. Now you need to decide which keywords you would like to bid for and how much you can afford. Obviously, your decision will factor in how much profit you are making from each conversion.

Create Ad Copy

Now that you have the keywords, you need to create personalized ads in order to improve the conversion rate. You have already done your audience research, so you know what will get them to make that purchase. You just have to use that information to create ad copy that will convince them to buy from you.

Also remember that your ad copy should have a compelling headline, description line, your URL, and compelling call to action. Your ads can be made further effective by including ad extensions like, Location Extension, Sitelink Extension, App Extension, Call Extension, and Review Extension. Finally, remember that your ad should be optimized for mobile users.

Create High Quality Landing Page

When visitors click on your ad, they will land on your landing page, which would be the page that is closely related to your ad and the interest and need of the visitor. Quality landing page is relevant to the keyword, has high quality relevant content, and high quality visuals. It should have call for action and should be free of distractions. Your landing page should also be optimized for mobile users.

Keep a Constant Watch on Your PPC Campaign

Do not think that your job is done once you have your PPC campaign up and running. You need to constantly analyze it, see what the shortcomings are, see what is working for you, and what your competitors are doing. Then you need to tweak your campaign accordingly. You need to keep abreast of the latest trends in the PPC world and utilize them in your campaign. This might seem overwhelming for you and that is why you might need the help of a PPC company in India.

Overall, there is no doubt that a properly planned PPC campaign is a very effective marketing strategy that every business must make use of.

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