Pay-per-click (PPC) campaigns operate much differently than SEO campaigns.
While you expect SEO campaigns to take their time to bear fruit, PPC campaigns are expected to produce almost immediate results.
SEO campaigns are easy to scale, depending on the type of effort you put in.
PPC campaigns can spiral out of control and take your PPC budget with it if you don’t properly manage them.
When the time comes when your campaign is successful, you’ll need to explore ways to scale it and make every dollar count.
However, scaling your PPC is a concentrated effort.
To accomplish this task, this guide will teach you all you need to know about growing your campaign to new heights.
Before you decide to scale your PPC campaign, it’s important to make sure that everything is in working order.
Also, you need to be sure whether or not scaling your campaign is the best choice for your business moving forward.
Below are some essential questions you should ask and answer before growing your PPC campaign.
One of the most common causes of PPC campaign failures is that the landing page or website hasn’t been built properly. It can be frustrating to spend hundreds and even thousands of dollars every month, achieve impressions and clicks on your ads, only for them to visit your website and leave.
PPC campaigns are only a means to an end. This means that your website or landing page needs to actually work properly before continuing with your campaign. To make sure your website is working and heighten your campaign’s conversion rate, here are the following steps you should take:
You wouldn’t believe how many PPC campaigns aren’t configured with Google Analytics. Some forget to install this feature, and others figure it’s not very important. Nonetheless, Google Analytics is instrumental in tracking conversions down your sales funnel.
With Google Analytics, you can find out the exact keywords potential customers are using to find an ad. You can also check on important SEO benchmarks such as dwell time (average session time), bounce rate, and more.
Google Analytics is most important in observing how leads react to your website when they’re away from your ads. This is the type of information you won’t find on Google or Facebook Ads.
When you run an eCommerce store, dealing with B2C clients, there’s no need for investing in a customer relationship management (CRM) platform. After all, people are going to click on your ad, visit your store, buy, and leave.
When you’re targeting B2B clients, you have to groom them before they’re ready to buy. Before you scale your campaign, you have to make sure that your business is ready to deal with a sudden influx of new prospects.
Thus, be sure to research and invest in a premium CRM platform that aligns with your business’ needs.
Once you’ve made the decision to begin scaling your PPC campaign, it’s time to put in the work to make your changes happen. By following these 10 convenient steps, you can begin the process of growing your PPC campaigns.
If you haven’t done so already, invest sufficient resources into creating a landing page that can visibly attract prospects delivered from your paid ads and convert them into paying customers.
Landing pages are the most important aspect of any PPC campaign, as they are responsible for improving conversions. Therefore, it’s in your best interest to hire a proficient copywriter and UX designer to ensure that your landing page design is a success.
When your landing page is complete, conduct regular A/B tests and perform tweaks to make sure that it will perform it’s best over time.
This may seem obvious, but increasing your ad budget is one of the most sure-fire ways of scaling your PPC campaign. The more you’re willing to spend on PPC ads, the more placements you can earn on the internet and social media.
Let’s say that your competitor is spending $1,000 a month on Google Ads. If you’re not prepared to match or exceed their investment, then you can’t expect to achieve similar results.
Granted, you can achieve remarkable results with any reasonable ad budget if you’re creative enough. But, if your competitors are allocating more money towards foundational keywords that are bringing in vast amounts of traffic, then you’re always going to be at a disadvantage.
As a result, make the decision to increase your budget at a rate that’s financially feasible for your business.
A lot of businesses spend a lot of time, effort, and money targeting new prospects. Depending on your industry, some people may not be interested in learning more about a product outright.
After all, paid ads aren’t really considered to be an inbound marketing strategy. You’re essentially paying for your ads to be placed in front of a person if they type in a familiar keyword.
This doesn’t mean that the person is automatically interested in buying a product or service. For this reason, you need a contingency plan to subliminally keep your business in the minds of prospects who aren’t yet ready to convert.
Remarketing in PPC campaigns helps you to achieve this. Google Ads allows you to structure existing campaigns to retarget people who have viewed your ads and are on different websites:
This allows advertisers to use an internet user’s cookies to send ads even when people are on completely different websites:
If you’re going to scale your PPC campaigns, chances are that you plan to advertise several more products and services your business offers. The problem is that you can’t group all of these potential ads together.
This makes it very difficult to track results and measure your campaign’s ROI.
When scaling your PPC campaign, you’ll need to create distinct ad groups for different products and services.
For example, let’s say that you sell home security equipment. If you’re planning on advertising both home security cameras and alarm systems, then it’s best to place these products in different groups.
Why? Both of these products are very similar.
The reason is because when you separate different products and services into distinct ad groups, you make it easier to target hyper-specific keywords. This way, you can not only create keyword-rich ad copy, but you can develop ads that are just what your audience is looking for.
When designing a PPC campaign, it can be tempting to just target the low-hanging fruit. After all, there’s no harm in bidding for low-cost keywords that can net minimal traffic for your website or landing page.
The problem is that all traffic isn’t good traffic. Just because your ads are gaining impressions online doesn’t mean that they are successful. Even if you’re targeting keywords that total hundreds of thousands of traffic, your ads will never be completely efficient.
As a result, make sure that you analyze the demand of your targeted keywords before moving forward. This goes beyond determining how much traffic a standard keyword receives.
You can analyze the demand of a keyword by using external solutions, such as WordStream, SpyFu, SEMRush, and Ubersuggest.
Do you know how many keywords you’re targeting? Are they organized accordingly so you can monitor their performance? If not, then you better get busy in establishing a keyword list.
Google Ads already shows you a complete list of the keywords you’re bidding for. Though, if you plan to use any of the external keyword research tools mentioned before, you’ll need to explore these keywords into a list.
A major part of building a keyword list is deciding which keywords you don’t want to target. This may not seem important right now, but you could possibly be wasting money on irrelevant keywords that won’t net any bang for your buck.
If you’re attempting to scale your PPC campaign, the first step is analyzing areas where your ad budget is being wasted. Here are some effective ways to optimize your ad spend by creating a list of negative keywords:
If you’re going to be successful in scaling your PPC campaigns, then you’ll first have to spy on your fiercest competitors and understand how they’re structuring their campaigns.
In fact, this is one of the most important steps of building a PPC campaign in the first place. Competitor analysis is the crux of both SEO and paid search. The good news is that there are several tools available to get a sneak peak into the campaigns of your competition.
Auction Insights via Google Ads, SpyFu, SEMRush, are all great tools to utilize in this regard.
Don’t fall into the trap of spamming keywords into your ad copy and headlines just to improve its quality score. While your ads will appear for relevant searches, it will fail to compel potential customers to click.
Remember, ad copy is for people, not search engines. Make sure you are communicating clear and concise information to your target audience, such as your offer, contact information, and buzz words (such as buy now).
The important thing when writing ad copy is to always write for the end user.
Like the ad copy, the call-to-action (CTA) is also one of the most important structural components of any campaign. Therefore, pay close attention to the verbiage and contact information you use in your CTAs.
If you’re selling products, you should strive towards attracting your audience to “buy now”. On the other hand, if you’re selling services, it would be best to convince your audience to “learn more”.
These are clear differences, as most online products are geared toward consumers who have natural impulses to splurge in comparison to key decision makers who are interested in a service.
Since your CTAs will impact your entire campaign, place them in rigorous A/B tests to ensure they are effectively converting your target audience.
Scaling your PPC campaign will ultimately require a great deal of experimentation, time, effort, and money.
When you choose to do all of the work yourself, you can run the risk of wasting your valuable investment and ruining your campaign.
In such cases, it’s time to fire your PPC agency.
Nonetheless, if you’re still interested in growing your PPC campaign, then you’ve come to the right place. Contact us today to receive a free proposal to begin scaling your campaign.