Before You Launch Your PPC Campaign: What You Need to Know

Chris Sams, July 13, 2017

As with any business or marketing plan, setting up a checklist before launching a PPC campaign for your business is essential for getting the best value and results. Whether this is your very first PPC campaign or one of the hundreds, setting up a few actionable goals and milestones, in the beginning, will help to reach your targets.

Designing an Effective PPC Campaign

While it’s not rocket science, there are a number of elements at play that help to determine whether your campaign will be successful or not. Mapping a clear outline of your goals for the campaign is the first step to getting started.

Some of the most common goals of a standard PPC campaign include:

  • Drive traffic to your website in a short time frame
  • Increase online visibility
  • Generate higher ROIs
  • Choosing a platform

Every pay-per-click ad platform has advantages and disadvantages, depending on your business needs and the goal of the campaign. The three main PPC platforms to consider are:

  • Google Adwords (offers either search or display ads)
  • Google Remarketing
  • Paid Facebook ads

How Do I Know Which PPC Platform Is Best for My Business?

As with any digital marketing plan, finding the best platform for your business typically requires a bit of trial and error. Developing a targeted plan and checklist, in the beginning, can help to narrow your choices, but experimenting with each platform is generally the best method to test the pros and cons and measure the results. Because there is no “one size fits all” platform when it comes to online ads, you may find that while targeted Facebook ads work best for one campaign, a Google AdWords campaign will be a better option for marketing a different service or product.

On track to dominate the largest share of the ad revenue landscape by 2019, pay-per-click advertising is an important element of every comprehensive digital marketing strategy. With the ability to scale and target your content to your audience and accurately track your results, PPC ads continue to be a go-to sales tool for digital marketers.

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