23 Dec 09 How to Create a PPC Campaign

If done properly, a PPC (Pay per Click) campaign can be very cost effective in bringing in targeted traffic to your website. You need to be methodological in your approach while creating a PPC campaign. This will help you create a system that could be duplicated campaign after campaign. Creating a PPC campaign is a five-step process, which I am going to discuss below:

Step 1: Make a budget

Budgeting should be the first step of whatever marketing activity you undertake because resources are always limited, and you would not like to spread your budget too thin. Make a budget stick to it, and do not get carried away. Make a monthly budget and then break it down to weekly then daily. Seeing the nature of the Internet, it is required to make a daily budget. Make sure, you are earning money and not wasting it.

Step 2: Brand identity

Construct an Identity for your brand. You will need a strong brand identity to clearly define what you need to say and what kind of customers you need. You should have your brand identity system handy before you build a PPC Campaign.

Step 3: Get keyword

Define your keywords more tightly, and do not use any non-commercial keywords. I am advising against using non-commercial keywords because PPC costs money, and you would not like to pull freebie hunters through your campaign.

Step 4: Write an effective copy

Your PPC ad will be clicked or not depends upon the power of your advertising copy. Your copy should reflect the product or services you are offering. You should also be careful about word usage. Some words are more effective than others. Run a split-test before moving the campaign live.

Step 5: Make it live and monitor

What is not monitor has not been achieved. You need to monitor every critical aspect of your PPC campaign. See what is working and what is not. Do away with ineffective element and duplicate the elements that are working.

Conclusion

You need to carefully consider every step while creating a PPC campaign. Always keep an eye on Click-through rate (CTR). You can increase your CTR by minor tweaking. For that, all you need to do is experiment.

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