7 steps to a simple PPC strategy in 2023

Wanting to create Facebookor Google adsbut don’t know where to start? At Next Chapterwe’ve produced a simple guide to help you get started, with a step-by-step guide to creating your  simple PPC strategy, as well as some common mistakes to avoid when you actually come to creating your ad campaigns.

Step 1: Define your goals and objectives

The first step in creating a successful PPC strategy is to define your goals and objectives. What do you want to achieve with your PPC campaigns? Do you want to increase website traffic, generate leads, or boost sales? Be specific about your goals so you can create a plan that’s tailored to your needs.

Example: A digital marketing company’s goal could be to increase website traffic by 20% and / or generate 10% more leads within the next 3 months through their PPC campaigns.

Step 2: Conduct keyword research

Keyword researchis a critical step in any PPC strategy. Use keyword research tools to identify the most relevant and valuable keywords for your business. Make sure your keywords are relevant to your product or service and have high search volume but low competition. If possible, target terms with a high chance of conversion with your PPC ads, like those which include ‘buy’ or ‘shop’.

Example: A digital marketing agencyidentifies terms like ‘SEO optimisation service’ and ‘ TikTok account management’ to target using ads. These terms have a high intent to purchase so have a higher chance of conversion.

Step 3: Set a budget

Determine how much you’re willing to spend on your PPC campaigns. You can set a daily, weekly, or monthly budget. Start small and gradually increase your budget as you see positive results, or even shift budget around to ads which are performing better.

Example : a marketing agency has two ad campaigns set up with a budget of £500 a month on each. It becomes clear campaign A is converting much better, so the agency shifts all budget to campaign A to improve overall performance of their ads.

Step 4: Choose your platforms

Decide which PPC platforms you want to use while keeping your personas in mind to ensure you will reach your target market. The most popular PPC platforms are Google Ads and Facebook Ads, but there are other options, such as Bing Ads, LinkedIn Ads, TikTok Ads, Instagram Adsand Twitter Ads. Check out our recent blog to explore the different types of ads.

Example : A marketing agency’s customers are predominantly B2B, which means they are more likely to see ads and convert on Google or LinkedIn rather than Facebook or Twitter.

Step 5: Create ad groups and ad copy

Create ad groups based on your keywords and write ad copy that’s tailored to each group, this works similarly to topic clustering. Your ads should be attention-grabbing and relevant to your audience. Use strong calls-to-action and highlight the benefits of your product or service. Have a read of our recent post for more tips on writing ad copy which converts.

Example : One ad group could target ‘ SEO services’ and include variations of that key phrase including things like ‘ Search Engine Optimisation Agency’. Ad copy would highlight your expertise in SEO, and a clear call-to-action to encourage users to visit their website and start a projecttogether.

Step 6: Set up tracking and analytics

It’s essential to track the performance of your PPC campaigns. Set up conversion tracking and install Google Analyticsso you can measure your results and make data-driven decisions.

Example : consider what counts as a conversion to your business. It can be as easy as a purchase, but with some companies it could be a phone call, email, or form submission. Once this is set-up, use the data to optimise ads for the best performance.

Step 7: Monitor and optimise your campaigns

Monitor your campaigns regularly and make adjustments as needed. You may need to adjust your bids, change your ad copy, or add negative keywords to improve your results.

Example : a company may optimise their campaigns by adjusting their bids, testing different ad copy or landing pages, and adding negative keywords to improve their ROI and generate more leads. They may also experiment with other PPC platforms, such as Facebook Ads or TikTok Ads, to reach a broader audience and increase website traffic.

Any other advice from Next Chapter?

This simple PPC strategy can help you prepare and plan for PPC success, however there’s no guarantee your campaigns will bring results. Most importantly, you need to keep an eye on your analytics and make adjustments where necessary. Some common mistakes to avoid when creating PPC ads are as follows:

Irrelevant Keywords : Don’t target irrelevant keywords just to increase traffic. Ensure that your keywords align with your target audience and your business goals.

Weak Ad Copy : Avoid using generic or weak ad copy that doesn’t convey the value of your product or service. Use clear and concise language that speaks to your target audience.

Poor Landing Pages : Don’t send users to a generic or irrelevant landing page. Create a landing page that aligns with the ad copy and provides a clear call-to-action to encourage users to convert.

Overcomplicating Campaigns : Avoid overcomplicating your campaigns with too many keywords, ad groups, or targeting options. Keep it simple and focused on your business goals.

Ignoring Analytics : Don’t ignore your campaign analytics. Use data to optimise your campaigns, identify areas for improvement, and adjust your strategies accordingly.

Ignoring Negative Keywords : Avoid ignoring negative keywords. Negative keywords can help you target your ads more effectively and prevent your ads from showing up for irrelevant searches.

By following these steps and avoiding these mistakes, you can create a successful PPC strategy that drives traffic, generates leads, and helps you meet your PPC KPI’s. For more expert marketing advice, get in touch with Next Chapter – a leading PPC agencywho is ready to disrupt your market.