Know Your Goals
Before you even log in to Google AdWords for the first time, it is vital to ensure that you know what you are hoping to achieve with pay-per-click (PPC) advertising.
Many people assume that PPC advertising is only effective for increasing the number of sales that a website receives, but if utilised effectively, it can also be used to increase brand awareness, increase social engagement, and generate leads.
All of these are excellent reasons to start using PPC, but it is imperative that you define your business objectives and how these will be measured before you start with AdWords. Otherwise, you will be essentially shooting into the dark, and your campaigns will suffer because of this.
Get Your Landing Pages Ready
While PPC is a great method of getting users onto your website, it can prove to be a waste of time, effort, and money if your landing pages are not geared towards maximising your return-on-investment.
Your landing pages need to meet a wide range of criteria to be efficient, and they need to provide a positive user experience while trying to get them to convert.
If a user lands on your site and is then greeted by an unappealing, impractical web page, the chances of them carrying out a positive action is close to zero.
However, if they are instead met by an aesthetically pleasing, functional and mobile responsive page, the user is a lot more likely to convert while they are visiting your website.
Do Your Keyword Preparation
Before you start preparing your AdWords campaigns, you first need to put yourself in the shoes of your potential customers.
What keywords and phrases might they search for to find what your business offers? Once you have compiled a list of these keywords and phrases, the next step is to conduct these searches yourself, as this can give you an idea of what your competition is doing. It allows you to arm yourself with vital information by answering the following questions:
- Who is your competition?
- How do they make their business attractive to potential customers?
- What, if any, calls to action are they using?
Using this information, you can discern what makes your company stand out from your competition, and how you can really make your PPC ads stand out from the crowd.