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A Beginner's Guide to PPC

Considering leaping into the world of PPC, namely Google Ads? Prepare to be overwhelmed, as there is so much to consider before you see that first advert appear. While it might feel a little (or a lot!) like stepping out into a maze, we guide you through the five main checkpoints to building a successful PPC account.

#1 – Goals:

Firstly and most importantly, you’ll need to lay out your marketing goals (i.e. what do you want to achieve?). If you think about it, we apply goals in every aspect of our lives. You wouldn’t set off in a car without knowing where your destination is, and it’s the same for PPC.  

Take a moment to think about where you want your PPC account to lead you. For a lot of businesses, their goal will be to increase lead flow and ultimately generate more sales, but it may also include targeting brand awareness.

Having a clear understanding of your goals also helps to inform your Return on Investment (ROI), which provides an important calculation to whether your PPC expenditure is offering value for money.

#2 - Budget:

It’s equally important to have your budget figured out early. Start by defining an outline budget…

To do this, you will need to consider how many clicks you want your budget to buy you and how much you are willing to pay overall for a lead. A lead will be recorded as a conversion - whether that’s a form being filled out or a transaction being carried out, it’s the action you want to user to perform once clicking on your ads.

With this decided, you can then look into how to split your budget across different campaigns, by either allocating the budget to each individual campaign or use a shared budget where Google will automatically adjust how it allocates the budget to help improve your ROI.

#3 – Industry Research and Keywords:

Both sector and keyword research are both very important when planning and setting up a new PPC account. Doing some research around the prospective industry will give you an insight into the kind of jargon that potential customers might use in their searches.

Implementing this research into your keywords can give you a serious head start against your competitors as the keywords will be relevant and suited towards the customer’s search terms, meaning your ads will have a better chance at showing.

Another great tip is to use the Google Keyword Planner as it allows you to see either the historical or forecasted search volume for potential keywords. If you are operating on a small budget, then the keyword planner will also allow you to see which keywords have lower competition and will therefore be cheaper to bid on.

#4 – Negative Keywords:

Negative keywords are an essential tool to ensure all search traffic is relevant. The search term report is an incredibly handy tool that allows you to view all search terms that have resulted in a click on your ads. You can then filter out the less relevant searches and put in place negative keywords.

#5 – Conversion Tracking:

Finally, conversion tracking is an essential part of monitoring the performance of your account. By using conversion tracking, we can measure the number of times a goal has been achieved, which forms an essential part of determining ROI.

Furthermore, you can use attribution tracking to view the conversion pathway, in order to look at areas to improvement, for example improving the landing page experience..  

Hopefully the above checklist will help you begin to figure out the maze that is PPC. However, PPC is complicated and can be expensive if you get it wrong. Please do not hesitate to get in touch with us if you would like any guidance.