In the world of search engine marketing (SEM), more and more marketers are buying into PPC campaigns. Google Ads specifically has increased its revenue from year to year. In 2021, Google advertising revenue accounted for $53.1 billion — 81% of Alphabet’s overall sales.
Properly investing in PPC can result in nearly guaranteed ad placement in the search engine result pages of their choice. And this placement can help generate leads. If your ads tool is tightly integrated with your CRM, you can even leverage ads data to nurture these leads across their buyer’s journey.
As you prepare to create a PPC campaign, it’s important to get a rundown of what a successful campaign entails and identify management missteps that you’ll want to avoid.
PPC stands for “pay-per-click.” PPC campaigns are a form of search engine marketing (SEM) where a company builds an ad with targeted keywords and then pays for it by the click. These campaigns are often built using Google Ads.
Building a successful PPC campaign includes a few key steps:
- Determine your PPC campaign structure.
- Identify, build, and refine your campaign’s landing pages.
- Create a keyword strategy based on your research.
- Create ads based on insights from the steps above.
- Share your campaign plan with stakeholders.
The problem is, many marketers have poor PPC campaign management, which ends up costing them way more money than they need to spend and delivering underwhelming lead generation results.
Here are a few ways marketers could go wrong with PPC campaign management:
- Coming up with keywords on the fly without doing prior research.
- Only building one basic campaign without utilizing Google Ads’ Ad Groups tool.
- Attaching unengaging landing pages — or a homepage that generates no leads — to the campaign.
- Not adding “negative keywords” or monitoring campaigns to avoid wasting budget.
- Creating campaigns, setting budget caps, and going live without telling internal or external stakeholders.