How to Run a Google PPC Campaign

How to run a Google PPC campaign? How to find customers and increase sales? No matter if you have an excellent product or service, finding customers is the key to flourish your business. Google receives over 3.5 billion searches per day, and users who click on ads are 55% more likely to become customers. Studies show that PPC campaigns can increase a company’s brand awareness by 90%. Read on!

How to Run a Google PPC Campaign

There are many benefits of running PPC ad campaigns. For instance, the main advantage is easy measurement and tracking, especially when using the Google Ads tool with Google Analytics. That way, you can track and measure performance details, such as impressions, clicks, and conversions. The question is: how to run a Google PPC campaign and how to find customers and increase sales. Here is how you can get started!

Define your Campaign’s Goals

Sterling and Pope Marketing recommends focusing on your PPC campaigns objective. For instance, you must define the purpose of PPC ads. Is it increasing your brand or product awareness or increase sales? How do you commit to tracking your PPC campaigns effectiveness? Some strategic goals can include:

  • Qualified lead generation
  • Building a brand image
  • Increasing sales

Define and Create Customer Profiles

It is crucial to find your target audience, demographics, and the language they use to communicate their transactional intent to Google. Your task is to identify your target customers.

The information you collect depends on your business type. For instance, if you target individual prospective customers, you will know their spending behavior, income, primary location, gender, and age.

Likewise, if you want to target other businesses, make sure you focus on their niches, target sectors, sizes, and customer communication channels. Customers use three types of keyword languages when using Google:

  • Navigational (For example, top-rated, top 10, reviews, etc.)
  • Informational (Examples are “how-to,” “where to,” “best ways,” etc.)
  • Transactional (Examples include “buy,” “coupons,” “discounts,” etc.)

Set up Ad Groups and add Keywords

How to run a Google PPC campaign? It is crucial to get started with ad Groups. An ad group has one or more ads focused on similar keywords or targets. Your company’s PPC campaign must contain at least a single or multiple ad groups. Make sure your ad Groups has organized ads that share a common theme.

Sterling and Pope Marketing follows a step-by-step approach to run your PPC campaigns. After setting up your ad groups, our marketing experts will add the keywords and match types. Google ads have four different match types, such as:

  • Broad Match: It is a default match, allowing Google to decide keywords
  • Modified Broad Match: You can make small variations to search queries
  • Phrase Match: It refers to sticking to queries in proper order
  • Exact Match: It shows ads for specific keywords

Set up Bidding

Experts say that setting up the proper bidding is the most complicated step in running Google PPC campaigns. Therefore, you need a solid bid management strategy. Sterling and Pope Marketing can develop a plan to streamline the bidding process. Let us give you an example of how to use the bid strategy. Continue reading!

Focus on two essential things, such as “Action” and “Reason when you start with your PPC campaigns. For example, the action is setting every ad group at a maximum CPC of $0.30. The reason is that you don’t know the cost of click and the number of clicks you will get. That’s why you should start with a lower PPC rate.

How to find customers and increase sales? One month into the CPC campaign, you might have some ad Groups that get increase sales. The question is: why other ad groups didn’t get sales. Remember, you need to focus on the “Action” aspect again.

For instance, if you increase your CPCs by 30% for the sales-making ad groups, you will get increased sales. After a few months, you will have to implement more advanced strategies to manage your Google PPC campaign.

Use Ad Extensions

Ad extensions are additional features that you can use to claim more clicks in Google search results. Google Ads gives options to set ad extensions on your company’s account, ad group level or campaign.

That way, you can help your potential audience discover your product catalog. There are different types of ad extensions. However, not all of them can work well for your PPC campaign. Sterling and Pope Marketing recommends:

  • Sitelinks
  • Callout extensions
  • Structured snippets
  • Location extensions
  • Call extensions
  • Promotion extensions
  • Price extensions
  • Seller ratings

How to run a Google PPC campaign and how to find customers and increase sales. Contact Sterling and Pope Marketing for a comprehensive plan and strategy. We have experienced professionals with the skills to make your PPC campaign thrive with boosted ROIs.