Starting a pay-per-click advertising campaign can be an excellent way of gaining new customers but there are key questions to ask before starting a PPC Campaign.
It can be a daunting prospect, though.
The fear is that you’ll be spending significant amounts of money without getting your business the results it needs.
To make sure you get the best return on your investment, there are four key questions you should be asking:
1. Which platform would be best for me?
There are five established platforms – Google Adwords, Bing advertising, Facebook (including Instagram), Twitter, and LinkedIn.
Each has pros and cons and the best platform for you will depend on your type of business and your budget.
Google has a large percentage of market share because of its millions of search engine users. PPC allows you to reach the top advertising position immediately, provided you have the budget to do that and you manage your adverts well enough to achieve a high-quality score. There will be a higher cost per click than other methods and first-time users can find it tricky to optimise.
However, if your campaign is run correctly Google AdWords can be a great source of driving qualified traffic to your site.
Bing has a lower cost per click and good customer service, but lower search traffic making it harder to grow campaigns. This however is changing rapidly as BING is growing especially with the take-up of Windows 10 that uses BING to power Cortana assistant.
Get BING adverting right though and your Return On Investment (ROI) can be excellent.
Facebook has a massive and engaged audience of over a billion users. Its targeting options – by region, demographics and interests – are sophisticated, and the cost is reasonable. You can target Facebook page likes or website clicks. There is generally a lower click-through rate than Google, for example, as users aren’t actively searching for your products, and you do have to refresh adverts regularly to stop people becoming bored with them.
Facebook Ads is also now integrated with Instagram allowing savvy brands to reach a whole new audience. If you are an e-commerce retailer this can be a great untapped resource.
Twitter allows you to target segments of the market, like Facebook. You can choose to target more followers, website clicks, or other engagements like app installations. There are multiple types of adverts like reasonable-priced promoted tweets or sponsored trends (which can be expensive). As a faster platform than Facebook, tweets can be missed and it’s harder to prove a return on investment for them. Twitter analytics is also less in-depth than other platforms.
LinkedIN – LinkedIn can be a great platform for those companies who operate in the B2B sector allowing you to drill down to the industries that you operate in. Click-through rates vary and LinkedIn state that a good click-through rate is around 0.025% but you can get higher CTR’s than this by being very targetted and using compelling copy and images.
Where do you think your dream customers will be reached? If it’s on social media, Facebook and Twitter are strong contenders. If you are in the B2B industry then give LinkedIn a go alongside your other PPC campaigns. If they’re searching the web, Google and Bing need to be in the mix.
2. What’s the sort of budget I’ll need for the results I want?
Start with the goals you want to achieve. Your goals could be lead-focused, or brand awareness-focused.
Do you want 100 new customers in the next month costing no more than £30 per customer? That’s a leads-focused goal.
Do you want to see 10,000 more impressions on your website in the next month at a spend of nor more than £250? That’s primarily about brand awareness.
Use your website’s Google Analytics to determine how much traffic you’ll need to drive to achieve your goal. Look at your historical conversion figures.
Look at cost per click estimates from Google Adwords Planner or Facebook, for example, and do your sums. It’s estimated traffic you’ll need times the cost per click – that’s how much you’ll need.
The budget you’ll need will depend on your goals and your chosen platform. Google Adwords tends to require a larger budget than Facebook, for example.
Talk to PPC specialists such as us and set a budget with which you’re comfortable.
3. How will the PPC campaign fit into my brand?
Are the messages in your adverts consistent with the messages in your marketing – on your website, banners, flyers, postcards, and in what you sat at networking events?
It’s important that you’re not saying one thing in your marketing and another in your advertising.
You should also be using your advertising to support your marketing, backing up promotions, for example.
4. How will we evaluate our campaign?
This depends on the goals you set in the first place and the level of analytics you’ll receive from your chosen platform.
You need to decide whether you need a leads-focused return on your investment or a brand awareness campaign.
The first is easier to measure. You can see how many new customers you get compared to a baseline you take before the campaign begins, and your PPC specialist can provide you with a report on the cost of acquiring each customer.
The second is a little more difficult to evaluate. What you could do is take a base measurement of the number of mentions and interactions your business gets before you start, then take the same measurements during and after the campaign. You can use Mention.net (https://mention.com/) to measure the impact. You could set goals for an increase in the number of positive mentions or interactions you’d like to see on social media, for example.
The simple question is this: Did you achieve your goals within your budget? If you did, your campaign is a success.
Need expert help to get the most out of your PPC budget? Email us using the contact form on this page or call 02921 286870.