Increase revenue and drive traffic.
Create a list of goals with specific key performance indicators (KPIs).
For example, if your goal is to generate leads, your KPIs should be the number of sales- and marketing-qualified conversions you generate.
Ask your sales, marketing, operations, and customer success teams to describe your ideal customers.
Note down the basic demographics, business or career, their pain points, where they look for help, and how they might search for your product or service.
Create a spreadsheet and enter a list of keywords made up of every phrase you think your customers would use to find your product.
Ask your sales and marketing teams to contribute to the list.
Enter your keywords in Google Keyword Planner to get the search volume data, cost per click, keyword suggestions, and competitive data for each.
Use the filters to remove keywords that you don’t want to bid for. You can filter out keywords with high competition, low search volume, that aren’t relevant to your goal, and branded keywords.
Look at the Plan Overview section in Keyword Planner for an estimated budget and result, and decide on your PPC budget.
Set up your campaign and ad groups based on your target audience or what you are selling.
For example, if you sell clothing, you can use a different ad group for each product category.
Write your ad headline and description, and design an image to suit for each ad group.
Include your offer, benefits, unique selling proposition, keyword, and a CTA.
Add keywords, negative keywords, budget, networks, target audience, ad copy and images, and extensions to your campaign.
- Negative keywords are those that you don’t want to Ad to show up for. For example, if you offer web development service, you wouldn’t want to spend your ad budget on web development training.
- Your extensions should provide additional information and more reasons to do business with you.
Create a landing page that is most relevant to your ad and the intent, interest, and needs of the target audience, with calls to action.
For example, if the ad is focused on women’s shoes, your landing page should have product descriptions specific to women, the benefits and value of your shoes, and a call to action like buy now or buy today to get free shipping.