1. Keywords
PPC allows anyone to create ads, each time your ad pops up and someone clicks on it you pay a small fee. The adverts appear on search engines and social media platforms such as Google, Yahoo, Facebook, Instagram etc.
Keyword selection is incredibly important as it is tied to how much your business would have to spend on PPC ads. The best way to find the correct keywords would be to use an online tool such as Google’s Keyword Planner to help your research.
2. Organisation
Organised structure is important and you need to ask yourself what you want to achieve. Do you want new customers? To attract people to your site? To bring more brand awareness? Each of these should be linked directly to a campaign and you will probably end up with a few to begin with. Only expand to more campaigns when it seems manageable. Within your campaigns there will be ad groups based on keyword themes. You shouldn’t need more than 6-8 ads per campaign.
3. Landing pages
Once your ad has attracted customers, the page that they will be directed to needs to be a customised landing page that is specific to what the customer has just clicked on. The page should not be the website’s home page but a landing page tailored to the ad. The page should reflect the keywords that were used in the PPC ad and perhaps you should think about offering the customers something that would be hard to refuse like a free trial or a discount.
