5 Campaign Elements For Effective Campaigns
Keywords, Landing Pages and Ad Copy are the three fundamental pieces of a PPC campaign. Always consider how these three items relate to each other to ensure your campaign is relevant to searcher intent.
#1 Keywords
Start out by giving Google a list of keywords, which tells Google to serve your ads on the results page when people search for those keywords. When you want to run a campaign, you need to take time to find out the keywords that are driving your target audience to your website. This can be discovered through careful study of analytics on your website.
#2 Ads
The advertiser writes copy which they believe answers the user’s search query. Ads should be relevant to the associated keywords in terms of there product/service to ultimately drive clicks to the website. At times, you can make use of A/B testing to discover what type of campaign will really resonate with your target audience.
#3 Landing Pages as part of the campaign elements
The landing page should be relevant to the keyword and the ad for optimum results. The Landing page is the page that they will arrive at when they click on the ads on your website. You have to make sure that the landing page is related to the keywords that you are promoting. You also need to make sure that the landing page has all the essential information that the prospect needs to decide whether they should purchase the product or not.
Keyword lists are the list of word combinations that you would like your ad to show for when a potential customer searches.
How to create keyword lists to drive business objectives:
#1 Search Intent
Consider creating lists around the type of search intent, i.e. if they’re looking for information (Top of Funnel Searches), consideration (Middle of Funnel) or conversion/sales queries (Bottom of Funnel).
#2 Exhaustive list of keywords
Having an exhaustive list of keywords that your target audience is likely to search for is essential to building coverage to ensure your brand is visible for the most valuable searches in the user’s buyer journey
#3 Function of each keyword
It’s important to know the function of each keyword and assign budgets to each group of keywords depending on the part they play in a conversion. You have to decide on the list of keywords that you are going to use for awareness, conversion, retention and other stages of the buyer’s journey.
#4 Negative keywords
Use negative keywords to cut out unwanted searches, i.e. low conversion/high cost, bad brand associations etc. For your campaign to be effective and make sure that you are getting the best out of your ROI, you need to make sure that your ads does not show up for useless keywords. You might want to block out your ads from showing when words such as “trial”, “free”, “download” or other keywords are used.
How to approach writing ads in terms of driving clicks from searchers:
- Relevant: Consider the need state of the searcher and how this can be addressed by your product. What do they want to hear about your product to make your product seem more appealing than the competition based on there need state?
- Attractive: Include keywords in the ad copy to increase perceived relevance in order to drive higher click through rates
- Directional: Consider offers and always include a CTA to direct there action towards your business objectives (conversions) post-click.
This is an example of good copy elements to drive action.
- Relevant to New York hotels – 500 hotels in New York NY
- Attractive to book – because you have the Best Price Guarantee
- CTA – book is the first word of the meta description “Book your hotel in New York NY online”. That is telling you to take an action, to book.
- A landing page is your website. You control this zone and should ensure it’s closely linked to your ads, keywords, and user intent with directional CTAs to drive towards business objectives
- Good landing pages are related to what the searcher typed into Google, as well as the ad copy which they clicked. This increases the relevance of the search experience. If the relevance level is high, the searcher is more likely to engage with the page content
- If you include CTAs, you can direct the searcher to take action on your website, this can be in the form of buying a product or filling out a contact form
- You should take the entire search experience into account when choosing or designing landing pages for search campaigns
What are the considerations of a good landing page? Consider the search journey. To recap:
- The user has a need
- They look for solutions online
- They click your ad as it’s closely aligned to there need
- Next, they land on your website.
The questions for landing pages are:
- Does your landing page deliver on the promise of the ad and resolve there need state?
- Is it aligned to the ad, i.e. relevant, attractive and directional?
For example, a landing page must contain:
#1 Product details
You will need product details to entice the searcher and quickly show how the product fits there needs. You have to make sure that that the landing page that you have created has all the details that you need in order to convince the prospect to buy your products or services.
#2 Appeal aspect
You must also include details of how the product appeals to the searcher’s persona and motivations. When you are creating your landing page, you must include details of why they should choose your product above all other products.
#3 Clickable CTA
A large clickable CTA to drive action. The CTA is the part of the ads that someone can click on to purchase the products or services. You have to make sure that your CTA is above the fold. It must be visible. The colour of your CTA must be different from the rest of the page.
#4 Imagery
Appealing and aspirational imagery to quickly infer outcomes. The graphics on your landing page must be appealing. If you have a colourful landing page, it can assist you in retaining the attention of your target audience. That is why design is one of the important components of your landing page.
The elements above can be distilled into what is known as conversion rate optimization. Conversion rate optimization is a process whereby pages are designed to drive as much valuable actions based on how people interact with the page and what they are likely to do. This includes device optimization where buttons are large on mobile-optimized sites so users can easily click them or use striking colours to highlight a particular area of the page (CTAs). It’s important to identify high impact improvements and device considerations to drive better performance.
- On mobile, the PPC ad is the first listing a searcher sees on the SERP
- Searcher behaviour is different on mobile than on desktop devices. Mobile Navigation has to be simple and easy to manage with larger CTAs and readable font sizes for smaller screens
- A further consideration is the type of traffic that mobile drives; if it is primarily researching traffic and not converting traffic (as is the case with many mobile websites), serving the right kind of content to give mobile searchers the information they require is the most effective way to drive value in your mobile traffic
- AdWords takes into consideration how mobile-optimized your website is, i.e. is it responsive and designed with mobile in mind? This will ultimately affect your quality score for mobile traffic.
Now tell us your own side of this story.
We would also like to hear what you feel about the topic we discussed today. Your feedback is very important to us. Feel free to drop your comments and recommendations. If you have a contrary opinion, you can drop that too.
You can also join our Facebook Page CRMNigeria for more updates. You can do that by clicking on the link or searching for our page on Facebook.
You can also join our WhatsApp Group Here.
Work from Home. Work for PropellerAds.
Finding the right Long-tail Keywords? Start your journey here.