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In my business I work out how to introduce businesses to new customers. Sometimes it can be tricky to find the right way of getting your message across so we work a lot of different angles. Some businesses we concentrate on social media, and for other it's about traditional media or face to face marketing. There are lots of tricks that you can use to firm up the story of your own brand without using a marketing agency, and we include them on this site. It's useful information for business of any size to keep updating and refreshing their brand image.

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Introducing you to the world

Setting Up a PPC Campaign: What You Need to Know

by Grace Arnold

If you own an e-commerce website, you may wish to gain some exposure using online ads which appear on search engines results. This is known as Pay-Per-Click (PPC) advertising. If you are new to the world of PPC, you may be looking for advice about how to set up an effective campaign. Below is a guide to everything you need to know.

Set goals

The first thing you will need to do is to establish what the goals of your PPC campaign are. To do this, you should consider the following points:

The audience you wish to target

In order to properly target an audience, you should paint a picture of what the ideal customer looks like. Consider the age of your audience and the keywords they are likely to use when searching for a product, service or information.

The action you wish the audience to take

Once you have established the type of demographic you are targeting and the keywords they are likely to use, you should consider what action you wish them to take when they click on your paid search result. For example, you may wish for the customer to read a landing page so they can learn more about your project or you may want them to buy a product or service.

Work out how you will measure success

Finally, you should consider what success will look like. If you don't define what a successful campaign looks like, you will have no way of rating how your PPC campaign has performed. You should decide on metrics which are easily measurable and which will allow you to carry out an analysis of your digital marketing campaign. For example, you may wish to track the source of traffic which is clicking on your ad. Doing so will allow you to establish the location from which each search was made and the level of engagement each visitor had with your ad and website.

If your first PPC campaign performs poorly, you may wish to reevaluate the keywords you have decided to target. You should not be disheartened if your first PPC campaign is not a complete success. This type of marketing is as much an art as it is a science and with practice, you will be able to target your customers with digital ads more efficiently.

If you would further advice about managing a PPC campaign, you should contact a marketing service today.

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