5 Questions to Ask Before Launching a PPC Campaign


PPC is nothing new, but that doesn’t mean it has stayed the same over the years. Just as the online marketing landscape has evolved over time, so has pay per click. What worked 10 years ago may not work today, especially if you leave out the important advances we’ve made along the way, such as having a preference for organic traffic and using keywords naturally in the text.

PPC can make all the difference in helping your company thrive online. Let’s take a look at five questions you should ask yourself before launching a campaign.

  1. Are your ads high quality?

Google uses an algorithm called Ad Rank to determine where your ad will be positioned on the results page. A good Ad Rank means your ad is more likely to appear at the top of the page where it will be seen by more people and hopefully clicked on, too. A low Ad Rank pushes your ad to the bottom of the page.

A number of factors are included in Ad Rank such as relevancy and target keywords. When creating ads, make sure they are relevant to your landing pages and contain associated keywords.

  1. Do they contain a clear call to action?

It’s amazing how significant a simple line can be, but this is exactly the case with a call to action. When writing out your ad copy, include an appropriate phrase that will drive interaction such as “Buy Now” if you’re looking to increase sales or “View More” if you want to keep users engaged.

  1. Have you split tested them?

Some marketers rush through testing their ads because of a lack of time. But without some type of testing, you’re in the dark as to which descriptions, messaging, layouts, keywords and more work for your audience. It’s easy to test the performance of your ads, so make this a priority, not an afterthought. Some of the elements you should be testing include descriptions, display URLs, calls to action, benefits, promotions, prices and sitelinks.

  1. Are you utilizing ad extensions?

Ad extensions are your friend. They can quickly and efficiently send visitors the information they’re looking for to improve their experience with your brand. Traditional extensions include call, location, product and social extensions, but there are plenty more to explore. For example, Google has introduced enhanced campaigns that allow you to add all types of ad extensions to improve CTR by 30%.

The only thing to remember here is that the ad extensions should match the nature of your business. If you have a locally owned plumbing business, extensions like call and location are best. If you have an ecommerce site, sitelinks and product extensions are ideal.

  1. Are your ads being shown to the right people?

Your ads do not need to be shown to the entire universe. Think about your target audience. These are the people you need to show your ad to. Use the available targeting tools to best reach your audience based on their location, age, gender, interests, past buying habits, etc. By targeting the right people at the right time, you’re not wasting your time or money.

PPC can take your business to the next level, but you need to know what you’re doing. If you’re still unclear about how PPC can help your brand, contact the PPC pros at WSI. We can help you build a strong PPC campaign that will make the most of your advertising budget.

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