Pay-per-click (PPC) needs to be a service that your social media service team is using. With PPC, you can craft a digital marketing strategy that turns users into customers. But, before getting your social media service team to jump into PPC, they need to first understand a few things. There are three things they need to look at. The first is finding the right target audience. The second thing is to use the data on your target audience to craft a campaign that fits for them. The final thing you need to do is actually get the customers. Your social media service team should be following these three steps in order to run a successful PPC campaign. Below are the steps in more detail:
1. Finding Your Target Audience
PPC is going to require money. But, it is a great tool in that it allows for you to easily measure success in dollar amounts. Start with a budget that you are comfortable with. From there, find a test audience to determine what works and what doesn’t work. However, be mindful that your first test might not net customers. It’s a test to learn about what will work. Think of it more as an educational class on how to run a proper PPC campaign. Also, keep in mind that you want to create ads that bring users to your website and turn them into customers. Finally, make sure you create a landing page that is relevant to what the user is searching for, in order to avoid bounces (when users immediately leave your website).
2. Launching The Campaign
Once you gathered your data from step one, it’s time to start diving into your PPC campaign. Now remember, your campaign isn’t going to be a massive juggernaut in the beginning. It will take time to capture customers. But, now that you are armed with data, you can begin to make an impactful PPC campaign. One of the first things you are going to look at when running your campaign are impressions. Impressions are what users will see when your ad comes up due to a relevant keyword search. Impressions are important because the more people see them and are exposed to them, the greater the chance for converting them.
3. Getting The Customers
One of the most important rules of PPC campaigns is to make adjustments. If you sit back and let it run, it will fail. What keywords work and don’t work will change. Another thing that will change is the algorithm. Being mindful of these things will help you craft a campaign that works.
Additionally, it is important to check in on your competitor’s ads and your own ads. See what works for them and try to emulate it, but in a better way. This also includes checking out their landing pages.
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