PPC has proven to be a very effective and efficient marketing channel for business in various industries. However, it’s easy to “pull” money into this channel and not get a return. Before you start your first advertising campaign, you need to know a few things.
Goals
As with any marketing process, it is important to first determine the business goals for your campaigns. In contextual advertising, this is especially important because these goals often determine the structure of your campaigns. For example, one way to structure your campaigns is to do them based on where people are in your marketing funnel.
Find out what you want to achieve with your paid search campaigns: does this help to inform potential customers, generate leads, sell products or services, increase the average order value, increase customer loyalty, install the application, etc. ? Whatever your goals, plan them first.
Adequate budget
Without a sufficient budget, your ads will not appear often. There are many ways to control expenses in AdWords, but doing this while limiting your budget is perhaps the worst way. It also means that you won’t get enough clicks or conversion data to study and optimize your campaigns, not to mention the achievement of your business’s goals.
Landing pages
The best campaign structure, the best ads and all the optimization levers in AdWords, Yandex Direct or any other platform will not matter if you do not have good landing pages. Since requests from mobile devices currently make up the majority of requests and clicks on ads, landing page speed for mobile devices is one of the deciding factors. It is very important that landing pages load quickly on all devices and provide a good user experience that matches their search query and provide an intuitive path to the action you want them to take.
In the landing page report in the new AdWords interface, Google now displays "clickthrough rate for mobile devices" and "actual AMP clickthrough rate [accelerated mobile pages https://futureinapps.com/en/blog/skorost-v-seo-reshaet?pid = KWaHQ4pKFr] ”so that advertisers can better understand how their landing pages work on mobile devices. You can also test the mobility of your pages with Google’s handy testing tool.
If your business goal is to get potential customers, but you don’t have a goal form or a clear call to action on the landing page, your campaigns probably won’t bring the desired results or user behavior that signals a good user experience.
If your site sells baby products, and your ad for the search term “baby carriage” takes the user to your home page of the baby goods store, and not to the category page for baby strollers, most visitors will not spend time figuring out how to find baby strollers on your website. Instead, users will return to search results, and the quality score of this ad will suffer.
Read also:
Let's start with the basics: the essence of PPC (contextual advertising)
5 reasons not to invest only in contextual advertising
Thinking test
Your campaigns may not meet your goals right outside the goal. Successful search campaigns require ongoing analysis, testing, and optimization. From bidding to targeting, messaging, and landing page strategies, all affect performance. And since search engines themselves constantly test and introduce new features, there is a constant learning curve and the ability to try new things.
Dedicated resources (people)
The size of your budget and the complexity of your campaigns will determine how much time and talent you should devote to managing, analyzing and optimizing your paid searches. It is incredibly easy to spend money on PPC. But having the right contextologist and resources will save money and save you a headache.
