Article Updated: June 23, 2020.
We updated this article in June 2020 to reflect more up-to-date information on Google Ads while linking to more relevant resources.
Key Points on Driving Instant Traffic Using PPC Advertising:
- Paid Ads Can Drive Instant Traffic For Your Business
- Don’t Forget About SEO For Long Term ROI
- Proper Adwords Set-Up Leads to Better Results
- Check Your Search Terms Results and Key Data Points
To a business owner just beginning to dabble in digital marketing, your obvious goal is to drive potential customers to your website. If you’re trying to determine whether to begin with SEO or PPC, keep in mind the main differentiation is time. If you’re in it for the long haul with your business, it’s never too early to start developing an SEO plan. Those who are patient and have a solid plan in place have the potential to reap the benefits of being featured on Google’s first page with SEO. If you need instant traffic and awareness, Google PPC is the way to go.
NOTE: Our agency recommends a blended strategy. You don’t want to put all of your eggs in one basket. We like investing in both paid ads for Google and Organic SEO for our clients. When we achieve solid first page rankings for a business, we can scale back on advertising, if needed. It should also be noted that SEO can drive quick results. If you have a solid blog strategy, for example, you can rank well for long-tailed queries. If you are in a niche industry or a smaller city, there will be less competition. You should not start investing in SEO with the thought that you’ll achieve amazing rankings overnight. PPC on the other hand can drive those instant results.
WHAT EXACTLY IS GOOGLE PPC?
Before we get into tips to drive instant traffic using Google PPC, it’s important to understand what a Google Advertisement looks like, the purpose and how to go about setting up PPC advertisements.
A Google PPC Advertisement is an ad that populates towards the top of Google. It’s driven by keywords you bid on within Google Ads. You are allowed the following character limits and parameters within a Google PPC campaign:
WHAT ARE THE GUIDELINES TO CREATING AN ADVERTISEMENT?
- Headline 1: 30 Characters
- Headline 2: 30 Characters
- Headline 3: 30 Characters
- Description 1: 90 Characters
- Description 2: 90 Characters
- Sitelink Extensions
- Callout Extensions
- Call Extensions
- Location Extension
WHAT DOES A GOOGLE PPC AD LOOK LIKE?
Below is an example of a Google PPC advertisement. Keep in mind there are other extensions and ad formats but the example below is the most common. To get started, you need to set-up your Google Ads campaign. Fortunately for you, we listed out a beginner’s guide to setting up a PPC campaign from scratch [read here]. There are a lot of wrong steps you can take when setting up a Google PPC campaign that can cost you money and derail performance, hence the importance of setting up a campaign from scratch properly.
WHY IS CATEGORIZATION SO IMPORTANT?
For our agency, The Media Captain, 40% of our revenue comes from SEO and PPC while 40% comes from web design and development. The other 20% is comprised of other services, like graphic design. Only a small portion of revenue comes from graphic design and these sorts of projects are typically lower in total billing volume. Based on the business metrics, it would not be advantageous to put 80% of ad spend into graphic design. This is why proper categorization is important. This can be done by setting up different ad groups and campaigns based on your business goals and objectives. WordStream put together a great article on the proper structuring of an Adwords campaign [read here].
Doing keyword research prior to launching a campaign is the key to driving relevant traffic to your site. Since PPC ads launch instantly and can begin driving traffic right away, it’s essential to do preliminary keyword research and determine which searches will drive bring you more business. Your due diligence while choosing keywords ultimately decides if the campaign is going to bring you business or whether you’re paying for unnecessary clicks that won’t convert for you.
Are you familiar with the Adwords keyword planner? You can search for new keyword and ad group ideas by simply adding your product or service, landing page and product category. Creating a list of valuable keywords that will drive new business is crucial. Just start with 10 keywords and measure the top performers! Be sure that you know the difference between phrase match, broad match, exact match and broad match modifier. These small details make a BIG difference for a PPC campaign.
Business can boom instantly thanks to PPC, but keyword selection makes all the difference with efficiently spending advertising dollars.
MONITORING SEARCH TERMS
We can’t emphasize the importance of monitoring your search terms. If you want to drive qualified traffic instantly to your website via Google PPC, you must monitor the Search Terms report within Google Ads like a hawk. Most people select keywords for their campaigns and think those will be the exact keywords people type into Google when clicking on your ads. This isn’t the case. Phrase, broad and broad match modifier can drive other variations of searches to your site, with many of them not being of quality [learn more about match types within Google Ads]. That’s why it’s also important to add negative keywords into your account. This will help prevent irrelevant keywords from populating with your advertisements.
GOOGLE ANALYTICS INTEGRATION
So you think you’ve created compelling advertising copy and high-quality keywords and are ready to launch your campaign! Hold on one second… How exactly do you plan on measuring success? Making sure that you add conversion tracking to Adwords and integrate the campaign with Google Analytics is a MUST! This will allow you to gauge which keywords have the lowest bounce rate; most page visits and ultimately drive the most leads. It will teach you how you should be allocating your budget for your campaign!
Creating a solid campaign structure with ad groups separated by services and varying keywords, creating compelling advertisements are all pieces of creating an effective game plan to drive optimal traffic to your site. Using Google Analytics data to know where to make adjustments to campaigns after launch is critical to make sure advertising spend is used efficiently while your campaigns are active.
Successfully launching a Google Ads campaign is only half the battle. Properly monitoring your campaign post-launch and making adjustments is what will ultimately improve performance.