PPC is a perfect channel to promote your business, introduce yourself to new customers, or attract more traffic. But if you don't have a thorough understanding of how it works, it can be really confusing and even challenging .
At Línea Gráfica we know how important the PPC channel is in an online business. Therefore, so that you do not fall into the typical "trial and error" we are going to light the way by giving you 5 tips, from our PPC Manager, Inés Martín, that we know will be useful to you to start rolling out your first campaigns effectively.
Ready to get started in the world of PPC?
When creating your first campaigns, it's common to want to "get everything at once." But that's a mistake! Ideally, you should structure your campaigns by objectives , going step by step. Set up the mechanics by selecting what you want to achieve. To do this, ask yourself: Do you need to get more visibility ? Increase sales ? Attract more traffic ?
Having a clear objective for your campaign will not only help you achieve a higher performance, but also help you optimize your investment. We don't want you to lose money right from the start!
A common mistake is to ask a single campaign to meet all of your expectations. This will confuse you when choosing the campaign type, bidding strategy, creatives, copywriting, and the entire optimization process. So our advice is to choose 1 single SMART goal for each of your campaigns.
For this reason, we are going to give you some ideas for automation that you can carry out once your campaigns start to roll:
TIPS FOR CREATING AND OPTIMIZING YOUR PPC CAMPAIGNS
Define your campaign goals using the SMART rule
We often find ourselves with the desire to launch campaigns as soon as possible without having clearly established the objectives . Wanting to increase the profitability of the business immediately wins over the analysis and planning of the objectives to be achieved. Therefore, we recommend that before you get down to work, you clearly define what objectives you are pursuing and what you expect from your PPC campaigns. We know that it is not an easy task and that it requires time and effort. But, we recommend that you dive into defining your objectives as soon as possible and, of course, that you do not fall into the typical "paralysis by analysis". Take the time you need and use strategies that are effective at this point, such as the famous SMAR T strategy . Sounds familiar, right? In a SMART strategy, objectives must be specific , measurable , achievable , realistic and time -bound and, of course, they must be in line with the economic and time resources you have available. And if you don't define your objectives, you'll be orbiting aimlessly, guided by trial and error, and wasting time and money!Make sure your campaign goals are being measured correctly
A very common mistake, and one that occurs more often than you think, is that the objectives are correctly defined, the campaign is already working and, however, there are no results or they are not as expected . Before continuing, make sure that it is not a measurement problem . Remember that a good PPC strategy is based on launching campaigns in line with what you want to achieve and on carrying out constant measurements, adjustments and monitoring in order to optimize and get the most out of them. If you notice that the campaign results are not being measured correctly, this may be due to different factors. Spoiler: One of the most frequent are technical problems derived from the website , which prevent and hinder tracking . When this happens, we recommend that you focus on solving what is causing the problem. Take a deep look and focus on solving the root of the problem. Test purchases on different devices, with different users, etc. until you find out what is happening.Focus your campaign on 1 single objective
When creating your first campaigns, it's common to want to "get everything at once." But that's a mistake! Ideally, you should structure your campaigns by objectives , going step by step. Set up the mechanics by selecting what you want to achieve. To do this, ask yourself: Do you need to get more visibility ? Increase sales ? Attract more traffic ?
Having a clear objective for your campaign will not only help you achieve a higher performance, but also help you optimize your investment. We don't want you to lose money right from the start!
A common mistake is to ask a single campaign to meet all of your expectations. This will confuse you when choosing the campaign type, bidding strategy, creatives, copywriting, and the entire optimization process. So our advice is to choose 1 single SMART goal for each of your campaigns.
Consider your conversion rate and average cart value to set your budgets
If you don't know how to set the budget for your paid campaigns, it's best to analyze the average value of your online store's shopping cart and take into account your conversion rate . By adjusting the budget to this data, you'll be able to optimize the profitability of your campaigns. It's a matter of basic math , if your conversion rate means you get 1 purchase out of every 100 visits to your website, your budget should allow you to reach that number of visits as a minimum. If your average purchase value is also X, you need to calculate how many clicks you can afford to have a positive ROAS. Often, these types of calculations allow you to decide whether you are interested in using your entire catalog for campaigns , or if it is more profitable to focus only on a segment of your products .Take advantage of platform automations to spend more time analyzing results
We know that running a business is not easy, and finding time where there is none is even less so. Therefore, the growing automation that different PPC platforms allow will be of great help to free you from certain tasks and focus on others that are strategically more valuable to you .
For this reason, we are going to give you some ideas for automation that you can carry out once your campaigns start to roll:
- Automatic bidding automation . This automation is widely used in those accounts that have a large number of ad groups or keywords. Automatic bidding is used to find the most convenient bid in real time and optimize the CPA (Cost per Acquisition).
- Automated rules . These are useful when you want to apply rules at specific times. For example, imagine you want to increase your bid on certain days of the month or even pause your campaigns when the weather is bad. This can be achieved thanks to the intelligent operation of automated rules.
- Campaigns like Google Ads’ High Performance Campaigns or Meta Ads’ Content Advantage Campaigns offer you valuable information about the products in your catalog that are most interesting to your customers. Use this information to improve not only your PPC results, but also to optimize those products on your website.
