5 Tips to Set Up a Good PPC Campaigns and Improve Performance
By Mobistreak on Jul 08, 2020
1. Choose a platform for your PPC campaign.Deciding the platform you want to run your new PPC campaign on is the first step. Yes, Google Ads are the most popular PPC campaign among today’s marketers, however, social networks like Facebook and Twitter also offer pay-per-click advertisements. Here’s how each of these common ad platforms works.
On Facebook, you can place Ads “sponsored” posts on the news feeds of users who identify with specific audience characteristics set by you, or your marketing team. Facebook ads allow you to choose your ad’s objective — including brand awareness, website traffic, and store visits — your target audience, budget, and ad format. Once you have specified your ad objective and target audience, Facebook will then place your ad on the news feeds of users who match your choices and charge you every time a user clicks on your ad.
Twitter Ads are very similar to Facebook Ads. On Twitter’s PPC ad platform, you can choose between eight different advertising objectives, such as, including app installs, new followers, tweet engagements, and website traffic, as well as your target audience. Twitter will then “promote” your post on the news feeds of users who match your choices, charging you every time someone clicks on your ads
On Google Ads, you pay for high-ranking real estate on Google’s various web properties, including search engine results pages (SERPs). Your PPC campaign can be a Search Ad, a Display Ad, a Video Ad, or an App Ad. These PPC campaigns allow you to set your ad budget, customize your audience, and/or commit to groups of search terms on which you want your search result to appear. Google then charges you each time this search result is clicked.
2. Choose a type of ad to invest in.Each of the various PPC platforms will allow you to choose the type of ad campaign you want to run and pay for.
On Facebook, you can choose between a single image, a single video, or a slideshow to be your ad’s main asset.
On Google, your ad options are:
These are usually banner ads and can appear anywhere in the Google ecosystem. For example display ads can appear on Gmail, YouTube, and similar domains within Google’s “Display Network.”
This ad type is most popular when we talk about PPC ads. When setting up your search ad, you or your marketing team will choose specific search terms. When users enter these specific search terms, Google’s Search Ads show your chosen landing page in the form of a hyperlinked search result.
Google’s Video Ads mostly appear across YouTube channels, however, it can also appear on certain Google partner platforms. You can run your video ads before, during, or at the end of Youtube videos that share a similar audience with your product or service. Because this may be interruptive, be sure to pick the right videos to show your ads so that the content is valuable and welcomed
These ads help promote an app you’ve developed for sale on Google Play or the company’s app marketplace. They can appear across the Google ecosystem, including Google Search, Google Play, and YouTube. With App ads, Google automatically synthesizes each ad’s artwork using the contents of your app’s download page and then runs these ads in your chosen languages and locations.
3. Determine your ad budget and bidding strategyThe next step is determining your PPC campaign budget. Here you will decide how much you’re willing to pay for the clicks you get on your ad. When working with Google Ads, you’ll be required to set a daily budget, however, on platforms such as Twitter and Facebook you will have you select the increments you want your payments to be in. Let us give you an example if your marketing team is allotted $2,000 for PPC, first determine how many campaigns you want to run. Let’s say that number is eight, theoretically, this would mean each campaign is worth $250. Having determined how much of that budget is available to each campaign, you’ll then divide this number by the number of days you want this campaign to run. Let’s say you want it to run for 14 days, your daily budget would be roughly $17.85/day. Now an important thing that you need to note is that not all topics and audiences are equal in value. This means certain interests, audience segments, and especially search terms will cost different amounts per click. Most PPC platforms have “auction” systems that help you decide how much your audience criteria will cost you. You will have several bidding strategies available to help you make the most cost-effective purchases for your campaign. On Google Ads, these bidding strategies include:
- Cost-per-click (CPC) bidding: You will pay Google every time a user clicks on your ad.
- Cost-per-thousand viewable impressions (vCPM)bidding: You will pay Google for every 1,000 times your ad appears on the search results and to users
- Cost-per-acquisition (CPA) bidding:You pay Google each time a user clicks on your ad, but the amount you pay is automatically optimized against how much it costs you to “acquire” a customer — or similar conversion behavior — from your website.
- Cost-per-view (CPV) bidding: You pay Google each time your video ad is viewed, clicked on, or otherwise engaged with on YouTube.